Black Friday Statistics 2025: Sales, YoY Growth & Trends

Black Friday, the biggest U.S.-centric shopping event of the year, has become a global phenomenon with huge discounts and deals.

The Black Friday 2025 sale saw a 9.2% increase from last year in online shopping in the US alone, generating over $11.8 billion in online sales.

This article highlights key statistics on Black Friday trends and online shoppers’ behaviors during this period. We will also see Black Friday 2026 forecast insights and predictions.

Let’s quickly get into the details.

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Black Friday 2026: Expected Figures

This marks a solid increase of 5.3% compared to last year’s already impressive numbers.

During Cyber Week, global online sales are projected to reach $334 billion, up 6.07% year-over-year, accounting for 17.2% of the season’s spend and representing a 6.3% increase year-over-year.

Black Friday 2025 recorded $11.8 billion in U.S. online sales, setting a new record, reflecting both strong consumer demand and attractive holiday deals.

A large part of this growth came from mobile shopping, as mobile devices accounted for 56.4% of all online sales, marking the first time ever. 

The “buy now, pay later” model accounted for nearly $20 billion in online sales, with 16.4 billion of that spent on mobile devices.

Discounts this year will remain competitive and similar to last year’s rates, with deals up to 28% off, especially in electronics, toys, and apparel. 

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Black Friday Spending Trends

Both online and in-store shopping hit record levels during the Black Friday sale 2025 and Cyber Week. Consumer buying behavior trend suggests that most consumers focus on strategic spending behaviors.

Here are some key trends that are noticed in consumer spending behavior in 2025:

1. Online sales increased by 9.2% compared to last year. This suggests how buyers are aware and make use of early promotions and discounts. Retailers who have optimised their Black Friday campaigns saw an increase in consumer spending.
2. Mobile shopping played a major role in 2025, accounting for around 56.4% of total holiday-season online sales.
3. During Cyber Week, the number of people visiting retail locations actually surpassed online shoppers. Almost 81.7 million people in the US purchased with in-store sale offers.
4. The “Buy Now, Pay Later” option has also become popular among online buyers. This trend has seen a growth of 9.8% year over year.
5. Retailers using AI-powered tools recorded around 9% higher conversion rates compared to those that did not. Retailers who have used AI, such as virtual shopping assistants and personalised recommendations, have seen higher engagement and sales.

(Source: DHL, Analyzify, Statista)

Black Friday Sales Revenue of 2025

Black Friday online sales in the US generated over $11.8 billion in revenue as of 2025.

6. The total revenue generated during the 2025 holiday season reached $257.8 billion.
7. Consumers spent an average of $390 on holiday-related purchases during the Black Friday week.
8. Cyber Monday sales increased by 7.1% to $14.25 billion in 2025.

Here is a breakdown of revenue generated during Cyber Monday and Black Friday in 2025.

Black Friday	$11.8 billion
Cyber Monday	$14.25 billion
Thanksgiving	$6.4 billion

Black Friday Sales By Year

Black Friday spending rose 2.5% year-over-year, not accounting for automotive and inflation.

For 2026, the year-over-year growth is expected to be 12%.

The total revenue of the whole holiday season saw an 9.2% increase in 2025 as compared to 2024, when the revenue was $257.8 billion.

Here is the total holiday sales revenue throughout the years.

Year	Total Spends (Whole Holiday Season)	% of growth
2025	$257.8 billion	5.6%
2024	$241 billion	8.51%
2023	$222.1 billion	5.26%
2022	$211 billion	3.17%
2021	$204.5 billion	8.63%
2020	$188.2 billion	32.6%
2019	142 billion	–

(Source: Adobe)

Also, the e-commerce sales on Black Friday grew 10.2% year over year!

9. U.S. online sales on Black Friday surged to $11.8 billion.

Here is a total of Black Friday sales over the years:

Year	Sales Generated
2025	$11.8 billion
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

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Black Friday Sales Volume

10. Adobe Analytics reported that online retail spending hit a new high of $257.8 billion during the 2025 holiday season.
11. Buy-Now-Pay-Later (BNPL) services saw a 9.8% increase in usage, with consumers spending $20 billion through these options.
12. Looking at the broader Cyber Week period, global sales increased by 5.6% YoY, culminating in $257 billion in 2025.
13. Online sales grew by 9% YoY in the United States.
14. Adobe Analytics reported that Cyber Monday sales in the U.S. hit $11.8 billion, setting a new e-commerce record!
15. Consumers spent $123.5 billion online in November alone, reflecting a 6% YoY increase.
16. Cyber Week contributed significantly, driving $38 billion in online spending in the U.S., which is up 7.8% year over year.

