The Most Surprising Black Friday Sales Statistics in 2023

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Highlights: The Most Important Black Friday Sales Statistics

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As leaves start to fall and the festive frenzy takes over, there's one shopping event that both, consumers and retailers, eagerly look forward to - Black Friday. It's the day that officially marks the commencement of the holiday shopping season, characterized by deep discounts, unmissable deals, and a shopping experience like no other. But have you ever wondered about the numbers that drive this retail phenomena?

In this blog post, we journey through fascinating Black Friday sales statistics, breaking down purchasing behaviours, online shopping trends, and historical data to provide a vivid and comprehensive portrayal of the biggest shopping event of the year. Get ready to delve into the intricate world of numbers shining light on the relentless retail rush of Black Friday.

The Latest Black Friday Sales Statistics Unveiled

An estimated 186.4 million consumers in the United States shopped during the 5-day Black Friday weekend in 2020. (source: National Retail Federation)

In the quest to unravel the immense hype around Black Friday sales, nothing illuminates the retail horizon like the striking detail that a whopping 186.4 million consumers in the United States plunged into shopping mode during the 2020 Black Friday weekend. This revealing datum, courtesy of the National Retail Federation, injects life into the pulse of this blog post.

Inherently, it presents a panoramic view of the magnitude of engagement Black Friday Sales enjoys, ensuring readers appreciate the sweeping influence of this shopping phenomenon. The large consumer base also underscores the potential opportunities that businesses can tap into, and the longstanding tradition that shoppers have upheld. Hence, it's not just a statistic- it's an insight into shopping trends, consumer behavior, and business opportunities that Black Friday Sales encapsulate.

U.S. online Black Friday sales in 2020 reached $9 billion, a 21.6% increase over 2019. (source: Adobe Analytics)

Highlighting such a significant surge in online Black Friday sales illustrates the rapidly evolving consumer behavior amid unfolding circumstances. Notably, the 2020 figure, cresting at $9 billion, signals a groundbreaking 21.6% leap over the previous year. This considerable growth, brought to us by Adobe Analytics, underpins the revolutionizing narrative of the Black Friday phenomenon.

It lends weight to the understanding that consumers are increasingly favoring digital platforms for their shopping sprees, thereby pressing businesses to refine, if not reinvent, their e-commerce strategies. Hence, keeping an eye on these numbers isn't just about acknowledging the escalating volume of online sales; it's about comprehending the shifting landscapes of consumerism and adjusting business strategies accordingly.

2019 saw $7.4 billion in online sales, making it the biggest Black Friday for e-commerce to date at that time. (source: CNBC)

Recognizing the robust figure of $7.4 billion in online sales during Black Friday in 2019 not only illustrates the increasing shift from brick-and-mortar shopping to digital consumerism, but it also marks that year as a watershed moment in the history of e-commerce, according to CNBC. This seismic shift in shopping behavior presents intriguing implications for businesses worldwide, serving as an invaluable data point to track emerging consumer trends.

Furthermore, these figures paint a picture of a consumer market that is more digitally engaged than ever before, a significant consideration for any future projections or strategies in the retail industry. They reflect the profound importance of e-commerce in our increasingly connected world, making them an indispensable component of any discussion pertaining to Black Friday Sales statistics.

In 2019, over 7% of Black Friday foot traffic was actually on Thanksgiving Day. (source: Sensormatic)

Delving into the phenomenon of the holiday shopping frenzy, this particular statistic gives us a window into the burgeoning trend of shopping spillover into Thanksgiving Day itself. Over 7% of Black Friday foot traffic in 2019 was, in fact, not even on Black Friday but on Thanksgiving Day. This interesting shift affirms a crucial change in consumer behavior and shows the crescendo of shopping excitement not waiting for the break of Black Friday dawn.

Consequently, this trend poses subtle implications for retailers who could exploit this eagerness by opening their doors early. It unravels an unexpected avenue for strategic planning, marketing endeavors, and for expanding potential profit margins for the powerhouse holiday of Black Friday, and therefore would be a salient point of discussion in any Black Friday sales statistics blog post.

