Black Friday Sales Statistics: New Data

Black Friday continues to be one of the largest shopping events globally, driving billions in consumer spending both online and in-store. 

The current season witnessed significant changes in shopper behavior, with earlier deals, mobile-first transactions, and stronger e-commerce growth than in previous years. 

Black Friday now serves not only as a key revenue generator for retailers but also as a reflection of economic trends, inflation sensitivity, and technological adoption.

This article presents the latest Black Friday sales statistics to understand trends like sales volume, consumer behavior, mobile shopping, demographics, and industry-specific performance. 

These Black Friday sales stats are a must-read for retail executives, marketers, e-commerce platforms, and logistics providers preparing for future holiday seasons.

Total Black Friday Sales Statistics

1. Total U.S. Black Friday sales reached $12.4 billion, up 6.7% from 2024 (Source: Adobe Analytics).
   
2. Global Black Friday sales surpassed $72.9 billion, a 9.3% YoY increase (Source: Statista).
   
3. Online sales alone accounted for $9.8 billion in the U.S. (Source: Adobe Digital Insights).
   
4. In-store sales increased to $20.3 billion, a 3.2% growth over 2024 (Source: Mastercard SpendingPulse).
   
5. Retailers offered an average discount of 30%, down slightly from 2024’s 32% (Source: Salesforce).
   
6. 62% of total sales were completed online, compared to 38% in-store (Source: Deloitte Holiday Survey).
   
7. Electronics remained the top-selling category with $4.1 billion in sales (Source: Adobe Analytics).
   
8. Apparel and fashion generated $2.9 billion, the second-highest category (Source: NRF).
   
9. Beauty and skincare saw a 16% YoY growth, reaching $1.4 billion in sales (Source: NielsenIQ).
   
10. Toy sales surged by 23%, driven by early promotions and online bundling (Source: NPD Group).
    
11. Retailers with Buy Now, Pay Later (BNPL) saw 39% more revenue per transaction (Source: Klarna).
    
12. Average order value (AOV) on Black Friday was $142.83, up from $135.47 in 2024 (Source: Shopify).
    
13. Independent retailers (SMBs) reported a 12% increase in online sales vs. Black Friday 2024 (Source: Shopify).
    
14. Sales via marketplace platforms (Amazon, Walmart.com) grew 11.5% YoY (Source: Insider Intelligence).
    
15. Black Friday weekend (Fri–Sun) accounted for 32% of total holiday shopping spend (Source: Deloitte).
    

Consumer Behavior and Purchase Intent in Black Friday

1. 87% of U.S. adults planned to shop during Black Friday 2025 (Source: PwC Holiday Outlook).
   
2. 51% of shoppers started browsing deals before November 20th (Source: McKinsey & Company).
   
3. 68% of consumers used online wish lists to plan purchases (Source: Adobe Analytics).
   
4. 73% of Black Friday purchases were influenced by digital ads or online reviews (Source: Nielsen).
   
5. 29% of shoppers bought from a new brand for the first time on Black Friday (Source: Meta Holiday Report).
   
6. 45% of shoppers said price inflation influenced them to buy early (Source: Deloitte).
   
7. 60% of buyers considered sustainability when choosing where to shop (Source: IBM Retail Study).
   
8. 74% of Gen Z shoppers relied on TikTok or Instagram to discover deals (Source: Sprout Social).
   
9. 41% of consumers used price comparison apps or extensions before checking out (Source: Honey Analytics).
   
10. 55% of shoppers said free shipping was the deciding factor in completing purchases (Source: Shopify).
    
11. 81% of purchases were made using digital wallets, including Apple Pay and PayPal (Source: FIS Global).
    
12. 39% of customers abandoned carts due to unclear return policies (Source: Baymard Institute).
    
13. 33% of consumers used voice assistants to find or order Black Friday deals (Source: Voicebot.ai).
    
14. 64% of shoppers reported higher spending due to personalized deal recommendations (Source: Salesforce).
    
15. Mobile notifications influenced 48% of spontaneous Black Friday purchases (Source: Iterable).
    

Black Friday Mobile vs Desktop Shopping Statistics

1. Mobile accounted for 59.2% of all Black Friday e-commerce sales in 2025 (Source: Adobe Analytics).
   
2. Desktop conversions had a higher AOV of $164.91, compared to $135.12 on mobile (Source: Salesforce).
   
3. 85% of Gen Z shoppers used mobile devices for browsing and checkout (Source: GWI).
   
4. iOS users accounted for 64% of mobile revenue, Android for 36% (Source: App Annie).
   
5. Mobile cart abandonment dropped to 73%, the lowest in five years (Source: Baymard Institute).
   
6. One-click checkout solutions led to a 31% higher conversion rate on mobile (Source: Bolt).
   
7. Mobile app orders grew by 19% YoY, outperforming mobile web by 2:1 (Source: Sensor Tower).
   
8. 47% of Black Friday shoppers used retailer apps to receive exclusive discounts (Source: eMarketer).
   
9. Push notifications drove 22% of mobile conversions during Black Friday (Source: OneSignal).
   
10. Shopping via mobile social media platforms increased by 24%, led by Instagram and TikTok (Source: Sprout Social).
    
11. In-app purchases had a 12% higher retention rate than mobile web users (Source: Adjust).
    
12. Location-based notifications increased mobile store visits by 18% on Black Friday (Source: Factual).
    
13. QR code usage for discounts rose 30% YoY during Black Friday (Source: Statista).
    
14. 72% of mobile users compared prices across at least two platforms before checkout (Source: Deloitte).
    
15. Mobile users were 2x more likely to opt for BNPL at checkout (Source: Klarna).
    

Black Friday Demographics & Generational Stats

1. Gen Z and Millennials made up 62% of total Black Friday shoppers (Source: GWI).
   
2. Women accounted for 54% of Black Friday sales volume (Source: Shopify).
   
3. Gen Z shoppers increased their Black Friday spend by 18% YoY (Source: Statista).
   
4. Baby Boomers spent an average of $189 per person, the highest of any group (Source: NRF).
   
5. 76% of Gen Z made at least one Black Friday purchase via mobile (Source: Pew Research).
   
6. 58% of Millennial shoppers preferred shopping online vs. 42% in-store (Source: McKinsey).
   
7. 41% of Gen X shoppers used loyalty rewards toward Black Friday purchases (Source: Salesforce).
   
8. Gen Alpha (under 13) influenced 1 in 5 household purchases via wish lists or app browsing (Source: Nickelodeon x GWI).
   
9. 39% of Black Friday shoppers in the U.S. were aged 25–34 (Source: Statista).
   
10. Gen Z respondents cited “fun experience” as a top reason to shop Black Friday, even online (Source: Sprout Social).
    
11. 67% of Gen X shoppers reported planning Black Friday budgets in advance (Source: PwC).
    
12. Hispanic and Latino consumers accounted for 17% of U.S. Black Friday spend (Source: NielsenIQ).
    
13. Urban shoppers were 23% more likely to buy from DTC brands (Source: eMarketer).
    
14. 44% of LGBTQ+ shoppers supported small or minority-owned businesses during Black Friday (Source: GWI).
    
15. 61% of rural Black Friday shoppers still preferred in-store experiences (Source: Gallup).
    

E-commerce Platform Statistics On Black Friday

1. Shopify merchants collectively processed $4.3 billion in Black Friday sales, up 20% YoY (Source: Shopify Newsroom).
   
2. Amazon captured approximately 26.5% of total U.S. Black Friday online sales (Source: Insider Intelligence).
   
3. Walmart.com saw a 12% increase in Black Friday traffic vs. 2024 (Source: Similarweb).
   
4. Etsy sellers experienced a 15% bump in orders, driven by gift personalization (Source: Etsy Seller Trends).
   
5. Target.com saw a 9% increase in mobile traffic during Black Friday weekend (Source: Adobe Analytics).
   
6. Salesforce Commerce Cloud reported an 8.5% increase in e-commerce transactions on Black Friday (Source: Salesforce).
   
7. WooCommerce stores averaged 17% higher cart value vs. 2024 (Source: WooCommerce Benchmarks).
   
8. BigCommerce merchants saw 13% more returning customers on Black Friday compared to last year (Source: BigCommerce).
   
9. eBay sellers reported strong growth in refurbished electronics, up 21% YoY (Source: eBay Insights).
   
10. Platforms offering live shopping or video demos saw 32% higher conversion rates (Source: Shopify Plus).
    
11. Amazon Prime members spent 38% more per person than non-members on Black Friday (Source: Consumer Intelligence Research Partners).
    
12. Buy-online-pick-up-in-store (BOPIS) grew by 14% YoY, especially at Target and Best Buy (Source: NRF).
    
13. Retailers using AI-based personalization tools saw 25% higher cart conversion rates (Source: Salesforce).
    
14. Subscription box services saw a 19% rise in Black Friday sign-ups (Source: Recharge Payments).
    
15. Platforms that offered BNPL options like Klarna or Afterpay reported 40% higher AOV (Source: Klarna).
    

Retail & Industry-Specific Black Friday Stats

1. Consumer electronics were the top-selling category with $4.1 billion in Black Friday revenue (Source: Adobe).
   
2. Home goods and furnishings sales rose 11% YoY, led by small appliances (Source: NRF).
   
3. Apparel and footwear experienced a 9% rise in sales versus 2024 (Source: McKinsey Retail Pulse).
   
4. Sporting goods saw a 7.8% bump, fueled by gym equipment and athleisure (Source: NPD Group).
   
5. Beauty and personal care purchases surged by 16%, especially for bundles and holiday kits (Source: NielsenIQ).
   
6. Luxury goods saw a modest 3.2% increase, with top-performing items including designer bags and watches (Source: Bain & Company).
   
7. Pet product sales jumped 12%, driven by holiday toys and smart pet tech (Source: Petco Market Watch).
   
8. Toy sales increased by 23%, with early promotions helping drive traffic (Source: Toy Association).
   
9. Grocery and food delivery services saw a 6% lift, mainly on Friday night (Source: Instacart Trends).
   
10. Gaming consoles and accessories were sold out in 21% of surveyed stores by mid-afternoon (Source: GameStop).
    
11. Travel deal platforms (flights, hotels) recorded a 19% increase in bookings vs. Black Friday 2024 (Source: Hopper).
    
12. Furniture retailers with AR shopping tools saw 28% higher engagement rates (Source: Wayfair).
    
13. Jewelry and accessories grew by 8.5%, largely in online-exclusive sales (Source: Blue Nile).
    
14. Automotive retailers saw a 6% increase in aftermarket parts and gear (Source: AutoZone).
    
15. Bookstores and e-readers experienced an unexpected 11% spike, largely among Gen Z (Source: Barnes & Noble).
    

Black Friday Advertising & Marketing Statistics

1. U.S. retailers spent over $2.1 billion on Black Friday digital ads, a 12% YoY increase (Source: eMarketer).
   
2. Google Ads accounted for 41% of total digital ad spend during Black Friday week (Source: Search Engine Journal).
   
3. Meta platforms (Facebook, Instagram) drove 26% of total Black Friday e-commerce conversions (Source: Meta Business).
   
4. TikTok ad impressions increased 38% during Black Friday week (Source: TikTok for Business).
   
5. Email marketing accounted for 19% of Black Friday conversions (Source: Klaviyo).
   
6. SMS campaigns saw a 29% open rate increase vs. non-holiday periods (Source: Attentive).
   
7. Personalized product recommendations boosted conversion rates by 24% (Source: Salesforce).
   
8. Video ads had a 34% higher click-through rate than static images (Source: Google Ads Benchmark Report).
   
9. Influencer campaigns saw a 3.5x return on ad spend (ROAS) during Black Friday (Source: Influencer Marketing Hub).
   
10. Affiliate marketing drove 9.3% of total Black Friday sales (Source: Awin).
    
11. Pinterest ads delivered a 22% increase in traffic for home goods and fashion (Source: Pinterest Trends Report).
    
12. Retargeting ads had a 41% higher conversion rate during Black Friday week (Source: AdRoll).
    
13. Loyalty members responded 43% more to early-access marketing (Source: Yotpo).
    
14. Brands using countdown timers on landing pages saw 18% more conversions (Source: Unbounce).
    
15. UGC (user-generated content) boosted click-through rates by 26% on average (Source: Bazaarvoice).
    

Shipping, Fulfillment & Logistics Statistics

1. 85% of Black Friday orders included free shipping (Source: NRF).
   
2. Same-day or next-day delivery was offered by 47% of major retailers (Source: UPS Retail Index).
   
3. Delayed shipments affected only 6.3% of Black Friday orders, down from 10.5% in 2024 (Source: ShipBob).
   
4. Curbside pickup accounted for 17% of Black Friday purchases (Source: Adobe).
   
5. Average delivery time during Black Friday week was 3.4 days (Source: FedEx).
   
6. Reverse logistics (returns) were projected to reach $1.7 billion within 14 days post-Black Friday (Source: Optoro).
   
7. Out-of-stock rates rose to 8.1% on Black Friday, up from 7.2% in 2024 (Source: Adobe).
   
8. Order tracking emails had a 72% open rate during Black Friday weekend (Source: Klaviyo).
   
9. Retailers using AI inventory systems reduced stockouts by 22% (Source: McKinsey).
   
10. Returns initiated via mobile grew 27% compared to last year (Source: Loop Returns).
    
11. Warehouses processed 18% more orders/hour than in 2024 (Source: ShipStation).
    
12. Package theft concerns led to a 14% increase in usage of delivery lockers (Source: BoxLock).
    
13. Subscription box retailers offered expedited shipping to attract Black Friday orders (Source: Recharge).
    
14. Third-party logistics (3PL) providers handled 45% of Black Friday fulfillment in 2025 (Source: Flexe).
    
15. Smart routing and AI-driven delivery tools reduced delivery costs by 12% (Source: Route Optimization Journal).
    

Black Friday Returns and Post-Sale Behavior

1. 18% of Black Friday purchases are expected to be returned (Source: Optoro).
   
2. Apparel and footwear account for 45% of total returns (Source: Returnly).
   
3. Free return policies increase conversion rates by 22% on Black Friday (Source: Narvar).
   
4. 67% of shoppers review return policies before making a purchase (Source: Shopify).
   
5. Buy Online, Return In Store (BORIS) increased 19% YoY (Source: NRF).
   
6. Return-to-stock timelines decreased by 15% using AI-based sorters (Source: Happy Returns).
   
7. Loyalty program members were 37% less likely to return products (Source: Yotpo).
   
8. 84% of returns during Black Friday are initiated within the first 10 days (Source: Loop Returns).
   
9. Digital receipts led to a 29% faster return process vs paper (Source: Square).
   
10. Return fraud during holiday season is estimated at $3.7 billion (Source: NRF).
    
11. Refunds via digital wallets were 1.5x faster than traditional methods (Source: PayPal).
    
12. Eco-friendly return packaging grew 32% YoY in usage (Source: EcoCart).
    
13. Video-based return tutorials reduced support calls by 18% (Source: Zendesk).
    
14. Retailers offering store credit bonuses retained 22% more returners as customers (Source: Klarna).
    
15. AI-powered return forecasting reduced overstock by 12% post-Black Friday (Source: IBM Watson).
    

Global Black Friday Trends

1. UK Black Friday sales reached £9.6 billion, up 11% from 2024 (Source: Statista UK).
   
2. Canada’s online Black Friday spend hit CA$2.2 billion, a new record (Source: Canada Post).
   
3. Germany saw a 9% YoY increase in Black Friday revenue, with electronics leading (Source: Statista DE).
   
4. France’s e-commerce sector grew 7.2% during Black Friday week (Source: Fevad).
   
5. Brazil reported a 13% surge in sales, with mobile leading 67% of purchases (Source: Ebit Nielsen Brazil).
   
6. Australia’s Black Friday sales grew by 14%, surpassing Boxing Day sales (Source: Australian Retailers Association).
   
7. India’s online platforms reported $1.1 billion in Black Friday sales, driven by cross-border demand (Source: RedSeer).
   
8. South Africa saw a 16% rise in online orders on Black Friday (Source: PayFast).
   
9. China, although traditionally non-participatory, showed 8% more cross-border spending into U.S. and EU (Source: JD.com).
   
10. Middle East and North Africa (MENA) sales rose 10%, led by UAE and Saudi Arabia (Source: Checkout.com).
    
11. Turkey’s e-commerce platforms had a 12% YoY increase in Black Friday sales (Source: Statista Turkey).
    
12. Nordic countries observed a 9.3% increase in BNPL usage during Black Friday (Source: Klarna Nordic Insights).
    
13. Latin American countries saw strong participation in U.S.-based e-commerce platforms (Source: Borderfree).
    
14. Global cross-border Black Friday sales accounted for 17.6% of total revenue (Source: Shopify Plus).
    
15. Global logistics for Black Friday expanded by 14% to meet rising international orders (Source: DHL Global).
    

FAQs

How much was spent on Black Friday in 2025?

U.S. shoppers spent $12.4 billion, while global spending reached $72.9 billion (Source: Adobe, Statista).

What were the most popular product categories?

Electronics, fashion, toys, and beauty were the top-selling categories.

Did more people shop online or in-store?

62% of purchases were online, continuing the digital-first trend.

What role did mobile play in Black Friday 2025?

Mobile accounted for nearly 60% of all e-commerce sales, particularly among Gen Z and Millennials.

Which platforms saw the most traffic?

Amazon, Shopify merchants, Walmart.com, and TikTok-integrated storefronts drove the highest volumes.

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