Record engagement during National Write a Review Week – over 4 million U.S. visitors and 173,000 reviews in one week – reveals what consumers care about most and how to read reviews smarter this holiday season.
NEW YORK – November 18, 2025 – As millions of Americans prepare for Black Friday, shoppers are turning to one another through online reviews for buying advice. This month, Trustpilot, the world’s largest independent review platform, announced record-breaking engagement from its first-ever National Write a Review Week (October 20–24), which sparked a 76% year-over-year surge in reviews and drew more than 4 million visitors in the U.S. alone. The results reveal how consumers can make more confident, informed shopping decisions at the busiest retail moment of the year.
“Write a Review Week is more than a campaign. Because it takes place just before Black Friday, it gives us a real-time pulse of consumer sentiment, showing how people are thinking, feeling, and preparing to shop ahead of the biggest holidays of the year,” said Alicia Skubick, Chief Customer Officer at Trustpilot. “The near double-digit growth in reviews in just one week has provided unparalleled data and insight into what matters most to shoppers.They’re making purchasing decisions based on delivery reliability, product quality, and customer service. The data also reveals what consumers need to know to make their holiday shopping experience the best one yet. The bottom line is simple—when people share their experiences, everyone shops smarter.”
Trustpilot’s recently published AI and Black Friday shopping data reports that 86% of Americans check reviews before every holiday purchase, and 40% rely on others to post reviews ahead of Black Friday and Cyber Monday to help them shop. With review activity surging, Trustpilot uncovered new insights into how consumers are thinking ahead of the holidays—and practical guidance to help shoppers make smarter decisions.
National Write a Review Week drove Trustpilot’s highest-ever day of U.S. traffic with 173,580 reviews submitted and its more than 4 million visits accounted for a 63% jump compared to the same week in 2024. October 23 marked Trustpilot’s busiest U.S. user day to date. Today, Trustpilot hosts more than 330 million reviews worldwide, guiding over 64 million people every month.
A key theme of the finding was that as holiday shopping becomes more influenced by AI recommendations and influencer promotions, genuine human experiences remain the most trusted guide. The most frequent complaints during Write a Review Week involved delivery delays, technical issues, and poor customer service, with 11 of the 12 top complaint terms tied to automated support. The findings suggest that when automation replaces, rather than supports, real human help, it can erode customer trust and satisfaction.
What are the six most important lessons that Black Friday shoppers can learn from Write A Review Week? According to Trustpilot’s Chief Customer Officer:
Watch for recurring issues – not just single complaints: The data from Write a Review Week showed repeated mentions of delivery delays, website bugs and service problems. If several reviewers across a brand or product mention the same issue, it likely signals a systemic concern rather than a one-time issue.
Focus on fresh reviews and brand replies: Reviews written recently – under 30-60 days – are better indicators of current performance. Brands that actively engage with their reviews demonstrate they’re monitoring feedback. So check whether a brand responded to negative comments — it’s a sign they’re actively listening and working to resolve issues.
Watch for signs of unhelpful automation. Not all chatbots are bad — when done well, they can make customer support faster and easier. But during Write a Review Week, Trustpilot found that 11 of the 12 most common complaint terms were about automated customer service that couldn’t resolve issues or connect shoppers with a real person. If you notice similar frustrations in reviews, it’s a sign that getting help from that company may be harder than expected.
Pair review-reading with deal-planning, not hype-chasing. As Black Friday and Cyber Monday approach, shoppers may be drawn by deep discounts – but reviews provide the trust layer. Reviews are one of the most trusted forms of social proof.So: set your budget, compare brands, use reviews to vet promises (such as shipping dates or return policies), rather than just chasing the lowest price.
Apply extra scrutiny to high-volume or high-risk categories. Write A Review Week showed a surge in engagement in clothing, software, women’s apparel, non-bank finance and financial consultants. These categories not only had high review activity, but also significant complaints/data points. Therefore: if you’re buying in those categories, take extra time – check shipping timelines, software compatibility, support responsiveness, return and refund terms.
Read the fine print even on a great deal. Discounts don’t always mean a smooth experience. Problems with delivery, hidden fees, poor service or lack of warranty can spoil the purchase. Review comments often call out these secondary issues. Use reviews to check things like: “How quickly did this ship?”, “Was returning easy?”, “If something broke, how did they respond?” These check points protect you from regret later.
See here for the full survey findings and more information on National Write a Review Week.
About Trustpilot:
Trustpilot began in 2007 with a simple yet powerful idea that is more relevant today than ever — to be the universal symbol of trust, bringing consumers and businesses together through reviews. Trustpilot is open, independent, and impartial — we help consumers make the right choices and businesses to build trust, grow and improve.
Today, we have more than 330 million reviews and 64 million monthly active users across the globe, with 149 billion annual TrustBox impressions, and the numbers keep growing. We have over 1,000 employees and we’re headquartered in Copenhagen, with operations in Amsterdam, Denver, Edinburgh, Hamburg, London, Melbourne, Milan and New York. Visit www.trustpilot.com.