In 2018, British shoppers spent more than $8 billion on Black Friday. (source: The Guardian)

Highlighting the impressive $8 billion spent by British shoppers during Black Friday in 2018 offers a testament to the sheer magnitude and compelling influence of this annual retail event. The figure not only illustrates the significant impact Black Friday has on the UK's retail sector, but it provides a benchmark, indicating consumers' readiness to splurge during this particular period. From a broader perspective, such a sum underscores the potent blend of marketing strategies, discounts, and consumer psychology that drive the high-scale purchases of Black Friday.

In 2020, 66.7% of Black Friday spending was at non-store (e-commerce) shops, an increase from 56% in 2019. (source: Coresight Research)

Deep-dive into these intriguing figures and their impact on Black Friday sales reveals a rapidly changing face of consumer behavior, demonstrating a powerful digital shopping wave. A startling jump from 56% in 2019 to 66.7% in 2020 in non-store Black Friday spending underscores a significant consumer shift to the virtual marketplace, likely propelled by worldwide pandemic circumstances.

This tangible pivot towards e-commerce has far-reaching implications for both industry strategy and future Black Friday projections. Whether this trend signifies a long term revolution in shopping habits or simply a temporary adaptation triggered by the pandemic, it is a fascinating focal point for further analysis in our tryptic of Black Friday Sales Statistics.

Black Friday online shopping sales in 2020 were projected to increase by 28% to reach $10 billion in the U.S. (source: Deloitte)

Illustrating the swelling tide of consumer behavior, the projection of a 28% surge in Black Friday online shopping sales in 2020 reflects a dynamic shift in shopping preferences, reaching a staggering $10 billion in the U.S alone. As a beacon, this statistic underscores the evolving nature of consumerism and the digital surge that colors Black Friday sales more than ever.

It offers an eye-opening perspective into the sheer economic scale of this one day and emphasizes the critical role online retail plays in racking up sales figures. This, in the context of a blog post about Black Friday Sales Statistics, provides readers a meaningful insight into the current state of change and progress in the retail landscape.

In 2019, shoppers spent $2.9 billion on smartphones during Black Friday. (source: Adobe Analytics)

The sheer scale of the $2.9 billion spent on smartphones during Black Friday in 2019, as reported by Adobe Analytics, paints a fascinating picture. It underscores the immense purchasing power unleashed during this shopping spree, a key insight for any blog dissecting Black Friday Sales Statistics.

Not only does it reflect consumers' relentless desire for tech upgrades, it also highlights the irresistible allure of Black Friday deals. It’s a testament to the persuasive power of slashed prices and limited-time offers, thereby providing a strategic playbook for marketers, sales professionals, and retail giants as they prepare each year for the holiday shopping sprint.

In 2020, over half of Black Friday shoppers intended to shop primarily online. (source: PwC)

Peering into the 2020 Black Friday shopping data reveals an intriguing e-commerce trend worth exploring. A majority of the frenzied shoppers, donned in their holiday best, decided to swap crowded alleyways and long lines for the comfort and safety of online platforms, as highlighted by PwC.

This shift from physical to digital storefronts offers fascinating insights into evolving consumer behavior patterns, an essential factor for marketers to strategize their future sales drives. It also reflects the influence of external factors like a global pandemic on shopping habits. Thus, illuminating the multilayered tapestry of consumer attitudes, this data point is a key narrative arc in a blog post dissecting Black Friday Sales Statistics.

In 2019, 39% of purchases on Black Friday were made on mobile devices. (source: Statista)

Unraveling the tapestry of 2019 Black Friday Sales Statistics, we are struck by an intriguing figure: 39% of purchases were made on mobile devices. This development is not just a mere number, it's a wave of change crashing on the retail landscape. Amplifying the voice of mobile commerce, it sends a powerful message for businesses - if you're not mobile-friendly, you might just be left behind. Delving further, it's a gentle nudge to blog readers to adapt their shopping methods, as well as a herald of burgeoning technological integration into our lifestyles.

Millennials spent an average of $509.50 per shopper on Black Friday in 2019. (source: Morning Consult)

Unpacking the numbers, it is riveting to unearth gems like the fact that Millennials shelled out an eye-opening average of $509.50 per consumer during the 2019 Black Friday shopping spree. This figure, courtesy of Morning Consult, paints a broader narrative that underlines the purchasing strength and consumer behavior underpinning Millennials' role in the market.

This pecuniary evidence offers a clear, penetrating look at marketing trends, enabling brands to tap into lucrative opportunities by tailoring their promotional campaigns around holidays like Black Friday. This pinpoints the vitality of understanding the demographic's buying inclinations for anyone in the retail and ecommerce sectors seeking to maximize their sales and market penetration.

Amazon was the top-shopped retailer for Black Friday in 2019. (source: Numerator)

Highlighting the prominence of Amazon as the most shopped retailer for Black Friday in 2019 underscores the formidable dominance of this digital platform in the retail landscape. It serves as a compelling testament to the rapid shift in consumer shopping behaviour, where online purchases are overwhelming traditional in-store models.

This data point is a useful metric in gauging the digital pulse of Black Friday sales, giving the reader a clear insight into emerging trends within the highly competitive field of retail. Moreover, illustrating Amazon's position can trigger fruitful discussions revolving around retail strategies that harness the power of digital channels optimized for massive shopping events like Black Friday.

1 in 3 Canadian shoppers looked forward to Black Friday more than any other shopping event in 2020. (source: Retail Insider)

Coming to our neighbors from up north, a captivating insight from Retail Insider exhibited a thriving Black Friday anticipation among Canadian shoppers. Specifically, it spotlighted that every third Canadian shopper highlighted Black Friday as their most awaited shopping event in 2020. This provides a compelling snapshot into the enormous potential of this retail extravaganza in capturing Canadian consumer interest and generating significant sales.

In midst of the whole data mosaic that paints the picture of Black Friday shopping, this single piece is particularly illuminating when drafting customer-engagement strategies for the Canadian market, by hinting at the consumer behavior and their penchant for this shopping extravaganza. It unpacks valuable information for marketers, retailers, and bloggers alike to understand and tap into the high buyer's enthusiasm surrounding Black Friday. This paves the way for tailored marketing strategies, blog content enrichment, and potentially, a much gratifying shopping event for both shoppers and retailers.

54% of shoppers on Black Friday in 2019 said they were driven by deals to shop at a specific retailer. (source: Retail Dive)

Delving into the sea of Black Friday shoppers, it's clear that their quest isn't entirely random. A notable 54% of consumers in 2019 were lured into particular retailers' stores, mesmerized by their enticing deals. This intriguing stat, courtesy of Retail Dive, offers a fascinating insight for any blog post analyzing Black Friday Sales Statistics. By adding this element into our arsenal of knowledge, we can see that orchestrating irresistible deals is not merely an afterthought but a powerful magnet for retailers.

As such, if retailers want to stand out in the congested retail battlefield, then having a deal that whets the price elixir of consumers could be a game-changing strategy. The tug of these deals doesn’t just affect foot traffic, but indicates the influential pulse of competitive pricing in this shopping season extravaganza.

In 2019, the average spend of a US consumer on Black Friday was $362. (source: National Retail Federation)

Diving into the depth of 2019's Black Friday Sales, one can unearth a gold nugget that truly shines a light on consumer behavior. It unfurls the fascinating truth that the average clutch of a US consumer's wallet was $362, as revealed by the National Retail Federation. Now that's not just an intriguing number, it's a potent indicator of the grand economic magnitude of Black Friday.

It unveils the voracious purchasing appetite of consumers, laying ground for businesses to forecast, strategize and optimize their sales for future Black Friday events. This figure is not just an ordinary dollar amount, it's a testament to the commercial importance and popularity of Black Friday, making it a vital chapter of a blog post about Black Friday Sales Statistics.

Black Friday in-store sales declined by 52.1% in 2020 due to the COVID-19 pandemic. (source: Sensormatic Solutions)

The powerful reverberation of a 52.1% decrease in Black Friday in-store sales during 2020, as observed by Sensormatic Solutions, certainly colors the narrative of Black Friday sales statistics. Under the looming shadow of the COVID-19 pandemic, this statistic is a stark emblem of the sweeping changes faced by the retail industry. It provides a profound insight into how consumer behavior has dramatically shifted in response to global health crises, effectively reshaping the Black Friday retail landscape.

