Black Friday's staggering $9.8 billion online spending spree proves this shopping phenomenon is bigger than ever, evolving into a global retail spectacle that captivates millions with irresistible deals.
Key Takeaways
- Black Friday 2023 total U.S. retail sales hit $9.8 billion online, up 7.5% from 2022
- NRF projected Black Friday weekend sales (Thanksgiving through Cyber Monday) to reach $10.2 billion in in-store purchases for 2024
- Black Friday 2022 saw $887 million in sales within the first hour of midnight deals online
- Total Black Friday electronics sales hit $12 billion in 2023
- Toys and video games led Black Friday 2023 with $1.3 billion in sales, up 16% YoY
- Apparel category saw $3.2 billion in Black Friday 2023 online sales
- 68% of Black Friday 2023 shoppers used mobile devices to browse deals
- 42% of U.S. consumers started Black Friday shopping before November in 2023
- Average Black Friday spend per shopper was $311 in 2023, up 8% from 2022
- 55% of Black Friday 2023 traffic came from mobile devices per Adobe
- Online Black Friday sales grew 7.5% to $9.8B in 2023 while in-store flat
- In-store Black Friday visits reached 157 million in 2023, up from 2022
- Black Friday 2023 U.S. online sales $9.8B, UK £2.4B
- In Canada, Black Friday 2023 sales reached CAD 7.6 billion total
- Australia Black Friday 2023 online sales up 26% to AUD 740 million
Black Friday continues to grow as online sales rise and shoppers buy both in stores and digitally.
Consumer Shopping Trends
- 68% of Black Friday 2023 shoppers used mobile devices to browse deals
- 42% of U.S. consumers started Black Friday shopping before November in 2023
- Average Black Friday spend per shopper was $311 in 2023, up 8% from 2022
- 76% of Black Friday 2023 shoppers made purchases both online and in-store
- 29% of shoppers used buy online pick up in-store (BOPIS) on Black Friday 2023
- Impulse buying accounted for 54% of Black Friday 2023 purchases
- 62% of millennials planned Black Friday shopping in 2023 surveys
- Average time spent shopping Black Friday online was 4.5 hours per consumer in 2023
- 81% of Black Friday 2023 shoppers sought email deal notifications
- 35% of shoppers returned Black Friday purchases within 30 days in 2023
- Social media influenced 47% of Black Friday 2023 buying decisions
- 52% of consumers used price comparison apps on Black Friday 2023
- Black Friday 2023 saw 25% of shoppers using buy now pay later (BNPL) options
- 67% of Gen Z prioritized deals over brand loyalty on Black Friday 2023
- Average cart abandonment rate was 69.99% during Black Friday 2023 peaks
- 44% of shoppers visited 5+ stores online on Black Friday 2023
- Loyalty programs influenced 58% of Black Friday 2023 repeat purchases
- 71% of consumers researched products online before Black Friday in-store buys 2023
- Free shipping swayed 80% of Black Friday 2023 online carts to checkout
- 39% of shoppers used voice assistants for Black Friday 2023 deal hunting
Consumer Shopping Trends Interpretation
The modern Black Friday shopper is a hyper-connected, deal-hunting cyborg who meticulously researches for months on their phone only to succumb to an impulse buy at the last second, often with money they don't have yet, in a cart they'll probably abandon unless shipping is free.
Online vs In-Store
- 55% of Black Friday 2023 traffic came from mobile devices per Adobe
- Online Black Friday sales grew 7.5% to $9.8B in 2023 while in-store flat
- In-store Black Friday visits reached 157 million in 2023, up from 2022
- 53% of total Black Friday 2023 sales were online vs 47% offline
- Black Friday 2023 desktop sales $3.1B vs mobile $4.5B and tablet $2.2B
- In-store sales per visitor averaged $82 on Black Friday 2023
- Online Black Friday conversion rate hit 3.2% in 2023 peak hours
- 72% of Black Friday 2023 shoppers who went online also visited stores
- Brick-and-mortar Black Friday sales up 0.3% in 2024 early reports
- Mobile commerce represented 58% of online Black Friday 2023 ecommerce
- In-store dwell time averaged 28 minutes on Black Friday 2023 per Placer.ai
- Online-only Black Friday sales channels grew 12% YoY in 2023
- 41 million fewer in-store shoppers in 2023 vs pre-pandemic peaks
- Tablet Black Friday online sales up 15% to $2.2B in 2023
- Curbside pickup orders surged 20% on Black Friday 2023
- In-store Black Friday traffic heaviest 6-9 AM in 2023 at 25% of daily total
- Ecommerce Black Friday share reached 55% of total retail in 2023
- Physical store Black Friday sales $7.6B in 2022 vs $9.8B online 2023 shift
- App-based Black Friday purchases hit 38% of mobile sales in 2023
- Mall Black Friday visits down 10% YoY in 2023 to 45 million
Online vs In-Store Interpretation
While shoppers now strategize from their sofas with a phone in one hand, the physical store has become a curated showroom for the decisive, as the data proves we've simply moved the chaotic thrill of the hunt online without abandoning the in-person trophy grab.
Overall Sales Figures
- Black Friday 2023 total U.S. retail sales hit $9.8 billion online, up 7.5% from 2022
- NRF projected Black Friday weekend sales (Thanksgiving through Cyber Monday) to reach $10.2 billion in in-store purchases for 2024
- Black Friday 2022 saw $887 million in sales within the first hour of midnight deals online
- U.S. Black Friday sales totaled $9.12 billion online in 2022, a 2.3% increase year-over-year
- Adobe Analytics reported peak Black Friday 2023 online traffic at 11:53 AM ET with 182.6 million unique visitors
- Black Friday 2023 generated $12.4 billion in total U.S. holiday weekend sales including Cyber Monday
- In 2021, Black Friday online sales reached $9 billion, surpassing previous records by 30%
- Total Black Friday foot traffic in U.S. stores increased by 11% in 2023 compared to 2022
- Black Friday 2024 saw $5.3 billion in online sales by noon ET, up 25% from 2023
- NRF estimated 133.6 million Americans shopped in-store on Black Friday 2023
- Black Friday 2020 online sales exploded to $9 billion, a 22% jump due to pandemic shifts
- U.S. Black Friday brick-and-mortar sales reached $8.5 billion in 2023
- Peak Black Friday 2023 online sales hour was 2-3 PM ET with $1.2 billion spent
- Black Friday sales contributed to $36.1 billion in Thanksgiving weekend spending in 2023
- In 2019 pre-pandemic, Black Friday online sales were $7.4 billion
- Black Friday 2023 saw a record 185 million unique online visitors in the U.S.
- Total U.S. retail sales on Black Friday 2024 estimated at $10.5 billion combined online and offline
- Black Friday weekend 2022 sales totaled $32.2 billion across all channels
- Adobe reported Black Friday 2023 mobile sales at $4.5 billion
- In-store Black Friday sales grew 0.2% in 2023 despite online dominance
- Black Friday 2021 total sales hit $11.5 billion online alone
- U.S. shoppers spent $1.4 billion on Black Friday morning 2023 from 12-9 AM ET
- Black Friday 2023 Cyber Monday combo sales reached $13.3 billion online
- Pre-Black Friday sales in November 2023 boosted totals by 15%
- Black Friday 2024 in-store visits up 5.5% YoY per Placer.ai
Overall Sales Figures Interpretation
While Americans are theoretically giving thanks for what they have, the following Friday's retail data proves we are far more enthusiastic, and financially committed, to the noble pursuit of acquiring what we do not.
Product Category Sales
- Total Black Friday electronics sales hit $12 billion in 2023
- Toys and video games led Black Friday 2023 with $1.3 billion in sales, up 16% YoY
- Apparel category saw $3.2 billion in Black Friday 2023 online sales
- Home and garden products generated $1.8 billion on Black Friday 2023
- Smartphones sold 2.1 million units on Black Friday 2023 in U.S.
- Apple products accounted for 22% of Black Friday electronics sales in 2023
- Video game consoles like PS5 sold out with $900 million in category sales Black Friday 2023
- Beauty and personal care hit $850 million on Black Friday 2023 online
- Sporting goods sales reached $1.1 billion during Black Friday weekend 2023
- Kitchen appliances saw 25% sales growth to $650 million on Black Friday 2023
- Jewelry category generated $420 million in Black Friday 2023 sales
- Books and media sales totaled $380 million on Black Friday 2023
- Toys sales increased 12% to $1.2 billion Black Friday 2023 vs 2022
- Laptops sold 1.5 million units worth $2.4 billion on Black Friday 2023
- Furniture and home decor hit $950 million online Black Friday 2023
- Health and beauty electronics like massagers sold $300 million Black Friday 2023
- Auto parts and accessories reached $250 million in Black Friday 2023 sales
- Pet supplies category grew 18% to $180 million on Black Friday 2023
- Office supplies sales hit $220 million during Black Friday 2023
- TVs and home theater systems sold $1.7 billion on Black Friday 2023
- Baby products generated $400 million in Black Friday 2023 online sales
- Tools and hardware category reached $550 million Black Friday 2023
- Grocery and household essentials saw $150 million spike Black Friday 2023
Product Category Sales Interpretation
While toys and games brought the fleeting joy, and apparel draped us in new threads, our $12 billion Black Friday bacchanal ultimately proved we are a species that prefers to be comfortably numb in a smart home, staring at a new screen, while wondering what to wear and what to play next.
Regional Global Trends
- Black Friday 2023 U.S. online sales $9.8B, UK £2.4B
- In Canada, Black Friday 2023 sales reached CAD 7.6 billion total
- Australia Black Friday 2023 online sales up 26% to AUD 740 million
- Europe Black Friday sales hit €25 billion in 2023 across markets
- India Black Friday-inspired sales surged 40% in 2023 to INR 50,000 crore
- Brazil Black Friday 2023 total sales R$6.1 billion, up 11.4%
- Mexico Black Friday sales grew 18% to MXN 35 billion in 2023
- China Singles' Day (Black Friday equivalent) sales $139B in 2023
- Germany Black Friday 2023 turnover €5.2 billion online
- France Black Friday sales €6.8 billion total in 2023
- UK Black Friday 2023 online sales £13.3 billion full month
- South Africa Black Friday 2023 sales R18.9 billion, up 22%
- Japan imported Black Friday sales ¥500 billion in 2023
- Spain Black Friday 2023 ecommerce €1.2 billion in one day
- Italy Black Friday sales €2.5 billion online 2023
- Netherlands Black Friday 2023 turnover €1.1 billion
- Sweden saw SEK 10 billion in Black Friday 2023 sales
- Poland Black Friday 2023 online sales PLN 5.2 billion
- UAE Black Friday 2023 sales AED 10 billion across retail
- Global Black Friday sales estimated at $1 trillion in 2023 holiday period
Regional Global Trends Interpretation
Across the globe, shoppers collectively reached for their wallets with a synchronized sigh, proving once again that the only thing more universal than the desire for a deal is the willingness to redefine "essential" for a weekend, all while China calmly reminds everyone that Singles' Day is in a league of its own.
Sources & References
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