55 Black Friday Statistics & Trends For 2024 [Latest Report]

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

In 2023, the Black Friday event saw a significant surge in online sales, generating over $9.8 billion in revenue.

The Black Friday 2024 sales are predicted to exceed $222.1 billion in revenue.

This article provides key highlights on the Black Friday trends and behaviours of online shoppers during this period. We will also see Black Friday 2024 forecast insights and predictions. 

Let’s quickly get into the details.

Key Cyber Monday And Black Friday Statistics (2023- 2024)

  1. Around 166.8 million individuals in the US shopped during the Black Friday sale in 2023.
  2. 200.4 million people shopped during the five-day holiday weekend spanning Thanksgiving Day to Cyber Monday.
  3. Over 76.2 million people shopped in-store on the 2023 Black Friday sale.
  4. More than 90.6 million individuals shopped online during Black Friday.
  5. Black Friday online sales surpassed $9.8 billion in 2023,  which is $680 million more than the $9.12 billion recorded in 2022.
  6. In 2023, Cyber Monday spending reached $12.4 billion, up 9.6% from the previous year.
  7. Over 130.7 million people in the US shopped during the Black Friday weekend.
  8. 68% of the people preferred online Black Friday deals in the US. 
  9. 43% of the buyers planned to go into stores for Black Friday deals.
  10. Consumers spent an average of $390 on holiday-related purchases during the Black Friday week.

Black Friday Sales Revenue of 2023

Black Friday online sales generated over $9.8 billion in revenue as of 2023.   

  1. Consumers spent an average of $390 on holiday-related purchases during the Black Friday week.
  1. Cyber Monday sales increased by 9.6% to $12.4 billion in 2023. 

Here is a breakdown of revenue generated during Cyber Monday and Black Friday in 2023.

Black Friday $9.8 billion
Cyber Monday $12.4 billion 
Thanksgiving $5.6 billion
Small Business Saturday$4.8 billion

Black Friday Sales By Year

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

This increase is below the inflation rate and marks a notable deceleration from last year’s 12% rise in 2022 over 2021.

  1. U.S. online sales on Black Friday surged to $9.8 billion, up 7.5% from last year.
Black Friday Sales Statistics

Here is a total black Friday sales over the years:

YearSales Generated
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

Black Friday Consumer Behavior

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

  1. On Black Friday, 90.6 million people shopped online.
  1. A total of 76.2 million individuals shopped in-store during Black Friday.
Black Friday Statistics

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

SaleIn-store PurchaseOnline Purchase
Thanksgiving22.5 million35. 1 million
Black Friday 76.2 million 90.6 million 
Saturday 59 million 58.3 million 
Sunday 28 million 36.9 million 
Cyber Monday 20.9 million 73.1 million 
  1. 70% of the spending during Black Friday weekend was on gifts. 
  1. 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%
Gift cards27%
Books/video games/other media 24%
Food and candy 23%
Electronics 23%
  1. In 2022, the conversion rate for desktops was recorded at 5.6%, compared to 3.3% for mobile devices.

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

DeviceNumber of Items Bought Per Checkout
Desktops 3.61 items
Smartphones 2.93 items
Tablets 2.83 items
  1.  49.4% of online shoppers used credit cards to pay for Black Friday purchases.
  1. The use of Apple Pay by Black Friday online shoppers reached 13%, up 8% from the previous year.

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

Payment MethodPercentage of Online Shoppers
Credit card49.4%
Debit card47.7%
Gift or Prepaid Card 10.9%
Apple Pay 12.7%
Buy now, Pay later 10.2%
Store cards 7.7%
Google Pay10%
  1. 88% of shoppers compare discounts before buying on Black Friday.
  1. Google was the go-to option for 36% of people seeking the best deals on Black Friday.
Platforms of Where Buyers Search For Offers

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

PlatformPercentage of Shoppers
Social media25%
Company website19%

Demographic 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 that participated in Black Friday sales in 2023. 

Age and Gender Breakdown

Gen Z leads in Black Friday shopping.

  1. According to the Finder survey, 68% of Generation Z planned to shop the Black Friday sales.
  1. Gen Zers spent at least $357 per person, with baby boomers following at approximately $364 per person.
  1. 91% of Millennials, Gen Y, and Gen Z planned to do their Black Friday shopping online rather than in-store.
  1. Over 132 million American adults participated in Black Friday shopping.
  1. Men are more likely to participate in Black Friday shopping, with 77% eagerly anticipating the sales, while 71% of women are excited to shop.
  1. Adults aged between 35 to 44 years make up the largest consumer group during Black Friday.
  1. Following closely are the 18 to 24-year-olds, who represent 32.6% of Black Friday shoppers.
Black Friday Buyers By Age

Here are insights into the Black Friday shoppers across various age demographics.

Black Friday Buyers Age Group% of Buyers

Geographic Distribution

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

  1. BFCM was most popular in Northeastern states like New York, Pennsylvania, and Massachusetts, where 59% of people planned to shop on BFCM.
  1. Canada closely follows the US trend. 40% of the buyers shopped during Black Friday in Canada. 
  1. The country with the highest shopping rate on Black Friday 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.
  1. Spanish consumers spent an average of 273 euros on Black Friday in 2023.

Popular Products and Categories

Electronics was 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).

  1. Toys and electronics were the best-selling items during the 2023 Black Friday sale.
  1. Jewellery and apparel were at the top of the gift lists.

Here is a list of top-selling products during the Black Friday week in 2023:

  • KidKraft Playsets
  • Mini Brands
  • TVs
  • Smartwatches
  • Headphones

Black Friday Discounts 

In 2023, the average Black Friday discount was around 31%.

  1. The majority of the stores offered up to 70% to 80% discount on their products.
Black Friday Discounts By Year

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

Average Black Friday Discounts
  1. Adobe Analytics reported that electronic discounts on Cyber Monday reached up to 25% off the listed price.
  1. Almost 88% of shoppers compare discounts before making a purchase during Black Friday sales.
  1. Black Friday Statistics reveal that 62% of Americans believe the discounts during this season are merely scams.

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

Here is a breakdown of discounts offered during the Black Friday weekend. 

Black Friday WeekendElectronicsToysApparelAverage
Thursday (23 Nov 2023)26.7%28.2%22.7%25.87%
Black Friday (24 Nov 2023) 26.9%28%24.2%26.37%
Saturday (25 Nov 2023)
Sunday (26 Nov 2023)27.5%26.1%22.4%25.33%
Cyber Monday (27 Nov 2023)31.4%27.1%23.4%27.3%

Black Friday eCommerce Stats And Trends

Despite the turbulent economy, Black Friday 2023 saw a substantial increase in eCommerce spending. 

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

  1. E-commerce sales experienced a YOY increase of +8.5%.
  1. Shopify sellers broke Black Friday records with $9.3 billion in sales.
  1. Black Friday itself (November 24th, 2023) witnessed an estimated 109 million online orders placed in the US, with the average order value (AOV) showing a 3.2% increase.
  1. Shopify vendors attracted over 61 million buyers in 2023. This is up by over 9 million from the previous year with 52 million.
  1. E-commerce sales reached approximately $281 billion during Cyber Monday sales Week.
  1. Shopify sellers reached a peak of $4.2 million in sales per minute on Black Friday.
  1. Independent retailers partnering with Amazon saw total sales of $1 billion across all four shopping days during the Black Friday season.
  1. Retail businesses that operate both online and in-store experienced a 64.5% increase in transactions.
  1. Walmart surpassed Amazon in the competition for online searches seeking Black Friday discounts.
  1. Walmart experienced a 386% surge in Black Friday discount searches compared to last year. 
  1. Amazon slipped to the fourth position, trailing behind Target and Kohl’s.
  1. Online shopping carts were 3.9 times larger than in-store shopping carts.

Consumer Engagement

In the United States, only about 30% of people felt Black Friday sales offered good value.

  1. According to the 2023 survey, 24% of consumers felt that retailers increased prices leading up to Black Friday and then offered discounts on the day.
  1. 14% of the buyers said the products are not discounted as much as they are interested in.

Here are insights on consumer engagement who think Black Friday sales are good value in the United States. 

Characteristics% of consumers
Yes, but it’s not always worth the hassle of shopping on the day34%
Yes, it is of good value 28%
No, I think retailers inflate prices and then discount them24%
No, the products I’m interested in aren’t discounted much or at all14%

Black Friday Trends For 2024

  1. 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 the Black Friday:

Store% of In-Person Buyers
Target 67%
Walmart 66%
Kohl’s 41%
Shopping mall or center38%
Macy’s 37%
Best Buy 36%
Old Navy 29%
Costco 24%
Home Depot24%
  1. The number of searches during the Black Friday sale reached 11,680,513.
  1. 10 out of 40 people started shopping in person on Friday (Black Friday) between 5 AM and 10 AM.
  1. 31% of shoppers started their Black Friday shopping a day before, i.e., Thursday.
  1. Black Friday messages promoting a “$ off” offer generated a 10.4% open rate and a 14.8% conversion rate.
  1. The majority of people (52%) skipped the Black Friday sale due to huge crowds. 

Here are the reasons for not participating in the Black Friday sale 2023. 

Reason% of People Not Attending Black Friday
Disliking Crowds52%
Lack of interest in buying anything22%
Budget constraints 16%
General dislike of shopping16%
Safety concerns 12%

Black Friday Sale 2024 Forecast

  1. Black Friday 2024 is scheduled for Friday, November 29.
  1. Early sales and promotions are expected to start as early as October, with Amazon’s 2nd Prime Day sale acting as a kick-off to the holiday shopping season.
  1. Black Friday 2024 will see a significant increase in sales, with over $222.1 billion spent, a 4.9% increase compared to 2023.
  1. The average industry-wide discount for Black Friday 2024 is expected to be around 25-30% off.
  1. Tech products, particularly electronics, are expected to see significant discounts, with some items reaching record-low prices.
  1. Online shopping will remain the dominant force, with retailers using online exclusives, flash sales, and early access deals to attract customers


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

About Author
Anil Agarwal is the Founder of Bloggerspassion. He is a full-time blogger and SEO expert who has been helping people build profitable blogs for over a decade Now. He has been featured in Over 100 Publications including Forbes, The HuffPost, HubSpot, Shopify, Semrush, Kinsta, Bluehost, Hostinger and G2.com etc. Know more about Anil Agarwal from here.

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