How were Xbox sales during Black Friday? An atypical period marked by the brand’s transition

The market share reflects an unusual Black Friday, conditioned by very uneven offers between platforms.

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The Black Friday of this year has left some interesting data that should be interpreted with context. Unlike other years, consoles did not compete on equal terms: while some brands opted for aggressive discounts, Xbox maintained its usual prices, which fits with the transition moment the brand is facing towards 2026. This has led to a sales distribution that, rather than talking about demand, mainly reflects the difference in offers.

However, the Xbox ecosystem continues to grow in services, catalog, and global presence, with Game Pass consolidated and new experiences planned for next year. The hardware situation is particular, but it does not define the general state of the platform.

Black Friday Sales: Market Data and Context for Xbox

Data collected in the US and Europe shows a very marked distribution due to available promotions:

United States

• PS5 concentrated 47% of sales during the period.

• Nintendo Switch 2 reached 24%.

• NEX Playground was at 14%.

Europe (UK as main reference)

• PS5 achieved 62% of the total.

• Switch 2 obtained 23%.

• Xbox moved around 10%.

This year, only PlayStation applied deep discounts, taking PS5 to $399 in the US and to £289 in the UK in one of its most attractive packs. Switch 2, although without such large discounts, also capitalized on the momentum of a recent launch.

• Xbox Series X, on the other hand, maintained its regular price (around $650), something expected in the midst of a cycle change, with new models, strategic repositioning, and several announcements planned for 2026.

With this scenario, the figures fit the market dynamics: when offers do not compete in the same range, consumer behavior shifts towards the discounted option. The Xbox ecosystem, meanwhile, continues to focus on a key year for the brand, with new games, renewed hardware, and catalog expansion underway.