Highlights. American consumers spend almost $10 billion shopping online on Black Friday; with the addition of in-store spending, U.S. retail revenue exceeds $20 billion.

  • 130 million Americans specifically bought online holiday gifts on Black Friday 2022, and up to 160 million made a retail purchase.
  • Black Friday 2022 revenue declined between 4.30% and 6.61% year-over-year (YoY).
  • The average shopper spends an estimated $480 on Black Friday.
  • 87.2 million Americans shopped online on Black Friday 2022.
  • Up to 81.4% of Thanksgiving Weekend shoppers make purchases on Black Friday.
Black Friday Projections
Year Date Projected Online Spending
(in billions)
2023 November 24 $9.520
2024 November 29 $10.183
2025 November 28 $10.893

Black Friday Online Sales Statistics

Online sales on Black Friday represent approximately 1% of spending in the holiday shopping season.

  • Black Friday 2022 online revenue totaled $9.12 billion, down 4.30% YoY.
  • Online sales revenue on Black Friday exceeds the year’s average daily online sales revenue by more than 212%.
  • Black Friday revenue from e-commerce exceeds fourth quarter daily online sales revenue by more than 231%.
  • Black Friday 2022 online revenue fell behind Cyber Monday by 19.3%.
  • Online retail spending increased 5.89% from Black Friday 2020 to 2021 and 21.6% from 2019 to 2020.
  • Amazon, the largest online mass merchant, claimed as much as 17.7% of all Black Friday revenue.
Average Black Friday Discounts*
Item Category 2022 2021
Toys 33.4% 22.4%
Electronics 23.6% 11.8%
Apparel 15.4% 15.7%
Computers 17.2% 13.6%
Appliances 14.0% 8.6%
Televisions 12.9% 12.0%
Sporting Goods 7.5% 8.4%

*Discounts compared to average prices on October 1.

Black Friday Discount Statistics

While Black Friday traditionally offers discounts, most product categories see deeper discounts at different points in the holiday shopping season.

  • Among retail product categories, the deepest Black Friday discounts are for toys; in 2022, the average toy sold at 33.4% off.
  • Electronics had an average Black Friday discount of 23.6% in 2022 (more than twice as low as 2021 discounts).
  • The average holiday season discounts for toys (34.1%) and electronics (23.6%) were largest on Saturday, November 26 (the day after Black Friday a.k.a. Small Business Saturday).
  • Computer products were the only retail items with the deepest average discount (17.2% off) falling on Black Friday.
  • Most retail categories saw deeper discounts deeper discounts in 2022 than in 2021, but sporting goods had Black Friday discounts that were 10.7% smaller than in 2021 (7.5% compared to 8.0%).

Bar Graph: Black Friday Online Consumer Spending in billions from 2019 ($7.40) to 2022 ($9.12) according to Statista and Adobe with projections to 2025 ($10.89)

Black Friday Shopping Statistics

As many as half of people who buy holiday presents make purchases on Black Friday.

  • 72.9 million consumers shopped in-store on Black Friday 2022, up 9.62% YoY.
  • Holiday shoppers spend 29.4% of their gift-buying dollars on Black Friday.
  • Up to 49% of all holiday shoppers bought gifts on Black Friday.
  • The most popular toys on Black Friday 2022 included drones, Macbooks, X Box Series X, and Call of Duty: Modern Warfare II.
  • 87.2 million people shopped online on Black Friday 2021.
  • The rate at which holiday shoppers made purchases on Black Friday increased 8.16% YoY; in 2021, the purchase rate was up 14.0% YoY.
  • Curbside pickup service usage increased 70% compared to Black Friday pre-pandemic.

Bar Graph: Most Popular Stores on Black Friday among U.S. shoppers going to physical stores, including Walmart (62%) and Target (58%) according to Statista

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 19.6% more likely to purchase online than in-store.
  • 37% of online shoppers who made purchases bought a new brand for the first time.
  • 54% of Black Friday shoppers made “impulse buys” (purchased a product without researching the product first).
  • Web traffic increased 124% on Black Friday 2022.
  • Desktop shoppers are 69.7% more likely to make purchases than mobile shoppers.
  • Online shoppers spent as much as 46.5% of their Black Friday retail dollars buying from Amazon.

Bar graph: Average Consumer Holiday Spending Plans; includes Total Average Spending ($997), Gift Spending ($648), Non-Gift Holiday Spending ($231), and Non-Gift, Non-Holiday Spending ($118)

Black Friday Mobile Shopping Statistics

Window shoppers gravitated toward mobile devices and are more likely to brose without buying compared to desktop shoppers.

  • Mobile users accounted for 42.4% of e-commerce revenue.
  • Up to 67% of online sales were purchased via mobile.
  • Mobile online shoppers are 41.7% less likely to buy than desktop shoppers on Black Friday.
  • Compared to desktop shoppers, mobile shoppers are 2.76% more likely to window shop on Black Friday.
  • Mobile shoppers are 8.33% less likely to make a purchase on Black Friday vs. Cyber Monday.

Line graph: Black Friday Participants Shopping In-Stores; includes th percentage of consumers shopping in-stores versus online by year, from 2015 (58%), 2016 (56%), 2017 (50%), 2018 (50%), 2019 (46%), 2020 (39%), 2021 (43%), and 2022 (56%) according to Adobe, Statista, and PwC Holiday Outlook

Black Friday In-Store Shopping Statistics

In-store shopping rates were in decline prior to the COVID-19 pandemic. Brick-and-mortar stores saw much less foot traffic in 2020 than they did in 2021 and 2022.

  • Black Friday shoppers are 16.4% less likely to shop in-store rather than online.
  • Foot traffic in stores in 2021 increased 47.5% from the previous year.
  • Compared to 2019 (pre-pandemic), in-store shoppers declined 28.3%.
  • From 2015 to 2019, the rate at which Black Friday shoppers planned to shop in-store declined 20.7%.
  • Consumers spend 61.9% of their Black Friday dollars at brick-and-mortar locations.
  • Black Friday shoppers spent a 15.7% smaller share of their total retail spending dollars in-store in 2021 than in 2020.

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.

  • Consumer electronics sales were up 17% YoY on Black Friday 2022, though the number of sales orders did not increase.
  • First-time Black Friday shoppers were most likely to purchase consumer electronics, making up 67% of electronics shoppers.
  • 52% of shoppers who purchased consumer electronics bought a new brand for the first time.
  • Sporting goods are the most likely to be bought on impulse, with 71% of product purchases being made without research or planning.
  • 89% of shoppers who purchased consumer electronics bought a new brand for the first time.
  • Shoppers are most likely to research home goods before purchasing, with just 50% of Black Friday home goods purchases made on impulse.

Grouped bar graph: Average Black Friday Discounts; from 2020, 2021, and 2022 according to Adobe Analytics

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 13.2% of annual retail sales revenue.
  • Sales over the winter shopping season totaled $936.3 billion; sales totaled $886.7 billion in 2021.
  • Total sales revenue included $261.6 billion in online and non-store sales; in 2021, online and non-store sales totaled $218.9 billion.
  • Among holiday sales revenue, retailers subsequently lost $171 billion to customer returns, including $17.3 billion in fraudulent returns.
  • 20.4% of annual revenue lost to return fraud is from the holiday season.
  • As many as 41% of holiday shoppers don’t participate in large shopping events like Black Friday or Cyber Monday.
Total Holiday Sales Dollars
Year Sales Dollars
(in billions)
%Change YoY
2022 $936.3 5.29%
2021 $889.3 14.4%
2020 $777.3 8.46%
2019 $716.7 3.60%
2018 $691.8 1.86%
2017 $679.2 5.03%
2016 $646.7 2.96%
2015 $628.1 2.77%
2014 $611.2 4.78%
2013 $583.3 2.77%
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.

  • 196.7 million people shopped over the 5-day Thanksgiving holiday weekend in 2022, surpassing the 2019 record by 3.74%.
  • 179.8 million Thanksgiving weekend shoppers in 2021 were 5.17% fewer than the 2019 record.
  • 62.4% of shoppers visited brick-and-mortar stores for Black Friday 2022.
  • Among Thanksgiving weekend shoppers, 37.1% shopped in-store on Black Friday 2022.
  • 61% of holiday shoppers begin buying gifts before Thanksgiving.
  • 43.2% of holiday shoppers finish at least half of their shopping before Thanksgiving.

Grouped bar graph: Online vs. In-Store Shopper Participation in millions according to the National Retail Federation

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.

  • Mobile shoppers are 9.09% more likely to purchase on Cyber Monday than they are on Black Friday.
  • The most popular products on Cyber Monday  2022 were smart watches, Legos, PlayStation5, Hot Wheels, and Madden 23.
  • Black Friday online shoppers outnumbered Cyber Monday shoppers by 10.2 million (13.2%) in 2022.
  • Cyber Monday sales totaled $11.3 billion in 2022.
  • From 2020 to 2021, 11.8% more holiday shoppers purchased gifts on Cyber Monday.
  • Cyber Monday sales totaled $10.7 billion in 2021.
  • 7% of consumers only shopped at one store over Cyber Week.
  • 27% of consumers patronized 5 or more stores over Cyber Week.
  • 16% of consumers shopped on a website they’d never visited before, and 9% of Cyber Week consumers visited a store they’d never shopped at before.

*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.

Where Cyber Weekend Shoppers Look for Deals
Retailer websites 53.1%
Digital ads 44.1%
Search engines 34.2%
Physical ads & circulars 30.6%
Social media 25.2%
Ask family & friends 17.1%
Didn’t plan to shop 10.0%
Planned to shop but didn’t research deals 9.00%

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.

  • 45% of consumers who shop over Thanksgiving Weekend or Cyber Weekend shop on Small Business Saturday.
  • Shoppers spend an estimated $19.8 billion at small businesses on Small Business Saturday.
  • 85% of shoppers who participate in Small Business Saturday reportedly encourage friends and family to also Shop Small®.
  • Participation in Small Business Saturday increased 15.0% from 2021 to 2022 and increased 53.8% from 2020 to 2021.
  • Small Business Saturday saw 59.2% less shopper activity than Black Friday in 2021.
  • Compared to Black Friday’s YoY increase, however, Small Business Saturday saw 284% more growth in terms of holiday shopper participation.
  • 32 million small and independent businesses operate nationwide.

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.

  • Pre-season sales participation among Black Friday shoppers increased 28.0% from 2020 to 2021.
  • In 2021, QVC launched its Black Friday in July sales event, advertising savings of up to 60% off.
  • 49% of holiday shoppers make purchases during holiday sales before Thanksgiving.
  • Four (4) of the 10 largest nationwide retailers begin “Black Friday” and holiday sales in October and early November.
  • Among the 25 largest retailers, at least 20%  began Black Friday events prior to Thanksgiving.

Bar graph: Holiday E-Commerce Revenue by Shopping Day according to Statista, Adobe

Black Friday Global Statistics

Black Friday has become a popular concept in other countries, such as South Africa and the United Kingdom (UK).

  • UK shoppers spent £3.18 billion in brick-and-mortar stores over Black Friday weekend 2020.
  • UK shoppers spend the most on Black Friday and Cyber Monday, making a total of £7.50 billion in purchases in 2020.
  • German shoppers spend the second-most on Black Friday and Cyber Monday, making £7.50 billion in purchases in 2020.
  • Shoppers in Spain are more likely than most to “window shop” online; mobile users have an 88.4% shopping cart abandonment rate.
  • UK shoppers are more likely to complete purchases; tablet users have a 62.1% cart abandonment rate.
  • The global online shopping cart abandonment rate on Black Friday is between 73% and 78%.
  • 12.9% of online Black Friday searches come from IP addresses in Germany.
  • 11.0% of online Black Friday searches come from Brazilian IP addresses, and 10.3% are from the UK.
  • Spain, Canada, France, and the Netherlands all account for a combined 19.2%.

Black Friday Employment Statistics

Retailers hire more employees in anticipation of the holiday season, and most new employees begin in time for Black Friday.

  • 10.7% of JC Penney’s 28,000 seasonal employees work exclusively in supply-chain and distribution centers.
  • Macy’s hires 71,000 seasonal workers, with an estimated 32% employed in distribution centers.
  • 56.1% of retailers advertise more staff positions to handle merchandise returns alone.
  • Among these retailers, 26.1% aim to hire “significantly more” staff to handle returns.
  • 20% of all holiday season retail hires in 2021 were 15- to 19-year-olds.
  • Holiday employment among teenagers increased 122.2% from 2019.
  • Employers added an estimated 477,000 seasonal retail positions in 2021.
Estimated Seasonal Hires Per Year
Year Estimated Seasonal Employees Change YoY
2022 365,6000 -15.8%
2021 477,000 -5.94%
2020 507,100 1.60%
2019 499,100 2.23%
2018 488,200 0.45%
2017 486,000 -1.78%
2016 494,800 -5.70%

Black Friday Consumer Behavior & Statistics

Most Black Friday shoppers begin shopping before 10 a.m. While many Black Friday shoppers are repeat participants, shoppers are more likely to try out new brands for the first time.

  • 42% of shoppers plan to start their Black Friday shopping between midnight and 6 a.m.
  • 48% of shoppers plan to start Black Friday shopping between 7 a.m. and 10 a.m.
  • 30% of people who shopped Black Friday through Cyber Monday planned ahead for a few weeks or more.
  • 10% of shoppers didn’t plan on shopping at all.
  • 37% of Black Friday shoppers are first-time Black Friday buyers.

These data and insights were compiled by the Capital One Shopping team based on publicly available data.


  1. National Retail Federation (NRF)
  2. CNBC, Black Friday Shopping in Stores Drops 28%
  3. Adobe Experience Cloud, Resources
  4. Statista, Black Friday Worldwide: Statistics and Overview
  5. U.S. Census Bureau, Monthly Retail Trade Reports
  6. USA Today, The QVC Black Friday Sale Has Huge Savings on Nintendo, Ninja, and Circuit
  7. Bluecore, Data Insights: Black Friday Cyber Monday 2022
  8. Retail Dive, Holiday Rewind: How The Shopping Experience Changed in 2021
  9. AARP, 10 Great Reasons to Avoid Stores on Black Friday 2021
  10. USA Today, Stores Struggling to Hire Adults
  11. Reuters, ‘Black Friday’ Drags Through November Amid Tight Inventories
  12. US Small Business Administration, Small Business Saturday
  13. Numerator, Cyber Weekend Recap
  14. U.S. Bureau of Labor Statistics, One-Screen Data Search: Employment Hours and Earnings from the Current Employment Statistics Survey
  15. Deloitte Insights, 2021 Deloitte Holiday Retail Survey
  16. Bloomberg, Black Friday Discounts Fade as Demand, Inflation Power Ahead