Black Friday 2024 was a huge success, showcasing notable shifts in consumer behavior and spending patterns. In the United States, online sales reached a record $10.8 billion, reflecting a 10.2% increase from the previous year. Meanwhile, global spending surged to $74.4 billion, up 5% from 2023.
Besides, the “Buy Now, Pay Later” (BNPL) option also became more popular, with $686.3 million spent online, an 8.8% rise from last year.
Our report highlights Black Friday shopping statistics, trends, sales, and more.
Black Friday Statistics (2024-2025)
- Black Friday 2024 online sales hit $10.8 billion, a 10.2% increase from 2023.
- Overall holiday season sale is expected to surpass $1 trillion in 2025.
- Global Black Friday spending reached $74.4 billion, up 5% from last year.
- The spendings are expected to reach $253.4 billion during Black Friday 2025.
- Over 87.3 million people shopped online, while 81.7 million visited stores on Black Friday.
- Mobile shopping made up 69% of purchases worldwide.
- “Buy Now, Pay Later” (BNPL) added $686.3 million to online sales, growing 8.8% year-over-year.
- Retailers using AI chatbots saw a 9% boost in sales conversions
Black Friday Sales Statistics
1. Black Friday sales in the US broke records with $10.8 billion in sales, a $1 billion jump from 2023—that’s a 10.2% increase in just one year!
Compared to 2019’s $7.4 billion, sales have shot up 46%, and since 2017, they’ve nearly doubled (96% increase). Black Friday 2025 sales are expected to reach $11.7 billion at an 8.33% increase.
Black Friday spending has been rising every year since 2018, growing 10-15% annually. But the biggest jump was recorded between 2023 and 2024, with a $1 billion surge!
Here is a table displaying the Black Friday Sales recorded over the years.
| Year | Black Friday Sales |
|---|---|
| 2025* | $11.7 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 |
*Projected
Source: Adobe
2. According to Salesforce, U.S. online sales hit $17.5 billion on Black Friday, marking a 7% increase from last year.
Their analysis, based on the shopping habits of 1.5 billion consumers worldwide, revealed a growing demand for home appliances and furniture. Shoppers also scored big on discounts, with the average markdown across all categories at 28%.
Source: Salesforce
3. According to another report by Mastercard, Black Friday 2024 was a big win for U.S. retailers, with overall sales (excluding automotive) rising 3.4% from last year.
But the real game-changer was online shopping, which saw a huge 14.6% jump. Meanwhile, in-store shopping lagged behind, with sales increasing by just 0.7% year-over-year.
Shoppers took full advantage of big discounts, with jewelry, electronics, and apparel being the most popular purchases, as Mastercard reported.
Source: Mastercard.
4. Black Friday 2024 was a record-breaking day for Shopify merchants, with $4.1 billion in total sales, up 22% from 2023.
Shopify sales reached their highest point at 12:01 p.m. EST, with an impressive $4.6 million processed every minute. After adjusting for currency fluctuations, the average cart value stood at $110.71, or $110.08.
Shopify’s Point of Sale system saw a 33% increase year-over-year, reflecting growth in both online and in-store shopping.
Across the entire weekend, total sales reached an outstanding $11.5 billion, marking a 24% jump compared to 2023.
Source: Shopify
Black Friday Shopper Statistics
5. Black Friday was the busiest shopping day of the weekend, with 87.3 million online shoppers and 81.7 million in-store shoppers.
It was the only day when online and in-store shopping were nearly equal, with only a 5.6 million difference.
Black Friday was the only day when both online and in-store shopping were nearly balanced, with just a 5.6 million gap between the two.
Saturday marked a change in trend, with more people heading to physical stores (61.1 million) compared to shopping online (53.9 million), flipping the script from Black Friday’s online dominance.
Meanwhile, Cyber Monday had impressive online sales, with 64.4 million shoppers participating, but its in-store numbers were the lowest of the weekend, at just 23.2 million, highlighting the shift toward digital shopping.
