Highlights. American consumers will spend $12.9 billion shopping online for Black Friday 2026.
- Black Friday sales are expected to increase 9.2% year-over-year (YoY) in 2025.
- Worldwide, Black Friday shoppers spent $79 billion in 2025.
- 57.4% of Black Friday revenue comes from mobile shoppers.
- 80.3 million Americans shopped in stores on Black Friday 2025.
- Global online Black Friday & Cyber Monday sales increased 7% YoY.
| Year | Date | Projected Online Spending (in billions) |
|---|---|---|
| 2026 | November 27 | $12.9 |
| 2027 | November 26 | $14.1 |
| 2028 | November 24 | $15.4 |
Black Friday Sales Statistics
American consumers spend over $12 billion shopping online on Black Friday; with the addition of in-store spending, U.S. retail revenue exceeds $22 billion.
- An estimated 129.4 million Americans made a retail purchase on Black Friday 2025.
- The average shopper spends an estimated $622 during the Black Friday/Cyber Monday sales period.
- 63.7% of Thanksgiving Weekend shoppers make purchases on Black Friday.
Black Friday Online Sales Statistics
Online sales on Black Friday represent approximately 1.2% of retail spending in the holiday shopping season.
- U.S. Black Friday 2025 online revenue exceeded $11.8 billion.
- Black Friday e-commerce revenue increased 9.26% YoY in 2025.
- 85.7 million Americans shopped online on Black Friday 2025, down 1.83% YoY.
- Online traffic from holiday shoppers using generative artificial intelligence (eg., ChatGPT) increased 693% YoY in 2025.
- Black Friday online spending has more than tripled since 2015.
- Online sales revenue on Black Friday exceeded the year’s average daily online sales revenue by 237%.
- Black Friday e-commerce revenue exceeds the fourth financial quarter (Q4) daily online sales revenue by 197%.
- Black Friday 2025 online revenue fell behind Cyber Monday by 17.2%.
- Online retail spending increased 10.2% from Black Friday 2023 to 2024 and by 7.69% from 2022 to 2023.
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 2025 was 37.2% among top retailers.*
- Compared to 2024, the average Black Friday discount was 2.57% lower.
- In 2024, the average Black Friday discount was 38.2%, 9.03% higher than in 2023.
- Among retail product categories, the deepest Black Friday discounts are for toys; in 2026, the average toy is expected to sell for 29% off.
- Televisions will have an average Black Friday discount of 23% in 2026; apparel is also expected to be discounted by 23%.
*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.
- Up to 61% of American consumers will shop on Black Friday 2026.
- 51% of 2025 holiday shoppers participated in Black Friday, up 8.51% from 2024.
- The number of in-store Black Friday shoppers decreased by 1.71% YoY from 2024 to 2025.
- The average 2025 Black Friday shopper decreased spending by 10.3% YoY.
- Up to 55% of all holiday shoppers buy gifts on Black Friday.
- Black Friday shoppers spend over 70% of their budgets on gifts.
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 6.72% more likely to purchase online than in-store.
- 34.8% of Black Friday 2025 online purchases came from new customers.
- Health & beauty saw the largest increase in web traffic from Black Friday 2024 to 2025 at 39.6%.
- 77% of online Black Friday 2025 shoppers planned on purchasing clothing & accessories; 67% planned to buy electronics.
- Online Black Friday shoppers also intended to purchase health & beauty products (42%), toys (44%), and household appliances (30%).
- In 2025, 94% of Black Friday online shoppers planned to shop at Amazon.
- Walmart and Target were also popular, with 61% and 48% 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.
- Approximately 62% of Black Friday 2025 consumers shopped in physical stores.
- Black Friday shoppers are 6.30% less likely to shop in-store rather than online.
- Foot traffic in stores in 2025 decreased 3.6% from the previous year.
- 80% of in-person Black Friday 2025 shoppers planned to purchase clothing & accessories.
- 70% of Black Friday shoppers planned to buy electronics in-store, 45% planned to purchase health & beauty products, 43% planned to buy toys, and 38% planned to buy appliances.
- Walmart is the most popular destination for in-store Black Friday shoppers, with 71% planning to shop in 2025.
- 56% of in-store shoppers planned to visit Target on Black Friday 2025.
- In-store Black Friday shoppers also intended to shop at Best Buy (39%), Kohl’s (37%), and Macy’s (28%).
- 29% of Black Friday shoppers are willing to wait in line for over two (2) hours to enter a store.
- When it comes to checkout lines, 42% of Black Friday shoppers are willing to wait for 30 minutes to an hour.
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.
- Shoppers will spend over $63 billion on electronics during the 2026 holiday shopping season.
- Among top U.S. retailers, the deepest Black Friday 2025 discounts were on jewelry, with an average discount of 42.2%.
- Top retailers also offered average discounts of 36.3% on apparel & accessories, 35.8% on appliances, and 31.4% on toys.
- Computers & phones were most likely to be discounted, with a 20.2% share of Black Friday discounts among top retailers.
- Jewelry promotions accounted for 15.2% of Black Friday discounts, and toys accounted for 13.3%.
- First-time customers on Black Friday were most likely to purchase jewelry & accessories, with 63.7% of apparel shoppers identified as first-time buyers.
- The average order value for sports & hobby products increased 75.4% from Black Friday 2024 to 2025, the most of any product category.
- Sports & hobby also saw the highest order volume increase on Black Friday 2025, up 22.7%.
- 57.3% of shoppers who purchased footwear on Black Friday 2025 bought a new brand for the first time.
- 54.7% of home goods purchases on Black Friday 2025 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 13.9% of annual retail sales revenue.
- Sales over the 2025 winter shopping season totaled $1.01 trillion; sales totaled $976.1 billion in 2024.
- Total sales revenue includes $257.8 billion in online sales; in 2024, online sales totaled $241.4 billion.
- The average consumer planned to spend $890 on holiday shopping in 2025, with $628 allocated to gifts.
- 17% of sales made during the 2025 holiday season are expected to have been returned.
- 82% of recipients intending to return unwanted holiday gifts return items within one month of receiving.
- As many as 30% of holiday shoppers don’t participate in large shopping events like Black Friday or Cyber Monday.
| Year | Sales Dollars (in billions) |
%Change YoY |
|---|---|---|
| 2025 | $1,014.7 | 3.95% |
| 2024 | $976.1 | 4.28% |
| 2023 | $936.0 | 3.93% |
| 2022 | $900.6 | 4.68% |
| 2021 | $860.3 | 12.5% |
| 2020 | $764.5 | 8.95% |
| 2019 | $701.7 | 3.73% |
| 2018 | $676.5 | 2.45% |
| 2017 | $660.3 | 4.91% |
| 2016 | $629.4 | 3.03% |
| 2015 | $610.9 | 2.59% |
| 2014 | $595.5 | 4.64% |
| 2013 | $569.1 | 2.56% |
| 2012 | $554.9 | 2.51% |
| 2011 | $541.3 | 4.60% |
| 2010 | $517.5 | 5.20% |
| 2009 | $491.9 | 0.22% |
| 2008 | $490.8 | -4.48% |
| 2007 | $513.8 | 2.64% |
| 2006 | $500.6 | 3.43% |
| 2005 | $484.0 | 3.60% |
| 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.
- 202.9 million people shopped over the 5-day Thanksgiving holiday weekend in 2025, up 2.99% from 2024.
- Thanksgiving weekend shoppers in 2025 were 1.25% more than the 2023 record of 200.4 million.
- 63.8% of shoppers visited brick-and-mortar stores.
- Among Thanksgiving weekend shoppers, 39.6% shopped in-store on Black Friday.
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.
- 70% of holiday shoppers planned to shop during Cyber Week 2025; 68% planned to shop the same period in 2024.
- Generation Z consumers are most likely to shop on Black Friday with a 67% participation rate, while Millennials are more likely to shop on Cyber Monday (57% participation).
- Black Friday online shoppers outnumbered Cyber Monday shoppers by 9.8 million (12.9%) in 2025.
- In 2024, there were 22.9 million (35.6%) more online shoppers on Black Friday than on Cyber Monday.
- 47% of 2025 holiday shoppers participated in Cyber Monday, up 9.30% from 2023.
- Cyber Monday sales are expected to total $15.1 billion in 2026.
- In 2026, Cyber Monday revenue will exceed Black Friday by 17.1%.
- 92% of Cyber Weekend shoppers purchased gifts.
- Among Cyber Weekend gift shoppers, 64% also purchased other items for themselves or their household.
**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 |
|---|---|
| Vacuum cleaners | 930% |
| Video games | 910% |
| Smart watches | 875% |
| Cookware | 860% |
| Small kitchen appliances | 840% |
| Headphones & speakers | 805% |
| Children’s toys | 760% |
| Personal care appliances | 750% |
| Televisions | 620% |
| Smartphones | 600% |
†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 2025, 20% of holiday shoppers participated in Small Business Saturday, the same share as in 2024.
- Shoppers spent an estimated $18 billion at small businesses on Small Business Saturday 2025.
- 46.2 million consumers shopped exclusively in-store on Super Saturday.
- In-store shopping participation in Small Business Saturday increased 2.62% from 2024 to 2025.
- Small Business Saturday saw 45.4% less shopper activity than Black Friday in 2025.
- 36.2 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.
- 59% of Cyber Weekend participants shopped early Black Friday deals in 2025.
- Pre-season sales participation among Black Friday shoppers decreased 1.67% from 2024 to 2025.
- In 2025, 40% of holiday shoppers took advantage of sales taking place before Thanksgiving.
- 42% of shoppers began browsing or purchasing for the 2025 holiday season before November.
- In 2026, pre-Thanksgiving holiday discounts are expected to average up to 21% off, with discounts of 14% off expected in the first two weeks of November.
- 33% of Black Friday in-store shoppers start their shopping on Thanksgiving Day.
Black Friday Consumer Behavior & Statistics
Most Black Friday shoppers start shopping in the morning and are incentivized by discounts.
- In 2025, 30% of shoppers planned to start Black Friday shopping between 5 a.m. and 10 a.m.
- 80% of Black Friday shoppers shop specifically for special discounts.
- 61% of consumers find Black Friday promotions on retailer websites.
- 54% of shoppers discover Black Friday deals through promotional emails, while 54% find them through social media advertisements.
- 81% of Black Friday shoppers are interested in using AI to help them shop for the holidays.
| Year | Estimated Seasonal Employees | Change YoY |
|---|---|---|
| 2025 | 362,600 | -8.96% |
| 2024 | 398,300 | 0.10% |
| 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 362,600 seasonal retail positions in 2025.
- 43% of retailers advertise more staff positions to handle merchandise returns alone.
- The share of retailers hiring more staff to process holiday returns increased by 26.5% from 2024 to 2025.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- National Retail Federation (NRF)
- RetailNext, Press Releases
- 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
- Salesforce, News & Insights
- American Express, Shop Small