64 Black Friday Statistics for 2026 (New Data)

Black Friday 2025 set new records for online shopping.

Millions of people shopped during the holiday weekend, and AI played a much bigger role in helping customers discover and buy products.

This guide highlights the most important Black Friday statistics for 2026 planning, using verified data from trusted sources like Adobe, Salesforce, NRF, and Shopify.

Grab the deal: Top Black Friday SaaS Deals for 2026

Key Black Friday Statistics (Quick Overview)

Ten numbers that tell the story of Black Friday right now.

Metric	Latest Figure
US online sales, Black Friday 2025	$11.8 billion, up 9.1%
Global online sales, Black Friday 2025	$79 billion, up 6%
Thanksgiving weekend shoppers	Record 202.9 million
Cyber Week 2025 online total	$44.2 billion, up 7.7%
Peak spending rate	$12.5 million per minute
Mobile share of online holiday sales	52.2%, first year above desktop
AI traffic to retail sites on Black Friday	Up 805% year over year
BNPL spending on Black Friday 2025	$747.5 million, 80.7% on mobile
Deepest discount category	Electronics at 30.9% off peak
Black Friday 2026 date	November 27, 2026

Black Friday 2025 results

The 2025 event settled the debate about whether Black Friday still matters. It does, and it keeps growing.

1. US shoppers spent a record $11.8 billion online on Black Friday 2025, up 9.1% from the year before.

2. Between 10 a.m. and 2 p.m., online carts moved $12.5 million every single minute.

3. Globally, Black Friday drove $79 billion in online sales, up 6% year over year.

4. A record 202.9 million Americans shopped during the five days from Thanksgiving through Cyber Monday, beating the old record of 197 million.

5. Thanksgiving Day 2025 added $6.4 billion online, up 5.3%, and the full Cyber Week reached $44.2 billion, up 7.7%.

6. Cyber Monday 2025 stayed the year’s biggest online day at $14.25 billion, but Black Friday grew faster for the second year in a row.

7. Shopify merchants alone sold $14.6 billion globally over the four-day weekend, up 27%, with $6.2 billion on Black Friday itself.

8. The full 2025 holiday season hit a record $257.8 billion online, the first quarter-trillion-dollar season in history.

9. Average selling prices rose 7% on Black Friday 2025 while order volumes slipped 1%, meaning shoppers paid more for slightly fewer items.

The short version: records fell everywhere online, while shoppers got more selective about what went in the cart.

How Black Friday Spending Has Grown

Black Friday started as a store-only event. The online line tells the growth story best.

Year	US Online Black Friday Sales
2025	$11.8 billion
2024	$10.8 billion
2023	$9.8 billion
2022	$9.12 billion
2021	$8.9 billion
2020	$9.0 billion
2019	$7.4 billion

10. Online Black Friday spending has grown roughly 60% since 2019, from $7.4 billion to $11.8 billion.

11. Online spending from November 1 through Black Friday reached $111.4 billion in 2025, up 7.1%, showing how the event now anchors a month-long season.

12. 54% of consumers took advantage of early holiday promotions before the weekend even started

13. NRF expects the 2025 holiday season to be the first to pass $1 trillion in total US retail spending.

Online vs In-Store on Black Friday

The in-store crowds did not disappear. They just stopped being the whole story.

14. 129.5 million people shopped in stores over the 2025 Thanksgiving weekend, up 3%, while 134.9 million shopped online, up 9%.

15. Black Friday remains the single biggest day for both channels: 80.3 million in-store shoppers and 85.7 million online shoppers in 2025.

16. The Sunday after Thanksgiving set its own record with 32.6 million in-store shoppers, a 27% jump over 2024.

17. Store traffic trackers disagreed on Black Friday itself: one measured a slight increase in foot traffic, another a decline, while online growth was unambiguous.

Mobile Shopping on Black Friday

The chart above shows mobile at about a quarter of sales in 2020. That era is over.

18. 2025 was the first holiday season where mobile passed desktop, taking 52.2% of online revenue through Black Friday.

19. Seven out of ten visits to retail sites now come from a mobile device.

20. More than half of Black Friday 2025 online sales happened on phones, and Adobe projected mobile would end the season at 56.1% of all online spend.

Buy Now, Pay Later on Black Friday

21. BNPL drove $747.5 million in Black Friday 2025 online spending, up 8.9%, about 6.3% of the day’s digital sales.

22. 80.7% of that BNPL spending happened on mobile devices.

23. Across November 1 to 28, BNPL reached $8.2 billion, and PayPal reported BNPL transactions up 23% through Thanksgiving week.

24. Shoppers used BNPL most for electronics, apparel, toys, and furniture.

AI and Black Friday Statistics

This is the section no Black Friday roundup needed three years ago. AI assistants became a real shopping channel in 2025.

25. Traffic from AI tools to US retail sites grew 805% year over year on Black Friday 2025.

26. Shoppers arriving from an AI service were 38% more likely to convert to a sale than visitors from non-AI sources on Black Friday.

27. Salesforce tracked $3 billion in US online sales driven by AI and shopping agents on Black Friday alone, with agent traffic up 300% in the first half of the day.

28. Across the full 2025 holiday season, AI-referred traffic to retail sites grew 693%.

29. Shoppers leaned on AI most for video games, appliances, electronics, toys, and personal care purchases.

30. More than 250 million customers used Rufus, Amazon’s AI shopping assistant, in the past year, and Rufus users are 60% more likely to complete a purchase.

The takeaway for stores: being findable and recommendable inside AI tools is becoming as important as ranking in Google for Black Friday traffic.

Related read: Cyber Monday Statistics (A 73-Year History)

Top-Selling Products and Categories on Black Friday

Electronics still rule the day, but the depth of discounts tells you where retailers fight hardest.

31. Electronics discounts peaked at 30.9% off listed price in 2025, the deepest of any category, up from 30.1% in 2024.

32. Toys hit 29.6% off, apparel 25.1%, televisions 24.3%, computers 23.4%, sporting goods 20.3%, and appliances 20.2% at their peaks.

33. Video game consoles, electronics, and home appliances were the standout Black Friday sellers in 2025.

34. On Cyber Monday, just three categories drove 57% of all online spend: electronics ($3.7 billion), apparel ($2.6 billion), and furniture ($1.8 billion).

35. Bluetooth headphones and speakers sold at 1,850% above normal October levels during Cyber Week, with game consoles up 1,800%.

36. Apparel pulled in $47.6 billion online across the season through December 1, up 2% year over year.

37. Luxury apparel and accessories ranked among the most popular Black Friday categories globally.

Black Friday Shopper Behavior Statistics

When people shop matters as much as what they buy, and the calendar keeps stretching earlier.

When Shoppers Start

38. 54% of Black Friday shoppers start their purchasing journey at least 7 days before the event.

39. The same share held in 2025: 54% of consumers took advantage of early holiday sales and promotions before the weekend.

40. About a third of shoppers still head out early on the day itself to grab time-limited deals.

41. Even after Cyber Monday, shoppers reported 53% of their holiday buying still ahead of them, keeping December busy for retailers.

Who Shops on Black Friday

Millennials and Gen Z lead online, families hunt appliances and gifts, and older shoppers stay loyal to in-store deals.

42. Adults aged 25 to 34 make up the single largest Black Friday shopper group at around 24%, with middle-aged shoppers close behind.

43. Women make up the larger share of Black Friday shoppers, skewing toward apparel and beauty, while men over-index on electronics and sporting goods.

44. A desire for deals drove the record turnout: free shipping and limited-time offers were the top motivators shoppers named in NRF’s survey.

Black Friday Email and Marketing Statistics

Black Friday is the highest-stakes send of the year for most email lists.

45. Email marketing returns about $36 for every $1 spent, per Litmus, and Black Friday campaigns are where that math peaks.

46. With 54% of shoppers buying from early promotions, campaigns that land the week before Black Friday capture spending that never waits for the day itself.

Strong Black Friday email subject lines decide whether those sends get opened at all, and personalization decides whether they convert.

You can also checkout: 50+ Ecommerce Personalization Statistics & Trends

47. Urgency works both ways: shoppers respond to limited-time offers, and cart abandonment spikes when checkout friction meets deal-hunting behavior.

Also see: 25 Black Friday Email Examples That Work Like a Charm

Black Friday for Small Businesses

The weekend is not only a big-box story. Independent stores get their own record days.

48. Shopify merchants, most of them small and mid-sized brands, sold $14.6 billion over Black Friday Cyber Monday 2025, growing 27% while the broader market grew single digits.

49. 62.7 million people shopped in stores on the Saturday after Black Friday 2025, and 80% of intended Saturday shoppers said supporting Small Business Saturday was part of the reason, per NRF.

50. PayPal saw BNPL transactions at small and medium businesses rise 17% year over year through Thanksgiving week, a sign flexible payments help smaller stores compete.

Smart Black Friday marketing and a simple preparation checklist matter more for small teams than anyone else, because one strong weekend can fund the whole Christmas season.

Amazon Black Friday Statistics

51. Amazon accounts for an estimated 17.7% of all US Black Friday sales, more than any other single retailer.

52. Amazon’s Q4 2025, anchored by the Black Friday and Cyber Monday event, hit $213.4 billion in revenue, the biggest quarter in company history, up 14% year over year.

53. Rufus, Amazon’s AI assistant, now shapes Black Friday discovery for hundreds of millions of shoppers, with monthly users up 149% over the past year.

Global Black Friday Statistics

Black Friday stopped being an American event years ago.

54. Global online sales hit $79 billion on Black Friday 2025, up 6% year over year.

55. Globally, more than half of Black Friday purchases now happen online, and about 40% of shoppers research digitally before buying in-store.

56. Salesforce measured Black Friday at 33% of total BFCM weekend sales worldwide, ahead of Cyber Monday’s 23% share.

Environmental Impact of Black Friday

The scale cuts both ways, and shoppers increasingly notice.

57. Black Friday deliveries in the UK alone have been estimated to release 386,243 tonnes of carbon in a single year, equal to about 215 return flights from London to Sydney.

58. An estimated 80% of Black Friday purchases, including packaging, end up in landfill, incineration, or low-quality recycling after a short life.

59. Returns added their own footprint in 2025: return volume rose 4.7% during the holiday season, and 1 in 7 of all seasonal returns happened in the week after Christmas.

Black Friday 2026: What to Expect

60. Black Friday 2026 lands on November 27, with Cyber Monday on November 30.

61. Mobile is projected to keep climbing past 56% of online holiday sales, so every deal page and checkout should be built phone-first.

62. AI shopping traffic grew 805% on Black Friday 2025 from a small base, which makes another multiple-hundred-percent jump in 2026 the safest prediction on this page.

63. Deals will start earlier again: 54% of shoppers already buy on early promotions, and retailers keep rewarding them for it.

64. BNPL is on track to keep growing double digits after crossing $8 billion in November 2025, especially on mobile checkouts.

For stores preparing, the pattern is clear. Win the phone screen, show real proof that others are buying, and be visible wherever shoppers research, including inside AI assistants and social media.

Urgency tactics like flash sales and limited-time offers work because the whole weekend is built on them.

Wrap Up

Black Friday continues to grow, with record online sales and more shoppers than ever before. AI is also becoming a major way people discover products and deals.

The shopping season now starts earlier, happens mostly on mobile, and extends well beyond a single day. Brands need to be ready long before the biggest sales begin.

For online businesses, success comes from planning ahead, offering great deals, creating a smooth shopping experience, and building trust with real customer reviews and activity.

Sources

Adobe | NRF | Salesforce | Shopify | Retail Dive | Digital Commerce 360 | Statista | Money.co.uk