74% of Consumers Likely to Scan a QR Code During Black Friday, Cyber Monday, Uniqode Report Finds

State of BFCM Report reveals consumer expectations and marketer strategies for QR engagement

NEW YORK, Aug. 20, 2025 /PRNewswire/ -- Uniqode, the highest-ranked QR code platform on G2, today released its 2025 State of Black Friday and Cyber Monday (BFCM) Marketing Report. The report features insights from 1,000 U.S. consumers and over 200 marketing leaders and reveals the gaps between how consumers expect to interact with QR codes and how marketers are leveraging the technology during BFCM.

While around 60% of marketers used QR codes in BFCM campaigns last year, many failed to deliver on what users expect post-scan. Nearly two-thirds of consumers are likely to scan a QR code during BFCM, but 56% of shoppers scan expecting promotional offers or discounts that deliver immediate, tangible value. This disconnect is where many brands lose momentum and future scans.

"Customers are ready and willing to scan QR codes during sales, but many marketers simply place codes on signage without using them to enhance the broader user experience," said Sharat Potharaju, Co-Founder and CEO of Uniqode. "Brands and retailers can show consumers they're offering value-based scans by avoiding generic calls to action and matching their QR codes to clearly defined outcomes. This will better engage customers and increase post-scan satisfaction."

The report also revealed that only 37% of marketers believe their 2024 BFCM marketing was very effective, with many marketers missing insights from QR code data. According to the report, 1 in 4 marketers failed to act on Black Friday scan data in time to improve Cyber Monday performance.

"QR codes are an extremely valuable source of real-time feedback and customer insights, but the performance data is still underutilized," said Ravi Pratap Maddimsetty, Co-Founder and CTO of Uniqode. "Only a small number of marketers tracked how consumers were actually interacting with codes during BFCM in 2024, and an even smaller percentage used the insights to make adjustments from Black Friday to Cyber Monday. Reviewing and optimizing the performance of dynamic QR codes in real time can help marketers see even more success during sales events."

Additional key findings from the report include:

• Bargain shopping made simple: 44% of consumers are more likely to scan a QR code during BFCM for the promise of a deal. For 56% of shoppers, a promotional offer is the top expectation when scanning.
• Creating seamless scanning experiences: Scannability (35%) is the biggest QR code issue consumers face in retail settings, followed by slow load times (27%), broken links (26%) and expired offers (22%). Only 17% of consumers say they have experienced no issues when scanning QR codes in-store.
• Winning over the neutral middle: A large "neutral middle" (36%) isn't entirely sold on QR codes, providing an opportunity to show these shoppers better experiences, smoother journeys, and post-scan value.
• Tailoring QR code strategies by generation: Nearly 50% of Millennials and Gen Zers are very likely to scan QR Codes during retail sales, and 46% of Gen X scans are driven by deals. Gen Z (41%) and Millennials (40%) are also driven by discounts and deals, followed by faster checkout.
• QR codes are no longer a novelty: Almost 60% of marketers used QR codes in their 2024 BFCM campaigns. Among non-users, over 40% said they would consider using QR codes this year, depending on cost or effectiveness.

For more information on Uniqode's QR code solutions or to view the full QR Code Marketing Guide For Black Friday and Cyber Monday, please visit uniqode.com.

About Uniqode
Uniqode's vision is to enable digital connections with every physical object and place on the planet. Our platform offers a complete QR Code lifecycle management & analytics solution that is used by over 50,000 businesses around the world to build direct relationships, grow lifetime revenue, and acquire first-party data in industries ranging from consumer goods, hospitality, retail, and real estate.

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Tori Klimczak
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317.806.1900

SOURCE Uniqode