Here is a table displaying the number of people who shopped during the Holiday Season in 2024.
| Day | Number Of Online Shoppers | Number Of In-store Shoppers |
|---|---|---|
| Thanksgiving | 28.6 million | 26.1 million |
| Black Friday | 87.3 million | 81.7 million |
| Saturday | 53.9 million | 61.1 million |
| Sunday | 32.8 million | 25.6 million |
| Cyber Monday | 64.4 million | 23.2 million |
Source: NRF
Global Black Friday Sales
6. Online Black Friday spending worldwide hit an impressive $74.4 billion, showing a 5% increase from last year’s $70.9 billion.
Cyber Week also saw record-breaking sales, reaching $314.9 billion globally, up by 6% from 2023. Thanksgiving was a big contributor, with $33.6 billion in online sales, also a 6% increase.
Mobile shopping was a major factor in this growth, accounting for 70% of all online orders worldwide, including in the U.S. This helped drive $220 billion in mobile sales globally.
7. During Cyber Week, shoppers enjoyed an average discount of 26%, with makeup products offering the largest discounts at 40% off.
Here’s a look at the top categories with the biggest discounts:
- Makeup: 40%
- General Apparel: 34%
- Skincare: 33%
Source: Salesforce.
Holiday Sales Statistics
8. In 2024, holiday shopping hit an all-time high, with consumers spending a massive $241.1 billion (from Nov 1st to Dec 31st, 2024).
That’s an 8.6% jump from 2023, when spending reached $222.1 billion during the holiday season. The Black Friday spending for 2025 is forecasted to reach $253.4 billion, at a 5.3% YoY increase.
Looking at the bigger picture, holiday spending has soared by 17.2% since 2022, adding a whopping $36.1 billion to the retail economy in just two years!
Here is a table displaying the Holiday Season sales and the percentage increase in sales recorded over the past years.
| Year | Consumer Spending |
|---|---|
| 2025* | $253.4 billion |
| 2024 | $241.1 billion |
| 2023 | $222.1 billion |
| 2022 | $210 billion |
| 2021 | $205 billion |
*Projected
Last year, SaaS tools offered huge discounts during Black Friday, leading consumers to spend more. Semrush, a stock-listed company, has seen tremendous growth. This Black Friday Semrush offering $300 free consultation with Pro plans.
Source: Adobe
9. Thanksgiving 2024 saw record online spending of $6.1 billion, an 8.9% increase from last year.
Sales during the preceding days were also strong, with Veterans’ Day 2024 bringing in $3.3 billion, a 6.5% rise from the previous year. Thanksgiving Eve saw $4.1 billion in sales, a 5.1% increase.
This boost in spending was driven by major discounts, especially on toys, where prices dropped by over 27%. On Black Friday, toy sales soared 178% compared to an average day in October, fueling the holiday shopping.
Here 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 | $13.3 billion | $12.4 billion |
Source: Adobe Business
10. In 2024, 197 million people made purchases during the Thanksgiving week, a slight drop from the 200.4 million in 2023.
2023 marked the highest number of shoppers in recent years, reaching 200.4 million, outpacing 2022, which saw 196.7 million shoppers.
Overall, shopper numbers have varied over the years, with 2023 standing out as the peak year, while other years have experienced some ups and downs.
Here is a table displaying the number of shoppers who made purchases during the Thanksgiving week over the years.
| 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
11. During the holiday season, mobile phones accounted for 54.47% of sales, while desktops made up 45.53%.
According to Adobe, mobile shopping brought in $131.5 billion in revenue, showing steady growth in recent years. In contrast, desktop shopping generated $109.9 billion in sales.
Source: Adobe Business.
12. In the 2024 holiday season, total Buy Now, Pay Later (BNPL) spending reached a new high of $18.2 billion, marking a 9.6% increase compared to 2023.
