60+ Black Friday Statistics You Need To Know 2024

60+ Black Friday Statistics You Need To Know 2024

Published By Marilia Dimitriou
February 13, 2024

Whether you’ve already planned your Black Friday marketing strategy or not, it’s never too late to check some of the essential Black Friday statistics!

But why do you need to check these stats? Using data is always the best approach to improving your strategy, whether it focuses on email, SMS, social media, in-store marketing, etc.

As Jeff Weiner once said, “Data really powers everything that we do.” So with this in mind, we collected some impressive Black Friday stats you need to know, including:

  • Online shopping stats
  • Retail store data
  • Consumer trend insights
  • Black Friday email statistics

Let’s begin!

How Was Black Friday For 2022?

Last year’s Black Friday still grew globally and favored both in-store and eCommerce shopping, with the latter winning the show. So as COVID-19 restrictions started to fade, some consumers returned to physical stores for holiday shopping.

More specifically, retailers noticed some significant stats:

  • Black Friday weekend traffic rose up to 2.9% compared to last year.
  • In the US, retail sales on Black Friday rose 12% YoY.
  • Black Friday eCommerce growth increased by 13% YoY.

These data only show a small portion of what happened to retailers once the pandemic restrictions declined. For 2022, Black Friday trends highlight the following:

  • Consumers will opt for businesses with multiple payment options.
  • Hybrid shopping will become more popular.
  • More young people will engage in Black Friday & Cyber Monday sales.
  • Businesses will give early access to VIPs and loyal members.

Now, let’s look at some impressive data, starting with Black Friday online sales statistics.

Black Friday Online Sales Stats

E-commerce store owners saw a surge in online shoppers in 2020. But how has it evolved over the last few years? Let’s see:

Black Friday sales stats

Source

Here are the most important online sales statistics to consider:

  • In 2022, Black Friday spending reached $9.12 billion, 2.3% more than in 2021. – Adobe
  • According to Shopify store owners, the average order total for Black Friday/Cyber Week in 2022 was $102.10, a little higher than in 2021, which was $100.70. – Shopify
  • The 2020 holiday shopping season was the biggest in Amazon’s history. – Amazon
  • In 2022, more than 122.7 million people visited US brick-and-mortar stores over the Black Friday weekend, up 17% year-over-year. – National Retail Federation (NRF)
  • In 2021, 59% of consumers between 18 and 44 wanted to shop online. – Sitecore
  • 25% of American shoppers shop online because they think they’ll find better Black Friday deals. – DriveResearch
  • In 2022, 87.2 million U.S. consumers shopped online, roughly equal to 2021. – National Retail Federation

In a nutshell, as eCommerce is on the rise, businesses need to have a solid digital marketing strategy with tactics focusing on seasonal shoppers and their pain points.

Retail Store Sales Statistics

Walmart, Target, and Kohl’s were the most popular retailers for 2022 Black Friday shoppers, as consumers started to prefer in-store shopping again.

top retail stores Black Friday 2022

Here are the most prominent Black Friday statistics from the retail sphere:

  • 46% of shoppers prefer buying from brick-and-mortar stores due to the unique feeling they get. – Deloitte
  • 73% of consumers also go to physical stores to find special deals and get the best season offers. – Deloitte
  • Retail businesses with both online and in-person stores witnessed a 64.5% in transactions. – DemandSage
  • 31% of Black Friday shoppers start their purchases early in the morning, between 5 AM to 10 PM. – DotDigital
  • Online retailers, though, had a 21.6% increase in sales, making it the second-biggest figure of all time. – Adobe
  • In 2020, the US holiday season retail sales were more than $1 trillion. – eMarketer
  • Both small businesses and large retailers had a sales boost of 545% and 573%, respectively. – Adobe and Magento Commerce
  • Walmart, Amazon, Best Buy, and Target are among the top retailers for Black Friday 2023. – Black Friday Deals

Hence, consumers will opt for an eCommerce and in-person combo. So embrace digital retail marketing strategies like creating emails, posting on social media, and working with influencers, especially during holidays like Black Friday!

Black Friday Email Marketing Stats

The majority, if not all, of online stores, will promote their special deals through various means. The most popular is email marketing! Ecommerce businesses and online retailers send converting email campaigns to target their shoppers, giving them irresistible offers, discounts, and coupons.

Below, we’ll see some Black Friday statistics to help you out with your Black Friday email marketing strategy. Let’s see:

  • The number of emails sent on Black Friday 2022 reached 141 million. – Omnisend
  • Cart abandonment campaigns have a 34% open rate and a 9% click-through rate during the holiday. – Sleeknote
  • Black Friday had he highest email conversion rate of the month, with campaign emails reaching and 0.13% and automated ones at 2.5%. – Omnisend
  • The best time to send a Black Friday email is early in the morning. – Constant Contact
  • Personalized Black Friday emails receive a 15% higher open rate compared to non-personalized emails. – NotifyVisitors
  • Email campaigns with “$ off” messages had the highest conversion rate at 14.8%. – Data Axle
  • Ecommerce marketers can make seven times more the order rate with SMS compared to email campaigns. – Omnisend

Black Friday and email marketing are a combo you should leverage to boost your seasonal sales. Here are 17 Black Friday email examples from popular online stores and some tips to inspire you for 2021!

Also, if you need help creating your seasonal email campaigns, you can use an email tool like Moosend to craft the perfect sales campaigns! All you need is to sign up for an account and hop into the email editor!

Start for free

Mobile Vs. Desktop Black Friday Statistics

Mobile shopping has become more and more popular as customers are slowly turning into mobile-first users. More specifically, Adobe’s Analytics data showed that mobile represented 51.4% of site visits, with smartphones holding 43.6%. Nevertheless, while mobile is rising, desktops and laptops are still going strong.

Black Friday statistics smartphones

Here are a few Mobile vs. Desktop Black Friday statistics you need to keep in mind:

  • During the holiday season (Nov-Dec), 40% of revenue came from smartphones. – Adobe
  • Desktop has an 5.6 % conversion rate compared to mobile devices, with a 3.3% conversion rate. – Statista
  • In 2022, 76% of eCommerce traffic came through smartphones. – Salesforce
  • On Cyber Monday, the lowest cart abandonment rate of the day on mobile devices was at 20:00, reaching up to 20:00. – SaleCycle

As you can see, mobile devices are a big player for holiday shoppers. Online stores and retailers can benefit from SMS and email marketing more than ever to increase their revenue and incentivize shoppers to purchase.

Top Selling Black Friday Products

When it comes to Black Friday shopping, each year has its top product categories! Consumers seem to favor premium items at better prices, from consoles and jewelry to Apple’s famous AirPods and Watch. Below, you can see the most searched products by the number of online searches in 2022:

Top selling Black Friday products

Source

And here are a few things to consider:

  • Nintendo Switch was the most popular Black Friday 2020 product, surpassing PS4. – Statista
  • Amazon’s top five best-selling products during Black Friday and Cyber Monday were all technology items. – House Beautiful
  • Consumers spent more on Clothes /Accessories/Shoes, Electronics and Toys. – NielsenIQ
  • On Cyber Monday 2022, electronics was the most popular purchased product, followed by Clothing/Accessories. – Nielsen IQ
  • Clothing wasn’t one of the most wanted product categories for women in 2022. – Statista
  • According Adobe Analytics, the most popular products for Black Friday 2022 were: XBox Series X, Bluey, Call of Duty, Drones, MacBook. – Adobe Analytics

Black Friday Shopper Insights

Holiday spending presents very different patterns based on the age group shoppers belong to. Apart from age, other demographic criteria that can influence a purchase include your shoppers’ gender, profession, interests, and even location! The difference between Gen Z shoppers, Gen X, Baby Boomers, and Millennials is quite evident in the following graph:

Black Friday consumer spending stats

Let’s see some Black Friday statistics about consumer spending:

  • Almost 58% of shoppers are motivated to buy at least 50% Black Friday discounts. – MarketSplash
  • Millenials and Gen Z are among the biggest Black Friday shoppers. – TechTarget
  • Adults between the ages of 26-35 are the group with the highest purchasing potential. – Iowa State University
  • 42% of Gen X buyers (40-55) and 40% of millennials (25-40) took advantage of Buy Now, Pay Later (BNPL). – PYMNTS
  • Almost half of the US consumers thought that 2022 BFCM deals were better than the previous year. – NielsenIQ
  • 49% of shoppers claimed that free shipping was one of the biggest reasons for purchasing during Black Friday. – National Retail Federation
  • 60% of consumers stated that they regretted buying certain items on Black Friday. – Finder
  • Baby boomers and Generation Z favor shopping in brick-and-mortar stores. – Finder via SpendMeNot
  • Recent data shows that 29% of women planned to shop during Black Friday compared to 27% of men. – Spendmenot

Black Friday Interest By Country

Despite being an American holiday, other countries presented an increase in Black Friday interest. Below, you can find some interesting holiday sales tactics in different countries:

Black Friday sales region

According to the findings:

  • In the US it rose up to 663% compared to regular days.
  • In Germany, it gained the highest popularity, reaching up to 2418%.
  • Thailand has the lowest rate, at 74% than average.

In a different pre-COVID study, Criteo tried to discover the top product categories for each country, measuring the daily sales for retail stores. Here are the most important Black Friday statistics to consider:

US

  • Sales in Athletics had an increase of +153%.
  • Books, Music, and Clothing accessories sales doubled.
  • Changes were observed on Duvet Covers and Mattresses with a +111% and +108% increase, respectively.

France

  • Televisions had an impressive increase of +1089%, followed by vacuums with a +606% rate.
  • Electronics remained a top category in retail sales.
  • Clothing and accessories also had high percentages, ranging from +221% to +425%.

Germany

  • Scarves and Shawls had the highest increase with a +412% rate.
  • Off-season items like swimsuits also presented a +131% increase.

Netherlands

  • Shoes were the top category with a +299% rate.
  • Clothing sales tripled from last year.

Russia

  • Major apparel categories had the most significant increase, with Shoes reaching a +269% growth rate, Dresses a +203%, and Coats & Jackets a +200%.

Spain

  • Spanish consumers also favored clothing products, with Shoes spiking at 494% and Shirts & Tops increasing by +222%.

Black Friday Vs. Cyber Monday Stats

Black Friday might be the biggest sales day of the year. However, Cyber Monday sales stats have shown that consumers will spend more on that day compared to Black Friday.

In an overview by Statista, Cyber Monday has the biggest sales increase between 2018-2019 compared to Thanksgiving, Black Friday, and Small Business Saturday. Below, you can find some data on the 2021 performance:

Black Friday vs Cyber Monday 2021 performance

Source

In addition, according to Black Friday vs. Cyber Monday stats, Black Friday sales reached $9.8 billion, whereas Cyber Monday was expected to reach $12 billion. While the difference isn’t so big, it shows that consumers were fond of Cyber Monday deals, investing their money in various products.

Here are a few more stats that reveal that Cyber Monday is a very successful online shopping event:

  • Cyber Monday 2020 peaked at $10.84 billion in sales ($2.94 billion more than 2018), making it the biggest sales event in the US.
  • Social media traffic was up 16% in 2018 on Cyber Monday.
  • The expected average spend in 2022 was highest on Cyber Monday, at $218, compared to $205 on Black Friday.

In 2021, Cyber Monday was very successful as consumers took advantage of eCommerce deals. This is mainly due to the recent pandemic preventing Black Friday shoppers from going to physical stores.

Black Friday Statistics To Help You Succeed

Knowing the most important Black Friday and Cyber Monday stats will help you improve your seasonal digital marketing efforts, from your email campaigns to your social media endeavors.

As you’ve noticed, Black Friday was a holiday affected by the recent pandemic. As consumer trends change, businesses must adapt their marketing and sales strategies to respond to change more effectively.

So, whether you have an online business or a retail store, taking a moment to learn about the sales stats and trends of the previous years will work in your favor.

Now you are ready to rock this year’s Black Friday! Go!

Similar Posts