The holidays are drawing near. For shoppers, retailers and even marketers alike, that means one thing — Black Friday – America’s busiest and most anticipated shopping holiday of the year following Thanksgiving. It’s a time when excited shoppers flock to stores to snag exclusive, once-a-year deals and discounts, resulting in a massive boost in retail sales. This year, Black Friday falls on November 24, the day after Thanksgiving on November 23.
While shoppers search for the next trending product to purchase, marketers dive into Black Friday statistics for insights. So, this blog explores Black Friday data, including online versus in-store preferences and the most sought-after products.
Let’s reveal the pulse of this shopping phenomenon.
Here are the top Black Friday statistics for 2023:
1. Black Friday Remains the Top Choice for In-Store Shopping in the United States
Black Friday continues to hold its position as the preferred day for in-store shopping, with about 72.9 million U.S. consumers opting for the traditional experience. In terms of Black Friday consumer behavior, the number reflects a rise from 66.5 million in 2021. (Source: National Retail Federation)
2. Black Friday Global Online Sales Amassed $281 Billion
Analyzing data from over 1.5 billion shoppers, including activity across commerce, marketing, and service (encompassing 24 of the top 30 U.S. online retailers), the 2022 Black Friday stretch figures revealed a record-breaking $281 billion in global online sales, marking a 2% increase from 2021. (Source: Salesforce)
3. About 200 Million Americans Shopped During the Five-Day Black Friday Period in 2022
During the five-day shopping spree stretching from Thanksgiving to Cyber Monday in 2022, a staggering 196.7 million shoppers in the United States participated. This Black Friday shopping statistics blend online and in-store retail experiences. (Source: National Retail Federation)
4. Nearly 65 Million In-Store U.S. Shoppers Showed Up Saturday of the 2022 Thanksgiving Weekend
The Saturday following Thanksgiving saw 63.4 million in-store shoppers, a notable increase from 51 million the previous year. Notably, for Black Friday market research, 77% of Saturday shoppers focused on supporting Small Business Saturday. (Source: National Retail Federation)
5. Three-Fourths of American Consumers Shopped Over the 2022 Thanksgiving Weekend
According to a survey, 76% of consumers shopped during the Thanksgiving weekend, a rise from 70% in 2021. This exceeded the NRF’s expectations by over 30 million, indicating stronger consumer participation and a surge in Black Friday shopping trends. (Source: National Retail Federation)
6. Nearly 123 Million Shoppers Visited U.S. Brick-and-Mortar Stores Over the 2022 Black Friday Weekend
Brick-and-mortar stores experienced a notable increase in foot traffic, with over 122.7 million individuals stepping through their doors over the weekend—a 17% jump from the 2021 Black Friday shopping statistics. (Source: National Retail Federation)
7. More Than 130 Million People Browsed Through Online Stores in the U.S. Over Black Friday Weekend 2022
The online shopping sector also witnessed a change in Black Friday consumer behavior, albeit more modest, as 130.2 million virtual shoppers surfaced. This reflected a 2% uptick in Black Friday statistics compared to the previous year. (Source: National Retail Federation)
8. Black Friday Online Sales Stats Estimated at $9.12 Billion in Total Sales for 2022
Online shoppers in the United States splurged approximately $9.12 billion on Black Friday alone. This marked a modest 2.3% increase from the $8.92 billion spent in the 2021 Black Friday online sales stats. While the uptick isn’t substantial, it surpassed Adobe’s initial estimate of $9 billion for online sales. (Source: Adobe)
9. Curbside Pickup Was Employed in 13% of Online Orders on Thanksgiving and Black Friday
The resurgence of in-store shopping in the U.S. limited the use of curbside pickup. It was employed in 13% of online orders on Thanksgiving and Black Friday (for retailers providing the service), a decline from 21% in the previous year’s Black Friday analysis. On Cyber Monday, curbside pickup was utilized in 17% of online orders, down slightly from 18% in 2021. (Source: Adobe)
10. Online Purchases by U.S. Residents Reached $5.29 Billion on Thanksgiving
While a considerable number opted to make their purchases on Black Friday, there were still enough shoppers to contribute to a $5.29 billion spending spree online on Thanksgiving Day. This meant a 2.9% increase compared to last year’s Black Friday sales data. (Source: Adobe)
11. Cyber Monday Shoppers in the U.S. Were Splurging at a Rate of $12.8 Million per Minute in the 2022 Black Friday Stretch
From the $12.8 million per minute, the collective online expenditure reached $11.3 billion. The figure broke Black Friday shopping statistics, particularly eCommerce records. This highlighted a 5.8% increase compared to the previous year, underscoring online commerce’s continuous expansion and impact. (Source: Adobe)
