Skip to content
Joy.so

Do your Black Friday shoppers spend their points?

In our study of Black Friday weekend 2025, points were earned from a purchase 20 times for every one redemption. Read it now, and set up four plays before November 27.

  • 20 to 1: times a purchase earned points for every one redemption, Black Friday weekend 2025.
  • Each of those points was issued to bring a shopper back. Until it is redeemed, it has not done that.
  • +101%: points earned from purchases against the weekend before, Black Friday weekend 2025.
  • More orders bring more points automatically. Redemptions are not automatic.
  • +35%: shoppers who redeemed points against the weekend before, Black Friday weekend 2025.
  • Earning happens on its own. Redeeming takes a decision.
Points in Pocket

Who is in the data?

A sample of Shopify stores that run a loyalty program. Aggregated loyalty and order activity; no store, shopper or order is identified.

  • 739,106

    Paid orders, Black Friday weekend 2025

  • 400,446

    Times a purchase earned points

  • 16,624

    Shoppers who redeemed points

  • 02

    Black Fridays, 2024 and 2025

What’s inside?

  1. The gap

    What a sale does to each half of a loyalty program, in numbers.

  2. Find your gap

    Four checks to run in
    your own store this week.

  3. Close the gap

    Four plays to set up
    before November 27.

Questions

Who is this for?

Shopify brands that run a loyalty program, or plan to launch one before Black Friday, and want to know what shoppers do with their points during the sale.

What is in the data?

Aggregated loyalty and order activity from a sample of Shopify stores that run a loyalty program, over two Black Fridays. We report counts and period-over-period changes, never individual stores, and nothing in it identifies a store, a shopper or an order.

Do I need Joy installed?

No. The four checks work on any points program, and each play names the Joy setting it lives on.

When do I get it?

Right away, on this page.

What happens after I sign up?

A few short emails before Black Friday on putting the numbers to work, about one every few days. Unsubscribe any time. No sales call unless you ask for one.