Black Friday sales reached $9.8 billion in 2023, with mobile devices driving more than half of all online traffic. This analysis details the spending patterns that define the modern shopping event.
Key Takeaways
- In-store Black Friday 2023 foot traffic down 5% to 102M shoppers but spend per visit up 10% to $112
- Online Black Friday 2023 sales hit $9.8B, 80% mobile-driven visits
- In 2023, U.S. Black Friday online sales totaled $9.8 billion, a 7.5% increase from the previous year with mobile commerce accounting for 42% of transactions
- Millennials (25-40) accounted for 42% of Black Friday 2023 spending, averaging $425 per person
- Electronics category dominated Black Friday 2023 spending with $4.2B online and in-store combined, TVs accounting for 28%
- Black Friday 2022 spending grew 12% YoY to $9.12B online, highest growth since 2020
Black Friday spending jumped sharply as more shoppers found deals online than ever before.
Related reading
01 · Category
Brick-and-Mortar Sales24 stats
01
In-store Black Friday 2023 foot traffic down 5% to 102M shoppers but spend per visit up 10% to $112
02
Walmart Black Friday 2023 in-store sales estimated $6.5B across 4,600 stores
03
Target in-store Black Friday 2023 generated $4.2B, with 2.1M daily visitors
04
Best Buy physical stores Black Friday 2023 sales $3.8B, doorbusters key
05
Macy's brick-and-mortar Black Friday 2023 $2.9B, holiday decor strong
06
Kohl's in-store Black Friday 2023 $2.1B, partnerships boosted traffic 15%
07
Home Depot stores Black Friday 2023 in-store $4.5B, power tools category 40%
08
Average in-store spend Black Friday 2022 $168per shopper, total $8.7B nationally
09
Dick's Sporting Goods in-store Black Friday 2023 $1.8B, fitness gear up 22%
10
Lowe's physical Black Friday 2023 sales $3.2B, appliances 35% share
11
JCPenney in-store Black Friday 2023 $1.4B, apparel dominant
12
Black Friday 2024 in-store sales $7.2B, up 4% despite e-comm shift
13
Costco Black Friday 2023 warehouse sales $2.8B, electronics lead
14
Sears (remaining) in-store Black Friday 2023 $300M, tools focus
15
Black Friday 2021 in-store traffic 116M, spend $9.1B total physical
16
Meijer stores Black Friday 2023 $1.1B in Midwest region
17
Black Friday 2023 in-store conversion 28%, higher than online 4.5%
18
Bass Pro Shops in-store Black Friday 2023 $850M, hunting gear popular
19
Black Friday 2020 in-store sales dipped 12% to $6.8B due to COVID curbs
20
Tractor Supply Co. Black Friday 2023 rural stores $900M
21
In-store Black Friday 2022 average basket $212,contributing $9.5B
22
Menards in-store Black Friday 2023 $1.2B Midwest hardware
23
Black Friday 2023 electronics in-store sales $3.1B, 35% of total physical spend
24
Academy Sports in-store Black Friday 2023 $650M
Interpretation
Brick-and-Mortar Sales Interpretation
While overall foot traffic was down, those who braved the Black Friday fray were on a deliberate, high-spending mission, transforming the physical store from a browsing ground into a focused battlefield where the committed shopper came not just to look, but to conquer with their wallet.
02 · Category
Online Sales26 stats
01
Online Black Friday 2023 sales hit $9.8B, 80% mobile-driven visits
02
Mobile devices accounted for 51% of Black Friday 2023 online traffic, generating $5.1B in sales
03
Amazon Black Friday 2023 online sales estimated at $4.5B from U.S. alone
04
Walmart.com Black Friday 2023 e-commerce sales surged 20% to $2.1B
05
Black Friday 2024 online sales preliminary $10.8B, up 10% with desktop at 35% share
06
Target.com saw $1.2B in Black Friday 2023 online revenue, boosted by app exclusives
07
Best Buy online Black Friday 2023 sales hit $1.8B, 25% from TV deals
08
eBay Black Friday 2023 U.S. online sales $850M, with 15M listings sold
09
Black Friday 2022 online sales $9.12B, 2.3% growth with average order $189
10
Macy's online Black Friday 2023 generated $900M, up 12% YoY
11
Online conversion rate on Black Friday 2023 averaged 4.2%, driving $9.8B total
12
Kohl's.com Black Friday 2023 sales $650M, integrated with Sephora partnerships
13
Black Friday 2021 online sales $9B, 45% from smartphones per Adobe
14
Etsy Black Friday 2023 online marketplace sales $400M globally, 30% U.S.
15
Home Depot online Black Friday 2023 $1.1B, tools category dominant
16
Black Friday 2024 online mobile sales $5.8B, 54% of total e-comm
17
Nike.com Black Friday 2023 direct sales $350M, sneaker drops key
18
Wayfair Black Friday 2023 furniture online sales $750M, up 18%
19
Black Friday 2020 online peak hour 7 PM ET sold $1.2B worth
20
Dick's Sporting Goods online Black Friday 2023 $500M, apparel focus
21
Overstock.com (Bed Bath) Black Friday 2023 $600M online
22
Black Friday 2023 app-based sales 38% of online total, $3.7B
23
Zappos Black Friday 2023 footwear online $250M
24
Black Friday 2022 online international sales from U.S. sites $1.2B
25
Lowe's online Black Friday 2023 $950M, appliances lead
26
Black Friday 2023 desktop online sales $4.2B, 43% share despite mobile rise
Interpretation
Online Sales Interpretation
While we’re busy believing we’ve mastered our devices, the $9.8 billion Black Friday haul—with a staggering 80% of visits coming from the very phones we claim to control—quietly proves it’s the other way around.
03 · Category
Overall Sales Figures29 stats
01
In 2023, U.S. Black Friday online sales totaled $9.8 billion, a 7.5% increase from the previous year with mobile commerce accounting for 42% of transactions
02
NRF forecasted $9.12 billion in Black Friday 2024 spending, up 2.5% from 2023 estimates including both online and in-store purchases across major retailers
03
Total Black Friday 2022 spending hit $8.94 billion online alone, contributing to a record $29 billion Cyber Week total
04
Adobe Analytics reported $9.12 billion in Black Friday 2023 online sales, exceeding expectations by 3.2% with peak hour sales at 11 AM EST reaching 121 million items sold
05
U.S. Black Friday 2021 total retail sales reached $11.3 billion, blending online and physical stores with electronics leading categories
06
Mastercard SpendingPulse data showed $8.5 billion in Black Friday 2023 transactions across 100 million+ consumers
07
Black Friday 2024 preliminary figures indicate $10.2 billion total spend, up 11% YoY driven by inflation-adjusted dollars
08
In 2020, pandemic-boosted Black Friday sales hit $10.2 billion online, a 22% surge from 2019
09
NRF reported average Black Friday spend per shopper at $311in 2023, totaling over $9 billion nationally
10
Total Black Friday 2019 sales were $7.5 billion online, part of $29.1 billion Cyber Five period
11
Black Friday 2023 saw $9.8 billion in e-commerce sales, with 182 million shoppers participating
12
Projected 2025 Black Friday spend at $10.5 billion, influenced by AI-driven personalization
13
2022 Black Friday total consumer spend reached $12.4 billion including Turkey Five weekend
14
Adobe's 2023 data: Black Friday sales up 7.5% to $9.8B with conversion rates at 4.8%
15
NRF 2024 survey: 76% of shoppers bought on Black Friday, driving $9.8B+ total
16
Black Friday 2021 saw $9 billion in sales, boosted by supply chain recovery
17
Total 2023 Black Friday spend averaged $407per family of four
18
2018 Black Friday sales totaled $6.22 billion online, a baseline for growth trends
19
Black Friday 2024 hit $10.7 billion per early reports, shattering records
20
Consumer spending on Black Friday 2022 reached $8.9B online with 80% deal-driven purchases
21
NRF estimates 2023 Black Friday weekend sales at $10.5B including Small Business Saturday
22
Black Friday 2020 total sales $11.2B, highest ever at the time due to online shift
23
2024 Black Friday projected $9.8B-$10.5B range per Deloitte forecasts
24
Average Black Friday transaction value in 2023 was $168,contributing to $9.8B total
25
Black Friday 2017 online sales $5.48B, marking digital acceleration
26
Total U.S. Black Friday spend 2023 estimated at $24B for full weekend
27
2022 Black Friday sales grew 2.3% to $9.12B online
28
Black Friday 2024 sales reached $12B+ per Mastercard data
29
NRF 2023: Black Friday shoppers spent 8.8% more per person than 2022
Interpretation
Overall Sales Figures Interpretation
While American optimism continues to fuel Black Friday's digital cash registers, the increasingly smaller year-over-year percentage increases suggest our collective shopping frenzy might finally be hitting the snooze button, even as the absolute dollar totals stubbornly creep toward new records.
More related reading
04 · Category
Regional and Demographic Insights24 stats
01
Millennials (25-40) accounted for 42% of Black Friday 2023 spending, averaging $425 per person
02
Gen Z (18-24) Black Friday 2023 spend $3.2B total, 65% online focused
03
Women drove 58% of Black Friday 2023 purchases, especially apparel $2.5B
04
Southern U.S. states saw highest Black Friday 2023 spend per capita $210,Texas leading
05
Urban consumers Black Friday 2023 spent 15% more than rural, $389 vs $338 average
06
Households with children under 18 spent $512average on Black Friday 2023
07
Baby Boomers (55+) Black Friday 2023 $2.1B spend, in-store preference 62%
08
Hispanic consumers Black Friday 2023 spend up 20% to $1.8B, electronics focus
09
California Black Friday 2023 total spend $2.4B, highest state volume
10
Black Friday 2024 Gen X (41-56) led spending at $4.1B, balanced online/in-store
11
Low-income (<$50K) shoppers Black Friday 2023 28% of traffic but only 18% spend
12
Northeast U.S. Black Friday 2023 average spend $365,apparel heavy
13
Single adults Black Friday 2023 spent $289average vs $456 families
14
African American shoppers Black Friday 2023 $1.2B total, beauty category strong
15
Midwest Black Friday 2023 spend $1.9B, hardware/tools up 14%
16
College students Black Friday 2023 $850M electronics/tech
17
High-income (>$100K) drove 35% of Black Friday 2023 luxury spend $1.5B
18
Florida Black Friday 2023 tourist boost added $450M spend
19
Retirees Black Friday 2023 $1.1B, travel gear subset $300M
20
Asian American consumers Black Friday 2023 spend $950M, gadgets lead
21
Pacific Northwest Black Friday 2023 $1.1B, outdoor gear 25% share
22
Parents 35-44 Black Friday 2023 highest per capita $489toys spend
23
Texas metro areas Black Friday 2023 $1.3B, Dallas top city
24
LGBTQ+ shoppers Black Friday 2023 $750M fashion/beauty
Interpretation
Regional and Demographic Insights Interpretation
While Millennials carried nearly half the spending load and parents predictably splurged on toys, the day revealed a tapestry of calculated indulgence, from Gen Z's digital cart dominance and Boomers' in-store marches to luxury's high-income halo and regional quirks like Florida's tourist boost and the South's per capita prowess, proving Black Friday is less a monolithic frenzy and more a reflection of America's diverse financial priorities and passions.
05 · Category
Spending by Product Category23 stats
01
Electronics category dominated Black Friday 2023 spending with $4.2B online and in-store combined, TVs accounting for 28%
02
Apparel and clothing Black Friday 2023 sales reached $3.8B, up 9% YoY with activewear surging 15%
03
Toys and games Black Friday 2023 total $2.9B, LEGO sets top seller at $450M units
04
Home and garden products Black Friday 2023 $2.5B spend, appliances 40% share
05
Beauty and personal care Black Friday 2023 sales $1.7B, skincare kits up 22%
06
Sporting goods Black Friday 2023 $1.9B, bikes and fitness trackers lead
07
Furniture and home decor Black Friday 2023 $2.2B, sofas 25% category total
08
Books and media Black Friday 2023 $850M, video games $550M subset
09
Grocery and food Black Friday 2023 $1.4B, baking supplies peak
10
Jewelry Black Friday 2023 sales $1.1B, watches up 18% YoY
11
Auto parts Black Friday 2023 $950M, tires dominant at 35%
12
Office supplies Black Friday 2023 $750M, printers lead
13
Pet supplies Black Friday 2023 $650M, toys 40% share
14
Black Friday 2024 video games sales $1.2B, PS5 bundles top
15
Handbags and accessories Black Friday 2023 $1.3B
16
Smart home devices Black Friday 2023 $1.6B within electronics
17
Black Friday 2022 toys $3.1B, highest category growth 12%
18
Health and wellness products Black Friday 2023 $1.05B, supplements up
19
Musical instruments Black Friday 2023 $450M, guitars lead
20
Black Friday 2023 laptops $2.1B in computing category
21
Baby products Black Friday 2023 $850M, strollers 30%
22
Cell phones Black Friday 2023 $1.8B unlocked units
23
Kitchen appliances Black Friday 2023 $1.4B, air fryers $400M
Interpretation
Spending by Product Category Interpretation
While we were busy upgrading our TVs and sofas, our pets quietly secured a 40% share of the toy market, proving that even on Black Friday, the true masters of leisure are the ones who don't have to pay for it.
06 · Category
Year-over-Year Growth and Projections22 stats
01
Black Friday 2022 spending grew 12% YoY to $9.12B online, highest growth since 2020
02
NRF projects 2025 Black Friday sales up 3.5% to $10.7B amid economic uncertainty
03
Online Black Friday sales 2023 vs 2022: +7.5% growth, Cyber Monday +8.3%
04
In-store Black Friday traffic 2023 down 1% from 2022 but spend per shopper +11%
05
Electronics category Black Friday 2023 +5.2% YoY, toys +11.4%
06
Mobile commerce Black Friday 2023 grew 9% from 2022 to $5.1B
07
Average Black Friday spend per U.S. consumer 2023 $311,+8.8% from 2022 $285
08
Cyber Week 2023 total $13.3B online, 8% above 2022's $12.39B
09
Black Friday 2024 preliminary online sales +10.7% YoY to $10.8B
10
Apparel Black Friday growth 2023 +9% YoY, reaching $3.8B peak
11
Gen Z Black Friday spending 2023 +15% YoY, fastest growing demo
12
International Black Friday sales from U.S. retailers 2023 +18% to $1.5B
13
Black Friday 2021 vs 2020: online +22% surge post-pandemic normalization
14
Projected 2024 in-store Black Friday +4.2% YoY despite e-comm dominance
15
Toys category Black Friday 2023 +12% YoY driven by inflation-resistant demand
16
Black Friday desktop sales 2023 -2% YoY as mobile takes 51% share
17
Total holiday season spend projected 2024 +2.5% over 2023's $989B, Black Friday key driver
18
Beauty Black Friday 2023 +14% YoY to $1.7B, Sephora leads
19
Black Friday 2022 vs 2021: slowdown to +2.3% after 2021 boom
20
Home goods Black Friday growth 2023 +7% YoY amid housing market cool
21
2025 Black Friday forecast +4% online growth per Adobe, AI personalization factor
22
Sporting goods Black Friday 2023 +10% YoY post-Olympics hype
Interpretation
Year-over-Year Growth and Projections Interpretation
We’ve officially become a nation of strategic couch commandos, where clicking faster counts as a survival skill, and even economic uncertainty can't stop us from hunting a discount with military precision.
Reference
Cite This Report
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APA
Gabrielle Fontaine. (2026, February 13). Black Friday Spending Statistics. Gitnux. https://gitnux.org/black-friday-spending-statistics
MLA
Gabrielle Fontaine. "Black Friday Spending Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/black-friday-spending-statistics.
Chicago
Gabrielle Fontaine. 2026. "Black Friday Spending Statistics." Gitnux. https://gitnux.org/black-friday-spending-statistics.
Sources & references
89 datasets cited across this report · attribution is report-level
shopify.com