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BNPL Spend (Buy Now, Pay Later Option)

18. The total BNPL spend recorded during the whole holiday season (Nov 1st to Dec 31st, 2025) is $20 billion. This represents a 9.6% increase over 2024.

The table below represents the year-over-year BNPL spends and the % growth compared to the previous year:

Year	BNPL Spends	% of increase
2025	$20 billion	9.8%
2024	$18.2 billion	9.3%
2023	$16.6 billion	14.5%
2022	$14.5 billion	–

19. Over 79.1% of BNPL purchases during the holiday period were made via smartphones.
20. In the last 5 years, the highest BNPL Black Friday sale was $20 billion.

Take a look at how buyers use the BNPL option based on the type of device:

Device	BNPL Spends
Mobile	$16.4 billion
Desktops and Other	$3.6 billion

21. Gen Z & Millennials generations drove much of the BNPL growth, with nearly one in five millennials (19%) and Gen Z (20%) planning to use BNPL for their holiday expenses.
22. BNPL was especially popular for purchasing clothing, fashion, and electronics.

(Source: Adobe, Techrepublic)

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Black Friday Consumer Behavior

As per Adobe Analytics, Black Friday saw a massive boost in online shopping, even more so than Cyber Monday. 

23. On Black Friday, 87.3 million people shopped online.
24. A total of 81.7 million individuals shopped in-store during Black Friday.

Let’s look at how most consumers preferred to buy during the Black Friday weekend.

Sale	In-store Purchase	Online Purchase
Black Friday	81.7 million	87.3 million
Thanksgiving	22.5 million	35. 1 million
Saturday	59 million	58.3 million
Sunday	28 million	36.9 million
Cyber Monday	20.9 million	73.1 million

25. 70% of the spending during Black Friday weekend was on gifts. 
26. Clothing and accessories are the most popular category, purchased by 50% of those surveyed.

Here are the most popular categories purchased during the Black Friday sale.

Category	% of Buyers
Clothing and apparel	66%
Toys	31%
Gift cards	27%
Books/video games/other media	24%
Food and candy	23%
Electronics	23%

26. In 2025, during Black Friday, desktops’ conversion rate was 6.5%, compared to 3.3% for mobile devices.

Below is the distribution of items purchased per checkout on different devices. 

Device	Number of Items Bought Per Checkout
Desktops	3.61 items
Smartphones	2.93 items
Tablets	2.83 items

27.  49.4% of online shoppers used credit cards to pay for Black Friday purchases.
28. The use of Apple Pay by Black Friday online shoppers reached 13%, up 8% from the previous year.

Here is data on online buyers’ popular payment methods on Black Friday sales. 

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%

29. 88% of shoppers compare discounts before buying on Black Friday.
30. Toys, Video Games, and Electronics were key drivers of holiday spending.

Here are some of the significant products that sold out fast during last year’s Black Friday. (Adobe)

Black Friday	Cyber Monday	Thanksgiving
Makeup & Skincare	Bluetooth headphones	Dyson Airwrap
Smart Watches	Mario Kart 8 Deluxe	Espresso Machines
Harry Potter	Stuffed animals	LEGO sets
Wicked Toys	TVs	Madden NFL 2025
Bedding & Linens	Computers & laptops	Fitness trackers

Mobile Spending During the Holiday Season 2024

Mobile devices played a bigger role than ever in online shopping throughout the 2024 holiday season. Shoppers increasingly turned to their smartphones and tablets to find deals, compare products, and make purchases.

Here is the Mobile revenue share over the years during the holiday season:

Year	% of mobile revenue share
2025	56.4%
2024	54.5%
2023	51.1%
2022	47.1%

Throughout the 2025 holiday shopping period, over half of all online revenue came from mobile devices, with mobile’s share of online shopping rising to an all-time high of 56.4%. This means that out of all the money spent online, more than half was spent via smartphones.

