Black Friday is just around the corner, and about 36% of shoppers are planning to purchase the event. With growing excitement and awareness about the sale, Black Friday spending is expected to reach $10.8 billion this year.
Additionally, 71% of consumers are planning to shop via their smartphones. This highlights the importance of mobile-optimized websites for a seamless shopping experience.
This article includes the latest projections for Black Friday 2024 sales, along with key insights into consumer behavior and sales trends from last year’s event.
Black Friday Statistics: Top Picks (2024)
- Black Friday sales in 2024 are projected to reach $10.8 billion, a 9.9% increase from 2023.
- Black Friday Sales in 2023 totaled $9.8 billion.
- 36% of Americans plan to purchase on Black Friday this year.
- 71% of U.S. consumers intend to shop online during Black Friday 2024.
- 76.2 million people made in-store purchases on Black Friday 2023.
- 90.6 million people made online purchases on Black Friday 2023.
- Repeat purchases during Black Friday 2023 saw a 180% increase from 2022.
Black Friday 2024: What To Expect?
1. In 2024, Black Friday sales are anticipated to reach an impressive $10.8 billion.
This represents a significant 9.9% growth over last year’s sales, reflecting continued consumer enthusiasm and increased retail spending during this shopping period.
Meanwhile, Cyber Monday sales in 2024 are expected to reach $13.2 billion, reflecting a 6.1% increase from last year. This makes it likely to be the biggest shopping day of the season, driven by strong consumer interest in online deals and holiday discounts.
Here is a table displaying the anticipated sales during the Black Friday and Cyber Monday:
| Day | Anticipated Sales |
|---|---|
| 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 |
Source: Adobe Newsroom, YouGov
2. In 2024, around 36% of Americans are expected to shop on Black Friday.
Meanwhile, 34% say they’re looking forward to Cyber Monday deals.
Source: Adobe Newsroom
3. Around 71% of U.S. consumers plan to shop online this Black Friday.
Meanwhile, $128.1 billion is expected to be generated from mobile sales during the holiday season, accounting for 53.2% of the total sales.
This highlights a significant shift toward digital-first shopping.
More and more shoppers are opting for the convenience of browsing online deals, avoiding the in-store crowds, and enjoying the Black Friday sales from their homes.
Source: Adobe Newsroom
4. Total holiday sales in the U.S. are projected to reach $240.8 billion this year.
Of this, Cyber Week sales are expected to account for $40.6 billion, or 6.9% of the overall spending. This represents a 7% increase from last year, as shoppers are spreading out their purchases over the week to find better deals.
Source: YouGov
5. Around 27% of the shoppers are looking forward to spending less on Black Friday.
6. On the other hand, 37% of the shoppers are looking forward to spending the same this year.
Source: Adobe
Black Friday Sales Statistics
7. The Black Friday Sale in 2023 amounted to $9.8 billion.
Although Black Friday’s revenue share in 2023 was just 4.41% of the total revenue, it was 7.45% more than the previous year.
Black Friday spending was $9.12 billion in 2022, 2.3% higher than in 2021. Between 2017 and 2023, Black Friday sales in the US saw a 96% increase in total sales.
The Black Friday Cyber Monday season generated $222.1 billion from 1 November to 31 December 2023.
The following table shows the total Black Friday sales in the US recorded over the past years.
| Years | 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
8. Repeat purchases in Black Friday 2023 experienced a 180% increase from 2022.
In 2023, repeat purchases made up 56% of all purchases, an almost 180% increase from 2022. Similarly, the first purchase was calculated to be 44% of all purchases, 45% less than last year.
Source: Drip.
9. Consumers spent a total of $222.1 billion on purchases during the holiday season in 2023.
That translated to a growth of 4.9% in consumer spending compared to the previous year.
Consumers spent $210 billion during the holiday season in 2022, a 2.5% increase from the spending recorded during the holiday season of 2021.
The following table displays the consumer spending recorded during the Black Friday holiday season over the years.
| Year | Consumer Spending | Percentage increase |
|---|---|---|
| 2023 | $222.1 billion | 4.9% |
| 2022 | $210 billion | 2.5% |
| 2021 | $205 billion | 8.6% |
Source: Adobe Analytics
Black Friday Online Sales
10. 43% of customers made online purchases on Black Friday 2023, up from 41.7% in 2021.
On the contrary, in-store purchasing declined from 33.7% in 2021 to 25.6% in 2023.
Source: PYMNTS Intelligence
11. During the Black Friday week in 2023, 51.1% of sales were made through mobile phones and 48.9% on desktops.
According to the Adobe Analytica Report, out of the total $222.1 billion revenue generated during the Black Friday week, $113.5 billion, or 51.1%, was generated by mobile shopping.
In contrast, $108.6 billion in revenue was generated through desktop shopping.
Source: Adobe Analytica Report
Black Friday Retail Sales
12. In-store sales during Black Friday in 2023 increased by 1.1% over last year.
According to the Mastercard SpendingPulse report, clothing and jewelry were the most desired products.
Source: New York Post
13. 67% of in-store shoppers visited Target, and 66% visited Walmart on Black Friday 2023.
In total, 27% of the customers surveyed in 2023 opted for offline shopping. Just 24% of in-store shoppers went to Home Depot.
The following table shows the percentage of in-shoppers in the top retailers.
| Retailers | Percentage of in-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 Shoppers Statistics
14. 76.2 million customers bought things in physical stores on Black Friday.
This depicts a rise of 3.3 million, or 4.52%. Similarly, 90.6 million people purchased commodities online, an increase of 3.4 million, or 3.89%.
The following table shows the number of online and offline shoppers for the last three years.
| Year | In-store shoppers | Online shoppers |
|---|---|---|
| 2023 | 76.2 million | 90.6 million |
| 2022 | 72.9 million | 87.2 million |
| 2021 | 66.5 million | 88 million |
Source: National Retail Federation
15. Black Friday 2023 had 264.59% more in-store shoppers than Cyber Monday.
Similarly, the number of online shoppers on Black Friday is 23.93% more than Cyber Monday online shoppers. This shows that Black Friday 2023 was the most popular in-store and online shopping day.
Black Friday 2023 saw 53.7 million more in-store shoppers and 65.5 million more online shoppers than Thanksgiving 2023.
The following table shows the in-store and online shoppers during the Thanksgiving weekend.
| Day | In-store shoppers | Online shoppers |
|---|---|---|
| Thanksgiving | 22.5 million | 35.1 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 |
Source: National Retail Federation
16. 200.4 million people shopped during the Black Friday week in 2023.
That was a 1.88% increase in the number of shoppers recorded during Black Friday week compared to the previous year. In 2022, 196.7 million people shopped during Black Friday week.
The number of people purchasing during Black Friday week rapidly increased between 2017 and 2020, but the numbers dropped in 2021. However, later in 2021, the numbers again hiked rapidly and are anticipated to increase further in the upcoming years.
The following table displays the number of people who purchased items during the Black Friday 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: Demography Statistics
Black Friday sales are popular across a diverse range of people. In this section, I have included Black Friday statistics based on gender, generation, country, and more.
Black Friday Purchases By Gender
17. 78% of men in the US planned to visit online retailers on Black Friday to buy Electronics, while 62% of women also planned to purchase electronics.
The most popular choices for women were clothing and related accessories (82.7%).
The least popular choices for women to buy during Black Friday sales were office items(11.3%), whereas the least popular choice for men was art and crafts (14.4%).
The following table shows the online purchases men and women plan to make on Black Friday.
| 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
Black Friday Purchases By Generations
18. 74.9% of Gen Z participated in the Black Friday sale in 2023.
This participation is 8% down from 83.0% in 2021. Roughly half of them specified bad deals for the low turnout.
Millennials are the only customer demographic to increase their participation—to 80.8% in 2023 from 75.7% in 2020.
The following table displays the percentage of people from different generations participating in Black Friday Sales.
| Generation | Customer percentage in 2023 | Customer percentage in 2022 | Customer percentage in 2021 |
|---|---|---|---|
| Gen Z | 83.0% | 79.8% | 74.9% |
| Millennials | 75.7% | 79.2% | 80.8% |
| Gen X | 64.5% | 68.9% | 64.6% |
| Baby boomers and seniors | 49.8% | 47.3% | 44.4% |
Source: PYMNTS Intelligence
19. 93.2% of baby boomers and seniors opted for delivery to the doorstep in the Black Friday sale 2023.
In contrast, only 7.2% of baby boomers opted for in-store pickup, while 31.1% of millennials selected in-store pickup as the favored option for receiving their purchases.
The following table shows the percentage of shipping preferences of customers from different generations.
| 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
Black Friday Purchases By Country
20. The UK Black Friday sales in 2023 were 8.74 billion British pounds.
Out of 8.74 billion GBP spending, consumers spent 3.93 billion GBP in stores and 4.81 billion GBP in online purchases.
The following table displays the online, offline, and total sales in the UK on Black Friday 2023.
| Year | Online sales | Offline sales | Total sales |
|---|---|---|---|
| 2023 | 4.81 billion GBP | 3.93 billion GBP | 8.74 billion GBP |
| 2022 | 4.81 billion GBP | 3.9 billion GBP | 8.71 billion GBP |
| 2021 | 5.42 billion GBP | 3.22 billion GBP | 8.64 billion GBP |
| 2020 | 4.77 billion GBP | 3.18 billion GBP | 7.95 billion GBP |
| 2019 | 3.77 billion GBP | 4.8 billion GBP | 6.57 billion GBP |
| 2018 | 3.48 billion GBP | 4.8 billion GBP | 8.29 billion GBP |
| 2017 | 3.13 billion GBP | 4.65 billion GBP | 7.78 billion GBP |
Source: Statista
21. In 2023, non-food product purchases decreased during Black Friday.
In the US, 73% of customers reduced their non-food purchases, compared to 59% in 2022. In the UK, as high as 79% of customers spent less on non-food-related products in 2023.
The following table displays the percentage of non-food product purchases in 2022 and 2023 in different countries.
| 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
22. The average Black Friday shopping budget in 2023 was the highest in France, at 309 euros, compared to Italy and Spain.
The average budget in Italy was 273, whereas in Spain, the mean budget amounted to 238 euros.
Source: Statista
23. Electronics was the most searched category in Europe during the Black Friday sale in 2023, with 66% of people searching for it.
According to a survey, apart from electronics, clothing (54%) and home appliances (35%) were the most popular categories in which European customers were interested.
The following table displays the purchase interests of European customers.
| 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 Consumer Statistics
24. 62% of shoppers think Black Friday is a scam.
However, this doesn’t stop people from shopping. 82% of customers want to shop on Black Friday.
Only 6% of respondents believe that Black Friday is not a sham. Nevertheless, 48% of respondents said that they liked the sales but were not in favor of the Black Friday tradition.
25. 81% of people surveyed think that the Black Friday sales promote consumerism, while 18% say it does not.
Source: Drive research, Tidio
26. In the US, only 3 in 10 people found Black Friday sales to be of good value.
In addition, 34% of customers said they were good but not worth the inconvenience of shopping that day.
The 2023 survey revealed that 24% of customers thought retailers increased prices until Black Friday only to offer them at a discount.
The following table shows the percentage of customers who think Black Friday sales offer good value.
| 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
27. The KidKraft Playset was the most sought-after product on Black Friday 2023.
According to Adobe Analytica Survey 2023, the following were the top hot products on Black Friday.
- KidKraft Playsets
- Mini Brands
- TVs
- Smart Watches
- Headphones
Source: Adobe Analytica Report
Black Friday Marketing Statistics
28. 69% of customers want to know about deals and discounts in their email inboxes.
According to a survey conducted by Sinch Mailgun, email is the preferred communication channel for Black Friday promotions. Over 2 billion emails were sent in November 2023, 194 million of which were sent on Black Friday 2023.
There has been a 15% increase in the number of email promotions in 2023 (194 million) compared to 2022 (168.69 million).
Source: Sinch Mailgun, Omnisend
29. The email open rate on Black Friday 2023 was 12%, while the average click rate was 13%.
In comparison, the average open rate on Cyber Monday 2023 was 14%, and the average click rate was 11%.
Source: Sinch Mailgun
30. 57% of customers want to know about discounts from brands well in advance of Black Friday.
According to the Sinch Global Email Engagement Survey 2023, 35.5% of customers prefer to receive communications as soon as possible, and 21.2% expect communication a month before Black Friday.
Source: Sinch Mailgun
Black Friday Discount Statistics
31. On Black Friday 2023, shoppers spent $16.6 billion through Buy-now-pay-later (BNPL)
This is a whopping 42.5% increase from 2022 ($11.64 billion). US shoppers who purchased using BNPL options spent 48% more on Black Friday than consumers using other payment methods.
Similar to Black Friday, Cyber Monday 2023 alone experienced $940 million worth of online purchases through BNPL.
Source: Adobe Analytica Report, Emarketer
32. Buy-Now-Pay-Later’s total payment value will reach $80.77 billion in 2024.
According to Emarketer, 11.2 million new shoppers will use alternative payment methods over 2023.
Source: Emarketer
33. On Black Friday in 2023, the highest discount of 28% was offered on toys.
According to the Adobe Analytica report, toys, electronics, and apparel were discounted 28%, 26.9%, and 24.2%, respectively.
The following table shows discounts offered on the given commodities.
| 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
34. In 2023, 36% of Black Friday consumers look for discounts and deals on Google.
After Google, one in four shoppers searches for deals on social media and one in five on the company’s official website.
The following table shows the platforms and the percentage of customers looking for deals.
| Platform | Percentage of Shoppers looking for deals |
|---|---|
| 36% | |
| Social media | 24% |
| Company website | 19% |
| other | 21% |
Source: Zippia
Conclusion: Black Friday 2024 Sales Are Projected To Reach $10.8 Billion
Despite challenges like inflation, supply chain disruptions, and even the pandemic, Black Friday remains the most anticipated shopping event in the U.S.
In 2023, sales reached $9.8 billion, marking a 7.45% increase from 2022’s $9.12 billion. This year, Black Friday sales are expected to hit $10.8 billion, reflecting a 9.9% year-over-year growth.
Consumers are increasingly turning to their mobile phones for shopping, and the use of Buy Now, Pay Later (BNPL) services is predicted to break previous records, highlighting changing shopping habits.