Black Friday continues to dominate as one of the biggest shopping events of the year, with 2024 showing impressive growth in both online and in-store sales. In 2024, online sales reached a remarkable $10.8 billion, reflecting a 10.2% increase.
Mobile shopping is at the forefront of this growth, with mobile devices accounting for 80% of U.S. traffic to retailer websites and apps and 73% of orders placed through mobile. Furthermore, Thanksgiving 2024 also set a new record with $6.1 billion spent online.
This Black Friday report will provide you with detailed information about the latest Black Friday sales and consumer behavior recorded in 2024 and previous years.
Black Friday Statistics 2024: Key Highlights
- Black Friday Sales 2024: Online sales reached $10.8 billion, a 10.2% increase from $9.8 billion in 2023.
- Black Friday Mobile Shopping Growth: Mobile devices drove 80% of U.S. traffic to retailer sites and apps, with 73% of orders made through mobile.
- “Buy Now, Pay Later” Impact on Black Friday Sales: The “Buy Now, Pay Later” option contributed $686.3 million to online sales, reflecting an 8.8% YoY increase.
- GenAI Conversion Boost during Black Friday: Retailers that integrated GenAI-powered chatbots into their websites or apps saw a 9% higher conversion rate
- Thanksgiving Online Spending 2024: Shoppers spent a record $6.1 billion online this Thanksgiving
Black Friday 2024: Latest Updates
Black Friday 2024 saw a strong performance across U.S. retail, with overall retail sales (excluding automotive) increasing by 3.4% year-over-year (YoY). E-commerce, however, was the standout performer, with online sales rising 14.6% compared to last year. In contrast, in-store sales showed more modest growth of just 0.7% YoY, according to Mastercard SpendingPulse.
Adobe Inc. reported that Americans spent approximately $10.8 billion online on Black Friday, marking a 10.2% increase from the previous year. Popular categories included makeup, Bluetooth speakers, and espresso machines. According to Adobe Analytics, consumers found significant discounts across several key categories, such as toys (down 27.8% from listed price), electronics (down 27.4%), TVs (down 24.2%), and apparel (down 22.2%).
In a separate report, Salesforce revealed that U.S. online sales reached $17.5 billion on Black Friday, a 7% increase from the previous year. Salesforce’s data, which analyzed the spending habits of over 1.5 billion global shoppers, highlighted a shift toward home appliances and furniture, while the average discount rate across all categories was 28%.
Mobile shopping continues to grow, with mobile devices accounting for 80% of U.S. traffic to retailers’ websites and apps and 73% of Black Friday orders, up from 71% in 2023, according to Salesforce. Between November 1 and November 29, mobile commerce (m-commerce) accounted for 52.3% of online revenues, up from 51.1% in the same period last year, according to Adobe.
Shoppers turned to alternative payment methods to stretch their budgets. Buy now, pay later drove $686.3 million in online spending, up 8.8% year over year, according to Adobe.
Additionally, GenAI-powered chatbots helped boost consumer spending. On Black Friday, the use of GenAI-driven features grew by 6% week over week as shoppers turned to the technology for assistance in finding products that suited their needs. Retailers that integrated GenAI into their sites or apps saw a 9% higher conversion rate than those who did not, demonstrating the effectiveness of these tools in driving sales.
Source: Reuters, eMarketer, Mastercard, Salesforce.
1. 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 |
Source: Adobe Business
2. Shopify merchants achieved a new record on Black Friday 2024, reaching $4.1 billion in sales, a 22% increase from the previous year.
Sales peaked at 12:01 p.m. EST, with $4.2 million in transactions per minute. The average cart value was $110.71, or $110.08 after currency adjustments. Shopify’s Point of Sale (POS) system also saw a 33% year-over-year increase in global sales, highlighting growth in both online and in-person purchases.
Source: Shopify
Black Friday 2024 Predictions
3. Black Friday 2024 Sales: Black Friday sales are predicted to reach $10.8 billion in 2024, showing a 9.9% increase from last year.
4. Black Friday Shopping: 36% of Americans are likely to make a purchase on Black Friday, making it the top shopping day for the holiday season. Meanwhile, 34% of Americans plan to shop on Cyber Monday, showing strong competition between the two major sales events.
5. Online Purchases: Around 71% of U.S. consumers plan to shop online for Black Friday, continuing the trend toward digital-first shopping experiences.
6. Black Friday 2024 Discounts: TVs are expected to see the steepest discounts, making them one of the most sought-after products for deal-hunters.
7. Holiday Season Sales: Total holiday sales in the U.S. are projected to hit $240.8 billion, encompassing November and December shopping.
8. Cyber Monday to Top the Charts: Cyber Monday sales are projected to reach $13.2 billion in 2024, marking a 6.1% increase from last year. It’s set to be the biggest shopping day of the season.
9. Cyber Week’s Growth: Overall sales for Cyber Week are expected to hit $40.6 billion, making up 6.9% of the total spending for the holiday season. This represents a 7% year-over-year increase as shoppers spread out their weekly purchases for better deals.
Here is a table highlighting the breakdown of the forecasted spending during the Cyber Week:
| Day | Forecasted Spending |
|---|---|
| Wednesday | $4.0 billion |
| Thanksgiving | $6.1 billion |
| Black Friday | $10.8 billion |
| Saturday | $4.8 billion |
| Sunday | $5.2 billion |
| Cyber Monday | $13.2 billion |
| Tuesday | $5.8 billion |
10. Mobile Shopping’s Growing Share: $128.1 billion is expected to be generated from mobile sales, making up 53.2% of total sales, highlighting the importance of a mobile-friendly experience.
11. Rise of BNPL (Buy Now, Pay Later): BNPL is set to grow by 11.4% year-over-year, projected to account for $18.5 billion in holiday online spending. This option is especially popular with younger shoppers looking for financial flexibility.
12. Black Friday 2024 Spending Trends: About 27% of U.S. shoppers plan to spend less during Black Friday and Cyber Monday sales this year, while 36% expect to spend the same amount as last year
13. Holiday Season Purchases: Shoppers are primarily focused on clothing, with 60% planning to buy apparel during these sales. 54% are looking to grab tech products, and 48% are purchasing gifts for loved ones.
14. Holiday Season Spending: On average, shoppers are expected to spend $902 per person this holiday season, covering everything from gifts to festive foods and decorations.
Sources: YouGov, Adobe Newsroom, Adobe Business, National Retail Federation.
Black Friday Sales Statistics
15. Black Friday accumulated $9.8 billion in sales in 2023.
That’s an increase of 7.45% compared to the previous year. However, the Black Friday sales amounted to just 4.41% of the total revenue recorded during the Thanksgiving week.
Comparatively, consumers spent $9.12 billion on Black Friday in 2022. Furthermore, the sales recorded on Black Friday witnessed an increase of 96% since 2017.
Here is a table displaying the Black Friday Sales recorded over the years.
| Year | Total Sales |
|---|---|
| 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 Analytica Report
16. On average, consumers spent a total of $222.1 billion on purchases during the holiday season in 2023.
That was an increase of 4.9% compared to the $210 billion spent during the 2022 holiday season.
Further, in 2022, the consumer’s spending during the Holiday season increased by 2.5%, while the highest increase was recorded in 2021 at 8.6%.
Here is a table displaying the Holiday Season sales and the percentage increase in sales recorded over the past years.
| Year | Consumer Spending | Percentage Increase |
|---|---|---|
| 2023 | $222.1 billion | 4.9% |
| 2022 | $210 billion | 2.5% |
| 2021 | $205 billion | 8.6% |
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Source: Adobe Analytics
Black Friday Shopper Statistics
17. 90.6 million people shopped online on Black Friday in 2023.
That was an increase of 3.4 million compared to 87.2 million people who shopped online on Black Friday in 2022. Besides, 88 million people shopped online on Black Friday in 2021.
At the same time, 73.1 million people made a purchase on Cyber Monday in 2023, and 35.1 million people shopped on Thanksgiving Day.
These numbers represent that the majority of the consumers made a purchase on Black Friday and Cyber Monday in 2023.
Here is a table displaying the number of people who shopped during the Holiday Season in 2023.
| Day | Number Of Online Shoppers |
|---|---|
| Thanksgiving | 35.1 million |
| Black Friday | 90.6 million |
| Saturday | 58.3 million |
| Sunday | 36.9 million |
| Cyber Monday | 73.1 million |
Source: NRF
18. During the Thanksgiving week, 200.4 million people made purchases.
That was an increase of 16.9 million compared to the previous year. In 2022, 196.7 million people shopped during the Thanksgiving week.
However, in 2021, 179.8 million shoppers made purchases during the Thanksgiving week. This was a decrease of over 6 million in the number of shoppers compared to the previous year.
Here is a table displaying the number of shoppers that made purchases during the Thanksgiving week over the years.
| Year | Number Of Shoppers |
|---|---|
| 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
Black Friday Shopper Demographics
19. 62% of the females and 78% of the men purchased electronics during the black friday sale in 2023.
