Black Friday, the biggest shopping event of the year in the United States, has become a global phenomenon with exceptional discounts and offers.
Black Friday 2025 sales saw a 9,2% increase compared to the previous year for online purchases in the United States alone, generating over $11,8 billion in online sales.
This article highlights key statistics related to Black Friday trends and online shopper behavior during this period. We will also discuss forecasts and analyses for Black Friday 2026.
Let’s quickly get into the details.
Table of contents ☰
- Key statistics for Black Friday (2025)
- Black Friday 2026: Expected figures
- Black Friday spending trends
- Black Friday 2025: Sales Revenue
- Black Friday sales volume
- Consumer behavior during Black Friday
- Black Friday demographics and statistics
- Popular products and categories
- Black Friday discounts in 2025
- Black Friday e-commerce statistics and trends
- Consumer engagement
- Black Friday Trends
- Black Friday 2026 Sales Forecast
- Comparison of online and in-store sales over time
- Final thoughts on Black Friday statistics
- FAQ | Black Friday Statistics
Key statistics for Black Friday (2025)
- Black Friday online sales in the United States have exceeded $11,8 billion by 2025 , representing an increase of 9,2% compared to the previous year.
- By 2025, global online spending on Black Friday in 24 hours reached $79 billion.
- Nearly 318 million Americans participated in Black Friday shopping in 2024.
- By 2025, mobile devices accounted for approximately 54,5% of online purchases made during Black Friday and the holiday season.
- The use of "Buy Now Pay Later" (BNPL) generated $747,5 million in online sales, an increase of 30,85% compared to the previous year.
- Toys, clothing and electronics were among the most purchased categories during Black Friday, with toys receiving discounts exceeding 27%, resulting in strong demand.
- Generation Z and Millennials are the most active consumers during Black Friday: 91% of them make purchases during the event, while only 9% choose not to buy anything.
2026 Black Friday Expected figures
This represents a solid increase of 5,3% compared to last year's already impressive figures.
During Cyber Week, global online sales are expected to reach $334 billion, up 6,07% year over year, representing 17,2% of the season's spending and a 6,3% increase year over year.
Black Friday 2025 recorded $11,8 billion in online sales in the United States, setting a new record, reflecting both strong consumer demand and attractive end-of-year offers.
Much of this growth is due to mobile shopping, with mobile devices accounting for 56,4% of all online sales, a historic first.
The "buy now, pay later" model accounted for nearly $20 billion in online sales, of which $16,4 billion was spent on mobile devices.
This year's discounts will remain competitive and similar to last year's, with reductions of up to 28%, particularly on electronics, toys and clothing.
Black Friday spending trends
Online and in-store shopping reached record levels during Black Friday 2025 and Cyber Week. Evolving consumer buying behaviors suggest that most consumers are prioritizing strategic spending.
Here are some key trends observed in consumer spending behavior in 2025:
- Online sales increased by 9,2% compared to last year. This demonstrates consumers' ability to anticipate and take advantage of promotions and discounts. Retailers who optimized their Black Friday campaigns saw an increase in consumer spending.
- Mobile shopping played a major role in 2025, accounting for approximately 56,4% of total online sales during the holiday season.
- During Cyber Week, the number of people going to stores actually exceeded the number of online shoppers. Nearly 81,7 million Americans took advantage of in-store promotions.
- The "Buy now, pay later" option has also gained popularity among online shoppers. This trend has seen year-over-year growth of 9,8%.
- Retailers using artificial intelligence tools saw conversion rates approximately 9% higher than those not using them. Those who leveraged AI, including virtual shopping assistants and personalized recommendations, experienced increased engagement and sales.
(Source: DHL , Analyze , The report of Statista )
Black Friday 2025: Sales Revenue
Black Friday online sales in the United States generated over $11,8 billion in revenue by 2025.
- Total revenue generated during the 2025 holiday season reached $257,8 billion.
- Consumers spent an average of $390 on holiday-related purchases during Black Friday week.
- Cyber Monday sales increased by 7,1% to reach $14,25 billion in 2025.