Take a look  at the spending by device types during the 2025 holiday sales:

Device	Total spend	% of spend
Mobile	$145.2B	56.4%
Desktop	$147.9B	44.6%

In fact, mobile sales hit their highest point on Christmas Day, when 65% of all online sales were made using mobile devices.

Here is the conversion rate by desktop vs mobile during the whole holiday sales:

Holiday Sale	Mobile Conversions	Desktop Conversions
Cyber Monday	4.6%	7%
Black Friday	3.3%	6.5%
Thanksgiving	2.3%	3.9%
Thanksgiving eve	2.3%	4.4%
Veterans Day	2%	4.2%

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Demographics of Black Friday Statistics

A significant trend is the growing dominance of online shopping for Black Friday deals. This shift in behaviour impacts the demographics involved.

Here’s a closer look at the demographics participating in Black Friday sales. 

Age and Gender Breakdown

Gen Z leads in Black Friday shopping.

For Black Friday:

31. According to Statista, three in four Gen Z Americans will likely make a purchase this Black Friday.
32. Millennials lead slightly for Cyber Monday shopping (64% likely).
33. For Black Friday, 74% of Gen Z are likely to shop, with 44% very likely and 30% rather likely.
34. Among Millennials, 57% plan to shop on Black Friday, with 36% very likely and 21% rather likely.
35. For Gen X, 44% are expected to shop on Black Friday, with 24% very likely and 20% rather likely.
36. Only 35% of Baby Boomers are likely to shop on Black Friday, with 13% very likely and 22% rather likely.

For Cyber Monday:

37. 59% of Gen Z plan to shop, with 33% very likely and 26% rather likely.
38. Millennials lead Cyber Monday shopping, with 64% likely to shop, including 35% very likely and 29% rather likely.
39. Among Gen X, 48% are likely to shop on Cyber Monday, with 23% very likely and 25% rather likely.
40. Baby Boomers show 45% likelihood to shop on Cyber Monday, with 15% very likely and 30% rather likely.

Gender Wise Shopping Trend:

41. Electronics were the most popular item for 78% of men shopping online in the U.S. during Black Friday 2024.
42. In 2025, by revenue electronincs were the leading category.

Here is a comparison table summarizing the shopping preferences and trends for men and women:

Category	% of Men Choosing	% of Women Choosing	Trend
Tech Products	65%	45%	Top choice for men, less favored by women
Clothing	54%	64%	Leading for women; important but declining for men
Gifts	36%	57%	More favored by women
Accessories	35%	43%	Similar rankings across genders
Cosmetic/Beauty Products	–	40%	Exclusive to women’s top categories

Geographic Distribution

Black Friday, traditionally the busiest shopping day in the US, has transcended borders and become a global phenomenon. 

43. BFCM was most popular in Northeastern states like New York, Pennsylvania, and Massachusetts, where 59% of people planned to shop on BFCM.
44. Canada closely follows the US trend. Approximately 40% of buyers in Canada shopped during Black Friday. 
45. The country with the highest Black Friday shopping rate compared to regular days is the United States, with a 663% increase. In contrast, Thailand has the lowest shopping rate, with a 74% increase.
46. Spanish consumers spent an average of 273 euros on Black Friday.

Check out key data on coupon usage stats to gain deeper insights into how consumers shop and save..

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Popular Products and Categories

Electronics were the most popular product category people brought during the Black Friday sale. 

This category consistently ranks high on Black Friday, with people looking for deals on items like TVs and smartphones (especially the latest iPhone release).

47. Toys and electronics were the best-selling items during the 2024 Black Friday sale.
48. Jewellery and apparel were at the top of the gift lists.

Here is a list of top-selling products during Black Friday 2024:

• Makeup & Skincare
• Smart Watches
• Harry Potter
• Wicked Toys
• Bedding & Linens

Here is a list of top-selling products during Cyber Monday in 2024:

• Bluetooth headphones
• Mario Kart 8 Deluxe
• Stuffed animals
• TVs
• Computers & laptops

Here is a list of top-selling products during Thanksgiving in 2024:

• Dyson Airwrap
• Espresso Machines
• LEGO sets
• Madden NFL 2025
• Fitness trackers

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Black Friday Discounts In 2025

The most significant price reductions occurred during the highly competitive “Cyber 5” period, though many retailers began rolling out substantial promotions as early as October and maintained them through November and December.

Because shoppers were more careful with their money, these discounts encouraged more people to buy online. In total, the extra deals helped increase online shopping by $2.25 billion over the holiday season. 

This shows that better timing and bigger discounts helped boost sales and attract more buyers.

49. Most stores offered up to 11% to 23% discounts on their products.

Let’s take a look at average Black Friday discounts offered over time. 

Year	Average Black Friday Discounts
2025	28%
2024	23%
2023	31%
2022	27%
2021	26%
2020	34%

50. Adobe Analytics reported that electronic discounts on Cyber Monday reached up to 25% off the listed price.
51. TV sales jumped 693% during the first week of November, helped by an 11% discount compared to the average price.
52. Black Friday Statistics reveal that 62% of Americans believe the discounts during this season are merely scams.

Most buyers felt online sales offered them better deals than the in-store offers. 

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What Motivates Consumers to Spend?

The main reason people shop on Black Friday is to save money, especially for Baby Boomers and Gen X shoppers who really like discounts. Additionally, special deals that are only available for a short time during Black Friday prompt people to make a purchase quickly. 

Understanding what motivates shoppers to make a purchase can help retailers create more effective sales strategies and offer targeted deals at the optimal time.

Here is how shoppers buy based on the discounts and deals offered:

Buyer’s Category	Discounts and savings	Exclusive deals	Limited-time offers	Early access to seasonal deals
Global shoppers	71%	49%	44%	28%
Gen Z	67%	50%	48%	29%
Millennials	69%	50%	46%	30%
Gen X	74%	48%	41%	27%
Baby Boomers	76%	47%	38%	24%

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Black Friday eCommerce Stats and Trends

Despite the turbulent economy, Black Friday 2025 saw a substantial increase in eCommerce spending. 

Here are the key statistics that highlight the trends and behaviors of online shoppers during this period:

53. E-commerce sales experienced a YOY increase of 8.6%.
54. Shopify sellers generated $6.2 billion on Black Friday, and $11.8 billion during the full Black Friday–Cyber Monday weekend.
55. Black Friday 2025 recorded $11.8 billion in U.S. online sales, with average order values rising by about 3% year over year.
56. Shopify vendors attracted 76+ million customers worldwide who bought from brands powered by Shopify.
57. Global Cyber Week online sales reached approximately $334 billion, according to Salesforce data.
58. 16,500+ entrepreneurs made their first sale on Shopify! The average cart price on Shopify: $108.56.
59. Amazon reported its largest holiday shopping event to date, with over 60% of sales coming from independent sellers.
60. Retailers with both online and in-store presence saw stronger engagement and higher conversion rates, particularly those leveraging mobile and AI-driven tools.
61. Amazon remained a leading online retailer during Black Friday, supported by competitive pricing averaging 14% lower than other major U.S. retailers.
62. Hottest Shopify product categories: Clothing Tops, Cosmetics, Fitness & Nutrition, Pants, Activewear.
63. Amazon slipped to the fourth position, trailing behind Target and Kohl’s.
64. Online shopping carts continued to show higher average order values compared to in-store purchases, reflecting consumer preference for bundled online buying.

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Consumer Engagement

Only about 30% of people in the United States felt Black Friday sales offered good value.

65. According to the 2024 survey, 24% of consumers felt that retailers increased prices leading up to Black Friday and offered discounts on the day.
66. According to Google, Black Friday research begins weeks before the actual day in November, starting in early October as people start searching for deals. 14% of the buyers said the products are not discounted as much as they are interested in.

Here are insights into consumer engagement that demonstrate the value of Black Friday sales in the United States. 

