Black Friday 2024 marked a significant milestone in the retail industry, showcasing notable shifts in consumer behavior and spending patterns. In the United States, online sales reached a record $10.8 billion, reflecting a 10.2% increase from the previous year. Meanwhile, global spending surged to $74.4 billion, up 5% from 2023.
More people shopped on their phones, with 69% of purchases made on mobile devices, slightly more than 68% in 2023. Besides, the “Buy Now, Pay Later” (BNPL) option also became more popular, with $686.3 million spent online, an 8.8% rise from last year.
These numbers show how shopping habits are changing, with more people choosing online shopping and flexible payment options for holiday purchases. This Black Friday report covers detailed information about the latest Black Friday sales and consumer behavior recorded in 2024 and previous years.
Black Friday Statistics (2024-2025)
- Black Friday 2024 online sales hit $10.8 billion, a 10.2% increase from 2023.
- Global Black Friday spending reached $74.4 billion, up 5% from last year.
- 87.3 million people shopped online, while 81.7 million visited stores on Black Friday.
- Mobile shopping made up 69% of purchases worldwide.
- “Buy Now, Pay Later” (BNPL) added $686.3 million to online sales, growing 8.8% year-over-year.
- Retailers using AI chatbots saw a 9% boost in sales conversions
- Target’s Black Friday sales reached over $500 million, a big increase from last year.
- Walmart’s Black Friday sales surpassed $1.77 billion
Black Friday Sales
Black Friday 2024 broke records with $10.8 billion in sales, a $1 billion jump from 2023—that’s a 10.2% increase in just one year!
Compared to 2019’s $7.4 billion, sales have shot up 46%, and since 2017, they’ve nearly doubled (96% increase).
Black Friday spending has been rising every year since 2018, growing 10-15% annually. But the biggest jump was recorded between 2023 and 2024, with a $1 billion surge!
Here is a table displaying the Black Friday Sales recorded over the years.
Year | Black Friday Sales |
---|---|
2024 | $10.8 billion |
2023 | $9.8 billion |
2022 | $9.12 billion |
2021 | $8.92 billion |
2020 | $9.03 billion |
2019 | $7.4 billion |
2018 | $6.2 billion |
2017 | $5 billion |
Source: Adobe
According to Salesforce, U.S. online sales hit $17.5 billion on Black Friday, marking a 7% increase from last year.
Their analysis, based on the shopping habits of 1.5 billion consumers worldwide, revealed a growing demand for home appliances and furniture. Shoppers also scored big on discounts, with the average markdown across all categories at 28%.
Source: Salesforce
According to another report by Mastercard, Black Friday 2024 was a big win for U.S. retailers, with overall sales (excluding automotive) rising 3.4% from last year.
But the real game-changer was online shopping, which saw a huge 14.6% jump. Meanwhile, in-store shopping lagged behind, with sales increasing by just 0.7% year-over-year.
Shoppers took full advantage of big discounts, with jewelry, electronics, and apparel being the most popular purchases, as Mastercard reported.
Source: Mastercard.
Black Friday 2024 was a record-breaking day for Shopify merchants, with $4.1 billion in total sales, up 22% from 2023.
Shopify sales reached their highest point at 12:01 p.m. EST, with an impressive $4.6 million processed every minute. After adjusting for currency fluctuations, the average cart value stood at $110.71, or $110.08.
Shopify’s Point of Sale system saw a 33% increase year-over-year, reflecting growth in both online and in-store shopping.
Across the entire weekend, total sales reached an outstanding $11.5 billion, marking a 24% jump compared to 2023.
Source: Shopify
Black Friday Shopper Statistics
Black Friday was the busiest shopping day of the weekend, with 87.3 million online shoppers and 81.7 million in-store shoppers.
It was the only day where online and in-store shopping were nearly equal, with only a 5.6 million difference.
Black Friday was the only day when both online and in-store shopping were nearly balanced, with just a 5.6 million gap between the two.
Saturday marked a change in trend, with more people heading to physical stores (61.1 million) compared to shopping online (53.9 million), flipping the script from Black Friday’s online dominance.
Meanwhile, Cyber Monday had impressive online sales, with 64.4 million shoppers participating, but its in-store numbers were the lowest of the weekend, at just 23.2 million, highlighting the shift toward digital shopping.
Here is a table displaying the number of people who shopped during the Holiday Season in 2024.
Day | Number Of Online Shoppers | Number Of In-store Shoppers |
---|---|---|
Thanksgiving | 28.6 million | 26.1 million |
Black Friday | 87.3 million | 81.7 million |
Saturday | 53.9 million | 61.1 million |
Sunday | 32.8 million | 25.6 million |
Cyber Monday | 64.4 million | 23.2 million |
Source: NRF
Global Black Friday Sales
Online Black Friday spending worldwide hit an impressive $74.4 billion, showing a 5% increase from last year’s $70.9 billion.
Cyber Week also saw record-breaking sales, reaching $314.9 billion globally, up by 6% from 2023. Thanksgiving was a big contributor, with $33.6 billion in online sales, also a 6% increase.
Mobile shopping was a major factor in this growth, accounting for 70% of all online orders worldwide, including in the U.S. This helped drive $220 billion in mobile sales globally.
During Cyber Week, shoppers enjoyed an average discount of 26%, with makeup products offering the largest discounts at 40% off.
Here’s a look at the top categories with the biggest discounts:
- Makeup: 40%
- General Apparel: 34%
- Skincare: 33%
Source: Salesforce.
Holiday Sales Statistics
In 2024, holiday shopping hit an all-time high, with consumers spending a massive $241.1 billion
That’s an 8.6% jump from 2023 when spending reached $222.1 billion during the holiday season.
