Observed Signal · Oct 20, 2026 · Corporate Update · Source: Jampp · Impact: 2/5
What Black Friday 2025 taught us (and what to watch in 2026)
Mobile growth platform Jampp published an analysis of Black Friday 2025 mobile shopping trends to guide marketer testing plans for 2026. The findings highlight that while retailer app downloads rose 9.7% year over year in 2025, time spent per daily active user declined 18.2%, signaling transactional deal-hunting rather than sustained loyalty. To combat rising e-commerce CPMs—which surged 53% in North America—Jampp recommends combining user acquisition with post-install activation, initiating early testing, measuring incremental lift, and leveraging performance CTV.
The report underscores the disconnect between top-of-funnel app install spikes and post-install user engagement during major retail shopping peaks, guiding mobile advertisers on managing inflated acquisition costs.
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Key Takeaways & Evidence Grounding
- A record 202.9 million consumers shopped between Thanksgiving Day and Cyber Monday in 2025, up from 197 million in 2024.
- Retailer app downloads grew 9.7% year over year over Black Friday weekend 2025, while time spent per daily active user dropped 18.2%.
- Global e-commerce app CPMs climbed 32% between 2024 and H1 2026 from $2.42 to $3.19, with North American CPMs jumping 53% to $18.77 and reaching $20.54 in the US.
- Smartphones generated 56.4% of all US online transactions between November 1 and December 31, 2025, peaking at 66.5% on Christmas Day.
- Jampp highlighted connected TV (CTV) ad formats specifically designed for shopping apps to drive measurable mobile app installs and actions.
Connected Companies & Entities
3 Entities mapped“Mobile programmatic platform that authored the analysis and provides user acquisition, activation, and CTV solutions for mobile shopping app...”
“App intelligence provider cited for data on retailer mobile app downloads and user engagement trends.”
“Mobile measurement partner cited for industry benchmark metrics on paid/organic install ratios and regional CPM and CPI trends.”
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