Characteristics	% of consumers
Yes, but it’s not always worth the hassle of shopping on the day	34%
Yes, it is of good value	28%
No, I think retailers inflate prices and then discount them	24%
No, the products I’m interested in aren’t discounted much or at all	14%

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Black Friday Trends

67. Walmart and Target were the most preferred destinations for in-person shopping on Black Friday.

Here’s the breakdown of in-person market share during Black Friday:

Store	% of In-Person Buyers
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%

68. The number of searches during the Black Friday sale reached 11,680,513.
69. Ten out of 40 people started shopping in person on Friday (Black Friday) between 5:00 AM and 10:00 AM.
70. 31% of shoppers began their Black Friday shopping a day before, i.e., Thursday.
71. Black Friday messages promoting a “$ off” offer generated a 10.4% open rate and a 14.8% conversion rate.
72. Most people (52%) skipped the Black Friday sale due to huge crowds. 

Here are the reasons for not participating in the Black Friday sale 2024. 

Reason	% of People Not Attending Black Friday
Disliking Crowds	52%
Lack of interest in buying anything	22%
Budget constraints	16%
General dislike of shopping	16%
Safety concerns	12%

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Black Friday Sale 2026 Forecast

Black Friday 2026 is expected to be significant, building on the strong sales from 2025; however, the growth is not expected to be as rapid as last year. Shoppers will still come out in large numbers. It is predicted that U.S. holiday sales will increase by approximately 3.8% compared to 2025.

Here are key trends that will follow in 2026:

73. Most people will keep shopping mostly on their phones.
74. Many will start buying their holiday gifts earlier than before.
75. Retailers will utilize smart technology, such as AI, to make shopping easier and more personalized.

Prices are rising due to inflation and new taxes on imports, which may reduce shoppers’ spending by as much as $78 billion. 

As a result, many shoppers (approximately 91%) indicate that they may change their shopping habits this year. They still want good deals but will expect more value for their money.

Let’s take a look at how Black Friday sales are going to be in 2026:

76. Black Friday 2026 is scheduled for Friday, November 27.
77. Early sales and promotions are expected to start as early as October, with Amazon’s second Prime Day sale serving as a kickoff to the holiday shopping season.
78. Black Friday sales are projected to reach over $12.3 billion by 2026!
79. The average industry-wide discount for Black Friday 2026 is expected to be around 25-30% off.
80. Electronics, apparel, and personal care are expected to generate the most sales, accounting for over 50% of online spending during Black Friday.
81. Online shopping will remain dominant, with retailers using online exclusives, flash sales, and early access deals to attract customers.

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Online VS In-Store Sales Over Time

Over the years, Black Friday sales trends have undergone a dramatic transformation, shifting from primarily in-store purchases to a focus on online shopping. 

Initially, physical stores were bustling with shoppers during the Black Friday season, drawn in by enticing deals and discounts. However, the rise of e-commerce has completely reshaped the landscape.

82. In the early 2000s, in-store purchases were predominant, with brick-and-mortar locations accounting for nearly 90% of Black Friday sales.

The convenience, greater selection, and ability to compare prices online increasingly lured customers away from traditional retail outlets. Advancements in mobile shopping apps and internet connectivity accelerated this shift.

83. From the late 2010s to the early 2020s, in-store sales declined but still accounted for approximately 70% of total Black Friday sales.
84. On Black Friday, 81.7 million shopped in stores, up from 76.2 million last year and the highest since the pandemic.

85. Mobile devices accounted for over 56.4% of total online holiday-season sales, highlighting the continued shift toward mobile commerce.
86. Mobile commerce has played a crucial role in reshaping consumer spending habits during this shopping event. 
87. By the mid-to-late 2020s, brick-and-mortar stores had adapted to these changing trends, comprising around 50% of Black Friday sales, while online sales surpassed 50%.

While many traditional shoppers still appreciate the immediate gratification and tangible experiences offered by physical stores, online Black Friday sales have surged, reflecting a broader trend toward digital commerce and evolving customer preferences for convenience and accessibility.

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Final Thoughts On Black Friday Statistics

The Black Friday 2025 sale surpassed $11.8 billion, with average discounts ranging between 28%, depending on product category.

Now that the Black Friday Sale 2026 is on its way, with huge discounts on almost every brand, it will be exciting to see how the sales will boost this year.

 As more consumers opt for online purchases, we anticipate even more significant shifts this year. 

What are your thoughts on these numbers? How will the Black Friday 2026 sale perform? Will sales revenue increase or take a downturn? 

Let us know in the comments section below!

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FAQs

Sources:

Below are the sources for the data we have collected for Black Friday statistics: