60+ Black Friday Statistics & Trends For 2025 [Latest Report]

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

Last year, i.e., 2024, the Black Friday event saw a significant surge in online sales, generating over $10.8 billion in revenue.

The Black Friday 2025 sales are predicted to exceed $222.1 billion in revenue.

This article provides key highlights on Black Friday trends and online shoppers’ behaviors during this period. We will also see Black Friday 2025 forecast insights and predictions.

Let’s quickly get into the details.

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Black Friday Sales Revenue of 2024

Black Friday online sales generated over $10.8 billion in revenue as of 2024.   

1. Consumers spent an average of $390 on holiday-related purchases during the Black Friday week.
2. Cyber Monday sales increased by 9.6% to $12.4 billion in 2024. 

Here is a breakdown of revenue generated during Cyber Monday and Black Friday in 2024.

Black Friday	$10.8 billion
Cyber Monday	$12.4 billion
Thanksgiving	$6.1 billion
Saturday and Sunday (Nov. 30 combined with Dec. 1)	$10.9 billion

Black Friday Sales By Year

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

Also, the ecommerce sales on Black Friday grew 10.2% year over year!

3. U.S. online sales on Black Friday surged to $10.8 billion.

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

Year	Sales Generated
2024 2023	$10.8 billion $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

U.S. retail sales during the 2024 Holiday Season grew by 3.8% yearly, reaching a record high of $964.4 billion.

4. Adobe Analytics reported that online retail spending hit a new high of $241.4 billion during the 2024 holiday season, marking an 8.7% increase from the previous year.
5. Online and other non-store sales are expected to grow by 8% to 9% compared to last year during the two-month holiday season, reaching between $295.1 billion and $297.9 billion, according to the NRF forecast.
6. According to Investopedia, Buy-Now-Pay-Later (BNPL) services saw a 9.6% increase in usage, with consumers spending $18.2 billion through these options.
7. Looking at the broader Cyber Week period, global sales increased by 6% YoY, culminating in $298 billion in 2024. This reflects a strong demand for online shopping, driven by attractive discounts and promotions across various categories.
8. Online sales grew by 9% YoY in the United States, totaling $16.4 billion.​
9. Adobe Analytics reported that Cyber Monday sales in the U.S. hit $13.3 billion, setting a new e-commerce record!
10. Consumers spent $123.5 billion online in November alone, reflecting a 6% YoY increase.
11. 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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Black Friday Consumer Behavior

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

12. On Black Friday, 87.3 million people shopped online.
13. 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
Thanksgiving	22.5 million	35. 1 million
Black Friday	81.7 million	87.3 million
Saturday	59 million	58.3 million
Sunday	28 million	36.9 million
Cyber Monday	20.9 million	73.1 million

14. 70% of the spending during Black Friday weekend was on gifts. 
15. 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%

16. In 2024, during Black Friday, desktops’ conversion rate was 6.5%, compared to 3.3% for mobile devices. (Adobe)

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

17.  49.4% of online shoppers used credit cards to pay for Black Friday purchases.
18. 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%

19. 88% of shoppers compare discounts before buying on Black Friday.
20. 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)

Here is the distribution where most buyers search for Black Friday offers. 

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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 in 2024. 

Age and Gender Breakdown

Gen Z leads in Black Friday shopping.

For Black Friday:

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

For Cyber Monday:

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

Geographic Distribution

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

28. BFCM was most popular in Northeastern states like New York, Pennsylvania, and Massachusetts, where 59% of people planned to shop on BFCM.
29. Canada closely follows the US trend. 40% of the buyers shopped during Black Friday in Canada. 
30. The country with the highest Black Friday shopping rate compared to regular days is the United States, with a 663% increase. In contrast, the country with the lowest shopping rate is Thailand, with a 74% increase.
31. Spanish consumers spent an average of 273 euros on Black Friday in 2024.

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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).

32. Toys and electronics were the best-selling items during the 2024 Black Friday sale.
33. 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 2024, the average Black Friday discount was around 11 to 23%.

