Black Friday Statistics


Millions of people worldwide spend trillions of dollars every Black Friday and Cyber Monday. Each year, Black Friday statistics reveal that the shopping craze during these days isn’t slowing down, even if there is a notable shift online. Consumers appreciate the great deals stores offer during the five days between Thanksgiving and Cyber Monday. Most shoppers use Black Friday sales to purchase gifts for the upcoming holiday season but also to treat themselves. Toys, clothing, and electronics are among the top-selling categories during the five-day spending spree.

Black Friday Statistics (Editor’s Choice)

  • In 2020, about 186 million Americans shopped during Thanksgiving weekend.
  • Black Friday online spending in 2020 increased by 21.6% and hit $9.03 billion.
  • One-fifth of Black Friday shoppers spend 90% of their budget on gifts.
  • In 2018, North Dakotans recorded the highest average purchase amount of $398.
  • With 93.2 million shoppers, Black Friday topped Cyber Monday for online shopping traffic.
  • Between 2006 and 2018, there were 12 Black Friday deaths and 117 injuries.

Black Friday Stats and Facts

1. In 2020, about 186 million Americans shopped between Thanksgiving Day and Cyber Monday.

This marks a drop from 2019’s record-high of 189.6 million. Meaning, the latest holiday shopping statistics point to a slowdown in Black Friday spending during the first year of the COVID-19 pandemic. 

(Business Insider)

2. Nearly 60% of Americans shopped on Black Friday in 2019.

Before the pandemic, about 151 million consumers or 59.5% of the US population bought something on Black Friday. This number was a bit higher in 2018 when 158 million Americans or 61.8% of US consumers made a purchase. Those who decided to shop on this date were mostly hunting for good deals, in line with the general Black Friday trends. Large crowds, not enough funds, or not needing anything were among the top reasons people didn’t buy anything.


3. Black Friday online shopping surged 22% in 2020.

Black Friday spending online jumped by nearly 22% in 2020, according to data from Adobe Analytics, amid the Covid-19 pandemic. Consumers spent some $9 million in online purchases during the shopping holiday, making this the second-largest online spending holiday in US history, trailing behind Cyber Monday in 2019.


4. Over 20% of Black Friday shoppers spend 90% of their budget on gifts.

In 2019, nearly a quarter (23.4%) of US consumers reported that they had shopped on Black Friday for gifts. Black Friday shopping statistics show that they spent at least 90% of their Black Friday budget on presents. This percentage surged in comparison to 2018 when 22.3% of Americans were selfless. An additional 20% reported spending 10%–40% of their funds, while 19.1% spent between 40% and 60%. The remaining 13.8%, 10.4%, and 11.6% spent 60%–90%, under 10%, and 0% on gifts, respectively.


5. Online shoppers tend to spend more on gifts than in-store shoppers.

Approximately 27% of online shoppers devote around 90% of their budget to purchasing presents. Black Friday and Cyber Monday stats confirm that fewer (19.3%) in-store consumers do the same. Among in-store shoppers, 21.5% or most of them spent between 10%–40% of their budget on gifts. 


6. Free shipping was the most common factor when deciding whether to make a purchase.

Nearly half of hesitant shoppers (49%) cited free shipping as the top reason for purchasing on Black Friday. In 2018, fewer consumers (42%) mentioned free shipping as an essential factor in their decision-making process. The option to pay online and pick up in-store was important for 20% of the shoppers. Black Friday store sales statistics note a 5% improvement in this segment compared to 2018. Other vital factors were limited-time sales (36%) and user-friendly websites or apps (21%).

(National Retail Federation)

7. Millennials spend the most on Black Friday.

The average amount spent on shopping on Black Friday in 2020 by Millenials was $851.79 on average. Generation X and Generation Z were the second and third-biggest spenders. Black Friday stats reveal that their average amounts spent were $679.18 and $594.56. Baby Boomers and the Silent Generation shoppers spent $577.81 and $403.62, respectively.


8. High-income families spend the most on Black Friday.

Households that make $120,000 or more spent an average of $869.52 on Black Friday shopping. Families making $100,000–120,000 spent an average of $689.44, Black Friday spending statistics reveal. At the other end of the spectrum, households whose income was under $20,000 spent, on average, $447.86 in 2020. These Black Friday sales figures show that the average spending on Black Friday drops with the income bracket.


9. Special deals are the top reason for in-store Black Friday purchases.

This was the main deciding factor for 53% of in-store shoppers. Black Friday ecommerce stats meanwhile show that convenience was cited as a top reason by 65% of online consumers. Only 37.8% of in-store consumers mentioned this factor as essential. Other vital factors for in-store shopping were stores having expected items (38%), simple access (30.3%), and time for holiday shopping (21.9%). These three aspects were also vital to 26.5%, 23%, and 19.1% of the online Black Friday consumers.


10. Credit cards, debit cards, cash, and PayPal are the most popular Black Friday payment methods.

Debit cards overpowered credit cards as the most common payment method for in-store Black Friday purchases. Nearly 60% of the purchases were paid with a debit card and 54.3% with a credit card, 2020 Black Friday statistics show. About 40% of in-store shoppers used cash, while about 25% paid using PayPal. These figures mostly correspond with our credit card vs. cash spending statistics. Namely, Americans prefer debit card payments and cash for smaller purchases while using credit cards is for expensive items.

As for online Black Friday purchases, 54% of 2020 shoppers used credit cards. An additional 40% paid with a debit card and 28% used PayPal. Amazon Pay is becoming more popular as 11% of 2020 online Black Friday purchases were paid this way.


11. North Dakota, Rhode Island, and Texas residents spend the most on Black Friday.

The average amount spent in 2018 among North Dakotans was $398. In Rhode Island and Texas, the average amounts spent by shoppers were $382 and $336. The list of top-five Black Friday spenders also includes Wyoming ($334) and California ($324).


12. Mississippi, Oregon, and New Mexico consumers spend the least on Black Friday.

Black Friday statistics reveal shoppers in Mississippi spent an average of only $234. They were closely followed by consumers from Oregon ($253) and New Mexico ($256). Arkansas and Pennsylvania were the only other US states where citizens spent an average of under $260. The residents of these two destinations recorded average spendings of $257 and $259, respectively.


Top Sellers on Black Friday

13. Clothing and apparel were the top-selling items among both in-store and online shoppers in 2020.

Black Friday statistics show that about 56% of the in-store Black Friday retail sales included clothing and apparel. The situation was similar in 2019 when some 57.3% of those shopping in physical stores bought at least one such item. As for online Black Friday sales, 53% in 2020, and 56% in 2019 were clothing and apparel products. Pymnts Black Friday sales results show that both years, these items were top sellers among online shoppers.


14. Less than half of online shoppers bought electronics and appliances on Black Friday.

Electronics and appliances were the second most popular choice among in-store and online shoppers, albeit less popular than in 2019 when over half of internet consumers bought at least one such item. Black Friday statistics by year for this segment show that the popularity of these items among both online and in-store shoppers dropped to around 40%.


15. Jewelry, health products, and gift cards are other popular picks for Black Friday.

In 2020, jewelry gifts surged in popularity, with close to 40% of in-store and 30% of online shoppers opting for them. Health and personal care products also enjoyed strong demand, with about 40% of both in-store and online shoppers deciding on such gifts, according to Black Friday sales statistics. Gift cards were the choice of about 40% online and about 20% of in-store shoppers in 2020.


16. Building materials, tools, hardware, auto parts, and automobiles were the least common Black Friday purchases.

Less than 10% of consumers bought building materials, tools, and hardware. The day after Thanksgiving didn’t generate many sales for auto parts or automobiles either. Books or music were favored by about 20%, which marks a drop in popularity compared to the prior-year period.


Black Friday vs Cyber Monday Statistics

17. Black Friday attracted more in-store shoppers than Cyber Monday.

In 2019, 84.2 million Americans shopped in physical stores on Black Friday, according to the NRF Black Friday sales numbers. The NRF Cyber Monday results, in contrast, indicated about 21.8 million consumers on the day. Business Saturday, which follows Black Friday, was the second-most popular shopping day during the 2019 winter holiday shopping season. Business Saturday recorded 59.9 million shoppers, while Thanksgiving Day and Sunday attracted 37.8 million and 29.2 million consumers, respectively.

(National Retail Federation)

18. 2019 was the first year when Black Friday was busier than Cyber Monday for online shopping.

About 93.2 million Americans shopped online for Black Friday, as Black Friday online sales statistics reveal. Cyber Monday came in second with 83.3 million internet shoppers. Business Saturday, Thanksgiving Day, and Sunday attracted 58.2 million, 49.7 million, and 43.1 million consumers, respectively.

(National Retail Federation)

19. In 2020, Cyber Monday topped Black Friday in terms of online spending.

In 2020, Cyber Monday total sales hit $10.84 billion. This amount is by 15.1% higher than the one recorded in 2019. Black Friday’s YoY gain was also a solid 19.621.6%. Yet, it came in second as the Black Friday s\online ales hit $9.03 billion. As many as $2.9 billion of those Black Friday total sales came from smartphones. These Black Friday vs Cyber Monday facts show that the latter still leads the way regarding online purchases. The third place in terms of spending went to Thanksgiving Day ($5.1 billion).


20. Super Mario 3D All-Stars was the top-selling product on Cyber Monday in 2020.

Black Friday was the day for purchasing hot wheels, animal crossings, airpods, and Apple watches. Top-selling items on Cyber Monday, in contrast, turned out to be toys and entertainment electronics. Super Mario 3D All-Stars, Vtech toys, and airpods topped the list of best-sellers. Cyber Monday sales statistics further show that other popular purchases included HP and Dell computers as well as Chromecasts.


21. Cyber Monday boasts higher average savings per purchase than Black Friday.

Business Insider reports that the Cyber Monday average discount per purchase was 21%. The average Black Friday discount per purchase was lower at 18.5%. Cyber Monday statistics show that while higher savings by 2.5% aren’t drastically better, this trend reveals that Cyber Monday deals are overpowering those of Black Friday. 

(Business Insider)

22. Cyber Monday’s ‘golden hours of retail’ are between 10 PM and 12 AM ET.

About 30% of the sales or about $2.8 billion in revenue happens during those four hours. Consumer spending during the peak hour from 11 PM and 12 AM reaches $11 million per minute. About one-third of all these sales happen via smartphones, based on Adobe Cyber Monday statistics.


23. The average order value on Amazon during Cyber week was nearly $65.

With an average order value of $64.14, Amazon was behind web stores ($111.91), Facebook ($72.03), and buy buttons ($68.01). That didn’t prevent the ecommerce giant from having the best biggest Cyber Monday ever. The Amazon Cyber Monday statistics released by the brand reveal that consumers ordered more than 180 million items.

The company projected that its winter holiday season revenue will come in between $66.5 billion and $72.5 billion. Despite outperforming on Cyber Monday, Amazon noted Black Friday record sales in 2019, too. Experts expect this upward trend to continue in 2020.


Dark Black Friday Data and Trends

24. There were 14 Black Friday deaths and 117 injuries between 2006 and 2020.

People get anxious and aggressive when great shopping deals are at stake. Black Friday death statistics show that, from 2006 to 2020, there were 14 deaths associated with the shopping day. People were shot, stabbed to death, or killed in car accidents. According to Black Friday death count figures, there are a few other notable mentions, too. These include employee suicide at Zanesville and a couple murdering their employee on Black Friday.

The number of Black Friday injuries during the same period was much higher. Most incidents here include stampedes, fights, stabbings, robberies, and car accidents, as Black Friday injury statistics reveal.

(Black Friday Death Count)

25. Walmart had the most incidents on Black Friday in the past.

More than half (57.1%) of all Black Friday incidents happened in Walmart. This makes sense as this is the largest retailer in the US and has more stores than other brands. Malls came in second as 17.9% of incidents took place there. Target, Best Buy, and Toys-R-Us contributed 7.1% of incidents each. Finally, only 3.6% of conflict situations happened in Kohls, as Black Friday violence statistics show.


26. Trampling and shootings are the most common Black Friday incidents by type.

Nearly one-third (30%) of Black Friday incidents are trampling, while 26.7% are shootings. These two lead the way by far compared to other conflicts. Car accidents and stabbings come in next with 16.7% and 13.3%. Pepper spraying and fights contribute 6.7% each.


27. Arkansas has the highest risk of Black Friday violence, while Vermont has the lowest. used past Black Friday crime statistics, violent crime rates, and Black Friday interest rates to determine the highest-risk US states. Arkansas, Tennessee, and West Virginia ended up being the most dangerous states for Black Friday shoppers. Vermont, Oregon, and Rhode Island, in contrast, were the states with the lowest risk of Black Friday violence.


28. Most Black Friday incidents occur inside retail stores.

Nearly 70% of the incidents take place inside retail stores. This is where shoppers often fight over the limited supplies of products on sale. The latest Black Friday violence stats indicate that an additional 20% of conflicts happen at store entrances, where crowds wait for the doors to open. Finally, 11% of the incidents occur outside stores, on roads, or in parking lots.

(The Hustle)

Black Friday Around the World

29. In most European countries, Black Friday traffic improved between 2018 and 2019.

The shopper traffic increased by 6% in 2019 compared to 2018, as Black Friday statistics for the UK reveal. Shopping on the date is well-established in Italy and Spain, as well. These countries saw a year-over-year increase in traffic of 5.3% and 8.9%, respectively. French Back Friday shoppers were more active in 2019 by 10%, while the year-on-year traffic jump in Germany was 11.7%.


30. Black Friday’s popularity in South Africa increased by a fantastic 9,900% between 2014 and 2019.

Shopping on the day after Thanksgiving is rapidly growing in popularity in South Africa. The biggest shoppers in the country are aged 24-36, while those aged 36-48 come in second. The total number of card transactions on the day jumped by 13% YoY in 2019, while the average value of the payments increased by 12%. The Black Friday statistics for South Africa reveal that the highest card transaction on the day was R650,000 or nearly $40,000.


31. Over three-thirds of Canadians plan to buy food and alcohol on Black Friday and Cyber Monday.

While most consumers in the US get clothing and apparel products, Canadians go for food and alcohol. About 76% of Canadian shoppers said they planned to purchase such items. Clothes and shoes, electronics, and toys were on Black Friday shopping lists for 65%, 47%, and 43% of Canadians. The 2020 Black Friday stats for Canada show that 87% of consumers were planning to shop on Black Friday and Cyber Monday.


Black Friday FAQ

Is Black Friday the busiest shopping day of the year?

Black Friday has been one of the busiest shopping days in the US ever since 2005. Cyber Monday is among its main competitors for the title. Super Saturday (last Saturday before Christmas) and Business Saturday (first Saturday after Thanksgiving) are among the top-four busiest shopping days.

Are Black Friday sales really worth it?

Black Friday stats show that buying appliances, electronics, and clothing often pays off, with some deals offering discounts of up to 40%. Toys, decorations, and outdoor essentials meanwhile are cheaper on different dates. Retailers lower prices for toys and decorations closer to December 25th. 

What should you not buy on Black Friday?

Toys, Christmas decorations, gift cards, and bedding are a strong ‘No’. Black Friday data shows that outdoor essentials, gear, and furniture should be skipped too. Diamonds are another product you should never buy in November and December, according to facts about Cyber Monday and Black Friday. Retailers keep their prices during these months higher than usual. Sound systems, vehicles, furniture, and other furnishing items shouldn’t be on your shopping list either.

Which country does not participate in Black Friday?

There are over 30 countries in the world that don’t participate in the Black Friday spending craze. North Korea, Afghanistan, Venezuela, and Iran are among those that don’t support the concept. China doesn’t ‘celebrate’ Black Friday either but has a similar shopping holiday called Singles Day on 11th November.

Is Cyber Monday better than Black Friday?

Our Black Friday vs Cyber Monday statistics show that both days have great deals on different products. Cyber Monday leads the way for tech deals and TV discounts. Black Friday is better for purchasing appliances, electronics, and clothing.

Are Cyber Monday deals the same as Black Friday?

Yes and no. Black Friday used to be about in-store shopping deals, while Cyber Monday offered online discounts. With the rise of internet shopping, Black Friday saw more online traffic than Cyber Monday. The main difference between the two is what products are on sale during the day. Black Friday is better for larger purchases, while Cyber Monday is a leader for tech products and small gifts.

Find Your Black Friday Shopping Balance

All these Black Friday statistics reveal that Americans love the world’s most popular shopping holiday. There are some impressive deals offered both in-store and online. Plus, compared to Cyber Monday, Black Friday remains the busiest shopping day in the United States. Yet, consumers need a good strategy if they want to avoid purchasing items they don’t need. Moreover, the Black Friday spending spree can quickly turn into an incident, so, it’s always smart to avoid the crowds and conflict if you want to have a pleasant Black Friday experience.

References: Business Insider, Pymnts, CNBC, Pymnts, National Retail Federation, Finder, Kasasa, Adobe, Business Insider, Adobe, BigCommerce, Black Friday Death Count, Reviews, The Hustle, ShopperTalk

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