Looking at the bigger picture, holiday spending has soared by 17.2% since 2022, adding a whopping $36.1 billion to the retail economy in just two years!
Here is a table displaying the Holiday Season sales and the percentage increase in sales recorded over the past years.
Year | Consumer Spending |
---|---|
2024 | $241.1 billion |
2023 | $222.1 billion |
2022 | $210 billion |
2021 | $205 billion |
Last year, SaaS tools offered huge discounts during Black Friday, leading consumers to spend more. Semrush, a stock-listed company, has seen tremendous growth. This Black Friday Semrush offering $300 free consultation with Pro plans.
Source: Adobe
Thanksgiving 2024 saw record online spending of $6.1 billion, an 8.9% increase from last year.
Sales during the preceding days were also strong, with Veteran’s Day 2024 bringing in $3.3 billion, a 6.5% rise from the previous year. Thanksgiving Eve saw $4.1 billion in sales, a 5.1% increase.
This boost in spending was driven by major discounts, especially on toys, where prices dropped by over 27%. On Black Friday, toy sales soared 178% compared to an average day in October, fueling the holiday shopping.
Here is a table showing customer spending on key shopping days during Black Friday week in 2023 and 2024:
Day | 2024 Sales Revenue | 2023 Sales Revenue |
---|---|---|
Veteran’s day | $3.3 billion | $3.1 billion |
Thanksgiving Eve | $4.1 billion | $3.9 billion |
Thanksgiving | $6.1 billion | $5.6 billion |
Black Friday | $10.8 billion | $9.8 billion |
Cyber Monday | $13.3 billion | $12.4 billion |
Source: Adobe Business
In 2024, 197 million people made purchases during the Thanksgiving week, a slight drop from the 200.4 million in 2023.
2023 marked the highest number of shoppers in recent years, reaching 200.4 million, outpacing 2022, which saw 196.7 million shoppers.
Overall, shopper numbers have varied over the years, with 2023 standing out as the peak year, while other years have experienced some ups and downs.
Here is a table displaying the number of shoppers that made purchases during the Thanksgiving week over the years.
Year | Number Of Shoppers |
---|---|
2024 | 197 million |
2023 | 200.4 million |
2022 | 196.7 million |
2021 | 179.8 million |
2020 | 186.4 million |
2019 | 189.6 million |
2018 | 165.8 million |
2017 | 174.6 million |
Source: NRF
During the holiday season, mobile phones accounted for 54.47% of sales, while desktops made up 45.53%.
According to Adobe, mobile shopping brought in $131.5 billion in revenue, showing steady growth in recent years. In contrast, desktop shopping generated $109.9 billion in sales.
Source: Adobe Business.
In the 2024 holiday season, total Buy Now, Pay Later (BNPL) spending reached a new high of $18.2 billion, marking a 9.6% increase compared to 2023.
Mobile devices played a major role, accounting for 79.12% of BNPL purchases, which totaled $14.4 billion. In contrast, desktop purchases made up 20.88% of BNPL transactions, amounting to $3.8 billion.
Cyber Monday set a new single-day BNPL record, with sales hitting $991.2 million.
This surge in BNPL spending made the 2024 holiday season the largest yet, surpassing the $16.6 billion spent during the 2023 holiday period.
Source: Adobe
Retail Black Friday sale
In 2024, Target’s Black Friday sales exceeded $500 million, marking a significant increase from the previous year.
Leading up to Black Friday, consumer spending at Target grew consistently. Two Mondays before Thanksgiving, shoppers spent around $400 million, with the numbers steadily climbing each day, reaching nearly $600 million on Black Friday itself.
Source: Facteus
Walmart saw an increase in spending during Black Friday 2024, with total sales surpassing $1.77 billion.
On Black Friday, Walmart experienced a significant jump in spending compared to Thanksgiving Day, nearly reaching the pre-holiday spending levels seen the Wednesday before Thanksgiving.
Even after Black Friday, Walmart maintained solid sales, with consistent spending levels that remained steady through Cyber Monday.
Source: Facteus
Black Friday Discounts
57% of the consumers stated that they prefer to get details about the discounts in advance.
According to the Sinch Global Email Engagement Survey 2023, over half of the consumers wanted to know about the discounts in advance, while over a third of the consumers preferred to receive the information about discounts as soon as possible.
On the other hand, 21.2% of the consumers stated that they would prefer to get the information about the discounts before a month.
Source: Sinch Mailgun
Black Friday 2024 saw discounts ranging from 11% to 23% across different product categories.
Apparel and accessories stood out with the best deals, while more expensive items like TVs and laptops had more modest price cuts.
The biggest savings were found on items like earrings, rings, shirts, pants, and coats, making it a great time for shoppers to snag those fashion and accessory steals.
Here is a table displaying the discounts recorded on different categories on Black Friday 2023.
Products | Discount |
---|---|
Earrings | 23% |
Rings | 22% |
Shirts & Tops | 22% |
Pants | 22% |
Coats & Jackets | 22% |
Dresses | 20% |
Necklaces | 19% |
Shoes | 19% |
Computer Monitors | 17% |
Headphones & Headsets | 16% |
Source: Criteo
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Conclusion: Black Friday 2024 Sales Reached $10.8 Billion
Black Friday 2024 was a huge success, with strong growth in both online and in-store shopping. Online sales alone hit $10.8 billion, a 10.2% increase from 2023, while global spending reached a record high of $74.4 billion, reflecting a 5% year-over-year growth.
Major retailers like Target and Walmart also saw impressive increases, with Target’s sales exceeding $500 million and Walmart surpassing $1.77 billion in total spending.
As we look at these statistics, it’s clear that Black Friday continues to evolve, with mobile shopping and innovative technologies shaping the future of retail.