Want to be in the know about the latest Black Friday statistics? You’ve come to the right place.
Thanksgiving is a time for US families to spend time together and be grateful, but for businesses, it means one thing and one thing only: Black Friday.
Black Friday has gone from being a US holiday sale to a worldwide commerce event and, with the rise of e-commerce stores, Cyber Monday has also become a date for every marketer’s calendar.
So, whether you’re a marketer planning your Black Friday campaigns or a business owner looking to drive sales on the most important weekend of the year, it’s important to stay up-to-date with the latest facts and stats.
We’ve compiled an extensive list of Black Friday statistics (and some Cyber Monday statistics) to help you learn everything you need to know to make the most of this holiday shopping extravaganza.
Editor’s top picks – Black Friday & Cyber Monday statistics
These are our most interesting statistics about Black Friday & Cyber Monday:
- 108 million people reported they planned to shop on Black Friday 2021 in the US. (Source: Statista1)
- 58% of online Black Friday sales were made on desktop devices. (Source: Adobe)
- ¼ of holiday shoppers think deals are better on Prime Day than on Black Friday. (Source: Deloitte)
Let’s get started with some general Black Friday statistics that will give you an overview of the impact of Black Friday and Cyber Monday.
Black Friday is an important day for both shoppers and businesses alike, and consumers are keen to get involved and take advantage of low prices and special offers.
According to a statistic published by Statista, around 108 million people in the US alone said that they planned to go shopping on Black Friday. Although a lot of people find the prospect of wandering around a busy shopping center off-putting, the good deals are enough to incentivize them to shop.
Cyber Monday is a relatively new addition to the Black Friday weekend. It takes place on the Monday following the Thanksgiving holiday and is the time when e-commerce stores offer huge discounts on online purchases.
For shoppers, Cyber Monday is becoming a milestone date, and many consumers are keen to make their purchases online. According to Statista, around 62 million US citizens said that they intend to make online purchases on Cyber Monday.
Revenue is extremely high on Black Friday across the world, despite stores offering huge discounts. In fact, some stores record their highest takings for the whole year on Black Friday even when selling heavily discounted products.
According to figures published by Adobe, the total revenue for Black Friday’s sales in 2020 was estimated to amount to around $188 billion. despite many brick-and-mortar stores being closed, or having reduced operating hours due to the pandemic.
Many people save up year-round in order to take advantage of discounts on Black Friday. In addition to this, lots of families use Black Friday as a day to stock up on gifts for the upcoming festive season.
As a result, the average spend per shopper across the Black Friday weekend is quite high. According to Deloitte, the average spend in 2020 was around $401 amongst US shoppers.
Black Friday was originally founded in the US as it is affiliated with the Thanksgiving holiday. Although the sales event has now become a worldwide tradition, it is still much more popular in the US than anywhere else.
In fact, the highest number of searches for ‘Black Friday’ are made from US devices. According to Statista, around 21.2% of searches come from the USA in 2021.
However, Black Friday is growing in popularity worldwide. Particularly in Europe. The country with the second-highest percentage of searches for ‘Black Friday’ was Germany with 12.9%.
Other countries that search for ‘Black Friday’ a lot online include Brazil, the UK, Spain, Canada, and France. Although many of these countries don’t have a tradition of celebrating Thanksgiving, they’re still grateful for the seasonal sales (see what I did there?)
If you’re thinking about launching Black Friday sales online, it’s important to ensure that your site is set up for increased levels of traffic from different devices. According to Adobe, the majority of Black Friday sales are made from desktop devices – 58% to be exact.
However, that means that 42% of customers will use mobile devices to make Black Friday purchases so be sure to double-check that your site is optimized on all devices ahead of the sale date.
Emails are one of the best ways to share information about your business’s Black Friday deals with consumers.
However, with an increased number of offers being sent out, and more people receiving transaction emails, Black Friday really puts email providers through their paces.
According to an article published by Campaign Monitor, around 116.5 million emails were sent on Black Friday 2020, and that doesn’t account for emails sent in the run-up to the event, or on Cyber Monday.
Source: Campaign Monitor
For marketers and salespeople, Black Friday is an extremely important event. Here are some Black Friday statistics that every marketer should be aware of.
If you run a clothing or accessories business – great news! People love to buy these products during Black Friday events. According to the Deloitte Pre-Thanksgiving Pulse Survey, 66% of people said that they plan to buy clothing and accessories during the Black Friday sales.
Other popular categories included toys and hobbies, electronics and electronic accessories, and food and beverage. The least popular category was travel and dining and only 14% said they planned to spend money on these things during the Black Friday weekend.
Although sales are high during the Black Friday weekend, so too are cart abandonment rates. Many people check out the sales and preemptively add things to their online carts but don’t actually get around to buying them.
This could be due to factors like a change of heart, or finding a better Black Friday deal elsewhere. According to Barilliance, cart abandonment rates have been as high as 79.83% on average in previous years.
However, many businesses are aware of the high cart abandonment rates and do everything they can to reduce the rates as much as possible.
According to statistics published by Societal, 4 in 5 or around 80% of businesses run cart abandonment campaigns over the Black Friday period to try and encourage people to return to the site and complete their purchases. The study found that cart abandonment popups have an average conversion rate of 21.68%.
Black Friday isn’t all about making sales, it can also help to increase lead acquisition rates. According to Societal, businesses can see sales acquisition rates increase by as much as 226% during the Black Friday period.
In fact, the same study found that 4 out of 5 companies that focused on lead acquisition over the Black Friday weekend acquired 86% of their total yearly leads in just a few days.
In order to boost your sales on Black Friday, it’s important to have a good idea of how consumers like to shop. Here are some Black Friday statistics related to consumer spending habits and preferences.
Safety and overcrowding are big concerns for shoppers on Black Friday. Seemingly every year, a new video emerges of people fighting in the aisles over a discounted TV, and this is enough to encourage many people to stay at home and eat leftover Turkey.
According to Deloitte, around 74% of shoppers intend to do their Black Friday shopping online in order to avoid crowded brick-and-mortar stores.
Overcrowding isn’t the only thing that is encouraging people to shop online during Black Friday. According to Drive Research, around a 1/4 of shoppers believe that the best Black Friday deals can be found online and not in-store.
Although it is well-known that online deals are better on Cyber Monday, many companies also make special deals available online for Black Friday too. Traditionally, people had to queue around the block to get the best Black Friday deals, but things have been changing in recent years.
Source: Drive Research
15. 47% of consumers choose to shop in physical stores on Black Friday to take advantage of special deals
Despite some stores making deals available both in-store and online on Black Friday, there is still a high proportion of in-store-only offers. Just less than half of consumers choose to brave the busy stores in order to take advantage of special offers in physical stores.
This is great news for brick-and-mortar stores that don’t have an online presence, but with variables like the pandemic to take into account, in-store-only deals may soon become a thing of the past.
2020 threw a real spanner in the works for companies that relied on Black Friday foot traffic. More so than sales figures and customer numbers, safety became the first priority for both shoppers and businesses in 2020.
Around 30% of consumers told Deloitte that they were concerned about COVID safety precautions during the Black Friday sales, and with the virus still circulating, it’s likely to affect shopping patterns for future Black Friday events too.
17. 56% of Black Friday shoppers make purchases for themselves, as well as buying holiday gifts during Black Friday sales
With Black Friday falling so close to Christmas, many people use it as an opportunity to purchase holiday gifts for their loved ones at discounted prices. However, that’s not all that consumers are interested in.
According to Deloitte, over half of consumers like to buy themselves some treats as well as shopping for holiday gifts. So, if you’re planning a big Black Friday sale, be sure to vary your campaigns, and don’t make them all about gift-giving.
Although Black Friday can be a hectic day for shoppers, many people still make it a part of their yearly family routine. According to Deloitte, 46% of consumers enjoy Black Friday shopping with their families as part of the holiday festivities.
Therefore, it’s important to try and give your customers an enjoyable and memorable experience as well as offering them great deals on products as this will encourage them to return year after year.
When broken down by age, Black Friday shopping is most popular with consumers from the Gen X generation. According to Statista, 22% of Gen Xers plan to shop in stores on Black Friday.
Comparatively, only 16% of Gen Z and Millennials plan to shop in physical stores on Black Friday. Baby Boomers are the least likely to go shopping on Black Friday, with only 6% intending to make purchases in-store on sale day.
Already planning for next year’s Black Friday campaigns? Here are some Black Friday statistics relating to the current trends.
Going into crowded places is increasingly becoming a source of anxiety for people, and this is having a knock-on effect for the retail industry.
According to Deloitte, almost 60% of people felt anxious about hitting the stores on Black Friday 2020, and with the threat of COVID still looming, this could be an increasing problem. As a result, we may see more stores choosing to run their Black Friday sales online exclusively in the future.
Black Friday has traditionally been the best sale day of the year. However, since the rise of Amazon, there’s a new kid on the block when it comes to annual sales.
Amazon Prime Day is a new favorite amongst shoppers, with some people even believing that deals are better on Prime Day than they are on Black Friday and Cyber Monday. Around 1/4 of shoppers prefer Prime Day Deals and this could lead to a reduction in the number of people waiting for Black Friday to make large purchases.
Although Black Friday is still an extremely popular shopping event, there is no doubt that it was adversely affected by the worldwide problems that 2020 brought.
Unfortunately, Black Friday sales figures fell by a whopping 20% in 2020 compared to 2019, and this could be an ongoing trend if the pandemic continues. Hopefully, with vaccinations being rolled out worldwide, and restrictions being lifted, the sales figures will increase again in 2021.
Despite the adversity that the retail industry has faced over the past year, businesses still seem keen to make the most of Black Friday and offer their customers great deals in order to revive their sales figures.
According to TheBlackFriday.com, retailers are starting their Black Friday promotions earlier than ever before, with some even rolling out deals as early as October. This type of extended sale could be something that grows in popularity over the coming years.
Cyber Monday is the day when shoppers can get all of the best Thanksgiving bargains online. Here are some statistics relating specifically to Cyber Monday sales.
Although Cyber Monday isn’t quite as popular as Black Friday, it’s still a significant day for businesses in terms of revenue. In 2020, the total revenue generated by Cyber Monday sales was around $10.8 billion.
This was the highest Cyber Monday revenue that the world has seen to date, with more people choosing to shop online than ever before due to lockdowns and restrictions.
Cyber Week is a great thing for e-commerce businesses or stores that have a good online presence. However, for brick-and-mortar stores, it can spell back news.
During Cyber Week 2020, brick-and-mortar stores saw a 23.9% drop in sales figures, as people were keen to take advantage of online deals after the Black Friday events had ended in store.
If you run a brick-and-mortar store, it’s a good idea to get an ecommerce site up and running so you can take advantage of the influx of shoppers during Cyber Week too.
If you want to make the most of your Cyber Monday traffic, be sure to test your site and make sure that it’s optimized for mobile devices. According to Forbes, around 37% of sales are made from mobile devices on Cyber Monday, so it’s important to make life as easy as possible for your customers to complete their transactions.
In a survey conducted by Deloitte, shoppers were asked “What can retailers do to make your Cyber Monday shopping better?”. Just under half of the respondents said that they would like to see lower prices, better deals, and more ads ahead of Cyber Monday events.
Therefore, in order to increase Cyber Monday traffic, it may be a good idea to boost your advertising campaigns ahead of time to make shoppers aware of the good deals and low prices available.
Another big concern for Cyber Monday shoppers is delivery and returns. As shoppers can’t return and receive products bought online as easily as they do in-store, it’s important to let customers know about your returns policy and offer fast and affordable delivery options.
Around 23% of consumers said that fast and free return and delivery options would improve their Cyber Monday experience.
Cyber Monday is a great way for companies to boost sales, but an article by Forbes has shown that it’s a particularly beneficial event for small businesses.
According to the article, small businesses saw a 501% boost in sales on Cyber Monday compared to a regular day in October. So, if you’re running a small e-commerce business, be sure to make the most of Cyber Monday and offer discounts to your customers.
Black Friday statistics sources
There’s no doubt about it, Black Friday is a big deal and the facts and figures above are evidence of this. If you’re looking to boost sales and generate leads, Black Friday can be the perfect event to help you achieve these goals.
Hopefully, the Black Friday statistics above helped you gain some knowledge of this epic shopping weekend.
What’s next? If you want to launch your own products and capitalize on Black Friday & Cyber Monday, be sure to check out our roundup of the best ecommerce platforms to start an online store. Alternatively, if you plan to focus on digital products, check out these platforms for selling digital products.
Alternatively, if you want to automate future sales, you may find these marketing automation tools useful.
And if you’re keen to check out some more interesting statistics, I recommend checkout out our article on ecommerce statistics.