Everyone prepares for one Friday. We took the November 2025 season in Israeli online stores apart, day by day and week by week, to see when the money really came in, how much advertising got more expensive, and what happened in December. The answer changes how we build the sale calendar for the next season.
Black Friday is the Friday after American Thanksgiving, at the end of November, which has become the biggest sales day of the year for online stores around the world, and in Israel it stretches across the whole month: 11.11 sales, a full "Black Friday week", and Cyber Monday after it. It is the month when every online store advertises more, cuts prices more, and expects more.
I manage the campaigns and the promotions of online stores, and every October the same question comes back: how much to put on Black Friday, and how much on the rest of the month. This year we decided to answer it with numbers instead of a feeling.
We took the 2025 season in the Israeli online stores we work with: 11 thousand orders from 19 October to the end of December. The sample: 9 stores and 10,657 orders. For each store we set a "normal week": the three weeks after the Jewish holidays and before the sales, 19.10 to 8.11. Every figure in this article is compared with that week of the same store, and then we take the median across the stores. Revenue is the total of paid orders, after cancellations, the same way every Preneuriat dashboard counts it. Media spend is everything spent on Meta and Google.
Black Friday week, 23 to 29 November, brought in 17% more than a normal week at the median. But the two weeks before it, from 9 November, brought in 13% more. The gap between "the big sale week" and the ordinary weeks of November barely exists.
November as a whole brought in 14% more than the pace of a normal month. That is a lot, but it is not "three times". A store that plans its budget and its stock on the stories from the US is planning for a season that does not happen in Israel.
Break Black Friday week down day by day and the finding is clear: the Friday itself brought in 99% of a normal day at the median. An entirely ordinary day.
The reason is simple, and anyone who sells in Israel knows it. The Israeli weekend is Friday and Saturday. A normal Friday brings in 41% of a normal day at the median, and Saturday 50%. So yes, Black Friday brought in 3.1 times a normal Friday. But a Friday in Israel is a weak day, and three times a weak day is an ordinary day.
The week's money came in elsewhere. The strong days were Monday to Wednesday, before the Friday, peaking on Wednesday at 137% of a normal day, and then Saturday night and the Sunday after. In none of the stores we measured was the biggest day of the week the Friday itself. In most of them it came before, Monday to Wednesday, and in the rest on the Saturday or Sunday after.
In Israel, Black Friday is a week that starts on Monday and ends on Sunday. Friday is its intermission.
In Black Friday week, media spend was 15% above a normal week, and revenue 17% above. In other words, real ROAS, store revenue divided by all media spend, did not improve. It fell to 93% of normal.
That is not because the ads worked less well. It is because everyone advertises in the same week. The cost per thousand impressions on Meta rose 15% in Black Friday week, and 12% already in the two weeks before. The same budget buys fewer eyes, so you need more budget just to stay in the same place. What happens to Meta costs over the rest of the year is in our article on how much Facebook ads cost in Israel.
| Phase | Revenue | Orders | Media spend | Meta CPM | Real ROAS |
|---|---|---|---|---|---|
| After the holidays, before the sales19.10 to 8.11 | 100 | 100 | 100 | 100 | 100 |
| Early November9.11 to 22.11 | 113 | 114 | 110 | 112 | 101 |
| Black Friday week23.11 to 29.11 | 117 | 113 | 115 | 115 | 93 |
| The week after30.11 to 6.12 | 102 | 91 | 100 | 95 | 92 |
| December7.12 to 27.12 | 81 | 83 | 93 | 103 | 90 |
One more thing the table shows: the average order in Black Friday week was 7% lower than normal, the opposite of what most stores expect from a big promotion. More orders, each a little smaller. We saw the same in night sales: a promotion brings more buyers, not buyers who buy more.
The part almost nobody plans for. In the three weeks after the season, 7 to 27 December, revenue was 19% below a normal week, and orders 17% below. Media spend fell by only 7%, so real ROAS in December was 90% of normal, the lowest of the whole season.
Part of this is customers who moved a purchase forward into November. Part is discount fatigue: after a month of sales, full price looks expensive. And what we see in practice: a store that measures November on its own sees a success, and a store that measures November and December together sees a different picture.
This is how we do it ourselves, after seeing these numbers.
Black Friday is the Friday after American Thanksgiving, at the end of November, which has become the biggest sales day of the year for online stores around the world. In 2026 it falls on 27 November. In Israel it stretches across the whole of November: 11.11 sales, Black Friday week and Cyber Monday. In the stores we measured, the day itself brought in 99% of a normal day, and its week 17% more than a normal week.
According to our data, on the Sunday or Monday of that week. The strong days of the week were Monday to Wednesday, peaking on Wednesday at 137% of a normal day. Friday in Israel is a weak day: 41% of a normal day in a normal week. A store that opens on Friday misses most of the week.
In Israeli online stores in 2025, Black Friday week brought in 17% more than a normal week, and November as a whole 14% more than a normal month. The average order that week was 7% lower: more orders, each a little smaller.
Yes, but early. The cost per thousand impressions on Meta rose 12% already in early November and 15% in Black Friday week. Media spend that week rose 15% and revenue 17%, so real ROAS did not improve. A campaign that enters November after it has already learned, in late October, buys its impressions before they get expensive.
In our data, December fell. In the three weeks after the season, revenue was 19% below a normal week, and real ROAS was 90% of normal. That is why we measure the season as November and December together, and keep a small promotion for December.
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