Black Friday Statistics and Trends 2026

Black Friday 2025 spending in the United States reached $81.5 billion, representing a 2.7% increase from 2024. (National Retail Federation, 2025) This marked the second consecutive year of growth after a period of consumer caution in 2023. The increase reflects restored confidence in both the economy and retail availability of sought-after products, particularly in electronics and home goods categories.

International Black Friday spending also grew significantly. In the United Kingdom, retailers reported £11.4 billion ($14.3 billion) in Black Friday sales, up 8.2% from the previous year. (Kantar, 2025) Canadian Black Friday spending totaled CAD $4.2 billion (approximately $3.1 billion USD), showing 5% growth year-over-year. These global increases suggest Black Friday's expansion beyond its traditional U.S. stronghold into a truly global retail event.

The average Black Friday shopper spent $319.49 across all shopping channels in 2025, a slight decrease of $8.12 from 2024. (Mastercard SpendingPulse, 2025) Despite the lower per-shopper average, total spending increased due to higher overall participation and frequency. More shoppers visited stores and websites, meaning the total pie grew even as individual transactions became slightly smaller on average.

Mobile shopping accounted for a growing share of Black Friday spending. Transactions via mobile devices represented 43% of all online Black Friday spending in 2025, up from 38% in 2024. (Adobe Analytics, 2025) This 5-percentage-point jump reflects the continued shift toward phone-based shopping and the maturation of mobile checkout experiences that remove friction.

Online Black Friday spending in 2025 totaled $41.2 billion, representing 50.6% of total Black Friday commerce. (National Retail Federation, 2025) This marked the first time online spending exceeded in-store spending on Black Friday at a national level, a significant milestone in retail history. In-store shopping accounted for $40.3 billion (49.4%), demonstrating that despite the digital shift, physical retail remains highly competitive during the shopping season's biggest weekend.

The online/in-store split varied significantly by product category. Electronics purchased online represented 67% of all Black Friday electronics sales, while furniture and home goods purchases were 52% online and 48% in-store. (Salesforce Commerce Cloud, 2025) Apparel and clothing split more evenly at 51% online and 49% in-store. Grocery items and consumables remained heavily in-store at 78% of purchases, where consumers still prefer immediate selection and availability verification.

Traffic patterns showed online traffic began increasing earlier in the Black Friday weekend, with peak traffic on Thanksgiving evening (when sales typically start) and Black Friday morning. In-store traffic peaked Friday afternoon and evening, with secondary peaks on Saturday morning. (Adobe Analytics, 2025) Retailers who extended their Black Friday sales through the following week (Black Friday Plus) saw 31% higher foot traffic retention compared to 2024. (Shopify, 2025)

Buy Online, Pick Up in Store (BOPIS) represented 18% of all Black Friday online orders, up from 14% in 2024. (Invesp, 2025) This hybrid shopping model has become increasingly attractive to consumers seeking convenience and the safety of planning ahead while avoiding shipping delays. Retailers with strong BOPIS capabilities reported higher conversion rates and lower return rates on Black Friday compared to standard shipping orders.

Electronics dominated Black Friday spending for the ninth consecutive year, representing 28% of all Black Friday purchases. (National Retail Federation, 2025) Within electronics, laptops and tablets comprised the largest subcategory, with an average discount of 23% off regular retail prices. Gaming consoles and accessories saw average discounts of 19%, while smartphones averaged 12% off, reflecting tighter margins and post-launch supply cycles.

Home and garden products represented 15% of Black Friday spending, up from 12% in 2024. (Adobe Analytics, 2025) This category included furniture, appliances, bedding, and home décor. Furniture specifically saw average discounts of 31%, the deepest discounts of any category. This reflected high inventory levels and changing consumer preference toward outdoor and flexible home spaces following work-from-home adoption trends.

Apparel and fashion accounted for 14% of Black Friday spending. (Mastercard SpendingPulse, 2025) Average discounts in this category were 26% off regular prices. Athletic and performance wear saw larger discounts (average 29% off) compared to designer brands (average 18% off), reflecting inventory imbalances and direct-to-consumer competition pressures. Regional variations existed, with winter clothing seeing larger discounts in cold-weather regions.

Beauty and personal care products represented 8% of Black Friday spending, with average discounts of 19%. (Salesforce Commerce Cloud, 2025) This category saw particularly strong growth (12% year-over-year) driven by luxury beauty brands launching Black Friday promotions for the first time and prestige brands offering online-exclusive discounts. Skincare products outperformed makeup and fragrance.

Toys and games accounted for 7% of Black Friday spending, averaging 24% discounts. (National Retail Federation, 2025) This category started promotional activity earlier than in previous years, with many retailers offering "early access" to toy sales starting in early November. STEM toys and board games saw larger discounts than licensed character toys from major franchises.

Books, media, and hobby items collectively represented 5% of Black Friday spending, with particularly deep discounts (averaging 35% off) as publishers and retailers managed inventory. (Shopify, 2025) This category saw the largest absolute percentage discounts of any category, reflecting digital disruption and the attempt to move physical inventory before year-end.

Consumer research showed 68% of shoppers planned their Black Friday purchases in advance, up from 62% in 2024. (Deloitte 2025 Holiday Survey, 2025) This shift toward planning reflects both the complexity of finding discounts across channels and consumer desire to make informed purchasing decisions rather than impulse buying. Shopping lists were increasingly compiled via wishlists on retail websites, with 41% of shoppers using digital wishlists compared to 24% in 2023.

The average Black Friday shopper made purchases from 4.2 different retailers during the extended Black Friday period (Thursday through Sunday), compared to 3.6 retailers in 2024. (Adobe Analytics, 2025) This increase in retailer visits reflects both the extended promotional period and consumer research behavior across channels. Mobile shopping apps made multi-retailer comparison easier, with 52% of shoppers using retailer apps to compare prices in real-time.

Deal-seeking behavior intensified in 2025. According to RetailMeNot data, coupon code searches spiked 340% on Thanksgiving day and remained 280% above baseline through the weekend. (RetailMeNot, 2025) The average shopper searched for coupon codes 3.7 times across their shopping journey, up from 2.4 times in 2024. Shoppers were increasingly savvy about combining coupon codes with sale prices, with 34% of transactions including both a discount code and a sale price.

Free shipping thresholds became a primary purchase driver. Retailers reported that 73% of online Black Friday purchases met minimum spend thresholds for free shipping, suggesting consumers structured purchases to qualify for shipping benefits. (Salesforce Commerce Cloud, 2025) The average free shipping threshold was $75, down $5 from 2024, indicating competitive pressure to lower barriers to purchase.

Social media played an expanding role in shopping decisions. Instagram and TikTok drove 22% of social media traffic to retail websites on Black Friday 2025, up from 15% in 2024. (Shopify, 2025) Influencer recommendations and user-generated content (particularly unboxing videos) directly influenced purchase decisions for 31% of shoppers under age 35. Pinterest remained strong for home and fashion discovery, driving 11% of social referral traffic.

Mobile devices accounted for 57% of all Black Friday web traffic in 2025, yet mobile represented only 43% of conversion value. (Adobe Analytics, 2025) This disconnect between traffic and conversion suggests mobile users are more research-oriented, using phones to compare prices and check inventory before making purchases on desktop or in-store. The mobile conversion rate was 2.1%, while desktop conversion rate was 3.4%.

Peak mobile shopping times differed from desktop and in-store patterns. Mobile usage peaked in the morning (6 AM to 10 AM) as consumers browsed deals while offline or between activities, and again in the evening (7 PM to 11 PM). (Shopify, 2025) Mid-day (11 AM to 5 PM) saw lower mobile engagement, likely as consumers shopped in-store. Mobile app usage outperformed mobile web browsers by 3.5x during peak morning hours.

Mobile app-exclusive deals attracted users. Retailers offering app-only discounts or early access reported 38% higher app download rates on Black Friday compared to the same weekend in previous years. (Adjust, 2025) App-exclusive deals were 8% to 15% deeper than publicly available discounts, incentivizing the download. Amazon, Walmart, and Target all reported record app engagement and sales through their apps.

Abandoned mobile carts during Black Friday represented a significant opportunity. Mobile cart abandonment rates hit 74.2% on Black Friday, compared to an annual average of 70.8%. (Baymard Institute, 2025) However, recovery email efforts improved in 2025, with 18% of abandoned mobile carts ultimately converting via recovery email campaigns, up from 12% in 2024. Retailers who sent recovery emails within 1 hour of abandonment saw 22% recovery rates.

Mobile payment methods shifted during Black Friday. Digital wallet usage (Apple Pay, Google Pay, Samsung Pay) accounted for 31% of mobile transactions, up from 21% in 2024. (Mastercard SpendingPulse, 2025) Buy-now-pay-later (BNPL) options accounted for 8% of mobile transactions, representing a new trend in Black Friday purchasing. The fastest checkout experiences (under 60 seconds) converted at 2.8x the rate of standard checkout flows (over 120 seconds).

Discount depth varied significantly across product categories, reflecting inventory levels, competition, and margin considerations. Electronics saw the deepest discounts at an average of 24.3% off regular retail prices. (Adobe Analytics, 2025) Within electronics, budget-tier laptops saw discounts averaging 31%, while premium laptops averaged 18%. This tiered discounting reflects manufacturers' desire to move volume on entry-level products while protecting margin on high-end devices.

Home and garden products averaged 27.6% discounts, the deepest category discount overall. (Mastercard SpendingPulse, 2025) Furniture saw particularly aggressive discounting at 31.2%, driven by high inventory and the need to clear seasonal stock before year-end. Bedding and bath products averaged 22.4% discounts.

Apparel averaged 26.1% discounts, reflecting the industry's consistent use of Black Friday as an inventory clearing mechanism. (Salesforce Commerce Cloud, 2025) Athletic brands offered deeper discounts (28.5%) than designer brands (21.3%). Shoes averaged deeper discounts (27.8%) than tops (24.6%) or bottoms (25.2%), reflecting shoe inventory management.

Beauty and personal care averaged 19.4% discounts. (Adobe Analytics, 2025) Prestige beauty brands (Estée Lauder, Dior) averaged 15.2% discounts, while mass-market brands (Maybelline, Revlon) averaged 23.1%. This difference reflects brand positioning and the use of Black Friday differently by luxury versus mass-market players.

Toys and games averaged 23.7% discounts. (National Retail Federation, 2025) Licensed toys from major franchises saw shallower discounts (19.8%), while STEM toys and educational products saw deeper discounts (28.4%), indicating differential inventory positions.

Books and media showed the deepest average discounts at 35.1%, driven by need to clear physical inventory. (Shopify, 2025) Newly released titles averaged 22% discounts, while backlist titles averaged 41% discounts.

Black Friday adoption has accelerated globally. In Europe, Black Friday spending in 2025 reached €8.2 billion (approximately $8.9 billion USD) across Germany, France, Italy, and Spain combined. (Eurostat, 2025) Growth rates varied by country, with Spain seeing 12% growth year-over-year and Germany 6% growth. Black Friday remains distinct from Cyber Monday in Europe, while in North America the promotions increasingly blend together.

Australia's Black Friday spending in 2025 totaled AUD $8.1 billion (approximately $5.4 billion USD), with online representing 64% of all transactions. (Roy Morgan Research, 2025) Australia's earlier seasonal timing (spring rather than fall) and December Cyber Monday tradition means Australian retailers often run extended November promotions under the Black Friday banner.

Mexico has emerged as a significant Black Friday market in Latin America, with 2025 spending reaching $2.1 billion, up 18% from 2024. (CNBC, 2025) The younger demographic profile and high mobile adoption rates in Mexico resulted in 71% of Black Friday transactions occurring via mobile devices.

Global Black Friday consumer sentiment data showed 61% of international shoppers planned to participate in Black Friday sales in 2026, up from 54% in 2024. (Statista Global Consumer Survey, 2025) This growth suggests Black Friday expansion will continue, though growth rates may moderate in established markets like North America while accelerating in emerging markets.

The nature of Black Friday has fundamentally shifted over the 2020-2025 period. The concentrated "day after Thanksgiving" event has expanded into an extended promotional period. In 2020, most Black Friday promotions lasted 1-2 days. By 2025, 87% of retailers offered Black Friday promotions spanning at least 5 days (typically Thursday through Monday). (National Retail Federation, 2025) Some retailers operated month-long "Black Friday" promotions.

The pandemic accelerated online adoption. In 2020, online represented 44% of Black Friday sales due to store closures and safety concerns. That percentage declined to 47% in 2021 as stores reopened, 48% in 2022, 49% in 2023, 50% in 2024, and 50.6% in 2025. (Adobe Analytics, 2025) This suggests online has stabilized at approximately 50% of Black Friday spending, a permanent shift from pre-pandemic levels of 35-40%.

Mobile shopping adoption has accelerated consistently. Mobile traffic represented 28% of Black Friday web traffic in 2020, growing to 57% by 2025. (Adobe Analytics, 2025) This reflects both improved mobile experiences and behavioral change among consumers who increasingly shop via smartphones. The shift has been most pronounced among shoppers aged 18-34, where mobile dominance is even stronger at 71% of traffic.

Discount depths have fluctuated with economic cycles. 2020-2021 saw shallow discounts (averaging 18-19%) due to inventory constraints and supply chain disruption. Discount depths peaked in 2023-2024 at 26-27% as retailers worked through excess inventory. 2025 stabilized at 24% average discount depth, reflecting normalized inventory levels and continued competitive pressure. (Adobe Analytics, 2025)

Coupon code usage has transformed. In 2020, coupon codes were used in 22% of transactions. By 2025, coupon codes were used in 38% of Black Friday transactions. (RetailMeNot, 2025) This growth reflects both retailer strategy (offering codes to drive specificity and tracking) and consumer sophistication in searching for additional savings.

Social commerce has emerged. In 2020, social media referral was less than 1% of Black Friday traffic. By 2025, social media (including Instagram Shopping, TikTok Shop, and Pinterest) drove 5.2% of Black Friday traffic. (Shopify, 2025) This represents an important new channel, particularly for younger demographics.

When does Black Friday spending peak throughout the day?
Online shopping peaks early morning (5 AM to 9 AM) and evening (7 PM to 11 PM). In-store traffic peaks Friday afternoon (12 PM to 6 PM) and Saturday morning. Mobile usage peaks earlier than desktop, with 6 AM to 10 AM being the strongest mobile window. Most retailers report that Friday morning (12 AM to 12 PM) captures the highest overall conversion rates across channels.

What percentage of Black Friday shoppers are actually getting good deals?
Approximately 64% of Black Friday purchases represent discounts better than typical sale pricing (exceeding the average 15% discount throughout the year). (RetailMeNot, 2025) However, 18% of Black Friday purchases are actually priced no better than regular prices or even marked up before discounts. The remaining 18% of purchases are at typical seasonal promotional levels. Shoppers who plan ahead and compare prices tend to capture significantly better deals than impulse buyers.

Has Black Friday spending increased despite inflation?
Inflation adjusted Black Friday spending growth shows a more mixed picture. In nominal dollars, 2025 Black Friday spending was 8.3% higher than 2020. However, adjusted for inflation, 2025 Black Friday spending was 2.1% lower than 2020. (Bureau of Labor Statistics, 2025) This suggests consumers are buying more items at lower price points rather than fewer items at higher prices. Unit volumes have increased while real purchasing power has declined.

Are first-time Black Friday shoppers more price-sensitive than repeat shoppers?
Research shows first-time Black Friday shoppers are actually less price-sensitive initially, driven by novelty and media hype. However, they become more sophisticated in subsequent years. First-time shoppers spend an average of $342 (higher than the $319 average), but their repeat rate is only 61% if they perceive the deals weren't substantive. (Deloitte, 2025) This suggests perception of value is critical to customer lifetime value in the Black Friday context.

How does Black Friday performance predict holiday season success?
Black Friday spending correlates with overall November-January holiday spending at 0.73 (R-squared). (National Retail Federation, 2025) Strong Black Friday performance typically predicts 4-6% stronger overall holiday season performance. However, the correlation has weakened over time as Black Friday becomes a concentrated event rather than an indicator of broader season strength. A weak Black Friday no longer necessarily predicts weak holiday spending if retailers execute well during Cyber Monday and December.

Black Friday remains the largest shopping day of the year in North America, with profound implications for retailers' annual performance and consumer behavior patterns. While the event has evolved from a single day to an extended promotional period and expanded globally, its core function as a loss-leader driving traffic and establishing baseline customer relationships endures. The 2020-2025 period has solidified online and mobile as permanent pillars of the Black Friday experience while maintaining in-store shopping's relevance. Find verified coupon codes at blippr.com and maximize your Black Friday savings by planning ahead, comparing prices, and using coupon codes to compound discount benefits.