On the other hand, 82.7% of the females and 70.3% of the males purchased clothing and accessories.
Clothing and accessories were the most popular purchases made by women during the Black Friday sale, while electronics were the most popular purchases made by men on Black Friday 2023.
Here is a table displaying the purchases made by men and women on Black Friday in 2023.
| Purchases | Female Customers | Male Customers |
|---|---|---|
| Electronics | 62% | 78% |
| Clothing and accessories | 82.7% | 70.3% |
| Health and beauty | 52.5% | 23% |
| Toys | 45.7% | 40.7% |
| Household appliances | 36.1% | 37.3% |
| Books | 32.3% | 30.6% |
| Sports and leisure | 21.1% | 26.3% |
| outdoor/gardening | 17.9% | 24.9% |
| Interior home designing | 27.1% | 23.9% |
| Pet items | 31.6% | 23% |
| Furniture | 19.3% | 19.1% |
| Fitness | 17.1% | 19.1% |
| office/business items | 11.3% | 15.8% |
| Arts and crafts | 27.5% | 14.4% |
| Others | 2.9% | 4.3% |
| None of the above | 0.9% | 1% |
Source: Statista
20. Just 31.1% of GenZ opted for doorstep delivery, while 30.7% opted for In-store pickup.
On the other hand, 93.2% of the Baby boomers and seniors preferred doorstep delivery.
Besides, 73.3% of Millennials preferred in-store pickup.
Here is a table displaying the share of shoppers from different generations that preferred in-store pickup or doorstep delivery on Black Friday 2023.
| Generation | Shipped To House | In-store Pickup |
|---|---|---|
| Baby boomers and seniors | 93.2% | 7.2% |
| Generation X | 84.6% | 17.3% |
| Bridge millennials | 78% | 20.4% |
| Millennials | 70.2% | 73.3% |
| Gen Z | 31.1% | 30.7% |
Source: PYMNTS Intelligence
21. 74.9% of the GenZ participated in the Black Friday Sale in 2023.
That was a drop of 8 percentage points compared to their participation recorded in 2021.
The participation of just millennials increased on Black Friday sales in 2023 compared to 2022 and 2021.
Here is a table displaying the share of people from different generations who made purchases on Black Friday in 2023.
| Generation | Customer Percentage In 2023 | Customer Percentage In 2022 | Customer Percentage In 2021 |
|---|---|---|---|
| Gen Z | 74.9% | 79.8% | 83.0% |
| Millennials | 80.8% | 79.2% | 75.7% |
| Gen X | 64.6% | 68.9% | 64.5% |
| Baby boomers and seniors | 44.4% | 47.3% | 49.8% |
Source: PYMNTS Intelligence
Retail Black Friday sale
22. 76.2 million people made in-store purchases on Black Friday in 2023.
That was an increase of 4.52% or 3.3 million consumers compared to the 72.9 million people who made an in-store purchase on Black Friday in 2022. Further, 66.5 million people made an in-store purchase on Black Friday in 2021.
Besides, on the next day of Black Friday, 59 million people made an in-store purchase. That was the second-highest number of consumers who made in-store purchases after Black Friday.
Here is a table displaying the number of consumers who made in-store purchases during the Thanksgiving week in 2023.
| Day | In-Store Shoppers |
|---|---|
| Thanksgiving | 22.5 million |
| Black Friday | 76.2 million |
| Saturday | 59 million |
| Sunday | 28 million |
| Cyber Monday | 20.9 million |
Source: NRF
23. Over two-thirds of the consumers visited Target On Black Friday in 2023.
At the same time, 66% of shoppers visited Walmart during the Black Friday sale, and just one-fourth visited Marshall.
Besides, 38% of the shoppers stated that they visited a shopping center or a Mall.
Here is a table providing details about the percentage of in-store shoppers that visited different retailers on Black Friday 2023.
| Retailers | Percentage Of In-store Shoppers |
|---|---|
| Target | 67% |
| Walmart | 66% |
| Kohl’s | 41% |
| Shopping mall or center | 38% |
| Macy’s | 37% |
| Best Buy | 36% |
| Old Navy | 29% |
| Marshalls | 25% |
| Costco | 24% |
| Home Depot | 24% |
Source: Drive Research
Black Friday Spendings
24. On average, consumers spend $875 on shopping during the holiday season.
That was an increase of $42 compared to the average of $833 spent during the Holiday Season in 2022.
Of the total $875 spent by shoppers, nearly $620 was spent on gifts, and $255 was spent on food and decorations in 2023.
