Shopping is still concentrated at the top, but the long tail is growing
Percentage of shoppers visiting the top 10 and lower-ranked (50+) retailers, Black Friday weekend 2024 vs. 2025
Bar chart comparing shopper reach for top 10 retailers versus long-tail retailers ranked 50 and above, for Black Friday weekends 2024 and 2025. Top 10 retailers reached 76% of shoppers in 2024 and 78% in 2025. Long-tail retailers reached 33% in 2024 and 38% in 2025, showing a 5 percentage point increase.
