Black Friday and the holiday season are coming! Join us for Write a Review Week, October 20th to 24th, and use your honest experiences to help millions of other consumers make the right choice before the big rush begins.
Make your voice heard this Write a Review Week
Did you know that reviews have a huge influence over how people decide what to buy? In fact, 93% of American consumers use reviews when making purchasing choices. The holiday shopping season – kicking off with Black Friday – brings a huge wave of shopping traffic and consumers are looking for reassurance before they click "buy."
That’s why from October 20–24, we’re celebrating Write a Review Week, created by Trustpilot in partnership with National Today. It’s a week to celebrate authentic voices — including yours — and make the internet a little more transparent, one review at a time.
Why participate in Write a Review Week?
Because your feedback shapes the future of shopping. When you share your experiences:
Shoppers benefit. Your honesty helps others avoid mistakes and find better options.
Businesses listen. They use your feedback to improve their products, services, and customer care.
Trust grows. Every review — whether glowing or constructive — makes the online world a bit more reliable.
Your review doesn’t just help you; it helps everyone. We're here to help consumers make the right choice, and that starts with your honest feedback.
How can you get involved?
It’s easy: Write a review! Think about a recent experience you had with a business. Did they go beyond your expectations? Did they let you down? Take a few minutes during Write a Review week to share your honest insights on Trustpilot.
What should you review?
A product you just bought (the quality, the fit, the value).
A service you used (a haircut, a meal, a repair).
The entire purchase experience (shipping, returns, customer care).
Three tips for writing a great review
A great review is honest, specific, and helpful. Here’s how to make your voice count:
Keep it focused on the experience. Explain what happened, as well as how you feel about it. For instance, instead of saying, “The shirt was perfect,” try: “The sizing chart was accurate, the fabric quality exceeded my expectations for the price, and it arrived early.” This gives the business valuable context and helps others make the best choice.
Be specific. Instead of just leaving a star rating, try to add specific details – name the product, the employee (if relevant), or the date of the experience. The more detail, the more helpful it is for the business and other consumers.
Use a star rating that matches your story. A great experience deserves five stars; a terrible one deserves one. If a business resolved a major issue, update your review to reflect that.
The power of reviews: by the numbers
Trustpilot’s 2025 Holiday Shopping Survey shows just how much reviews shape the way we shop:
86% of shoppers check reviews when shopping for gifts — especially ahead of the holidays.
October is the most popular month for starting holiday shopping lists and research, with 32% of shoppers beginning then.
More than half (52%) of shoppers plan to leave a review before Black Friday or Cyber Monday.
40% say they rely on reviews to help them find deals worth trusting.
39% check product reviews two to three times before buying something.
17% of shoppers write reviews regularly — and that number is growing fast.
When a product has no reviews, 60% of shoppers hesitate to buy it — and 9% refuse to buy it at all.
56% of people are motivated to write a review after a highly positive experience, compared to 38% who do so after a negative one.
Bottom line: Reviews guide nearly every buying decision — and yours could be the one that helps someone else choose wisely.
*In collaboration with the market research company Qualtrics, Trustpilot conducted an online survey of 1,064 people aged 18 to 99 in the United States about their shopping behavior around Black Friday and thoughts on reading and writing reviews. The survey ran from September 22- October 8, 2025.
Key takeaways
Write a Review Week is more than just a campaign – it’s a rallying cry for businesses to invite feedback, listen, and show they care about you, the customer. By leaving a review, you’ll be helping millions of consumers and be part of the movement that puts trust back at the center of commerce.
Ready to speak up? Share your story on Trustpilot!
