Black Friday trends have evolved tremendously in recent years and will continue to evolve in the foreseeable future. The sales during the Black Friday season grew by 96% over the last seven years, and the year-on-year sale growth rate is 12.30%.
In 2023, customers spent $9.8 billion on Black Friday. The Moving Average Method study predicts Black Friday sales will surpass $11 billion this year.
In this article, I have listed the latest statistics on Black Friday online and offline sales, shoppers statistics, demographic statistics, marketing statistics, discount statistics, and more. You’ll also find Black Friday trends and projection statistics at the end of this article.
Let’s delve into it!
Black Friday Statistics: Top Picks (2024)
- Black Friday sales were $9.8 billion in 2023.
- 43% of customers made online purchases on Black Friday 2023.
- 76.2 million customers bought things in physical stores on Black Friday.
- 90.6 million people made online purchases on Black Friday 2023.
- 51.1% of purchases were done on mobile phones and 48.9% on desktops.
- Only 3 in 10 people found Black Friday sales to be of good value.
- 75% of Gen Z participated in the Black Friday sale 2023.
- Repeat purchases in Black Friday 2023 experienced a 180% increase from 2022.
Black Friday Sales Statistics
1. 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
2. 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.
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 74.9% of Gen Z participated in the Black Friday sale 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
13. 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
14. 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
15. 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
16. 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
17. 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
18. 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.
19. 81% of people surveyed think that the Black Friday sales promote consumerism, while 18% say it does not.
Source: Drive research, Tidio
20. 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
21. 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
22. 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
23. 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
24. 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
25. 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
26. 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
27. 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
28. 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
Black Friday Projections
29. The Black Friday sales are expected to grow by 12.30% in 2024.
According to our study, the Black Friday 2024 revenue is projected to be around $11 billion.
I calculated it using the moving average method, with the help of the average percentage revenue increase for the last several years.
In this study, the percentage increase in year-on-year revenue was calculated, and the average percentage increase was taken to predict the next year’s revenue growth rate.
The following table shows the estimated Black Friday sales in 2024, 2025, and 2026.
| Year | Black Friday Projected Revenue |
|---|---|
| 2024* | $11 billion |
| 2025* | $12.35 billion |
| 2026* | $13.87 billion |
Note:* This is expected Black Friday revenue.
30. The number of Black Friday In-store shoppers is estimated to increase by 7.08% in 2024.
According to the moving average method, the number of Black friday in-store shoppers is estimated to increase by 7.08% and reach 81.59 million in 2024.
On the other hand, 91.6 million people are estimated to shop online on Black Friday 2024.
That translates to a 1.5% increase in the number of online shoppers on Black Friday compared to 2023.
Note: These calculations are made according to the moving average method.
Conclusion: In 2024, Black Friday Sale Is Estimated To Generate $11 Billion.
Black Friday continues to be the most popular annual shopping event across the US despite the rise in inflation, disruptions to supply chains, and even the pandemic.
In 2023, Black Friday accumulated $9.8 billion, which is 7.45% more than in 2022 ($9.12 billion). Based on our Black Friday Statistics predictions, shoppers will spend 12.30% more this year, generating about $11 billion.
Lastly, the number of people shopping online on Black Friday is estimated to increase by 1.5%, while the number of people shopping in-store is estimated to reach 7.08% in 2024.