12. Cyber Week 2022 Fueled $35.3 Billion in Online Sales in the U.S.
This marked a 4% increase compared to the figures from 2021 when considering the entire Black Friday analysis week of holiday shopping. (Source: Adobe)
Up next: Black Friday shopping trends on popular buys
13. Toys Take the Lead in Cyber Monday Expenditure: 684% Increase in Online Sales
In the U.S. Cyber Monday, record spending was fueled by a 684% increase in toy sales compared to an average day in October 2022. Electronics increased by 391%, and computers at 372% were also top performers. Other categories with strong demand included:
• Sporting goods increased 466%
• Appliances increased 458%
• Books increased 439%
• Jewelry increased 410%
For more insights on Cyber Monday and Black Friday market research:
Cyber Monday’s bestsellers encompassed Legos, Disney Encanto, Pokémon cards, Hot Wheels, LOL Surprise dolls, CoComelon and Hatchimals in the toy category.
Leading gaming consoles included Nintendo Switch, PlayStation 5 and Xbox Series X, with top games featuring FIFA 23, NBA 2K23, God of War Ragnarök, Madden 23 and Pokémon Scarlet & Violet.
Additional top sellers on Black Friday shopping trends, particularly Cyber Monday, spanned smart TVs, MacBooks, Apple AirPods, tablets, smartwatches, air fryers and Instant Pots. (Source: Adobe)
14. In-store Foot Traffic Increased by 2.9% on Black Friday 2022
Data on in-store shopping at U.S. brick-and-mortar retail locations and shopping centers during Thanksgiving Day and Black Friday 2022. The findings revealed a 2.9% uptick in overall traffic on Black Friday, November 25, as opposed to 2021. (Source: Sensormatic)
15. Lifestyle Centers and the Like Increased Foot Traffic by 4.7% on Black Friday 2022
Shopper visits in non-mall locations, such as lifestyle centers, strip centers and standalone stores, experienced a notable 4.7% increase compared to Black Friday 2021. (Source: Sensormatic)
16. In-store Foot Traffic Increased by 19.7% on Thanksgiving 2022
As it is a Federal holiday, there was a 19.7% year-over-year increase in visits to physical stores on Thanksgiving Day. (Source: Sensormatic)
17. U.S. Retail Sales Increased by 9.7% for Cyber Monday
Inclusive of all payment methods and not adjusted for inflation, total retail sales, excluding auto, rose by 9.7% year-over-year. Meanwhile, eCommerce Black Friday sales data experienced a higher growth at 10.9% year-over-year, while in-store retail sales increased by 9.2% year-over-year. (Source: Mastercard)
18. Total U.S. Retail Sales Up by 10.9% on Thanksgiving and Black Friday Weekend
Thanksgiving weekend recorded a substantial 10.9% year-over-year increase in total retail sales, excluding auto. In-store sales rose by 10.5% year-over-year, while eCommerce showed strong growth at 12.5% year-over-year for the period from Thursday to Sunday. (Source: Mastercard)
19. U.S. Restaurants Top Driver of Sales Growth on Black Friday 2022: 23.3% Increase in Sales
A report indicates that restaurant sales increased by 23.3%, apparel by 14.4% and electronics by 2.0%. These sectors were pivotal in driving the Black Friday analysis growth over the weekend. (Source: Mastercard)
20. Shopify Merchants Set a New Record of $3.36 Billion in Sales During Black Friday 2022
On Black Friday, Shopify merchants raked in $3.36 billion in sales, from the kickoff in New Zealand to the close in California. This represents a 17% surge compared to Black Friday in 2021. (Source: Shopify)
21. Shopify Sales Were Coming In at a Rate of Over $3.5 Million per Minute, at Its Peak
At the peak of Black Friday online sales stats, which occurred at 12:01 p.m. Eastern Standard Time on Black Friday, merchants on Shopify witnessed a collective surge in sales, reaching an impressive of more than $3.5 million per minute. (Source: Shopify)
22. Shopify Merchants Garnered $7.5 Billion in Sales on Black Friday Weekend 2022
In 2022, independent businesses worldwide recorded a record-setting Black Friday and Cyber Monday weekend, amassing $7.5 billion in sales. This marked a notable 19% increase from the $6.3 billion recorded during Shopify’s Black Friday Cyber Monday weekend in 2021. (Source: Shopify)
23. Over 52 Million Shoppers Purchased From Shopify Stores Over the 2022 Black Friday and Cyber Monday Stretch
The Black Friday Cyber Monday weekend stands out as the peak shopping event of the year for Shopify merchants. Over 52 million global consumers bought from Shopify-powered brands this year, marking a 12% uptick from 2021 Black Friday shopping trends. (Source: Shopify)
24. The U.S. Is Among the Top-Selling Countries Where Shoppers Make Purchases From
Black Friday market research worldwide shows the leading countries and cities in terms of shopper locations encompassing the United States, United Kingdom and Canada. The top-selling cities included London, New York and Los Angeles. (Source: Shopify)
