Gitnux/Report 2026

Black Friday Sales Statistics

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July 13, 2026Updated
Black Friday Sales Statistics
Marie LarsenWritten by Marie Larsen·Edited by Julian Richter·Fact-checked by Rebecca Hargrove
Published ·Updated
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Key Takeaways

  • 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 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
  • 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

Related reading

02 · Category

Online Vs In Store20 stats

01
55% of Black Friday 2023 traffic came from mobile devices per Adobe
02
Online Black Friday sales grew 7.5% to $9.8B in 2023 while in-store flat
03
In-store Black Friday visits reached 157 million in 2023, up from 2022
04
53% of total Black Friday 2023 sales were online vs 47% offline
05
Black Friday 2023 desktop sales $3.1B vs mobile $4.5B and tablet $2.2B
06
In-store sales per visitor averaged $82on Black Friday 2023
07
Online Black Friday conversion rate hit 3.2% in 2023 peak hours
08
72% of Black Friday 2023 shoppers who went online also visited stores
09
Brick-and-mortar Black Friday sales up 0.3% in 2024 early reports
10
Mobile commerce represented 58% of online Black Friday 2023 ecommerce
11
In-store dwell time averaged 28 minutes on Black Friday 2023 per Placer.ai
12
Online-only Black Friday sales channels grew 12% YoY in 2023
13
41 million fewer in-store shoppers in 2023 vs pre-pandemic peaks
14
Tablet Black Friday online sales up 15% to $2.2B in 2023
15
Curbside pickup orders surged 20% on Black Friday 2023
16
In-store Black Friday traffic heaviest 6-9 AM in 2023 at 25% of daily total
17
Ecommerce Black Friday share reached 55% of total retail in 2023
18
Physical store Black Friday sales $7.6B in 2022 vs $9.8B online 2023 shift
19
App-based Black Friday purchases hit 38% of mobile sales in 2023
20
Mall Black Friday visits down 10% YoY in 2023 to 45 million
Interpretation

Online Vs In Store Interpretation

Online is clearly outpacing in-store for Black Friday with 53% of sales coming from online and online growth rising 7.5% to $9.8B in 2023 while desktop and mobile sales lead at $3.1B and $4.5B respectively, reinforcing that shoppers increasingly choose digital over physical shopping.

03 · Category

Overall Sales Figures25 stats

01
Black Friday 2023 total U.S. retail sales hit $9.8 billion online, up 7.5% from 2022
02
NRF projected Black Friday weekend sales (Thanksgiving through Cyber Monday) to reach $10.2 billion in in-store purchases for 2024
03
Black Friday 2022 saw $887 million in sales within the first hour of midnight deals online
04
U.S. Black Friday sales totaled $9.12 billion online in 2022, a 2.3% increase year-over-year
05
Adobe Analytics reported peak Black Friday 2023 online traffic at 11:53 AM ET with 182.6 million unique visitors
06
Black Friday 2023 generated $12.4 billion in total U.S. holiday weekend sales including Cyber Monday
07
In 2021, Black Friday online sales reached $9 billion, surpassing previous records by 30%
08
Total Black Friday foot traffic in U.S. stores increased by 11% in 2023 compared to 2022
09
Black Friday 2024 saw $5.3 billion in online sales by noon ET, up 25% from 2023
10
NRF estimated 133.6 million Americans shopped in-store on Black Friday 2023
11
Black Friday 2020 online sales exploded to $9 billion, a 22% jump due to pandemic shifts
12
U.S. Black Friday brick-and-mortar sales reached $8.5 billion in 2023
13
Peak Black Friday 2023 online sales hour was 2-3 PM ET with $1.2 billion spent
14
Black Friday sales contributed to $36.1 billion in Thanksgiving weekend spending in 2023
15
In 2019 pre-pandemic, Black Friday online sales were $7.4 billion
16
Black Friday 2023 saw a record 185 million unique online visitors in the U.S.
17
Total U.S. retail sales on Black Friday 2024 estimated at $10.5 billion combined online and offline
18
Black Friday weekend 2022 sales totaled $32.2 billion across all channels
19
Adobe reported Black Friday 2023 mobile sales at $4.5 billion
20
In-store Black Friday sales grew 0.2% in 2023 despite online dominance
21
Black Friday 2021 total sales hit $11.5 billion online alone
22
U.S. shoppers spent $1.4 billion on Black Friday morning 2023 from 12-9 AM ET
23
Black Friday 2023 Cyber Monday combo sales reached $13.3 billion online
24
Pre-Black Friday sales in November 2023 boosted totals by 15%
25
Black Friday 2024 in-store visits up 5.5% YoY per Placer.ai
Interpretation

