November is here, and most businesses have unveiled their Black Friday deals already.
Shoppers are predicted to cross $9.8 billion in online sales during the 2024 Black Friday season. Further, in 2024, 75% of Americans plan on some form of Black Friday or weekend shopping.
Know past year’s Black Friday trends and shopper behaviors and try to optimize your campaigns for the Black Friday season in 2024 with us. We have listed interesting insights in this Black Friday statistical post for you to refer to!
Let’s get into it, shall we?
Top Black Friday Statistics (2022 – 2024)
- Black Friday sales crossed $9.8 billion in 2023. That is $680 million more than in 2022 when the recorded sales were $9.12 billion.
- Around 166.8 million American people shopped during the 2023 Black Friday sales.
- Shoppers enjoyed an average of 31% off during 2023’s Black Friday and Cyber Monday sales.
- The conversion rates of the ecommerce platform increased by 50% during the Black Friday 2022.
- Almost 48% of the online sales during Black Friday were made over smartphones.
The usage of ‘Buy Now, Pay Later’ increased by 78% in 2022 as compared to the past year, and its use is expected to increase further during the sales in 2023.
Black Friday Sales In Number
- Black Friday sales accumulated $9.8 billion in sales in 2023.
Here is a detailed breakdown of the total sales during Black Friday over the past years:
| Year | Total Sales |
|---|---|
| 2022 | $9.12 billion |
| 2021 | $8.92 billion |
| 2020 | $9.03 billion |
| 2019 | $7.4 billion |
| 2018 | $6.2 billion |
| 2017 | $5 billion |
- 2024 Black Friday is expected to generate more than $9.8 billion in sales.
Sales may break the past year’s record and cross $9.12 billion in sales in 2024.
Amazon Black Friday sales numbers
- The independent retailers that sold with the help of Amazon witnessed a total sales of $1 billion through all four shopping days in the Black Friday season.
- Amazon sales increased by 440% in Germany in 2022.
At the same time, there was an increase of 269% in Amazon sales in the United Kingdom. However, Italy had the highest spike in Amazon sales.
Here is a breakdown of the average increase in online sales recorded in 2022 during Black Friday in European countries.
| Country | Early Black Friday sales | Black Friday sales |
|---|---|---|
| Italy | 311% | 476% |
| Germany | 270% | 440% |
| Spain | 208% | 434% |
| United Kingdom | 270% | 269% |
| France | 141% | 178% |
Source: Statista.
Retail Black Friday sale
- Around 123 million people opted for in-person shopping during Black Fridays.
- There was a 10% increase in in-store shoppers between 2021 and 2022 on Black Friday.
- The retail businesses with both online and in-store presence witnessed a rise in transactions by 64.5%.
- Walmart outperformed Amazon in the race of online searches for Black Friday discounts.
Walmart’s Black Friday discount searches increased by 386% compared to last year. At the same time, Amazon fell to the fourth position below Target and Khol.
- Almost 13% of the retail sales in the United States occur between Black Friday and Christmas.
- The likelihood of encountering “out of stock” messages increased by 15% from 2021 to 2022.
Black Friday Spendings
- US consumers spent $9.8 billion on Black Friday in 2023.
According to CNN, this is an increase of 7.5% compared to the previous year.
- The online sale of the toys increased by 285% on Black Friday, compared to a normal day.
At the same time, the sales of audio and electronic equipment increased by 200% compared to an average day.
- Each consumer spends $256 on Black Friday and Cyber Monday combined.
The United States ranks in 8th position for per-person spending during this period. China leads the list with $483 per person spending, and Denmark follows by $262.
Black Friday Discounts
- The average Black Friday discount is approximately 31%.
This is the average figure. The majority of the stores offer 70% to 80% discount.
- Speaking of discounts here are the Best Black Friday Deals On SEO Suites.
Customer Behavior during Black Friday
- 196.7 million consumers shopped online and offline during the Black Friday sales in 2022.
This number is 17 million more than in 2021.
- The conversion rates for desktops were higher than mobile devices in 2022.
The conversion rate of desktops in 2022 was recorded to be 5.6%, while the conversion rate of mobile devices was 3.3%.
Besides, the average number of items bought per checkout on the desktop was 3.61, while that on the smartphone and tablet was 2.93 and 2.83, respectively.
Despite the rise in smartphone usage, most people prefer to purchase through their desktops.
Here is a distribution of the average number of items purchased per checkout for different devices.
| Device | Number of items bought per checkout |
|---|---|
| desktops | 3.61 items |
| smartphones | 2.93 items |
| tablets | 2.83 items |
- 13% of the Black Friday online shoppers used Apple Pay, increasing 8% compared to the previous year.
However, credit cards were the most used medium to pay for Black Friday purchases. They were used by 49.4% of the online shoppers.
The following table displays the most popular payment methods online shoppers use during the Black Friday sale.
| Payment Method | Percentage of online shoppers |
|---|---|
| Credit card | 49.4% |
| Debit card | 47.7% |
| PayPal | 26.7% |
| Gift or prepaid card | 10.9% |
| Apple Pay | 12.7% |
| Buy now, Pay later | 10.2% |
| Store cards | 7.7% |
| Venmo | 8.2% |
| Google Pay | 10% |
| Cryptocurrency | 5.1% |
| Others | 0.8% |
Source: Doofinder.
Did You Know? PayPal has over 435 Million active users as of 2023 and generated net revenue of $27.5 billion in 2022. To know more facts, read our article on PayPal Statistics.
- 40% of GenZ shoppers start planning their Black Friday two weeks in advance.
- 62% of the buyers think Black Friday is a scam.
Additionally, 81% of consumers agree that too much consumerism is associated with Black Friday. However, this does not stop people from purchasing goods on Black Friday, as more than 80% of shoppers look forward to the deals.
- 88% of shoppers compare discounts before buying a product on Black Friday.
The majority of shoppers compare the prices of the same product on Amazon, Walmart, and Wayfair before making the purchase decision.
- Free and fast delivery and customer reviews matter the most to Black Friday shoppers.
- 36% of people look for the best deals on Google during Black Friday.
The following table displays where shoppers search the most for the Black Friday deals.
| Platform | Percentage of Shoppers |
|---|---|
| 36% | |
| Social media | 25% |
| Company website | 19% |
| Other | 21% |
- Men are more likely to shop during the Black Friday sales.
77% of the men are looking forward to shopping during Black Friday, while 71% of the women are excited to shop on Black Friday.
- Adults aged between 35 to 44 years make up the most consumers during Black Friday.
They are closely followed by the age group of 18 to 24 years. They make up 32.6% of the shoppers on Black Friday.
Here are further details about the Black Friday shoppers that belong to different age groups.
| Age group | Percentage of Shoppers |
|---|---|
| 18-24 | 32.6% |
| 25-34 | 24.2% |
| 35-44 | 33.6% |
| 45-54 | 29.2% |
| 55-64 | 24.6% |
| 65+ | 24.4% |
- 90% of U.S. Cyber Week shoppers felt the 2022 deals were the same as in 2021.
Fun Facts about Black Friday
- 11,680 513 searches were made during the Black Friday sale.
The searches on Google increase drastically during Black Friday, reaching the peak on the day. Besides, the highest searches are recorded at 9:40 a.m.
At the same time, the peak hours recorded for the Black Friday sales are between 8 a.m. to 8 p.m.
- The conversion rates of the ecommerce platforms increased by around 50% on Black Friday.
On average, the highest conversion rate recorded on Black Friday is 9.14%. This means that 1 in every 10 searches leads to a successful sale on Black Friday.
- Almost 48% of the online sales during Black Friday were made over smartphones.
This number grew by 4% compared to the past year. In 2021, 44% of the online sales were made over smartphones.
- 60% of shoppers admitted to making impulse purchases on Black Friday that they later regretted. The average price of these regrettable purchases was $233.
- 50-inch TV, a pair of jeans, and LEGO set were the top three items sold during the 2022 Black Friday!
Black Friday Trends 2024
- ‘Buy Now Pay Later’ will be a conversion tool.
As seen last year, most of the major purchases were made through the buy now pay later option. Hence, this year, too, most shoppers plan to use the payment method.
Hence, if your business or shop provides the option, then you are more likely to make more conversions.
- Toys and electronics are expected to have higher purchase rates.
The sales of Toys, electronics, and computers have been on the rise in the past year, and they are predicted to have high demand this year, too.
Some of the products that will be in high demand in the year 2023 are:
- Toys
- Electronics
- Computers
- Sporting goods
- Appliance
- Books
- Jewelry.
Bonus: If you are a seller, you can use Jungle Scout to get further insights into the latest trends in e-commerce during the Black Friday season. Get Jungle scout at an economical price.
- The Average order total is expected to rise in 2023.
The average order total of the purchases went slightly up in 2022 as compared to 2021. This year, we expect to see further growth in the average order total.
- Online purchases will outnumber the offline purchases.
As the number of online purchases has rapidly increased over the past couple of years, It is expected more people will shop online in 2024.
- Paid advertisements will be one of the best marketing techniques to reach a large audience.
With the increase in digital marketing, sellers plan to use paid marketing strategies during Black Friday to stay at the top of search engine searches. Further, brands and businesses are looking forward to social media marketing to help them boost their reach during the sales season.
- Consumers will expect more discounts.
Huge discounts are the top reason shoppers look forward to Black Friday sales. Hence, most of the shoppers will be looking forward to some extra discounts as compared to the last year.
- Personalized campaigns will make brands stand out.
In today’s era, most shoppers prefer personalization in exchange for the data they provide to businesses. 80% of consumers enjoy shopping from brands that provide personalized shopping experiences.
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