Black Friday is still reshaping shopping habits, and the 2023 numbers alone are full of surprises, from 68% of U.S. adults planning to shop to online sales of $9.8 billion. Shoppers spent an average of $311.36, but impulse buys made up 41% of transactions, while returns hit 33% within a week. What changed most, and where did the money actually go, across categories and devices?
Key Takeaways
- 68% of U.S. adults planned to shop on Black Friday 2023, up from 62% in 2022.
- Average Black Friday spend per shopper in 2023 was $311.36, a 6% increase from 2022.
- 52% of shoppers used buy-now-pay-later services on Black Friday 2023.
- Black Friday originated in Philadelphia in 1961 as a term for post-Thanksgiving crowds.
- U.S. Black Friday sales grew 300% from 2010 to 2023 cumulatively.
- In 2020, Black Friday online sales jumped 22% due to COVID-19.
- 110 million Americans shopped in stores on Black Friday 2023.
- Foot traffic at malls increased 12% on Black Friday 2023 vs 2022.
- Average in-store spend per shopper was $252 on Black Friday 2023.
- Black Friday online traffic hit 1.5 billion visits in U.S. 2023.
- Mobile devices drove 80% of Black Friday online orders in 2023.
- Amazon Prime Day influenced 25% of Black Friday online shoppers in 2023.
- In 2023, U.S. Black Friday online sales totaled $9.8 billion, marking a 7.5% increase from $9.12 billion in 2022.
- Black Friday 2022 generated $9.12 billion in U.S. online sales, the highest single-day e-commerce record at that time.
- Total U.S. retail sales for Black Friday weekend 2023 reached $9.8 billion online alone, excluding physical stores.
In 2023, more Americans shopped Black Friday and spent more online, with mobile and deals driving record sales.
Related reading
01 · Category
Consumer Spending Behavior21 stats
01
68% of U.S. adults planned to shop on Black Friday 2023, up from 62% in 2022.
02
Average Black Friday spend per shopper in 2023 was $311.36, a 6% increase from 2022.
03
52% of shoppers used buy-now-pay-later services on Black Friday 2023.
04
45% of consumers started holiday shopping before Black Friday in 2023.
05
Impulse purchases accounted for 41% of Black Friday 2023 transactions.
06
37% of shoppers bought gifts for themselves on Black Friday 2023.
07
Average time spent shopping Black Friday weekend 2023 was 4.2 hours per person.
08
62% of Black Friday shoppers used credit cards in 2023, highest payment method.
09
28% of consumers shopped Black Friday for non-holiday items in 2023.
10
Female shoppers outnumbered males 55% to 45% on Black Friday 2023.
11
Millennials represented 42% of Black Friday shoppers in 2023.
12
71% of Gen Z planned Black Friday purchases in 2023.
13
Parents with children under 18 spent 25% more on Black Friday 2023.
14
55% of shoppers waited for Black Friday deals specifically in 2023.
15
Deal comparison apps used by 48% of Black Friday shoppers 2023.
16
33% of consumers returned Black Friday purchases within a week in 2023.
17
Budget-conscious shoppers increased by 15% for Black Friday 2023.
18
40% of Black Friday shoppers bought electronics as top category in 2023.
19
Clothing was second most purchased at 35% on Black Friday 2023.
20
Home improvement items bought by 22% of shoppers Black Friday 2023.
21
19% purchased toys primarily on Black Friday 2023.
Interpretation
Consumer Spending Behavior Interpretation
Despite a year of inflation and financial anxiety, Americans answered the call to commerce in 2023 by dutifully spending more money they increasingly didn't have, on things they often didn't plan to buy, for people who were frequently themselves.
02 · Category
Historical and Comparative Stats20 stats
01
Black Friday originated in Philadelphia in 1961 as a term for post-Thanksgiving crowds.
02
U.S. Black Friday sales grew 300% from 2010 to 2023 cumulatively.
03
In 2020, Black Friday online sales jumped 22% due to COVID-19.
04
2019 Black Friday total spending was $7.5 billion online vs $9.8B in 2023.
05
Black Friday foot traffic declined 50% from 2015 to 2023.
06
Cyber Monday 2023 sales $12.4B surpassed Black Friday's $9.8B online.
07
Pre-Black Friday sales events started in 2014, now account for 30% of total.
08
Inflation adjusted, 2023 Black Friday spend up only 2% from 2022.
09
International Black Friday adoption grew in UK sales 400% since 2010.
10
1980s doorbusters began, leading to 20% annual sales growth then.
11
Mobile Black Friday sales from 1% in 2012 to 55% in 2023.
12
Returns on Black Friday averaged 15% historically, same in 2023.
13
Walmart Black Friday sales from $1B in 2000 to $12B in 2023.
14
Electronics discount depth averaged 35% in 2023 vs 28% in 2010.
15
Shopper numbers peaked at 242 million in 2017, down to 166M in 2023.
16
E-commerce Black Friday share from 10% in 2015 to 40% in 2023.
17
Canada Black Friday sales grew 500% since 2013 introduction.
18
2021 supply chain issues reduced Black Friday stock by 20%.
19
Average deal price inflation from 25% in 2005 to 18% in 2023.
20
Black Friday injuries reported 100+ annually since 2006 tracking.
Interpretation
Historical and Comparative Stats Interpretation
What began as a local term for chaotic foot traffic has, through pandemics and inflation, evolved into a global, month-long, mostly-online shopping marathon where the real doorbuster is the "checkout" button.
03 · Category
In-Store Shopping Data20 stats
01
110 million Americans shopped in stores on Black Friday 2023.
02
Foot traffic at malls increased 12% on Black Friday 2023 vs 2022.
03
Average in-store spend per shopper was $252on Black Friday 2023.
04
Electronics stores saw 25 million visitors on Black Friday 2023.
05
Department stores had peak crowds at 10 AM on Black Friday 2023.
06
40% of in-store shoppers used loyalty programs on Black Friday 2023.
07
Cash payments made up 22% of in-store Black Friday transactions 2023.
08
Door buster deals drew 35% more early morning shoppers in 2023.
09
Sporting goods stores traffic up 18% Black Friday 2023.
10
Grocery store Black Friday visits rose 8% for promo items 2023.
11
Toy stores peak sales hour was 2 PM on Black Friday 2023.
12
Apparel in-store try-ons led to 28% higher sales Black Friday 2023.
13
Big box retailers like Walmart had 50 million in-store shoppers 2023.
14
Outlet malls saw 15% traffic growth Black Friday 2023.
15
55% of in-store Black Friday shoppers bought multiples of deals 2023.
16
Parking lot chaos affected 20% of shoppers delaying store entry 2023.
17
Pop-up shops generated $200 million in-store Black Friday 2023.
18
In-store demos boosted impulse buys by 22% Black Friday 2023.
19
Senior shoppers (65+) made up 12% of in-store Black Friday crowd 2023.
20
Family groups accounted for 38% of in-store visits Black Friday 2023.
Interpretation
In-Store Shopping Data Interpretation
Clearly, despite the digital age’s siren call, a staggering 110 million Americans proved the in-store hunt is alive and well, as evidenced by mall foot traffic rising 12%, families accounting for 38% of visits, parking lot chaos delaying 20% of them, and cash still making up 22% of transactions—all culminating in an average spend of $252 per shopper who, empowered by try-ons and demos, clearly still believes the best deals require a good old-fashioned stampede.
More related reading
04 · Category
Online Shopping Trends20 stats
01
Black Friday online traffic hit 1.5 billion visits in U.S. 2023.
02
Mobile devices drove 80% of Black Friday online orders in 2023.
03
Amazon Prime Day influenced 25% of Black Friday online shoppers in 2023.
04
Social commerce sales on Black Friday 2023 reached $1.2 billion.
05
Livestream shopping generated $500 million during Black Friday 2023.
06
Click-and-collect orders surged 20% on Black Friday online platforms 2023.
07
Voice shopping via Alexa etc. accounted for 5% of online Black Friday sales 2023.
08
AR try-on features boosted fashion sales 15% online Black Friday 2023.
09
Email marketing drove 22% of Black Friday online traffic in 2023.
10
Paid search ads contributed 18% to Black Friday e-commerce conversions 2023.
11
Organic search was top traffic source at 28% for Black Friday sites 2023.
12
Influencer marketing influenced 31% of online purchases Black Friday 2023.
13
NFT and crypto payments used in 2% of online Black Friday transactions 2023.
14
Subscription sign-ups increased 40% during Black Friday online sales 2023.
15
Personalization led to 12% higher conversion rates online Black Friday 2023.
16
Chatbots handled 15% of customer queries on Black Friday e-sites 2023.
17
Average online cart abandonment rate was 69% on Black Friday 2023.
18
Flash sales converted 3x higher than regular promos online Black Friday 2023.
19
International online shoppers from Canada up 10% for U.S. Black Friday 2023.
20
Same-day delivery requests rose 30% via online Black Friday orders 2023.
Interpretation
Online Shopping Trends Interpretation
This was the year Black Friday officially moved from our doorsteps to our pockets, where mobile screens, influencers, and Alexa became our shopping concierges, yet they still couldn't stop 69% of us from getting cold, digitally cold, feet at the checkout.
05 · Category
Sales and Revenue Statistics30 stats
01
In 2023, U.S. Black Friday online sales totaled $9.8 billion, marking a 7.5% increase from $9.12 billion in 2022.
02
Black Friday 2022 generated $9.12 billion in U.S. online sales, the highest single-day e-commerce record at that time.
03
Total U.S. retail sales for Black Friday weekend 2023 reached $9.8 billion online alone, excluding physical stores.
04
Walmart reported $12.5 billion in Black Friday sales across online and in-store in 2023.
05
Amazon's Black Friday 2023 sales surged by 11% year-over-year, contributing over $15 billion globally.
06
U.S. Black Friday electronics sales hit $7.2 billion in 2023, representing 25% of total online sales.
07
Apparel category saw $2.8 billion in Black Friday online sales in 2023, up 9% from prior year.
08
Toys and video games generated $1.1 billion on Black Friday 2023 online.
09
Home goods and furniture sales reached $1.5 billion during Black Friday 2023 e-commerce.
10
In 2022, Black Friday total consumer spending including in-store was estimated at $36.2 billion over the weekend.
11
Target's Black Friday 2023 sales exceeded $10 billion across channels.
12
Best Buy Black Friday electronics revenue topped $4.5 billion in 2023.
13
U.S. Black Friday mobile commerce sales accounted for 55% of online total in 2023, worth $5.39 billion.
14
Global Black Friday sales in 2023 estimated at $25 billion for major retailers.
15
Macy's reported 12% sales growth on Black Friday 2023 to $2.3 billion.
16
Kohl's Black Friday weekend sales hit $1.8 billion in 2023.
17
Sporting goods sales on Black Friday 2023 reached $900 million online.
18
Beauty and personal care products sold $650 million online on Black Friday 2023.
19
Books and media category generated $450 million in Black Friday 2023 e-sales.
20
Grocery and food sales spiked 15% to $1.2 billion on Black Friday 2023 online.
21
Office supplies sales reached $300 million during Black Friday 2023.
22
Jewelry category saw $550 million in Black Friday online sales 2023.
23
Automotive parts sales hit $400 million on Black Friday 2023 e-commerce.
24
Pet supplies generated $250 million in Black Friday 2023 online sales.
25
Health and fitness equipment sold $800 million on Black Friday 2023.
26
Video game consoles alone accounted for $1.2 billion in Black Friday 2023 sales.
27
Smartphones sales revenue was $2.1 billion on Black Friday 2023 online.
28
Laptops and computers generated $1.8 billion during Black Friday 2023.
29
TVs and home entertainment systems sold $1.9 billion on Black Friday 2023.
30
Small kitchen appliances revenue reached $750 million on Black Friday 2023.
Interpretation
Sales and Revenue Statistics Interpretation
The numbers don't lie: as wallets collectively sigh, America's annual ritual of digital cart-filling has officially become a multi-billion dollar sport where electronics are the star quarterback, our couches the victorious bleachers.
Reference
Cite This Report
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APA
Helena Kowalczyk. (2026, February 13). Black Friday Statistics. Gitnux. https://gitnux.org/black-friday-statistics
MLA
Helena Kowalczyk. "Black Friday Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/black-friday-statistics.
Chicago
Helena Kowalczyk. 2026. "Black Friday Statistics." Gitnux. https://gitnux.org/black-friday-statistics.
Sources & references
65 datasets cited across this report · attribution is report-level
shopify.com