Here is a breakdown of the revenue generated during Cyber Monday and Black Friday in 2025.
| Black Friday | 11,8 billion |
| Cyber Monday | 14,25 billion |
| Thanksgiving | 6,4 billion |
Black Friday sales by year
Black Friday spending increased 2,5% year-over-year, excluding auto and inflation.
For 2026, annual growth is expected to be 12%.
Total holiday sales revenue increased by 9,2% in 2025 compared to 2024, when it amounted to $257,8 billion.
Here is the total sales revenue generated during the holiday season over the years.
| Year | Total expenses (holiday period) | % growth |
| 2025 | 257,8 billion | 5,6% |
| 2024 | 241 billion | 8,51% |
| 2023 | 222,1 billion | 5,26% |
| 2022 | 211 billion | 3,17% |
| 2021 | 204,5 billion | 8,63% |
| 2020 | 188,2 billion | 32,6% |
| 2019 | 142 billion | - |
(Source: Adobe )
Furthermore, online sales during Black Friday increased by 10,2% compared to the previous year!
- US online sales during Black Friday jumped to $11,8 billion.
Here are the total Black Friday sales over the years:
| Year | Sales generated |
|---|---|
| 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 |
Black Friday sales volume
- Adobe Analytics reported that online retail spending reached a new record. $257,8 billion during the 2025 holiday season .
- Buy-Now-Pay-Later (BNPL) services saw a 9,8% increase in usage, with consumers spending $20 billion through these options.
- If we consider the broader period of Cyber Week, global sales have increased by 5,6% year-on-year, to reach $257 billion in 2025.
- Online sales in the United States increased by 9% year-on-year.
- Adobe Analytics announced that Cyber Monday sales in the United States reached $11,8 billion, setting a new record in e-commerce!
- Consumers spent $123,5 billion online in November alone, a 6% increase year over year.
- Cyber Week contributed significantly to this growth, generating $38 billion in online spending in the United States, a 7,8% year-over-year increase.
BNPL expenses (Immediate purchase, deferred payment)
- Total spending related to Buy Now, Pay Later (BNPL) during the entire holiday season (November 1 to December 31, 2025) amounts to $20 billion. This represents a 9,6% increase compared to 2024.
The table below represents BNPL's year-over-year expenditures and the percentage growth compared to the previous year:
| Year | BNPL expenses | % increase |
|---|---|---|
| 2025 | 20 billion | 9,8% |
| 2024 | 18,2 billion | 9,3% |
| 2023 | 16,6 billion | 14,5% |
| 2022 | 14,5 billion | - |
- Over 79,1% of BNPL purchases made during the holiday period were made via smartphones.
- Over the past 5 years, the highest Black Friday sales via BNPL (Buy Now Pay Later) have reached $20 billion.
Discover how buyers use the BNPL option depending on the device type:
| Apparatus | BNPL expenses |
|---|---|
| Mobile | 16,4 billion |
| Desktop computers and others | 3,6 billion |
- Generations Z and Millennials have largely contributed to the growth of BNPL, with nearly one in five Millennials (19%) and Generation Z (20%) planning to use BNPL for their holiday spending.
- The BNPL was particularly popular for purchasing clothing, fashion items, and electronic products.
(Source: Adobe, TechRepublic )
Consumer behavior during Black Friday
According to Adobe Analytics, Black Friday saw a sharp increase in online shopping, even greater than Cyber Monday.
- On Black Friday, 87,3 million people shopped online.
- A total of 81,7 million people shopped in stores on Black Friday.
Let's take a look at how most consumers preferred to shop during Black Friday weekend.
| Sales | Purchase in store | Online purchase |
|---|---|---|
| Black Friday | 81,7 million | 87,3 million |
| Thanksgiving | 22,5 million | 35,1 million |
| Saturday | 59 million | 58,3 million |
| Sunday | 28 million | 36,9 million |
| Cyber monday | 20,9 million | 73,1 million |
- 70% of spending during the Black Friday weekend was on gifts.
- Clothing and accessories are the most popular category, purchased by 50% of respondents.