34. Most stores offered up to 11% to 23% discounts on their products. (Criteo)

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

Year	Average Black Friday Discounts
2024 2023	11% to 23% 31%
2022	27%
2021	26%
2020	34%

35. Adobe Analytics reported that electronic discounts on Cyber Monday reached up to 25% off the listed price.
36. TV sales jumped 693% during the first week of November, helped by an 11% discount compared to the average price.
37. 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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Black Friday eCommerce Stats and Trends

Despite the turbulent economy, Black Friday 2024 saw a substantial increase in eCommerce spending. 

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

38. E-commerce sales experienced a YOY increase of +8.5%.
39. Shopify sellers broke Black Friday records with $11.5 billion in sales.
40. Black Friday witnessed an estimated 109 million online orders placed in the US, with the average order value (AOV) showing a 3.2% increase.
41. Shopify vendors attracted 76+ million customers worldwide who bought from brands powered by Shopify.
42. E-commerce sales reached approximately $281 billion during Cyber Monday sales Week.
43. 16,500+ entrepreneurs made their first sale on Shopify! The average cart price on Shopify: $108.56.
44. Independent retailers partnering with Amazon saw total sales of $1 billion across all four shopping days during the Black Friday season.
45. Retail businesses that operate online and in-store experienced a 64.5% increase in transactions.
46. Walmart surpassed Amazon in the competition for online searches seeking Black Friday discounts.
47. Hottest Shopify product categories: Clothing Tops, Cosmetics, Fitness & Nutrition, Pants, Activewear.
48. Amazon slipped to the fourth position, trailing behind Target and Kohl’s.
49. Online shopping carts were 3.9 times larger than in-store shopping carts.

Extra Read: For Amazon Prime Day 2024, U.S. sales reached more than $14.2 billion. For more insights, check out the Amazon Seller Statistics 2024.

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Consumer Engagement

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

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

Here are insights on consumer engagement that show that Black Friday sales are of good value 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

52. 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%

53. The number of searches during the Black Friday sale reached 11,680,513.
54. 10 out of 40 people started shopping in person on Friday (Black Friday) between 5 AM and 10 AM.
55. 31% of shoppers began their Black Friday shopping a day before, i.e., Thursday.
56. Black Friday messages promoting a “$ off” offer generated a 10.4% open rate and a 14.8% conversion rate.
57. 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 2025 Forecast

58. Black Friday 2025 is scheduled for Friday, November 28.
59. Early sales and promotions are expected to start as early as October, with Amazon’s 2nd Prime Day sale as a kick-off to the holiday shopping season.
60. Black Friday sales are projected to reach over $12.3 billion by 2028!
61. The average industry-wide discount for Black Friday 2025 is expected to be around 25-30% off.
62. Electronics, apparel, and personal care are expected to generate the most sales, accounting for over 50% of online spending during Black Friday.
63. 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 reshaped the landscape entirely.

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.

From the late 2010s to the early 2020s, in-store sales declined but still represented about 70% of total Black Friday sales.

On Black Friday, 81.7 million shopped in stores—up from 76.2 million last year and the highest since the pandemic. Online shoppers dipped slightly to 87.3 million from 90.6 million in 2023. (Source)

In recent years, mobile devices have significantly impacted approximately 25.3% of online sales on Black Friday.

Mobile commerce has played a crucial role in reshaping consumer spending habits during this shopping event. 

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.

By the mid to late 2020s, brick-and-mortar stores adapted to these changing trends, comprising around 50% of Black Friday sales, while online sales surpassed 50%.

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Final Thoughts On Black Friday Statistics

The Black Friday 2024 sale has almost crossed $10.8 billion with an average discount of over 31% on products and services. 

Now that the Black Friday Sale 2025 is on its way, with huge discounts on almost every brand, it will be exciting to see how the sales will boost this year.

 With more consumers opting for online purchases, we expect to see even more significant shifts this year. 

What are your thoughts on these numbers? How will the Black Friday 2025 sale perform? Will sales revenue increase, or will it 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: