Latest Black Friday Statistics 2025

Black Friday 2025 set new records as U.S. consumers spent an impressive $11.8 billion online, which represents a 9.1% increase from last year’s total of $10.8 billion.

Meanwhile, global Black Friday spending climbed to a record $79 billion, up 6.18% from last year.

In this Black Friday Statistics report, we will go through the latest statistics and trends from Black Friday 2025, highlighting key insights from major retailers and platforms like Shopify.

Note: This is the only new Black Friday sales data that came out for 2025. The complete data is yet to come out. We will keep the page updated as soon as the new reports come out.

Black Friday Sales 2025 — Latest Reports

Black Friday online spending in the U.S. climbed to $11.8 billion in 2025, with a 9.26% increase from the $10.8 billion recorded in 2024. (Source: Adobe)

Advancements in AI shopping tools helped consumers locate better discounts, ultimately driving more online purchases. With $3 billion in online sales in the USA alone were driven by AI & agents (according to Salesforce data).

Nationwide shopping activity surged between 10 a.m. and 2 p.m. local time, with online carts filling at a pace of $12.5 million every minute.

Here is a table displaying the Black Friday sales by year:

Years	Total Online Sales
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

According to Mastercard, U.S. online sales grew 10.4% year-over-year, while in-store shopping rose 1.7%, up from just 0.7% growth the previous year.

Source: Reuters, Salesforce, Mastercard.

Thanksgiving Day online spending also set new records, reaching $6.4 billion, with a 4.92% increase from 2024.

Veteran’s Day sales in 2024 climbed to $3.3 billion, marking a 6.5% rise, while Thanksgiving Eve brought in $4.1 billion, up 5.1%.

Cyber Monday 2025 is projected to generate $14.2 billion in online sales, a 6.3% annual rise, maintaining its title as the season’s biggest digital shopping day.

The surge in spending is largely driven by massive discounts, especially in toys, where prices have been slashed by over 27%.

Below 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
Cyber Monday	$12.4 billion	$13.3 billion

Source: Adobe Business, 

On Black Friday, 81.7 million consumers shopped in stores, up from 76.2 million last year, marking the highest in-person turnout since the pandemic.

Meanwhile, 87.3 million people shopped online, a slight dip from 90.6 million recorded in 2023.

The following table shows the number of online and offline shoppers by year:

Year	In-store Shoppers	Online Shoppers
2024	81.7 million	87.3 million
2023	76.2 million	90.6 million
2022	72.9 million	87.2 million
2021	66.5 million	88 million

Source: National Retail Federation

Amazon’s estimated sales during Black Friday 2024 were around $900 million.

According to Enjoy Aiia, Amazon’s estimated sales during Black Friday 2024 were around $900 million, fueled by high demand for electronics, toys, and beauty products.

The company reported its largest 12-day holiday shopping event to date, with over 60% of sales coming from independent sellers.

Amazon also maintained the lowest online prices, averaging 14% lower than other major U.S. retailers, contributing to its record-breaking performance.

Buy Now, Pay Later (BNPL) usage drove $747.5 million in online purchases, reflecting a 30.85% increase compared with last year.

Overall, BNPL services are expected to account for $20.2 billion in online spending, up 11% from $18.2 billion in 2024.

The rise in BNPL usage can be attributed to the growing number of shoppers using mobile devices and the increasing number of retailers integrating BNPL options into their checkout processes, making it more convenient for customers.

Source: MidLand, Adobe.

AI and AI agents significantly drove over $14.2 billion in global online sales on Black Friday.

Retailers that incorporated generative artificial intelligence into their operations saw a 9% higher conversion rate compared to those that didn’t.

AI-powered chatbots have had a significant influence on consumer behavior. Bot-driven clicks to retail sites skyrocketed by an impressive 1,800% compared to the previous year. 

According to an Adobe survey, 20% of shoppers reported using chatbots to find deals, with 19% using them to search for specific items and 15% seeking brand recommendations.

Source: Salesforce, Adobe.

The Indian betting market has seen rapid growth in recent years, driven largely by the massive popularity of the IPL and year-round cricket engagement.

With the Indian cricket betting market currently valued at $6.91 billion and expected to grow upto $16.83 billion by 2033, user interest continues to rise beyond the tournament window. During Black Friday, many platforms attract global attention through promotional offers, and fans exploring top 10 Indian cricket betting sites often take advantage of these deals ahead of upcoming cricket seasons. This crossover between seasonal sales events and sports-driven demand highlights how IPL popularity fuels betting activity throughout the year.

In 2024, consumer spending rose by 4%, with average order values increasing by 3% year-over-year.

Nearly every product category saw triple-digit sales growth on Black Friday, though the increase was slightly lower than in 2023.

Toys and games led the sales boost, followed closely by apparel and accessories, which saw the second-highest increase.

Here is a table displaying the increase in sales compared to a normal day by category:

Product Category	Black Friday 2024	Black Friday 2023
Toys & Games	+412%	+596%
Apparel & Accessories	+374%	+393%
Luggage & Bags	+357%	+397%
Electronics	+355%	+449%
Sporting Goods	+335%	+367%
Home & Garden	+326%	+342%
Health & Beauty	+304%	+314%
Furniture	+273%	+339%
Food, Beverages & Tobacco	+249%	+234%

Source: Criteo

Shopify sellers experienced a breakthrough moment as well, generating $6.2 billion in revenue, with a remarkable 51.2% jump year-over-year.

Peak activity saw transactions hitting $5.1 million per minute.

The average cart value on Black Friday was $110.71, or $110.08 after currency adjustments. Additionally, Shopify POS saw a significant 33% year-over-year increase in global sales, highlighting strong growth in both online and in-person purchases.

Further, during the Black Friday Cyber Monday weekend, Shopify merchants achieved a record-breaking $11.5 billion in sales, marking a 24% increase from the previous year.

Here are some insights about Shopify sales recorded during the Black Friday-Cyber Monday sale:

• Over 76 million consumers worldwide shopped from Shopify-powered brands
• More than 16,500 entrepreneurs made their first sale on Shopify
• Over 67,000 merchants had their biggest sales day ever on Shopify
• The top-selling product categories were Clothing Tops, Cosmetics, Fitness & Nutrition, Pants, and Activewear.
• The average cart value was $108.56, or $109.70 when adjusted for constant currency.
• The leading countries for sales were the US, UK, Australia, Canada, and Germany.
• The top cities for sales included Los Angeles, New York, London, San Francisco, and Miami.
• Cross-border orders accounted for 16% of all global orders.
• Sales through Shop Pay saw a 58% year-over-year increase.
• The Shop App tracked over 91 million packages globally.

Source: Shopify 1, Shopify 2. CBS

Black Friday Sales Worldwide (Latest Data)

Across the world, total online Black Friday spending reached $79 billion, marking a 6.18% year-over-year increase.

Last year, worldwide Black Friday sales were estimated at $74.4 billion.

Cyber Week sales are also projected to reach $334 billion worldwide, up 6.07% from the previous year. 

Thanksgiving contributed significantly to this trend, with online sales totaling $33.6 billion, also up 6% from the previous year.

Mobile devices played a major role in this surge, accounting for 70% of all online orders globally, including in the US. Altogether, mobile shopping generated an incredible $220 billion in global sales.

Shoppers enjoyed an average discount of 26% during Cyber Week, with makeup products standing out by offering the deepest discounts at 40%.

Here are further details about the categories with the highest discounts recorded during the cyber week:

• Makeup (40%)
• General apparel (34%)
• Skincare (33%)

Source: Salesforce, Techcrunch. NBC News, Economy Middle East

Black Friday Discount Statistics

Black Friday discounts across product categories ranged from 11% to 23%. 

The biggest savings were seen in apparel and accessories, while more expensive electronics, such as TVs and laptops, offered more modest discounts. 

The highest discounts were found on items like earrings, rings, shirts & tops, pants, and coats & jackets.

Here is a table displaying the average discount offered on various items in the United States.

Product Category	Average Discount
Earrings	23%
Rings	22%
Shirts & Tops	22%
Pants	22%
Coats & Jackets	22%
Dresses	20%
Necklaces	19%
Shoes	19%
Computer Monitors	17%
Headphones & Headsets	16%
Video Game Consoles	16%
Watches	15%
Mobile Phones	14%
Perfume & Cologne	13%
Laptops	13%
Televisions	11%

Source: Criteo

Holiday Shopping Statistics

Black Friday saw the highest number of shoppers, both online and in-store, in 2024. 

Cyber Monday remained the second most popular day for online shopping, with 64.4 million consumers, a slight drop from 73.1 million in 2023. 

The day after Black Friday, however, was the second busiest day for in-store shopping.

Here is a table displaying the number of online and in-store shoppers recorded in the Black Friday week.

Day	In-store Shoppers	Online Shoppers
Thanksgiving	26.1 million	28.6 million
Black Friday	81.7 million	87.3 million
Saturday	61.1 million	53.9 million
Sunday	25.6 million	32.8 million
Cyber Monday	23.2 million	64.4 million

Source: National Retail Federation 

The Thanksgiving to Cyber Monday holiday weekend attracted an estimated 197 million shoppers.

Many shoppers balanced convenience by choosing both in-store and online options. In-store shopping saw a rise, with 126 million people visiting stores, up from 121.4 million in 2023. 

However, online shopping dipped slightly, with 124.3 million shoppers compared to 134.2 million last year.

Here’s a table showcasing the total number of shoppers recorded during the Thanksgiving to Cyber Monday period:

Year	Number Of Shoppers
2024	197 million
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 

During the 2024 holiday season, consumer spending reached an impressive $241.1 billion, reflecting an 8.6% increase from 2023. 

This marks the highest growth rate in recent years. 

In comparison, 2023 saw $222.1 billion in spending, which was up by 4.9% from 2022. 

The overall trend indicates a steady rise in consumer spending, with 2024 standing out for its record-breaking spending and growth, while 2022 experienced slower growth.

The following table displays the consumer spending recorded during the Black Friday holiday season over the years.

Year	Consumer Spending	Percentage Increase
2024	$241.1 billion	8.6%
2023	$222.1 billion	4.9%
2022	$210 billion	2.5%
2021	$205 billion	8.6%

Source: Adobe

Paid search accounted for 29.7% of holiday sales revenue, reflecting a 1% year-over-year increase.

Meanwhile, affiliates and partners, including influencers, experienced even stronger growth, rising by 6% to reach 17.6%.

Influencers were especially effective, converting shoppers at a rate 9 times higher than social media as a whole. Additionally, 37% of Gen Z shoppers made purchases based on influencer recommendations.

Source: Search Engine Journal

During the holiday season, 54.47% of sales came from mobile phones, while 45.53% were made on desktops.

The Adobe Analytics Report revealed that mobile shopping generated $131.5 billion in revenue, with its share continuing to grow in recent years. In comparison, desktop shopping accounted for $109.9 billion in revenue. 

Here is a table displaying the share of mobile purchases during the holiday season:

Year	Share Of Mobile Purchases
2024	54.5%
2023	51.1%
2022	47.1%

Source: Adobe.

Cyber Monday set a new single-day record for BNPL with $991.2 million in sales. 

Mobile devices accounted for the majority of BNPL purchases, totaling $14.4 billion (79.12%), while desktop purchases made up $3.8 billion (20.88%).

The 2024 holiday season saw the highest BNPL spending to date, surpassing the $16.6 billion spent during the 2023 holiday season.

Here is a table showing the BNPL spending during the holiday season by year:

Year	BNPL Spending During The Holiday Season
2024	18.2 billion
2023	16.6 billion
2022	14.5 billion

Source: Adobe

This holiday season, traffic to retail sites from AI-powered chatbots surged by 1,300% compared to the previous year.

Cyber Monday experienced the biggest spike in chatbot usage, increasing by 1,950% year-over-year. 

Although the number of users is still modest, this growth highlights the rising importance of chatbots as effective shopping assistants. In an Adobe survey of 5,000 U.S. consumers, 70% of those who have used generative AI for shopping reported a better overall shopping experience.

Source: Adobe.

Conclusion: Black Friday 2025 Spending Reached $11.8 Billion In the United States

Black Friday 2025 set a new record, with global online sales climbing to $79 billion, a 6.18% rise compared to the previous year.

In the U.S., both in-store and online shopping numbers surged, with 76 million shoppers hitting physical stores and 87.3 million shopping online. Mobile shopping continued to lead, making up 54.47% of total sales.

Additionally, the popularity of Buy Now, Pay Later (BNPL) services grew significantly, with consumers spending $18.2 billion through BNPL.