Its significance extends beyond mere numbers, setting the stage for exploring further how such unprecedented circumstances have thrust the necessity for flexibility and adaption onto businesses. Furthermore, it catalyzes crucial discussion on the evolving dynamics of traditional brick-and-mortar shopping and digital retail platforms.

In 2019, UK consumers spent £8.57 billion over the Black Friday weekend. (source: Finder)

Dwelling on this statistic, imagine the monumental value of £8.57 billion that UK consumers spent over the Black Friday weekend in 2019, neatly charting the mammoth scale of Black Friday's financial impact. Demonstrating the consumers' buying power during this period, it offers a compelling testament of the weekend's revenue potential. Furthermore, this figure spotlights the advancement in the acceptance and mass adoption of the Black Friday tradition in the UK.

Not only does it indicate consumer behaviour during sales events, but also hints at how effectively retailers are leveraging these events to drive sales, ultimately contributing to the economy. Equally important, it serves as a powerful benchmark for future Black Friday sales forecasting. Hence, this has indisputable relevance in our discussion on Black Friday Sales Statistics.

In 2019, UK consumers saved an average of £300 during Black Friday. (source: Finder)

Integrating this striking piece of information into a blog post about Black Friday sales statistics could help paint a vivid illustration of the potential financial impact these sales can have on consumers' wallets. With UK consumers having saved an average of £300 on Black Friday in 2019 as cited by Finder, it's evident that this annual shopping event is not merely a commercial spectacle but offers substantive saving opportunities. This data underlines the value proposition of Black Friday and could inspire readers to strategize their shopping to make the most of the upcoming sales spree.

In 2019, 93.2 million buyers shopped online on Black Friday. (source:

Unveiling the magnitude of Black Friday’s online shopping, the figure stands at a grand 93.2 million buyers in 2019, courtesy of This isn't simply a number; it's a testament to the colossal influence of this shopping phenomenon, a digitally driven alter of buying behavior. The staggering figure provides a comprehensive understanding of consumer trends, guiding retailers in tailoring their marketing strategies, slashing prices intelligently, or maintaining inventory.

It also provides invaluable insight to bloggers, essentially painting a vast landscape of consumerism that are fuelled by these mind-boggling sales events. Without a doubt, this eye-opening statistic effectively charts the course for a well-informed discussion about Black Friday sales metrics, contributing value not only to shoppers and businesses, but also to the myriad of data enthusiasts weaving insightful narratives out of raw numbers.


Black Friday continues to be a significant event in the retail calendar, with sales statistics indicating its increasing influence both in-store and online. These insights offer valuable perspective to retailers, helping them not only comprehend the magnitude of this shopping phenomenon but also better prepare and strategize for upcoming editions. From extending store hours to enhancing e-commerce platforms, the changing landscape of Black Friday bears lucrative opportunities waiting to be tapped.

As the importance of this shopping event continues to amplify, understanding Black Friday sales statistics becomes an indispensable part of your business strategy. In essence, the Black Friday consumer behavior decoded within these statistics will shape the future of retail and e-commerce.


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Frequently Asked Questions

The average amount can vary each year and among different countries. However, in the U.S., consumers spent approximately $312 on average during the Black Friday sales in 2020, with electronic products being the popular purchase.
With the recent trend towards online shopping, estimates suggest that nearly 60% of consumers shopped exclusively online during Black Friday 2020, while roughly 40% shopped in-store.
Electronics and technology consistently rank as the top-selling categories during Black Friday. This includes items like TVs, laptops, smartphones, and gaming consoles. Followed by this are clothing and toys.
Year-over-year trends can vary based on economic factors. For instance, in 2020, the total spend on Black Friday was down by around 20% from 2019 in the US, primarily due to the COVID-19 pandemic.
This may vary based on the retailer, but estimates suggest that as much as 20-30% of annual retail sales occur during the holiday shopping season, including Black Friday and Cyber Monday.
How we write these articles

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly. See our Editorial Guidelines.

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