25. Three in Four Shopify Shoppers Seek High-Quality Products That Last During the 2022 Black Friday and Cyber Monday Stretch
In a previous survey of over 24,000 global consumers, it was found that 76% of shoppers were prioritizing durable, high-quality products. (Source: Shopify)
26. 84% of Select Shopify Shoppers Aimed To Compare Prices Before Purchasing for the Black Friday and Cyber Monday Sale
According to the same survey, the majority (84%) aim to compare prices for optimal discounts before making Black Friday Cyber Monday weekend purchases, highlighting a strategic approach to securing the best deals. (Source: Shopify)
27. Shopify Customers Spent an Average of $102.10 per Order Over the Black Friday Weekend
Shoppers around the world increased their spending, with the average global consumer spending $102.10 per order over the weekend (or $104.80 when adjusted for constant currency). This is up from the global average of $100.70 reported last year. (Source: Shopify)
28. Over 56,000 Tonnes of Carbon Removal Were Funded Through Shopify Platforms
Eco-conscious shoppers are favoring brands with sustainable practices like carbon-neutral shipping. For the third year running, Shopify is offsetting carbon emissions from shipping all orders during Black Friday and Cyber Monday, funding over 56,000 tonnes of carbon removal. (Source: Shopify)
29. Online Retailers in the U.S. With “Buy Online and Pick Up in Store” Grew Revenue by 38%
Consumers favored “Buy online and pick up in store” (BOPIS) and curbside pickup during Cyber Week, experiencing a 9% global growth from Thursday to Sunday compared to the first three weeks of November. In the U.S., retailers with BOPIS saw a remarkable 38% increase in online revenue during Cyber Week. (Source: Salesforce)
Up next: Black Friday statistics particularly helpful for marketers.
30. Midnight and 2 P.M. Are U.S. Peak Purchasing Times During Black Friday
Per Black Friday shopping trends in the United States, the peak buying hours, each contributing to 6% of total sales, are midnight and 2 p.m. Evidently, online shoppers favor nighttime shopping. At the same time, those visiting physical stores prefer the early afternoon. (Source: Black Friday Global)
31. Global Chatbot Messages Increased by 57% on Black Friday and 53% on Cyber Monday
Retailers embraced automation on key online shopping days, freeing agent time for complex order issues and boosting customer loyalty. On Black Friday, chatbot messages globally increased by 57%. Meanwhile, there was 53% on Cyber Monday. These figures are compared to the same days in 2021. (Source: Salesforce)
32. Shoppers Viewed 1.9 Billion AI-Powered Product Recommendations Over Cyber Week 2022
Artificial intelligence remains a significant factor in shaping Black Friday consumer behavior. During Cyber Week in 2022, shoppers encountered 1.9 billion AI-driven product recommendations powered by Einstein. (Source: Salesforce)
33. Smartphones Drove 55% of Online Sales on Thanksgiving
Over half of these early U.S. shoppers (55%, up from 51% in 2021) purchased using smartphones. This smartphone shopping trend extended throughout the entire Black Friday week, with 51% of online shoppers opting for mobile transactions, up from 46% the previous year. (Source: Adobe)
34. “Buy Now, Pay Later” Popular Due to Flexibility for Cyber Week Purchases
Amid economic uncertainty, the U.S. Black Friday consumer behavior revealed shoppers adopt innovative budgeting methods. In Cyber Week, “Buy now, pay later” orders surged by 85%, with revenue spiking by 88% compared to the preceding week. (Source: Adobe)
35. Paid Search Is Still the Top Driver of Sales for Retailers for the 2022 Cyber Week
In Cyber Week, paid search led the way, accounting for 28% of online sales across major marketing channels for U.S. retailers. Other significant contributors in Black Friday sales data included affiliates or partners (18%), direct (18%), email (17%) and organic search (15%). (Source: Adobe)
36. Social Media’s Share of Sales Saw a 27% Year-Over-Year Growth During U.S. Cyber Week 2022
Revenue directly linked to social media accounted for less than 5% of total sales during Cyber Week. This share has experienced a significant 27% year-over-year growth. (Source: Adobe)
Want To Amp Up Your Black Friday Sales?
All the insights shared in this blog open up new avenues for your business to explore. If you’re ready to seize these opportunities, Thrive is here to support you. We are a team of digital marketers who work with diverse brands, helping them improve product visibility and, thus, sales.
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Talk to our team — drive more Black Friday sales!
