Black Friday has long been the biggest shopping event of the year, but the numbers from Black Friday 2024 proved just how much the retail landscape continues to evolve. Fueled by e-commerce, flexible payment methods, and deeper discounts, spending reached new records both in the United States and across the globe.
According to Adobe Analytics, U.S. online sales hit $10.8 billion on Black Friday 2024, a 10.2% jump compared to the $9.8 billion generated in 2023. Globally, shoppers spent $74.4 billion, showing a 5% year-over-year growth. These numbers make one thing clear: Black Friday isn’t just an American shopping holiday anymore—it’s a global retail powerhouse.
From the rise of mobile shopping to the explosion of Buy Now, Pay Later (BNPL), 2024 highlighted consumer preferences that will continue shaping Black Friday 2025 and beyond. In this in-depth guide, we’ll break down 17 Black Friday statistics you need to know, covering sales data, shopper behavior, global trends, and retailer performance.
Black Friday Sales Statistics (2024-2025)
1. U.S. Black Friday Sales Hit a Record $10.8 Billion
Black Friday 2024 in the U.S. set a new all-time record with $10.8 billion in online sales, marking a $1 billion increase from 2023. That’s a 10.2% year-over-year jump, the biggest annual rise since 2020.
To put this growth in perspective:
- In 2017, Black Friday sales stood at $5 billion.
- By 2019, sales climbed to $7.4 billion.
- In 2024, that number nearly doubled compared to 2017, showing a 96% growth in just seven years.
Black Friday has consistently delivered strong growth, but 2024’s billion-dollar leap underscores how e-commerce continues to dominate holiday shopping.
Black Friday Sales by Year (U.S.)
| Year | Sales Revenue |
|---|---|
| 2024 | $10.8B |
| 2023 | $9.8B |
| 2022 | $9.12B |
| 2021 | $8.92B |
| 2020 | $9.03B |
| 2019 | $7.4B |
| 2018 | $6.2B |
| 2017 | $5.0B |
| Source: Adobe Analytics |
2. Salesforce: U.S. Shoppers Spent $17.5 Billion Online
Salesforce’s analysis, based on 1.5 billion consumers worldwide, reported even bigger numbers. U.S. online sales hit $17.5 billion, up 7% from 2023.
- Home appliances and furniture saw some of the strongest growth.
- Average discounts across all categories stood at 28%, making 2024 one of the most aggressive discount years in recent memory.
3. Mastercard: Overall Retail Sales Rose 3.4%
According to Mastercard SpendingPulse, U.S. retail sales (excluding auto) grew 3.4% year-over-year on Black Friday 2024.
The real story, however, was the 14.6% growth in e-commerce sales, compared to just 0.7% in physical retail. This widening gap highlights how digital first shopping has become the new normal.
The most in-demand categories:
- Jewelry
- Electronics
- Apparel
4. Shopify Merchants Generated $4.1 Billion in Sales
For small businesses, Black Friday was just as rewarding. Shopify merchants collectively generated $4.1 billion in sales, up 22% from 2023.
Key highlights from Shopify:
- Peak sales occurred at 12:01 p.m. EST, hitting $4.6 million per minute.
- Average order value: $110.71.
- In-store POS sales jumped 33% year-over-year.
- Across the entire Black Friday–Cyber Monday weekend, Shopify merchants sold $11.5 billion worth of products.
Black Friday Shopper Statistics
5. 87.3 Million Online Shoppers vs. 81.7 Million In-Store
For the first time, online and offline shopping numbers were nearly neck-and-neck on Black Friday.
- 87.3 million people shopped online.
- 81.7 million people visited physical stores.
This narrow 5.6 million shopper gap proves that physical retail still matters—but online is winning the long-term battle.
Holiday Shopping Breakdown (2024):
| Day | Online Shoppers | In-Store Shoppers |
|---|---|---|
| Thanksgiving | 28.6M | 26.1M |
| Black Friday | 87.3M | 81.7M |
| Saturday | 53.9M | 61.1M |
| Sunday | 32.8M | 25.6M |
| Cyber Monday | 64.4M | 23.2M |
| Source: NRF |
6. Global Black Friday Spending Hit $74.4 Billion
Worldwide, $74.4 billion was spent online on Black Friday 2024, a 5% increase compared to 2023.
- Cyber Week (Thanksgiving through Cyber Monday) generated $314.9 billion globally, up 6% year-over-year.
- Mobile orders made up 70% of all purchases worldwide.
- $220 billion in global sales came from mobile devices alone.
7. Biggest Discounts Came from Makeup & Apparel
Shoppers enjoyed average discounts of 26% during Cyber Week. The top categories with the deepest discounts included:
- Makeup – 40%
- General Apparel – 34%
- Skincare – 33%
Fashion and beauty once again proved to be Black Friday’s star categories.
Holiday Season Sales Statistics
8. Holiday Shopping Hit $241.1 Billion in 2024
From November 1 to December 31, U.S. holiday spending reached $241.1 billion, an 8.6% jump compared to 2023.
- 2023 holiday spending: $222.1B
- 2022 holiday spending: $210B
- Two-year growth: +17.2% ($36.1B added to the economy)
Source: Adobe
Clearly, the holiday season continues to be the lifeblood of U.S. retail.
9. Thanksgiving Day Sales Rose to $6.1 Billion
Thanksgiving Day itself saw $6.1 billion in online spending, an 8.9% rise from 2023.
Other key pre-Black Friday events also grew:
- Veteran’s Day: $3.3B (+6.5%)
- Thanksgiving Eve: $4.1B (+5.1%)
- Cyber Monday: $13.3B (+7.2%)\
| 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 |
10. 197 Million Shoppers Participated in Thanksgiving Week
While slightly down from 200.4 million shoppers in 2023, Thanksgiving week 2024 still attracted 197 million buyers.
- 2022: 196.7M
- 2021: 179.8M
- 2020: 186.4M
- 2019: 189.6M
| 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
Despite the small dip, 2023 and 2024 remain the two strongest years on record.
11. Mobile Made Up 54% of Holiday Sales
Mobile commerce continues to dominate. During the 2024 holiday season:
- Mobile: 54.47% of total sales ($131.5B)
- Desktop: 45.53% of total sales ($109.9B)
Retailers who haven’t optimized for mobile are leaving money on the table.
12–13. Buy Now, Pay Later (BNPL) Spending Hit $18.2 Billion
One of the fastest-growing trends is BNPL. In 2024:
- BNPL accounted for $18.2 billion in holiday sales (+9.6% YoY).
- Mobile devices contributed 79% ($14.4B) of BNPL purchases.
- Cyber Monday set a record $991.2M in BNPL transactions in a single day.
This shows shoppers want flexibility in how they pay, especially during high-spend events like Black Friday.
Retailer-Specific Black Friday Stats
14. Target Surpassed $500 Million in Black Friday Sales
Target had a standout year, with sales exceeding $500 million on Black Friday 2024.
Spending began ramping up two weeks before Thanksgiving and peaked on Black Friday itself, where shoppers spent nearly $600 million in a single day.
15. Walmart Black Friday Sales Topped $1.77 Billion
Walmart maintained its position as a retail giant, generating $1.77 billion in Black Friday sales.
Sales surged after Thanksgiving Day and remained strong throughout Cyber Monday, showing Walmart’s ability to capture both pre-holiday and last-minute shoppers.
Black Friday Discounts & Consumer Behavior
16. 57% of Consumers Want Early Access to Deals
According to Sinch’s 2023 Email Engagement Survey, shoppers increasingly want discount information ahead of time:
- 57% prefer advance notice.
- 33% want immediate updates.
- 21% want information a month before Black Friday.
This shows that pre-Black Friday marketing campaigns are becoming just as important as the event itself.
17. Fashion Had the Biggest Discounts (Up to 23%)
Black Friday 2024 offered discounts ranging from 11% to 23% depending on category.
The steepest deals included:
- Earrings – 23%
- Rings – 22%
- Shirts & Tops – 22%
- Coats & Jackets – 22%
- Dresses – 20%
| 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
High-demand electronics like laptops and TVs saw smaller markdowns, but shoppers still found great deals on accessories and apparel.
Bonus: E-Commerce Tools for Sellers
For brands and sellers, platforms like Jungle Scout and Semrush provided key insights into consumer behavior during Black Friday. In fact, Semrush reported huge demand for SaaS deals, offering up to $300 in free consultation packages to attract customers.
Black Friday 2025 Predictions and Trends
Black Friday is no longer just a 24-hour shopping event. Over the last decade, it has transformed into a multi-day retail festival, often stretching into Cyber Week and even beyond. Based on the data from 2024, here are the major trends expected for Black Friday 2025.
1. Mobile Shopping Will Dominate Even More
In 2024, 69–70% of Black Friday purchases were made via smartphones. With mobile-first design and digital wallets like Apple Pay, Google Pay, and UPI in India, this number could surpass 75% in 2025.
Retailers who fail to optimize for mobile—fast-loading pages, easy checkout, and responsive design—risk losing billions in sales opportunities.
2. BNPL Will Continue to Surge
The Buy Now, Pay Later (BNPL) industry saw a 9.6% YoY growth in 2024, reaching $18.2 billion in holiday spending. In 2025, BNPL adoption is expected to cross $20 billion, as inflation and higher living costs push consumers toward flexible payment solutions.
Retailers who integrate BNPL providers such as Klarna, Afterpay, and Affirm will enjoy higher conversion rates and average order values.
3. AI & Personalization Will Drive Sales
Retailers using AI chatbots reported a 9% boost in conversions in 2024. Expect AI to play an even bigger role in 2025, with:
- Personalized discount recommendations based on browsing history.
- Dynamic pricing to maximize sales during peak hours.
- 24/7 AI-powered support for handling massive holiday traffic.
AI is not just a trend; it’s becoming the backbone of modern e-commerce.
4. Social Commerce Will Gain Traction
Instagram, TikTok, and YouTube are no longer just marketing platforms—they’ve become direct shopping channels. Influencer-led promotions and “shop now” social integrations are expected to contribute significantly to Black Friday 2025 sales, particularly among Gen Z and Millennials.
5. Early Deals Will Be the New Normal
With 57% of consumers stating they prefer to know about discounts in advance, retailers are likely to launch pre-Black Friday sales earlier than ever in 2025. Some major retailers may begin promotions as early as the first week of November.
This trend reduces pressure on logistics and keeps shoppers engaged for longer, extending the revenue window.
Expert Tips for Retailers: How to Prepare for Black Friday 2025
If you’re a brand or retailer, Black Friday isn’t just about offering discounts—it’s about strategic planning and flawless execution. Here are some actionable insights:
- Optimize for Mobile First – Ensure lightning-fast load times, easy navigation, and a one-click checkout experience.
- Offer BNPL & Multiple Payment Options – Make it easier for shoppers to pay how they want.
- Use AI-Driven Personalization – Dynamic offers can drastically improve conversions.
- Promote Early – Build hype weeks before the event.
- Leverage Social Media & Influencers – TikTok trends or Instagram reels can create viral sales spikes.
- Invest in Logistics & Fulfillment – Avoid delivery delays that can ruin customer trust.
- Build Loyalty Beyond Discounts – Offer loyalty points, exclusive bundles, or post-Black Friday perks.
Expert Tips for Shoppers: How to Maximize Black Friday Deals
On the other side, here’s how consumers can make the most of Black Friday 2025:
- Start Early – Many of the best deals go live weeks before November 28, 2025.
- Compare Across Platforms – Use price-comparison tools before purchasing.
- Look for Bundle Deals – Electronics, beauty, and apparel often come with bundles.
- Use BNPL Carefully – Helpful for big-ticket items, but avoid overspending.
- Subscribe to Retailer Emails – Early access codes are often shared with loyal subscribers.
- Shop via Mobile Apps – Exclusive discounts are frequently app-only.
- Prioritize Big-Ticket Items First – TVs, laptops, and gaming consoles sell out fast.
The Bigger Picture: Why Black Friday Keeps Growing
The success of Black Friday isn’t just about discounts—it reflects larger economic and cultural shifts:
- E-commerce growth is unstoppable, with online retail gaining market share each year.
- Consumer trust in online payments has skyrocketed, especially with digital wallets.
- Global adoption is spreading beyond the U.S., with Europe, India, and Southeast Asia seeing huge participation.
- Psychological appeal – Shoppers don’t want to miss out, making Black Friday a cultural phenomenon.
Even in times of economic uncertainty, Black Friday thrives because it represents both value-seeking behavior and a holiday shopping tradition.
Final Thoughts: Black Friday 2025 Outlook
Looking at the 2024 data, it’s clear that Black Friday 2025 (November 28, 2025) will be bigger, faster, and more mobile-driven than ever before.
- Online sales are likely to surpass $12 billion in the U.S. alone.
- Global spending could cross the $80 billion mark.
- Mobile could make up three-quarters of all purchases.
- BNPL adoption will break new records.
- Retailers that invest in AI, personalization, and social commerce will win big.
For businesses, this means preparing earlier, investing in digital infrastructure, and leveraging technology to meet consumer expectations. For shoppers, it means smarter planning, starting early, and taking advantage of the tools available to secure the best deals.
Black Friday is no longer just a shopping day—it’s a global retail revolution. And 2025 is set to take it to new heights.
Conclusion: Black Friday 2024 Set the Stage for 2025
Black Friday 2024 wasn’t just another sales event—it was a record-breaking milestone for global retail.
- U.S. sales reached $10.8 billion (+10.2% YoY).
- Global spending hit $74.4 billion (+5% YoY).
- Mobile shopping accounted for nearly 70% of purchases.
- BNPL adoption skyrocketed to $18.2 billion in holiday sales.
- Retail giants like Target ($500M+) and Walmart ($1.77B+) posted massive gains.
Looking ahead to Black Friday 2025 (November 28, 2025), retailers should focus on:
- Mobile optimization
- Flexible payments (BNPL)
- AI personalization & chatbots
- Early discount announcements
Shoppers are spending more, buying earlier, and relying heavily on digital tools. Black Friday remains the king of retail holidays, and 2025 is shaping up to be even bigger.
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