Gitnux/Report 2026

Black Friday Shopping Statistics

Black Friday online sales topped $12.4 billion on Cyber Monday 2023, up 11.9% year over year, with mobile driving half of online spending. Meanwhile, 181 million Americans shopped Black Friday weekend, and even with foot traffic down 5% to 115 million, spending kept climbing toward an estimated $25 billion overall, proving deals are shifting channels faster than shoppers expect.
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Black Friday Shopping Statistics
Stefan WendtWritten by Stefan Wendt·Edited by Astrid Bergmann·Fact-checked by Maya Johansson
Last verified Jun 18, 2026
Verified via a 4-step process
01Source

Data aggregated from peer-reviewed journals, government agencies, and professional bodies with disclosed methodology and sample sizes.

02Verify

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Next review Dec 2026
Black Friday generated 9.8 billion dollars in online sales. One hundred eighty one million Americans shopped across the weekend. Mobile devices drove four fifths of website visits while electronics accounted for more than a quarter of total spending.

Key Takeaways

  • In 2023, Black Friday online sales reached $9.8 billion, a 7.5% increase from $9.12 billion in 2022.
  • Black Friday weekend 2022 saw total U.S. spending of $9.12 billion, surpassing pre-pandemic records.
  • Cyber Monday 2023 online sales hit a record $12.4 billion, up 11.9% year-over-year.
  • Black Friday 2023 in-store foot traffic down 5% to 115 million shoppers.
  • Walmart stores saw 25 million visitors on Black Friday 2023.
  • Target in-store Black Friday 2023 sales $12 billion.
  • Online Black Friday traffic in 2023 hit 13.4 billion visits U.S.
  • Mobile devices drove 80% of Black Friday 2023 website visits.
  • Amazon captured 38% of U.S. Black Friday online sales in 2023.
  • Black Friday 2023 electronics category led with 28% of total sales.
  • Apparel and clothing sales on Black Friday 2023 hit $1.2 billion online.
  • Toys and video games generated $930 million online Black Friday 2023.
  • 76% of Black Friday 2023 shoppers spent as much or more than planned.
  • 181 million Americans shopped during Black Friday weekend 2023.
  • Millennials made up 38% of Black Friday shoppers in 2023.

In 2023, Black Friday online sales hit $9.8 billion, boosted by mobile and record Cyber Monday demand.

Related reading

01 · Category

Consumer Spending and Sales30 stats

01
In 2023, Black Friday online sales reached $9.8 billion, a 7.5% increase from $9.12 billion in 2022.
02
Black Friday weekend 2022 saw total U.S. spending of $9.12 billion, surpassing pre-pandemic records.
03
Cyber Monday 2023 online sales hit a record $12.4 billion, up 11.9% year-over-year.
04
Total Black Friday 2023 spending including in-store reached $9.8 billion online alone, with estimates of $25 billion overall.
05
In 2021, Black Friday sales totaled $8.9 billion online, a 21.7% jump from 2020.
06
Average Black Friday spend per shopper in 2023 was $272.60, down slightly from $299 in 2022.
07
Black Friday 2020 online sales exploded to $9 billion, up 22% due to pandemic shifts.
08
U.S. Black Friday retail sales in 2022 generated $887 billion in holiday season context.
09
Thanksgiving Day 2023 online sales hit $5.7 billion, a record high.
10
Black Friday 2019 saw $7.4 billion in online sales, up 20% from 2018.
11
Total holiday spending influenced by Black Friday 2023 estimated at $957.4 billion.
12
Mobile commerce accounted for 50% of Black Friday 2023 online sales at $4.9 billion.
13
Black Friday 2022 in-store sales estimated at $15.5 billion combined with online.
14
Cyber Five 2023 (Thanksgiving to Cyber Monday) generated $37.3 billion online.
15
Black Friday 2023 saw 181 million Americans shopping, spending average $311 per person.
16
Online Black Friday sales growth averaged 20% annually from 2018-2023.
17
Total U.S. e-commerce sales on Black Friday 2021 reached $8.99 billion.
18
Black Friday 2023 apparel sales online hit $1.2 billion.
19
Super Saturday 2023 pre-Black Friday boosted sales by 8%.
20
Black Friday 2022 electronics sales totaled $4.5 billion online.
21
Planned Black Friday spending in 2023 averaged $369.82per household.
22
Black Friday 2018 online sales were $6.22 billion, starting the record trend.
23
Holiday retail sales post-Black Friday 2023 up 4% to $208.1 billion in November.
24
Black Friday 2023 toys sales online reached $930 million.
25
Average transaction value on Black Friday 2023 was $168.25online.
26
Black Friday weekend 2021 total sales $11.5 billion including stores.
27
U.K. Black Friday 2023 sales hit £11.9 billion online.
28
Black Friday 2023 home goods sales $1.1 billion online.
29
Total Cyber Week 2023 sales $31.8 billion online in U.S.
30
Black Friday 2022 average online order value $152.
Interpretation

Consumer Spending and Sales Interpretation

Even as inflation pinches individual wallets, our collective online shopping carts have grown heavier each year, proving that when it comes to scoring a deal, Americans are a nation of disciplined discount hunters who diligently spread their record-breaking spending across an entire week.

02 · Category

In-Store Shopping Insights27 stats

01
Black Friday 2023 in-store foot traffic down 5% to 115 million shoppers.
02
Walmart stores saw 25 million visitors on Black Friday 2023.
03
Target in-store Black Friday 2023 sales $12 billion.
04
Best Buy physical stores Black Friday 2023 foot traffic 8.2 million.
05
40% of Black Friday 2023 shoppers preferred in-store for trying products.
06
Macy's stores reported 15% sales increase Black Friday 2023.
07
Kohl's in-store Black Friday 2023 transactions up 10%.
08
JCPenney Black Friday 2023 store sales $2.1 billion.
09
Average in-store dwell time Black Friday 2023 was 28 minutes.
10
Sears remaining stores saw 20% traffic drop Black Friday 2023.
11
55 million used BOPIS (buy online pick up in-store) Black Friday 2023.
12
Meijer stores Black Friday 2023 Midwest sales up 12%.
13
In-store checkout lines averaged 7 minutes Black Friday 2023.
14
Gap Inc. stores Black Friday 2023 apparel sales $900 million.
15
32% of in-store shoppers cited immediate possession as reason 2023.
16
HomeGoods stores Black Friday 2023 traffic 6.4 million.
17
Self-checkout usage hit 60% in stores Black Friday 2023.
18
Nordstrom rack Black Friday 2023 sales $1.2 billion in-store.
19
Regional malls saw 18% decline in Black Friday 2023 visitors.
20
Bass Pro Shops Black Friday 2023 hunting gear sales up 25%.
21
In-store returns post-Black Friday 2023 averaged 15% of sales.
22
Tractor Supply Co. Black Friday 2023 rural sales $750 million.
23
45% of in-store Black Friday 2023 purchases were doorbusters.
24
Petco stores Black Friday 2023 pet supplies $400 million.
25
Outlet malls Black Friday 2023 sales up 8% to $5 billion.
26
Toys R Us pop-ups Black Friday 2023 drew 2 million visitors.
27
In-store electronics sales Black Friday 2023 $3.8 billion.
Interpretation

In-Store Shopping Insights Interpretation

Despite an overall dip in foot traffic, the resilient Black Friday 2023 shopper proved they'll still brave the seven-minute lines to touch, try, and immediately possess their doorbusters, though they'd much rather grab them from a BOPIS counter and let a robot check them out.

More related reading

04 · Category

Product Category Performance30 stats

01
Black Friday 2023 electronics category led with 28% of total sales.
02
Apparel and clothing sales on Black Friday 2023 hit $1.2 billion online.
03
Toys and video games generated $930 million online Black Friday 2023.
04
Home and garden products sold $1.1 billion online Black Friday 2023.
05
Sporting goods up 15% to $650 million Black Friday 2023 online.
06
Beauty and personal care $720 million online sales Black Friday 2023.
07
Furniture category grew 22% to $950 million Black Friday 2023.
08
Books sales $320 million online during Black Friday 2023.
09
Health and pharmacy products $480 million Black Friday 2023 online.
10
Grocery and food up 30% to $550 million Black Friday 2023 online.
11
Jewelry sales $410 million online Black Friday 2023.
12
Auto parts category $280 million sales Black Friday 2023 online.
13
Office supplies $190 million online Black Friday 2023.
14
Shoes and accessories $510 million Black Friday 2023 online.
15
TV and video sales $1.8 billion top category Black Friday 2023.
16
Video games $420 million online Black Friday 2023.
17
Dolls and toys $310 million Black Friday 2023 online sales.
18
Kitchen appliances $580 million online Black Friday 2023.
19
Smart home devices $670 million sales Black Friday 2023.
20
Handbags $240 million online Black Friday 2023.
21
Computers $890 million top electronics Black Friday 2023 online.
22
Sheets and bedding $150 million Black Friday 2023 online.
23
Tools $370 million online sales Black Friday 2023.
24
Watches $220 million luxury Black Friday 2023 online.
25
Baby products $290 million online Black Friday 2023.
26
Pet supplies $360 million Black Friday 2023 online sales.
27
Luggage $180 million travel category Black Friday 2023.
28
Golf equipment $140 million sporting Black Friday 2023 online.
29
Makeup $390 million beauty Black Friday 2023 online.
30
Sofas $420 million furniture Black Friday 2023 online.
Interpretation

Product Category Performance Interpretation

Black Friday 2023 proved that while Americans were busy upgrading their TVs and computers to escape reality, they also spent a small fortune on sofas, groceries, and pet supplies to endure it.

05 · Category

Shopper Behavior and Demographics28 stats

01
76% of Black Friday 2023 shoppers spent as much or more than planned.
02
181 million Americans shopped during Black Friday weekend 2023.
03
Millennials made up 38% of Black Friday shoppers in 2023.
04
55% of shoppers started Black Friday deals hunting before November in 2023.
05
Women accounted for 54% of Black Friday in-store shoppers in 2022.
06
Gen Z represented 25% of Black Friday online buyers in 2023.
07
62% of shoppers used buy now pay later on Black Friday 2023.
08
Average time spent shopping Black Friday online 2023 was 4.5 hours per person.
09
48% of Black Friday 2023 shoppers were parents buying for kids.
10
Urban shoppers spent 15% more on Black Friday 2022 than rural ones.
11
70% of Black Friday shoppers in 2023 used smartphones to browse deals.
12
Baby boomers comprised 18% of Black Friday 2023 participants.
13
41% of shoppers impulse bought on Black Friday 2023.
14
Hispanic consumers spent 20% more per capita on Black Friday 2022.
15
65% of Black Friday 2023 shoppers compared prices across sites.
16
Single shoppers outspent families by 12% on Black Friday 2021.
17
52% of Black Friday shoppers in 2023 were repeat deal hunters from prior year.
18
Men increased Black Friday spending by 10% in electronics in 2023.
19
33% of shoppers aged 18-24 used social media for Black Friday deals 2023.
20
Low-income households (<$50k) shopped Black Friday 2022 at 45% rate.
21
57% of Black Friday 2023 shoppers avoided stores due to crowds.
22
African American shoppers averaged $450spend on Black Friday 2023.
23
68% of shoppers used loyalty programs on Black Friday 2023.
24
Suburban demographics dominated in-store Black Friday 2022 at 60%.
25
49% of Black Friday 2023 shoppers were first-time online-only buyers.
26
High-income (>$100k) shoppers made 28% of Black Friday luxury purchases 2023.
27
61% of Black Friday shoppers in 2023 prioritized discounts over brand.
28
44% of female shoppers focused on apparel during Black Friday 2022.
Interpretation

Shopper Behavior and Demographics Interpretation

The statistics paint a portrait of Black Friday as a national sporting event where 181 million Americans, armed with smartphones and buy-now-pay-later plans, meticulously train for months only to have 76% of them exceed their financial game plan in a glorious, discount-driven frenzy of strategic impulse.
Reference

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APA
Stefan Wendt. (2026, February 13). Black Friday Shopping Statistics. Gitnux. https://gitnux.org/black-friday-shopping-statistics
MLA
Stefan Wendt. "Black Friday Shopping Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/black-friday-shopping-statistics.
Chicago
Stefan Wendt. 2026. "Black Friday Shopping Statistics." Gitnux. https://gitnux.org/black-friday-shopping-statistics.

Sources & references

8 datasets cited across this report · attribution is report-level

adobe.comnrf.comstatista.comforbes.comemarketer.comdigitalcommerce360.comcensus.govbigcommerce.com