Overall Sales Figures Interpretation

For the overall sales figures, Black Friday momentum is clearly shifting online and expanding overall, with 2023 U.S. online sales reaching $9.8 billion up 7.5% from 2022 and the full holiday weekend totaling $12.4 billion including Cyber Monday.

More related reading

04 · Category

Product Category Sales23 stats

01
Total Black Friday electronics sales hit $12 billion in 2023
02
Toys and video games led Black Friday 2023 with $1.3 billion in sales, up 16% YoY
03
Apparel category saw $3.2 billion in Black Friday 2023 online sales
04
Home and garden products generated $1.8 billion on Black Friday 2023
05
Smartphones sold 2.1 million units on Black Friday 2023 in U.S.
06
Apple products accounted for 22% of Black Friday electronics sales in 2023
07
Video game consoles like PS5 sold out with $900 million in category sales Black Friday 2023
08
Beauty and personal care hit $850 million on Black Friday 2023 online
09
Sporting goods sales reached $1.1 billion during Black Friday weekend 2023
10
Kitchen appliances saw 25% sales growth to $650 million on Black Friday 2023
11
Jewelry category generated $420 million in Black Friday 2023 sales
12
Books and media sales totaled $380 million on Black Friday 2023
13
Toys sales increased 12% to $1.2 billion Black Friday 2023 vs 2022
14
Laptops sold 1.5 million units worth $2.4 billion on Black Friday 2023
15
Furniture and home decor hit $950 million online Black Friday 2023
16
Health and beauty electronics like massagers sold $300 million Black Friday 2023
17
Auto parts and accessories reached $250 million in Black Friday 2023 sales
18
Pet supplies category grew 18% to $180 million on Black Friday 2023
19
Office supplies sales hit $220 million during Black Friday 2023
20
TVs and home theater systems sold $1.7 billion on Black Friday 2023
21
Baby products generated $400 million in Black Friday 2023 online sales
22
Tools and hardware category reached $550 million Black Friday 2023
23
Grocery and household essentials saw $150 million spike Black Friday 2023
Interpretation

Product Category Sales Interpretation

In 2023 product category sales show strong momentum with Black Friday electronics reaching $12 billion overall while toys and video games climbed to $1.3 billion up 16% year over year and apparel pulled in $3.2 billion online.
report visual · Comparison

Black Friday Sales Statistics statistics snapshot

Selected headline statistics from verified sources for a stable visual baseline.

76% of Black Friday 2023 shoppers made purchases both online and in-store76%
68% of Black Friday 2023 shoppers used mobile devices to browse deals68%
Impulse buying accounted for 54% of Black Friday 2023 purchases54%
42% of U.S. consumers started Black Friday shopping before November in 202342%
29% of shoppers used buy online pick up in-store (BOPIS) on Black Friday 202329%
Average Black Friday spend per shopper was $311 in 2023, up 8% from 20228%
Reference

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APA
Marie Larsen. (2026, February 13). Black Friday Sales Statistics. Gitnux. https://gitnux.org/black-friday-sales-statistics
MLA
Marie Larsen. "Black Friday Sales Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/black-friday-sales-statistics.
Chicago
Marie Larsen. 2026. "Black Friday Sales Statistics." Gitnux. https://gitnux.org/black-friday-sales-statistics.

Sources & references

34 datasets cited across this report

adobe.comnrf.comdigitalcommerce360.comstatista.comemarketer.complacer.aiforbes.comshopify.comcounterpointresearch.comgamesindustry.bizpublishersweekly.comautonews.competfoodindustry.comcepro.combaymard.comappsflyer.comretailcouncil.orgaustralia.com.auecommerce-europe.euebit.com.bramvo.org.mxalizila.comde.statista.comfevad.comons.gov.ukpayflex.co.zajapantimes.co.jpcnmc.esfedercommerce.itthuiswinkel.orgsvenskhandel.seecommercepolska.pldubizzle.commckinsey.com