AppsFlyer released its Black Friday 2025 results for the United Kingdom, revealing a strong year for conversions and spending despite mixed install performance. Total Shopping installs increased by 7% year over year, while non-organic installs rose sharply, up 30% across both Android and iOS.
In-App Purchases (IAP) rose 33% on Android and 26% on iOS compared with Black Friday 2024. The day-before–to–Black Friday uplift was even more pronounced, with IAP revenue increasing by 60% on Android and 70% on iOS. The share of paying users climbed 10% on Android and 20% on iOS from the day before Black Friday to the day itself.
Remarketing also grew, rising 16% year over year. Total conversions rose 14% overall.
Key UK findings:
- Overall shopping installs increased 7% year over year, driven by higher iOS demand despite declines on Android.
- Non-organic installs grew more than 30% across both platforms, showing a strong shift toward paid acquisition as brands competed for consumer attention.
- Total conversions rose 14% year over year, supported by significant iOS growth even as Android performance softened.
- Remarketing conversions increased 17%, highlighting the UK’s continued reliance on re-engagement to drive efficiency.
- IAP revenue rose 28% year over year, with higher-value shoppers making more purchases during Black Friday promotions.
- Black Friday vs day-before IAP revenue surged 60% on Android and 70% on iOS, demonstrating strong short-term purchase intent.
- Payer share increased 10% on Android and 20% on iOS, indicating brands succeeded in converting high-intent users.
“Black Friday 2025 saw higher conversion quality in the UK, driven by a rise in non-organic installs and strong consumer intent,” said Sue Azari, Industry Lead Ecommerce at AppsFlyer. “Brands succeeded by doubling down on performance media and re-engagement to capture high-value audiences.”