Besides, in 2019, the consumers spent an average of $886 during the Black Friday Season. It was recorded to be the highest average spending between 2018 and 2023.
Here is a table displaying the average spending of the consumers recorded between 2018 and 2023.
| Year | Average Spending |
|---|---|
| 2023 | $875 |
| 2022 | $833 |
| 2021 | $879 |
| 2020 | $880 |
| 2019 | $886 |
| 2018 | $853 |
Source: NRF
25. Consumers spent over $38 Billion during the Thanksgiving week in 2023.
That amounted to 17.1% of the consumer spending recorded during the Holiday Season.
Besides, the highest consumer spending was recorded on Cyber Monday, amounting to $12.4 billion.
Meanwhile, the lowest spending was recorded on the day after Black Friday.
Here is a table displaying the consumer spending recorded during the Thanksgiving week in 2023.
| Day | Consumer Spending | YoY Growth |
|---|---|---|
| Thanksgiving | $5.6 billion | 5.5% |
| Black Friday | $9.8 billion | 7.5% |
| Saturday | $5 billion | 8.6% |
| Sunday | $5.3 billion | 6.0% |
| Cyber Monday | $12.4 billion | 9.6% |
Source: Adobe
Black Friday Statistics By Country
26. 73% of the consumers in the United States spent less on their Non-food product purchases in 2023.
Meanwhile, 59% of the consumers stated that they spent less on Non-food product purchases in 2022.
On the other hand, shoppers in Canada stated that they spent less on non-food purchases in 2023, while 57% of the shoppers in the country in 2022 stated the same.
Here is a table displaying the percentage of shoppers who spent less on non-food product purchases in 2022 and 2023 by country.
| Country | Non-food Product Purchases In 2023 | Non-food Product Purchases In 2022 |
|---|---|---|
| The US | 73% | 59% |
| Canada | 73% | 57% |
| Australia | 78% | 54% |
| The UK | 79% | 70% |
| Germany | 72% | 47% |
| France | 73% | 62% |
| Spain | 74% | 62% |
| Italy | 66% | 54% |
Source: Statista
27. The Black Friday sales in the United States reached 8.74 billion British pounds in 2023.
Of that, 4.81 billion British pounds were generated through online sales, while 3.93 billion British pounds were generated through offline sales.
Comparatively, In 2022, 8.71 billion British pounds were generated on the Black Friday. That states, in 2023, the Black Friday sales increased by 30 million compared to the sales recorded in 2022.
Here is a table displaying the online, offline, and total sales in the UK recorded on Black Friday 2023.
| Year | Online Sales | Offline Sales | Total Sales |
|---|---|---|---|
| 2023 | 4.81 billion BP | 3.93 billion BP | 8.74 billion BP |
| 2022 | 4.81 billion BP | 3.9 billion BP | 8.71 billion BP |
| 2021 | 5.42 billion BP | 3.22 billion BP | 8.64 billion BP |
| 2020 | 4.77 billion BP | 3.18 billion BP | 7.95 billion BP |
| 2019 | 3.77 billion BP | 4.8 billion BP | 6.57 billion BP |
| 2018 | 3.48 billion BP | 4.8 billion BP | 8.29 billion BP |
| 2017 | 3.13 billion BP | 4.65 billion BP | 7.78 billion BP |
Source: Statista
28. Over two-thirds of the shoppers searched for electronics in Europe during the Black Friday Sale.
At the same time, clothing and accessories were the second most searched term during Black Friday in the country.
Other most searched terms during the Black Friday sale in Europe were home appliances and decore, beauty and personal care, and toys and games.
Here is a table displaying the most searched terms during the Black Friday Sale in Europe in 2023.
| Purchases | Percentage Of Customer |
|---|---|
| Electronics | 66% |
| Clothing and accessories | 54% |
| Home appliances and decore | 35% |
| Beauty and personal care | 33% |
| Toys and games | 32% |
| Sports and fitness equipment | 26% |
| Food and beverages | 16% |
Source: Statista
Black Friday Discounts
29. 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
30. The highest discounts were recorded with up to 28% on Toys on Black Friday in 2023.
At the same time, up to 26.9% discounts were offered on Electronics. Electronics had the second-highest discounts, while apparel had the third-highest discounts on Black Friday in 2023.
Here is a table displaying the discounts recorded on different categories on Black Friday 2023.
| Products | Discount |
|---|---|
| Toys | 28% |
| Electronics | 26.9% |
| Apparels | 24.2% |
| Computers | 23.5% |
| TVs | 23.4% |
| Appliances | 18.1% |
| Sporting goods | 17.2% |
| Furniture | 16.6% |
Source: Adobe Analytica Report
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31. Over a third of the Black Friday consumers searched for discounts and deals on Google in 2023.
