Black Friday remains a retail powerhouse, with 2024 US online sales reaching $10.8 billion, a 10.2% increase from 2023. Global spending hit $74.4 billion.
Mobile devices now account for 69% of purchases, while Buy Now, Pay Later (BNPL) options continue to rise. With 197 million Americans shopping over Thanksgiving weekend, businesses and shoppers alike benefit from deep discounts and strategic planning.
This article provides key Black Friday statistics for 2025, offering insights into shopper behavior, sales trends, and effective strategies to make the most of the holiday rush.
Black Friday Sales Performance and Growth
Black Friday drives unprecedented retail activity. In 2024, US online sales reach $10.8 billion, up 10.2% from 2023’s $9.8 billion, marking a 96% increase since 2017.
Global spending hits $74.4 billion, a 5% rise from $70.9 billion in 2023. Cyber Week, spanning Thanksgiving to Cyber Monday, generates $41.1 billion in the US and $314.9 billion worldwide.
These figures reflect robust consumer demand, enabling shoppers to save significantly and businesses to achieve record revenues.
The following table details US Black Friday online sales over the years:
| Year | Online Sales (Billions USD) |
| 2024 | 10.8 |
| 2023 | 9.8 |
| 2022 | 9.12 |
| 2021 | 8.92 |
| 2020 | 9.03 |
| 2019 | 7.4 |
| 2018 | 6.2 |
| 2017 | 5.0 |
Sources: eMarketer
Retailers see consistent growth, with Shopify merchants reporting $4.1 billion in 2024 Black Friday sales, up 22% from 2023.
Peak spending occurs between 10 a.m. and 2 p.m., averaging $11.3 million per minute. Readers benefit by timing purchases during these hours for the best deals or scheduling promotions to align with peak traffic.
Also read about: Best Shopify Proxies
Shopper Participation and Channels
Black Friday attracts massive crowds, both online and in-store. In 2024, 197 million Americans shop during the Thanksgiving weekend, slightly down from 2023’s peak of 200.4 million.
Online shoppers number 87.3 million on Black Friday, while 81.7 million visit physical stores, showing near parity.
Cyber Monday leans heavily digital, with 64.4 million online shoppers compared to 23.2 million in-store. This balance allows consumers to choose their preferred method, while businesses target both channels.
The table shows shopper numbers during the 2024 Thanksgiving weekend:
| Day | Online Shoppers (Millions) | In-Store Shoppers (Millions) |
| Thanksgiving | 28.6 | 26.1 |
| Black Friday | 87.3 | 81.7 |
| Saturday | 53.9 | 61.1 |
| Sunday | 32.8 | 25.6 |
| Cyber Monday | 64.4 | 23.2 |
Source: NRF.
Readers shop online for convenience or visit stores for experiences, while retailers use hybrid strategies to reach both groups. Reddit users in 2025 discuss avoiding crowded stores, favoring mobile apps for deals, highlighting the digital shift.
Mobile Shopping Dominance
Mobile devices dominate Black Friday purchases. In 2024, 69% of global Black Friday sales come from mobile, up from 68% in 2023, generating $131.5 billion in holiday revenue.
Thanksgiving sees 59% of sales via mobile, and globally, mobile commerce accounts for 57% of e-commerce. This trend benefits shoppers with seamless browsing and businesses with higher conversions through optimized apps.
The table outlines mobile vs. desktop revenue share in 2024:
| Device Type | Revenue Share (%) | Revenue (Billions USD) |
| Mobile | 54.47 | 131.5 |
| Desktop | 45.53 | 109.9 |
Readers optimize mobile shopping by downloading retailer apps, while businesses prioritize mobile-friendly sites to reduce cart abandonment, which affects 40% of shoppers due to shipping costs.
Buy Now, Pay Later (BNPL) Surge
Buy Now, Pay Later options gain traction. In 2024, BNPL contributes $686.3 million to Black Friday online sales, up 8.8% from 2023.
Holiday BNPL spending reaches $18.2 billion, with 79.12% ($14.4 billion) via mobile. Cyber Monday sets a record with $991.2 million in BNPL sales. This flexibility benefits younger shoppers, enabling larger purchases without upfront costs.
The table shows BNPL spending during the 2024 holiday season:
| Day | BNPL Sales (Millions USD) |
| Black Friday | 686.3 |
| Cyber Monday | 991.2 |
| Total Holiday | 18,200 |
Readers use BNPL for big-ticket items, while merchants offer services like Affirm to boost conversions. Quora users in 2025 ask about BNPL reliability, noting its appeal for budgeting.
Also read about: PayPal Statistics
Retail Performance and Key Players
Major retailers excel on Black Friday. Target’s 2024 sales surpass $500 million, climbing steadily from $400 million two weeks prior.
Walmart achieves $1.77 billion, with strong performance through Cyber Monday. Shopify merchants record $4.1 billion, peaking at $4.6 million per minute. These successes benefit shoppers with diverse deals and retailers with inventory turnover.
The table highlights key retailers’ 2024 Black Friday sales:
| Retailer | Sales (Billions USD) |
| Walmart | 1.77 |
| Target | 0.5 |
| Shopify | 4.1 |
Businesses model these giants by offering early discounts, while consumers shop at trusted retailers for reliability.
Discounts and Popular Categories
Discounts drive Black Friday’s appeal. In 2024, average markdowns reach 28%, with makeup leading at 40%, followed by apparel (34%) and skincare (33%).
Electronics offer up to 30% off, while toys see 27% discounts, boosting sales 178% compared to October averages. These deals attract shoppers seeking value, while retailers clear stock.
The table details 2024 Black Friday discounts by category:
| Product Category | Discount (%) |
| Makeup | 40 |
| General Apparel | 34 |
| Skincare | 33 |
| Electronics | 30 |
| Toys | 27 |
| Earrings | 23 |
| Rings | 22 |
| Shirts & Tops | 22 |
| Pants | 22 |
| Coats & Jackets | 22 |
Readers hunt for high-discount categories like fashion, while businesses focus on these to maximize sales. Reddit threads in 2025 emphasize electronics deals, with users sharing app-based promotions.
Marketing Strategies and Consumer Preferences
Marketing shapes Black Friday success. In 2024, 365 million promotional emails flood inboxes, with 56.9% of shoppers wanting advance deal alerts.
Push notifications prove 127% more effective than paid ads, and AI chatbots boost conversions by 9%. Retail media ad spend rises 92%, showing a shift from traditional ads. These strategies benefit businesses by driving engagement and shoppers by delivering timely offers.
The table shows marketing channel effectiveness in 2024:
| Channel | Effectiveness/Impact |
| Push Notifications | 127% more likely to convert than ads |
| AI Chatbots | 9% conversion boost |
| Retail Media Ads | 92% spend increase |
| Email Campaigns | 365 million sent on Black Friday |
Readers subscribe to newsletters for early deals, while merchants use push notifications to cut through noise. Quora users in 2025 ask about avoiding email spam, recommending SMS alerts for real-time updates.
Consumer Behavior and Planning
Shoppers plan strategically. In 2024, 44% plan purchases over a week in advance, up from 38% in 2023, and 48% save specifically for Black Friday.
Price drives 62.2% of decisions, with 63.5% favoring hybrid shopping. Early shopping grows, with 60% starting in October or November, and 35% buying on Thanksgiving. This benefits consumers with better deals and retailers with extended sales periods.
The table tracks shopper numbers during Thanksgiving week:
| Year | Shoppers (Millions) |
| 2024 | 197 |
| 2023 | 200.4 |
| 2022 | 196.7 |
| 2021 | 179.8 |
| 2020 | 186.4 |
| 2019 | 189.6 |
| 2018 | 165.8 |
| 2017 | 174.6 |
Consumers plan budgets early, while businesses launch promotions in October to capture early birds.
Emerging Trends for Black Friday 2025
Black Friday evolves rapidly. Mobile commerce, already 57% of global e-commerce, continues to grow, with apps offering retention advantages.
BNPL adoption rises, with 85% more orders during Cyber Week. Extended promotions, like “Cyber Ten,” gain traction, with early sales starting mid-November.
Retailers reduce reliance on paid ads, favoring SMS (308.9% more messages) and push notifications (91.3% increase). Reddit users in 2025 discuss app-based deals, while Quora queries focus on scam avoidance, advising shoppers to verify retailers.
The table outlines rising discount trends:
| Category | 2023 Discount (%) | 2022 Discount (%) |
| Electronics | 31 | 25 |
| Computers | 24 | 20 |
| Apparel | 23 | 18 |
| Furniture | 21 | 8 |
| Toys | 27 | 34 |
Readers avoid scams by shopping verified sites, while businesses adopt apps for loyalty.
FAQs About Black Friday Statistics
1. What do Black Friday statistics 2025 reveal about sales trends?
Black Friday statistics 2025 show US online sales reached $10.8 billion in 2024, up 10.2% from 2023, with global spending hitting $74.4 billion, reflecting a 5% increase, driven by mobile and BNPL growth.
2. How can shoppers benefit from Black Friday 2025?
Shoppers benefit from Black Friday 2025 by planning purchases early, using BNPL for flexibility, and leveraging mobile apps for real-time deal alerts, maximizing savings on electronics and fashion.
3. What are the emerging trends for Black Friday 2025?
Emerging trends for Black Friday 2025 include mobile commerce dominating with 69% of sales, extended “Cyber Ten” promotions, and increased use of push notifications and AI chatbots for better engagement.
4. How can businesses capitalize on Black Friday 2025?
Businesses capitalize on Black Friday 2025 by optimizing mobile apps, offering BNPL, starting promotions early, and using SMS and push notifications to drive conversions, boosting sales significantly.
5. How can shoppers avoid scams during Black Friday 2025?
Shoppers avoid scams during Black Friday 2025 by verifying retailers, using secure payment methods like PayPal, and sticking to trusted platforms, ensuring safe and reliable purchases.
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Conclusion: How to Leverage Black Friday 2025
Shoppers maximize savings by planning budgets, using BNPL, and downloading apps for push notifications. Businesses optimize websites, offer BNPL, and start promotions early.
Quora tips include comparing prices across platforms, while Reddit suggests joining loyalty programs for exclusive deals. In 2025, Black Friday begins November 28, offering opportunities to capitalize on trends.
