30+ fascinating Statistics about Balck Friday, Sales Revenue & Consumer Spending

Black Friday Statistics 2024

Get detailed Insights on the number of people that purchased on Black Friday, Black Friday sales revenue, the latest Black Friday trends, and more.

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. 

Black Friday Sales In The US

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.

YearConsumer SpendingPercentage increase
2023$222.1 billion4.9%
2022$210 billion2.5%
2021$205 billion8.6%

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.

RetailersPercentage of in-shoppers
Target67%
Walmart66%
Kohl’s41%
Shopping mall or center38%
Macy’s 37%
Best Buy36%
Old Navy29%
Marshalls25%
Costco24%
Home Depot24%

Source:  Drive Research

Back 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 shoppersOnline shoppers
202376.2 million90.6 million
202272.9 million87.2 million
202166.5 million88 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.

In-store And Online Shoppers Recorded During The Thanksgiving Weekend

The following table shows the in-store and online shoppers during the Thanksgiving weekend.

DayIn-store shoppersOnline shoppers
Thanksgiving22.5 million35.1 million
Black Friday76.2 million90.6 million
Saturday59 million58.3 million
Sunday28 million36.9 million 
Cyber Monday20.9 million73.1 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. 

In-store And Online Shoppers Recorded During The Thanksgiving Weekend

The following table displays the number of people who purchased items during the Black Friday week over the years. 

YearNumber of shoppers
2023200.4 million
2022196.7 million
2021179.8 million
2020186.4 million
2019189.6 million
2018165.8 million
2017174.6 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.

PurchasesFemale CustomersMale customers
Electronics 62%78%
Clothing and accessories82.7%70.3%
Health and beauty52.5%23%
Toys45.7%40.7%
Household appliances36.1%37.3%
Books 32.3%30.6%
Sports and leisure21.1%26.3%
outdoor/gardening17.9%24.9%
Interior home designing27.1%23.9%
Pet items31.6%23%
Furniture 19.3%19.1%
Fitness 17.1%19.1%
office/business items11.3%15.8%
Arts and crafts27.5%14.4%
Others 2.9%4.3%
None of the above0.9%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.

GenerationCustomer percentage in 2023Customer percentage in    2022Customer percentage in  2021
Gen Z83.0%79.8%74.9%
Millennials75.7%79.2%80.8%
Gen X64.5%68.9%64.6%
Baby boomers and seniors49.8%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 houseIn-store pickup
Baby boomers and seniors93.2%7.2%
Generation X84.6%17.3%
Bridge millennials78%20.4%
Millennials 70.2%73.3%
Gen Z31.1%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.

YearOnline sales  Offline sales Total sales
20234.81 billion GBP3.93 billion GBP8.74 billion GBP
20224.81 billion GBP3.9 billion GBP8.71 billion GBP
20215.42 billion GBP3.22 billion GBP8.64 billion GBP
20204.77 billion GBP3.18 billion GBP7.95 billion GBP
20193.77 billion GBP4.8 billion GBP6.57 billion GBP
20183.48 billion GBP4.8 billion GBP8.29 billion GBP
20173.13 billion GBP4.65 billion GBP7.78 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.

CountryNon-food product purchases in 2023Non-food product purchases in 2022
The US73%59%
Canada 73%57%
Australia 78%54%
The UK79%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
Electronics66%
Clothing and accessories54%
Home appliances and decore35%
Beauty and personal care33%
Toys and games32%
Sports and fitness equipment26%
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%
No14%

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

Back 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.

Discounts Offered On Black Friday By Category

The following table shows discounts offered on the given commodities.

Products Discount
Toys28%
Electronics26.9%
Apparels24.2%
Computers 23.5%
TVs23.4%
Appliances18.1%
Sporting goods17.2%
Furniture16.6%

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
Google36%
Social media24%
Company website19%
other21%

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. 

Estimated Black Friday Sales

The following table shows the estimated Black Friday sales in 2024, 2025, and 2026.

YearBlack 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.