At the same time, one-fifth of consumers searched for deals and discounts on Social media and nearly 2 in 10 searched for discounts on company websites.
Here is a table displaying the percentage of consumers who used different types of platforms to search for Black Friday Deals and discounts in 2023.
| Platform | Percentage Of Shoppers Looking For Deals |
|---|---|
| 36% | |
| Social media | 24% |
| Company website | 19% |
| other | 21% |
Source: Zippia
Customer Behavior During Black Friday
32. Nearly half of the consumers spent on clothes and accessories on Black Friday in 2023.
Besides, 23% of the shoppers purchased books, video games, and other merchandise, and another 23% purchased personal care products.
Besides, 19 of 20 consumers bought holiday-related items during the Black Friday sale.
Source: NRF
33. Over 6 in 10 consumers consider Black Friday as a scam.
However, 82% of the people wanted to shop on Black Friday, while 48% stated that they liked the black friday sale but were not in favor of it.
On the other hand, just 6% of the respondents stated that Black Friday was not a scam.
Source: Drive research, Tidio
34. KidKraft Playsets was the most popular product on Black Friday in 2023.
Meanwhile, Mini Brands and TVs were the second and the third most preferred items during the sale.
Additionally, other items that were in the most demand were smartwatches and headphones.
Source: Adobe Analytica Report
35. One-third of the consumers said that the Black Friday sale was good but not worth the hassle.
At the same time, 3 in 10 consumers stated that Black Friday sales are good.
Conversely, 3 in 20 consumers believe that Black Friday sales are not good.
Here is a table displaying the share of consumers who believe Black Friday sales are good.
| Are Black Friday Sales Good? | Percentage Of Customers |
|---|---|
| Yes, but it’s not worth the hassle. | 34% |
| Yes | 28% |
| No, retailers inflate the prices and discount them. | 24% |
| No | 14% |
Source: Statista
36. 6 in 10 GenZ consumers in the United States said they regretted their past Black Friday sales.
On the other hand, 4 in 10 GenZ stated that they do not regret their past Black Friday purchases.
In contrast, just 4 in 10 Baby boomers stated that they regretted their recent purchase, while 6 in 10 stated that they did not regret their recent purchase.
Here is a table displaying the share of consumers from different generations who regretted their recent Black Friday purchase as of 2023.
| Generation | Consumers Who Regretted Their Recent Purchase | Consumers Who Did Not Regret Their Recent Purchase |
|---|---|---|
| Gen Z | 60% | 40% |
| Gen Y | 54% | 46% |
| Gen X | 53% | 47% |
| Baby boomers | 40% | 60% |
| Silent generation | 56% | 44% |
Source: Statista
Miscellaneous Black Friday Statistics
37. $16.6 billion was spent through Buy-now-pay-later (BNPL) on Black Friday 2023.
That was an increase of $11.64 billion, or 42.5%, compared to the $11.64 billion spent through BNPL on Black Friday in 2022.
Consumers in the United States who made purchases through BNPL spent 48% more than those who used other payment options.
Further, consumers spent $940 million on online purchases just on Cyber Monday in 2023.
Source: Adobe Analytica Report, Emarketer
38. There was an increase of 180% in repeat purchases on the Black Friday sale in 2023 compared to 2022.
56% of all the purchases made during the Black Friday sale in 2023 were repeat purchases.
Conversely, first purchases made up just 44% of Black Friday purchases. That was a 45% drop in the share of first purchases compared to the previous year.
Source: Drip
39. The email open rate was recorded to be 12% on Black Friday in 2023.
Meanwhile, the average click rate was 13%.
Comparatively, Cyber Monday recorded an average open rate of 14% and an average click rate of 11% in 2023.
Source: Sinch Mailgun
Conclusion: Black Friday 2024 Sales Reached $10.8 Billion
Black Friday 2024 once again showcased impressive growth, especially in the e-commerce sector. Online sales reached a record-breaking $10.8 billion, marking a 10.2% increase from 2023.
The rise of alternative payment methods like “Buy Now, Pay Later” played a significant role, contributing $686.3 million to online spending, up 8.8% from the previous year. Technology also made a noticeable impact, with retailers using GenAI-powered chatbots seeing a 9% higher conversion rate.
These figures highlight the ongoing evolution of consumer habits, driven by mobile devices, digital tools, and innovative payment options, strengthening Black Friday’s position as a key retail event.