13. BNPL spendings during Black Friday 2025 are expected to reach $20.2 billion with an approx 10.5% YoY growth.
14. Mobile devices played a major role, accounting for 79.12% of BNPL purchases, which totaled $14.4 billion. In contrast, desktop purchases made up 20.88% of BNPL transactions, amounting to $3.8 billion.
Cyber Monday set a new single-day BNPL record, with sales hitting $991.2 million.
This surge in BNPL spending made the 2024 holiday season the largest yet, surpassing the $16.6 billion spent during the 2023 holiday period.
Source: Adobe
Retail Black Friday Stats
15. In 2024, Target’s Black Friday sales exceeded $500 million, marking a significant increase from the previous year.
Leading up to Black Friday, consumer spending at Target grew consistently. Two Mondays before Thanksgiving, shoppers spent around $400 million, with the numbers steadily climbing each day, reaching nearly $600 million on Black Friday itself.
Source: Facteus
16. Walmart saw an increase in spending during Black Friday 2024, with total sales surpassing $1.77 billion.
On Black Friday, Walmart experienced a significant jump in spending compared to Thanksgiving Day, nearly reaching the pre-holiday spending levels seen the Wednesday before Thanksgiving.
Even after Black Friday, Walmart maintained solid sales, with consistent spending levels that remained steady through Cyber Monday.
Source: Facteus
Black Friday Discounts
17. 57% of the consumers stated that they prefer to get details about the discounts in advance.
According to the Sinch Global Email Engagement Survey 2023, over half of the consumers wanted to know about the discounts in advance, while over a third of the consumers preferred to receive the information about discounts as soon as possible.
On the other hand, 21.2% of the consumers stated that they would prefer to get the information about the discounts a month before.
Source: Sinch Mailgun
18. Black Friday 2024 saw discounts ranging from 11% to 23% across different product categories.
19. AI-assisted online shopping traffic is projected to increase by 520% during the 2025 holiday season compared to last year.
Apparel and accessories stood out with the best deals, while more expensive items like TVs and laptops had more modest price cuts.
The biggest savings were found on items like earrings, rings, shirts, pants, and coats, making it a great time for shoppers to snag those fashion and accessory steals.
Here is a table displaying the discounts recorded on top products on Black Friday 2024.
| Products | 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% |
Source: Criteo
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Black Friday Trends & Forecast
Black Friday 2025 is here, and this means the discounts and shopping trends are going to go up. Along with the in-store sale, the digital sales are also projected to increase during Cyber Week.
You can view detailed Cyber Monday statistics too, to learn how the holiday week changes shopping behaviors and trends.
20. Total U.S. holiday retail sales (November-December) will grow between 3.7% and 4.2% over 2024, expected to surpass $1 trillion for the first time.
21. Traffic to retail sites driven by AI sources (like Large Language Models/LLMs) is expected to surge by over 500% YoY.
22. With consumers now shifting to AI tools like ChatGPT, Perplexity, AI Mode, etc, to shop online, this is going to force retailers to optimize their pricing strategies against algorithmic comparison engines.
23. Mobile shopping will show its dominance, with 56.1% people projected to shop through mobile this year.
24. BNPL usage on Black Friday 2025 is expected to see significant growth, with projected spending reaching $761.8 million (up 11% YoY).
25. Electronics will remain the highest discounted category with an expected discount of up to 28%, followed by Toys (27%) and Apparel (25%).
26. Overall, Holiday season sales are expected to hit $1 trillion for the first time ever.
Conclusion: Black Friday 2025 Sales Were Expected to Reach $11.7 Billion
Black Friday 2024 was a huge success, with strong growth in both online and in-store shopping. Online sales alone hit $10.8 billion, a 10.2% increase from 2023, while global spending reached a record high of $74.4 billion, reflecting a 5% year-over-year growth.
Major retailers like Target and Walmart also saw impressive increases, with Target’s sales exceeding $500 million and Walmart surpassing $1.77 billion in total spending. These stats and trends will help you prepare for Black Friday 2025, starting from 28th November.