Here are the most popular categories purchased during the Black Friday sales.
| Category | % of buyers |
|---|---|
| Clothing and apparel | 66% |
| Toys | 31% |
| gift cards | 27% |
| Books/video games/other media | 24% |
| Food and sweets | 23% |
| Electronics | 23% |
- In 2025, during Black Friday, the conversion rate for desktop computers was 6,5%, compared to 3,3% for mobile devices.
Below you will find the breakdown of items purchased per checkout transaction on different devices.
| Apparatus | Number of items purchased per payment |
|---|---|
| desktop computers | 3,61 items |
| Smartphones | 2,93 items |
| tablets | 2,83 items |
- 49,4% of online shoppers used credit cards to pay for their Black Friday purchases.
- The use of Apple Pay by online shoppers during Black Friday reached 13%, an increase of 8% compared to the previous year.
Here is some data on the most used payment methods by online shoppers during the Black Friday sales.
| Payment method | Percentage of online shoppers |
|---|---|
| Debit card | 49,4% |
| Debit card | 47,7% |
| PayPal | 26,7% |
| Gift card or prepaid card | 10,9% |
| Apple Pay | 12,7% |
| Buy now, pay later | 10,2% |
| Store Cards | 7,7% |
| Venmo | 8,2% |
| Google Pay | 10% |
| cryptomonnaie | 5,1% |
| Other experience | 0,8% |
- 88% of consumers compare discounts before buying during Black Friday.
- Toys, video games and electronic devices were the main drivers of end-of-year spending.
Here are some of the top-selling products that flew off the shelves during last year's Black Friday. (Adobe)
| Black Friday | Cyber monday | Thanksgiving |
|---|---|---|
| Makeup and Skincare | Bluetooth headphones | Dyson Airwrap |
| connected watches | Mario Kart 8 Deluxe | Espresso machines |
| Harry Potter | Stuffed animals | LEGO sets |
| Evil toys | Televisions | Madden NFL 2025 |
| Bed linen and household linen | Computers and Laptops | Physical activity trackers |
Mobile spending during the 2024 holiday season
Mobile devices played a more important role than ever in online shopping during the 2024 holiday season. Consumers increasingly turned to their smartphones and tablets to find deals, compare products and make purchases.
Here is the share of mobile revenue over the years during the holiday season:
| Year | % of mobile revenue |
|---|---|
| 2025 | 56,4% |
| 2024 | 54,5% |
| 2023 | 51,1% |
| 2022 | 47,1% |
During the 2025 holiday season, more than half of online revenue came from mobile devices, with mobile's share of online purchases reaching a record high of 56,4%. This means that more than half of all online spending was made via smartphones.
Here is an overview of spending by device type during the 2025 holiday sales:
| Apparatus | Total expenses | % of expenses |
|---|---|---|
| Mobile | 145,2 billion | 56,4% |
| Desktop computer | 147,9 billion | 44,6% |
In fact, mobile sales reached their highest level on Christmas Day, with 65% of all online sales made via mobile devices.
Here are the conversion rates per computer and per mobile device during the entire end-of-year sales period:
| Christmas Sales | Mobile conversions | Desktop conversions |
|---|---|---|
| Cyber monday | 4,6% | 7% |
| Black Friday | 3,3% | 6,5% |
| Thanksgiving | 2,3% | 3,9% |
| Thanksgiving Eve | 2,3% | 4,4% |
| Veterans Day | 2% | 4,2% |
Demographic data and Black Friday statistics
A major trend is the increasing prevalence of online shopping for Black Friday promotions. This change in behavior has repercussions on the demographic profiles involved.
Here is a more detailed overview of the demographic characteristics of Black Friday sales participants.
Distribution by age and sex
Generation Z leads the way in Black Friday purchases.
For Black Friday:
- According to Statista, three out of four Americans from Generation Z will likely make a purchase during Black Friday.
- Millennials are slightly ahead for Cyber Monday purchases (64% probability).
- For Black Friday, 74% of Generation Z members are likely to make purchases, including 44% very likely and 30% somewhat likely.
- Among Millennials, 57% plan to shop during Black Friday, of which 36% are very likely and 21% are somewhat likely.
- For Generation X, 44% are expected to shop during Black Friday, of which 24% are very likely and 20% are somewhat likely.
- Only 35% of baby boomers are likely to shop during Black Friday, of which 13% are very likely and 22% are somewhat likely.
For Cyber Monday:
- 59% of Generation Z plan to make purchases, of which 33% are very likely and 26% are somewhat likely.
- Millennials are leading the Cyber Monday shopping, with 64% likely to make purchases, including 35% very likely and 29% somewhat likely.
- Among Generation X, 48% are likely to shop on Cyber Monday, including 23% very likely and 25% somewhat likely.
- Baby boomers have a 45% chance of making purchases on Cyber Monday, of which 15% are very likely and 30% are somewhat likely.
Purchasing trends based on gender:
- Electronic products were the most popular item for 78% of men who shopped online in the US during Black Friday 2024.
- In 2025, in terms of revenue, companies in the electronics sector were the dominant category.
Here is a comparative table summarizing the purchasing preferences and trends of men and women:
| Category | % of men choosing | % of women choosing | Orientation |
|---|---|---|---|
| technological products | 65% | 45% | A favorite choice for men, less popular with women |
| Clothing | 54% | 64% | Leading for women; significant but declining for men |
| Gifts | 36% | 57% | Most popular with women |
| Accessories | 35% | 43% | Similar rankings for both sexes |
| Cosmetic/beauty products | - | 40% | Exclusive to the women's upper categories |
Geographical distribution
Black Friday, traditionally the busiest shopping day in the United States, has crossed borders and become a global phenomenon.
- Black Friday and Cyber Monday were especially popular in Northeastern states like New York, Pennsylvania, and Massachusetts, where 59% of respondents planned to shop during that period.
- Canada is closely following the American trend. Approximately 40% of Canadian shoppers made their purchases during Black Friday.
- The country with the highest Black Friday spending rate compared to regular shopping days is the United States, with a 663% increase. Conversely, Thailand has the lowest rate, with a 74% increase.
- Spanish consumers spent an average of 273 euros during Black Friday.
Popular products and categories
Electronic products were the most popular product category during the Black Friday sales.
This category consistently ranks at the top of sales during Black Friday, as consumers look for bargains on items such as televisions and smartphones (especially the latest iPhone).
- Toys and electronic devices were the best-selling items during Black Friday 2024.
- Jewelry and clothing topped gift lists.
Here is a list of the best-selling products during Black Friday 2024:
- Makeup and Skincare
- connected watches
- Harry Potter
- Evil toys
- Bed linen and household linen
Here is a list of the best-selling products during Cyber Monday 2024:
- Bluetooth headphones
- Mario Kart 8 Deluxe
- Stuffed animals
- Televisions
- Computers and Laptops
Here is the list of the best-selling products during Thanksgiving in 2024:
- Dyson Airwrap
- Espresso machines
- LEGO sets
- Madden NFL 2025
- Physical activity trackers
Black Friday discounts in 2025
The most significant price drops occurred during the highly competitive "Cyber 5" period, although many retailers began rolling out substantial promotions as early as October and maintained them through November and December.
With consumers more mindful of their spending, these discounts encouraged more people to shop online. In total, these exceptional offers contributed to a $2,25 billion increase in online spending during the holiday season.
This shows that better timing and larger discounts helped boost sales and attract more buyers.
- Most stores were offering discounts of up to 11% to 23% on their products.
Let's take a look at the average discounts offered during Black Friday over time.
| Year | Average Black Friday discounts |
|---|---|
| 2025 | 28% |
| 2024 | 23% |
| 2023 | 31% |
| 2022 | 27% |
| 2021 | 26% |
| 2020 | 34% |
- Adobe Analytics reported that discounts on electronic products during Cyber Monday reached up to 25% off the listed price.
- Television sales jumped 693% in the first week of November, thanks in particular to an 11% discount compared to the average price.
- Black Friday statistics reveal that 62% of Americans believe that the discounts offered during this period are nothing but scams.
Most shoppers felt that online sales offered them better deals than in-store offers.
What motivates consumers to spend?
The main reason people shop on Black Friday is to save money, especially for baby boomers and Generation X who particularly appreciate discounts. Furthermore, the special offers, available for a limited time during Black Friday, encourage consumers to buy quickly.
Understanding what motivates consumers to make a purchase can help retailers develop more effective sales strategies and offer targeted deals at the optimal time.
Here's how consumers buy based on the discounts and offers available:
| Buyer category | Discounts and savings | Exclusive offers | Limited Time Offers | Early access to seasonal offers |
|---|---|---|---|---|
| Buyers from all over the world | 71% | 49% | 44% | 28% |
| Generation Z | 67% | 50% | 48% | 29% |
| Millennials | 69% | 50% | 46% | 30% |
| Generation X | 74% | 48% | 41% | 27% |
| Baby Boomers | 76% | 47% | 38% | 24% |
Black Friday e-commerce statistics and trends
Despite the unstable economic situation, Black Friday 2025 saw a substantial increase in e-commerce spending.
Here are the main statistics that highlight the trends and behaviors of online shoppers during this period:
- Online sales saw an increase of 8,6% year-on-year.
- Shopify sellers generated $6,2 billion on Black Friday and $11,8 billion over the entire Black Friday to Cyber Monday weekend.
- Black Friday 2025 saw $11,8 billion in online sales in the United States, with the average order value up approximately 3% compared to the previous year.
- Shopify sellers have attracted more than 76 million customers worldwide who have purchased from brands powered by Shopify.
- According to Salesforce data, global Cyber Week online sales reached approximately $334 billion.
- Over 16,500 entrepreneurs have made their first sale on Shopify! The average order value on Shopify is $108,56.
- Amazon has announced its biggest holiday shopping event yet, with more than 60% of sales coming from independent sellers.
- Retailers with both online and in-store presence saw increased engagement and higher conversion rates, especially those using mobile and AI-based tools.
- Amazon remained a leader in online commerce during Black Friday, thanks to competitive prices, on average 14% lower than those of other major American retailers.
- The most popular Shopify product categories: Clothing (tops), Cosmetics, Fitness & Nutrition, Pants, Activewear.
- Amazon slipped to fourth place, behind Target and Kohl's.
- Online shopping baskets continued to show higher average order values than in-store purchases, reflecting consumers' preference for online bulk buying.
Consumer engagement
In the United States, only about 30% of respondents felt that Black Friday sales offered good value for money.
- According to a 2024 survey, 24% of consumers felt that retailers raised their prices in the lead-up to Black Friday and offered discounts on the day itself.
- According to GoogleBlack Friday shopping begins weeks before the big day, as early as the beginning of October, when consumers start looking for bargains. 14% of shoppers said that the products offered were not discounted enough for their liking.
Here is some data on consumer engagement that demonstrates the value of Black Friday sales in the United States.
| Characteristics | % of consumers |
|---|---|
| Yes, but shopping on the same day isn't always worth it. | 34% |
| Yes, it's good value for money. | 28% |
| No, I think retailers inflate prices and then discount them. | 24% |
| No, the products I'm interested in are not heavily discounted or not discounted at all. | 14% |
Black Friday Trends
- Walmart and Target were the most popular destinations for in-store shopping during Black Friday.
Here is the breakdown of market share in stores during Black Friday:
| Magazine | % of in-person shoppers |
|---|---|
| Target | 67% |
| Walmart | 66% |
| Kohl's | 41% |
| Mall | 38% |
| Macy's | 37% |
| Best Buy | 36% |
| Old navy | 29% |
| Marshalls | 25% |
| Costco | 24% |
| Home Depot | 24% |
- The number of searches during the Black Friday sales reached 11,680,513.
- Ten out of 40 people started their in-person shopping on Friday (Black Friday) between 5:00 and 10:00.
- 31% of consumers started their Black Friday shopping the day before, i.e., on Thursday.
- Black Friday messages promoting a "discount" offer generated an open rate of 10,4% and a conversion rate of 14,8%.
- Most people (52%) avoided Black Friday sales because of the huge crowds.
Here are the reasons why people will not participate in the Black Friday sales.
| reason | Percentage of people not attending Black Friday |
|---|---|
| Don't like crowds | 52% |
| Lack of interest in buying anything | 22% |
| Budget constraints | 16% |
| General aversion to shopping | 16% |
| Security issues | 12% |
Black Friday 2026 Sales Forecast
Black Friday 2026 is expected to be a major event, building on the strong sales of 2025; however, growth is not expected to be as rapid as last year. Nevertheless, large numbers of consumers are still expected to visit stores. Year-end sales in the United States are projected to increase by approximately 3,8% compared to 2025.
Here are the main trends that will emerge in 2026:
- Most people will continue to do most of their shopping on their phones.
- Many will start buying their Christmas gifts earlier than before.
- Retailers will use smart technologies, such as AI, to make the shopping experience easier and more personalized.
The price increase is due to inflation and new import taxes, which could reduce consumer spending by up to $78 billion.
Consequently, many consumers (approximately 91%) indicate that they may change their shopping habits this year. They will still look for bargains, but will demand better value for money.
Let's see what Black Friday sales will look like in 2026:
- Black Friday 2026 is scheduled for Friday, November 27.
- The first sales and promotions should begin as early as October, with Amazon's second Prime Day kicking off the holiday shopping season.
- Black Friday sales are expected to reach over $12,3 billion by 2026!
- The average discount applied across the sector for Black Friday 2026 is expected to be around 25 to 30%.
- Electronics, clothing and personal care products are expected to generate the largest share of sales, accounting for more than 50% of online spending during Black Friday.
- Online commerce will remain dominant, with retailers using online exclusives, flash sales, and early access offers to attract customers.
Comparison of online and in-store sales over time
Over the years, Black Friday sales trends have undergone a dramatic transformation, shifting from primarily in-store purchases to a focus on online shopping.
Initially, physical stores were overwhelmed by customers during the Black Friday period, drawn by enticing offers and discounts. However, the rise of e-commerce has completely changed the game.
- In the early 2000s, in-store shopping was predominant, with physical retail outlets accounting for nearly 90% of Black Friday sales.
Convenience, a wider selection, and the ability to compare prices online have increasingly drawn consumers away from traditional stores. Advances in mobile shopping apps and internet connectivity have accelerated this trend.
- From the late 2010s to the early 2020s, in-store sales declined, but still accounted for approximately 70% of total Black Friday sales.
- On Black Friday, 81,7 million people shopped in stores, compared to 76,2 million last year, the highest figure since the start of the pandemic.
- Mobile devices accounted for more than 56,4% of total online sales during the holiday season, highlighting the continued trend towards mobile commerce.
- Mobile commerce played a crucial role in transforming consumer habits during this commercial event.
- By the mid-2020s, physical stores had adapted to these changing trends, accounting for about 50% of Black Friday sales, while online sales exceeded 50%.
While many traditional consumers still value the immediate gratification and tangible experiences offered by physical stores, online sales on Black Friday exploded, reflecting a broader trend towards digital commerce and evolving customer preferences for convenience and accessibility.
Final thoughts on Black Friday statistics
Black Friday 2025 sales exceeded $11,8 billion, with average discounts of up to 28%, depending on the product category.
With the imminent arrival of Black Friday 2026 and its exceptional discounts on almost all brands, it will be interesting to see how sales will progress this year.
With an increasing number of consumers opting for online shopping, we anticipate even more significant changes this year.
What do you think of these figures? How will the Black Friday 2026 sales go? Will revenue increase or decrease?
Feel free to let us know in the comments section below!
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FAQ | Black Friday Statistics
Here are some of the most frequently asked questions about Black Friday numbers.
When will Black Friday 2026 take place?
In 2026, the Black Friday sales will take place on
November 27.
What is the average percentage discount for Black Friday?
On average, Black Friday sales offer a 28% discount.
What are the most popular purchases during Black Friday?
According to previous Black Friday records, electronics and toys were the most popular categories for Black Friday shopping.
How many people shop on Black Friday each year?
By 2025, more than 87,3 million people had made purchases during the Black Friday and Thanksgiving sales.
How much does the average American spend on Black Friday?
The average basket value on Black Friday was $110,71.
sources:
Below you will find the sources of the data we collected for the Black Friday statistics: