Highlights. American consumers spend over $10 billion shopping online on Black Friday; with the addition of in-store spending, U.S. retail revenue exceeds $20 billion.
- 131.7 million Americans made a retail purchase on Black Friday 2024.
- Black Friday 2024 e-commerce revenue increased 10.2% year-over-year (YoY).
- The average shopper spends an estimated $650 during the Black Friday/Cyber Monday sales period.
- 87.3 million Americans shopped online on Black Friday 2024.
- 66.9% of Thanksgiving Weekend shoppers make purchases on Black Friday.
| Year | Date | Projected Online Spending (in billions) |
|---|---|---|
| 2025 | November 28 | $11.7 |
| 2026 | November 27 | $12.3 |
| 2027 | November 26 | $13.0 |
Black Friday Online Sales Statistics
Online sales on Black Friday represent approximately 1.1% of retail spending in the holiday shopping season.
- Black Friday 2024 online revenue exceeded $10.8 billion, up 10.2% YoY.
- Online sales revenue on Black Friday exceeded the year’s average daily online sales revenue by 196%.
- Black Friday revenue from e-commerce exceeds the fourth financial quarter (Q4) daily online sales revenue by 187%.
- Black Friday 2024 online revenue fell behind Cyber Monday by 18.2%.
- From Black Friday 2023 to 2024, online retail spending increased 10.2%.
- Online retail spending increased 7.69% from Black Friday 2022 to 2023 and decreased 4.51% from 2021 to 2022.
Black Friday Discount Statistics
While Black Friday traditionally offers discounts, most product categories also see discounts at different points in the holiday shopping season.
- The average Black Friday discount in 2024 was 38.2% among top retailers*
- Compared to 2023, the average Black Friday discount was 9.03% higher.
- In 2023, the average Black Friday discount was 35.0%, 5.81% lower than in 2022.
- Among retail product categories, the deepest Black Friday discounts are for toys; in 2025, the average toy is expected to sell for 27% off.
- Televisions will have an average Black Friday discount of 23% in 2025; furniture and appliances are expected to be discounted by 18%.
*Based on Black Friday advertisements from 13 large U.S. retailers, including Walmart, Amazon, Costco, Home Depot, and Target.
Black Friday Shopping Statistics
Over half of people who buy holiday presents make purchases on Black Friday.
- 47% of 2024 holiday shoppers participated in Black Friday, up 51.6% from 2023.
- 81.7 million consumers shopped in-store on Black Friday 2024, up 7.22% YoY.
- The average 2024 Black Friday shopper increased spending by 7.63% YoY.
- Up to 55% of all holiday shoppers buy gifts on Black Friday.
- Black Friday shoppers spend over 68% of their budgets on gifts.
- 87.3 million people shopped online on Black Friday 2024, down 3.64% YoY.
Black Friday Online Shopping Statistics
Online purchases first overtook in-store transactions in 2019 as brands continue to expand in-store pick-up, delivery, and return services.
- Black Friday shoppers are 6.85% more likely to purchase online than in-store.
- 63.5% of Black Friday 2024 online purchases were made by new customers.
- 56.1% of holiday online sales are made via mobile devices.
- Mobile shoppers accounted for 79% of Black Friday 2024 website traffic.
- Jewelry & accessories saw the largest increase in web traffic from Black Friday 2023 to 2024 at 23.8%.
- 71% of online Black Friday 2024 shoppers planned on purchasing clothing & accessories; 71% planned to buy electronics.
- Online Black Friday shoppers also intended to purchase health & beauty products (45%), household appliances (40%), and toys (38%).
- In 2024, 85% of Black Friday online shoppers planned to shop at Amazon.
- Walmart and Target were also popular, with 59% and 57% of consumers planning to shop online, respectively.
Black Friday In-Store Shopping Statistics
While in-store shopping rates are on the decline, the majority of Black Friday shoppers still visit physical retail stores.
- 65% of Black Friday 2024 consumers shopped in physical stores.
- Black Friday shoppers are 6.41% less likely to shop in-store rather than online.
- Foot traffic in stores in 2024 decreased 3.2% from the previous year.
- 81% of in-person Black Friday 2024 shoppers planned to purchase clothing & accessories.
- 75% of Black Friday shoppers planned to buy electronics in-store, 49% planned to purchase household appliances, and 43% planned to buy health & beauty products.
- Walmart is the most popular destination for in-store Black Friday shoppers, with 71% planning to shop in 2024.
- 67% of in-store shoppers planned to visit Target on Black Friday 2024.
- In-store Black Friday shoppers also intended to shop at Kohl’s (39%), Macy’s (38%), and Best Buy (37%).
- 35% of Black Friday shoppers are willing to wait in line for 30 minutes to an hour to enter a store; 29% are willing to wait over an hour.
- When it comes to check-out lines, 42% of Black Friday shoppers are willing to wait for 30 minutes to an hour, while 37% would leave if it takes more than 30 minutes.
Black Friday Product Category Statistics
Electronics and toys are traditionally the most popular sales items, but apparel and home goods also see significant revenue on Black Friday.
- Among top U.S. retailers, the deepest Black Friday 2024 discounts were on jewelry, with an average discount of 59.7%.
- Top retailers also offered average discounts of 36.9% on apparel & accessories, 36.1% on furniture, and 35.6% on appliances.
- Computers & phones were most likely to be discounted, with a 29.3% share of Black Friday discounts among top retailers.
- Jewelry promotions accounted for 13.6% of Black Friday discounts, and apparel & accessories accounted for 12.3%.
- First-time customers on Black Friday were most likely to purchase apparel, with at least 11% of apparel shoppers identified as first-time site visitors.
- The average order value for health & beauty products increased 9.7% from Black Friday 2023 to 2024, the most of any product category.
- Jewelry & accessories saw the highest order volume increase on Black Friday 2024, up 20.1%.
- 75.3% of shoppers who purchased jewelry & accessories on Black Friday 2024 bought a new brand for the first time.
- 66.0% of home goods purchases on Black Friday 2024 came from new buyers.
Holiday Season Sales Statistics
While Black Friday is the unofficial start of the holiday shopping season for marketing purposes, financial and data analysis reports generally include sales data for all of November and December, if not the entire fourth quarter.
- Holiday shopping (November 1 – December 31) accounts for 13.5% of annual retail sales revenue.
- Sales over the 2024 winter shopping season totaled $984.3 billion; sales totaled $955.6 billion in 2023.
- Total sales revenue includes $241.1 billion in online sales; in 2023, online sales totaled $222.1 billion.
- Customer returns increased 17% during the 2024 holiday season compared to the rest of the year.
- 59% of consumers are more likely to consider return policies over the holidays.
- The average consumer planned to spend $902 on holiday shopping in 2024, with $641 allocated to gifts.
- As many as 32% of holiday shoppers don’t participate in large shopping events like Black Friday or Cyber Monday.
| Year | Sales Dollars (in billions) |
%Change YoY |
|---|---|---|
| 2024 | $984.3 | 3.00% |
| 2023 | $955.6 | 3.87% |
| 2022 | $920.0 | 4.74% |
| 2021 | $878.4 | 12.4% |
| 2020 | $781.2 | 9.00% |
| 2019 | $716.7 | 3.70% |
| 2018 | $691.1 | 1.80% |
| 2017 | $678.9 | 5.01% |
| 2016 | $646.5 | 3.01% |
| 2015 | $627.6 | 2.73% |
| 2014 | $610.9 | 4.77% |
| 2013 | $583.1 | 2.73% |
| 2012 | $567.6 | 2.58% |
| 2011 | $553.3 | 4.63% |
| 2010 | $528.8 | 5.19% |
| 2009 | $502.7 | 0.24% |
| 2008 | $501.5 | -4.66% |
| 2007 | $526.0 | 2.71% |
| 2006 | $512.1 | 3.25% |
| 2005 | $496.0 | 6.16% |
| 2004 | $467.2 | 6.76% |
| 2003 | $437.6 | 5.09% |
Holiday Season Shopping Statistics
Black Friday is the busiest shopping day over the 5-day Thanksgiving holiday weekend. The Saturdays leading up to Christmas are also traditionally considered major shopping days.
- 197 million people shopped over the 5-day Thanksgiving holiday weekend in 2024, down 1.70% from 2023.
- 200.4 million Thanksgiving weekend shoppers in 2023 were 1.88% more than the 2022 record.
- 64.0% of shoppers visited brick-and-mortar stores.
- Among Thanksgiving weekend shoppers, 41.5% shopped in-store on Black Friday.
- 58% of holiday shoppers begin shopping before Thanksgiving.
Cyber Week Statistics
“Cyber Week” usually refers to the week after Black Friday, beginning with Cyber Monday*. While more shoppers participate in Black Friday, Cyber Monday has overtaken Black Friday dollar-for-dollar since 2020.
- 68% of holiday shoppers planned to shop during Cyber Week 2024; 66% planned to shop the same period in 2023.
- 79% of consumers under 43 years old participated in Cyber Week, which is a 16.2% higher rate compared to the overall shopper rate.
- Black Friday online shoppers outnumbered Cyber Monday shoppers by 22.9 million (35.6%) in 2024.
- In 2023, there were 17.5 million (23.9%) more online shoppers on Black Friday than on Cyber Monday.
- 43% of 2024 holiday shoppers participated in Cyber Monday, up 38.7% from 2023.
- Cyber Monday sales totaled $13.2 billion in 2024.
- In 2024, Cyber Monday revenue exceeded Black Friday by 22.2%.
- 86% of Thanksgiving weekend shoppers purchased gifts, spending an average of $235.
*This is not to be confused with “Cyber Weekend”, which is another popular term for the weekend that begins on Black Friday and ends on Cyber Monday. Some marketing uses these terms interchangeably.
| Product Subcategory | Expected Sales Increase |
|---|---|
| Power tools | 1060% |
| Activity trackers | 1055% |
| Home security products | 1050% |
| Video game consoles | 1040% |
| Games | 1010% |
| Headphones & speakers | 985% |
| Smart watches | 950% |
| Vacuum cleaners | 920% |
| Televisions | 915% |
| Refrigerators & freezers | 910% |
*Compared to daily average sales from January through August 2025.
Small Business Saturday Statistics
Also called “Super Saturday,” the Saturday following Black Friday has, since 2010, become a day devoted to patronizing small and local businesses.
- In 2024, 20% of holiday shoppers participated in Small Business Saturday, up 42.9% from 2023.
- Shoppers spent an estimated $17 billion at small businesses on Small Business Saturday 2023.
- In-store shopping participation in Small Business Saturday increased 3.56% from 2023 to 2024.
- Small Business Saturday saw 51.1% less shopper activity than Black Friday in 2024.
- 34 million small and independent businesses operate nationwide.
- 49% of Small Business Saturday shoppers planned to purchase clothing & accessories during this event in 2024.
- 37% of Small Business Saturday shoppers intended to purchase arts & crafts, 32% planned to buy books, and 32% planned to purchase health & beauty products.
Pre-Season Black Friday Statistics
The phenomenon of Black Friday has grown beyond a single day of American consumerism and even beyond the holiday shopping season.
- 60% of Cyber Weekend participants shopped early Black Friday deals in 2024.
- Pre-season sales participation among Black Friday shoppers increased 3.45% from 2023 to 2024.
- In 2024, 38% of holiday shoppers took advantage of sales taking place the week before Thanksgiving.
- 45% of shoppers began browsing or purchasing for the 2024 holiday season before November.
- In 2025, pre-Thanksgiving holiday discounts are expected to average up to 21% off, with discounts of 13% off expected in the first two weeks of November.
Black Friday Consumer Behavior & Statistics
Most Black Friday shoppers begin shopping before 10 a.m.
- In 2024, 13% of shoppers planned to start their Black Friday shopping between midnight and 5 a.m.
- 30% of shoppers planned to start Black Friday shopping between 5 a.m. and 10 a.m.
- 17% of shoppers planned to start Black Friday shopping between 10 a.m. and 2 p.m.; 6% planned to wait until after 2 p.m. to start shopping.
- 65% of consumers find Black Friday promotions on retailer websites.
- 61% of shoppers discover Black Friday deals through promotional emails, while 53% find them through social media advertisements.
| Year | Estimated Seasonal Employees | Change YoY |
|---|---|---|
| 2024 | 419,400 | 5.40% |
| 2023 | 397,900 | 6.68% |
| 2022 | 373,000 | -14.1% |
| 2021 | 434,400 | -14.2% |
| 2020 | 506,200 | 1.79% |
| 2019 | 497,300 | 2.18% |
| 2018 | 486,700 | 0.25% |
| 2017 | 485,500 | -1.62% |
| 2016 | 493,500 | -5.80% |
Black Friday Employment Statistics
Retailers hire more employees in anticipation of the holiday season, and most new hires typically start in time for Black Friday.
- Employers added an estimated 419,400 seasonal retail positions in 2024.
- 34% of retailers advertise more staff positions to handle merchandise returns alone.
- Among these retailers, 49% hire additional staff for distribution centers, and 48% hire for in-store positions.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- National Retail Federation (NRF)
- Yahoo Finance, News
- Adobe Experience Cloud, Resources
- Statista, Black Friday Worldwide: Statistics and Overview
- U.S. Census Bureau, Monthly Retail Trade Reports
- Drive Research, Black Friday Statistics, Trends, & Facts
- WalletHub, Best Places to Shop on Black Friday
- BlueCore, Black Friday Benchmarks
- Deloitte Insights, Deloitte Holiday Retail Survey
- U.S. Bureau of Labor Statistics
- Numerator, Cyber Weekend Recap
- Reuters, ‘Black Friday’ Drags Through November Amid Tight Inventories
- US Small Business Administration, Small Business Saturday