43 Black Friday Statistics Needed for Your Ecommerce Store in 2024

1. Black Friday online sales grew 3.5% to $65.3 billion globally in 2022.
2. Black Friday sales are expected to hit $9.8 billion in America alone in 2023.
3. Online sales for Cyber Week (the week surrounding Black Friday) grew 2% in 2022, reaching $281 billion worldwide.
4. Black Friday was the biggest day for in-store shopping in the U.S. in 2022, reaching 72.9 million consumers.
5. The average American shopper spent $218 on Black Friday 2022.
6. A record number of Americans shopped either online or in person during Cyber Week with shoppers reaching 196.7 million.
7. Buy Now Pay Later grew 85% for online orders during Cyber Week, compared to the week before in 2022.
8. Buy Online Pick Up In Store grew 9% in 2022.

9. Online shoppers spent an impressive $9.12 billion online on Black Friday 2022.
10. Ecommerce sales accounted for 42% of total Black Friday sales in 2022.
11. The most popular Black Friday devices on Amazon in 2022 were smart home hubs and Apple AirPods.
12. The top discounts in 2022 appeared in product categories apparel, makeup and skincare, and luxury handbags and clothes.
13. 76% of Shopify online shoppers were looking for high-quality products that last in 2022, as opposed to fast fashion and throwaway items.
14. Shopify announced a record-setting Black Friday with sales of $3.36 billion – that’s an increase of 17% over 2021.
15. The average Black Friday discount is 25%.
16. 56% of American online shoppers in 2022 took advantage of early deals on Thanksgiving, the day before Black Friday.
17. Consumers spent $11.3 billion on Cyber Monday 2022.
18. The key times for shoppers shopping for Black Friday deals in the US were midnight and 2pm.
19. Credit cards remained the most popular payment method, with 49.4% of online shoppers using them to make a purchase in 2022. Debit cards and PayPal were also popular Black Friday payment methods.

20. A record 48% (up from 44% in 2021) of online sales and 78% of web traffic came from smartphones on Black Friday 2022.
21. The conversion rate was higher for desktop users in 2022 at 5.6% compared to 3.3% on mobile devices.
22. 13% of Black Friday online shoppers used Apple Pay to complete their transactions in 2022, up from 8% the previous year.
23. 84% of shoppers will use their smartphone to keep an eye out for deals during the 2023 holiday shopping season.
24. The most popular Black Friday shopping apps in 2022 were Amazon, Walmart, and Target.

25. Black Friday is celebrated in over 30 countries around the world.
26. The United States is the largest Black Friday market, followed by the United Kingdom and Canada.
27. In 2022, Black Friday sales in China reached $12.9 billion.
28. The most popular Black Friday products in China are electronics, apparel, and cosmetics.
29. 70% of shoppers in the UK said they planned to shop on Black Friday in order to get a good deal.
30. 40% of Belgian customers shopped for apparel and shoes on Black Friday 2022.
31. Cross-border orders worldwide were 15% of total orders last year.

32. 74% of shoppers begin their Black Friday shopping journey without a specific item in mind.
33. 141 million marketing emails were sent on Black Friday 2022.
34. The most effective Black Friday marketing channels are email, social media, and paid search.
35. Since mid-August there has been a 15% weekly rise in search volume for Black Friday-related deals, according to Google.
36. Personalized email campaigns achieved on average: a 30.32% higher Open Rate and a 49.66% higher Click Rate than non-personalized campaigns.
37. Paid search was the biggest sales driver in 2022, accounting for 28% of online sales.
38. There was a 57% global increase in chatbot messages on Black Friday 2022.
39. 84% of Gen Z customers think Black Friday deals are good value.

40. Toys saw the largest discounts in 2022.
41. The most popular Black Friday game consoles in 2022 were the Nintendo Switch, Xbox Series X, and PlayStation 5.
42. Lego, Hot Wheels, Paw Patrol, and LOL Surprise were the most popular toys on Black Friday 2022.
43. Airpods, smart speakers, digital cameras, and Macbooks were popular electronic items on Black Friday 2022. 

Further Reading

Inspired by these Black Friday Statistics? Why not take a look at our top holiday marketing campaigns that you can try throughout the holiday shopping season?

Optimizing your ecommerce store can help to boost your Black Friday sales numbers. Here are some tips you should implement ahead of Black Friday 2024:

• Make sure your website is fast. People have deals to bag and they don’t want to hang around and risk missing out. If your website takes even a fraction too long to load, they’ll move on to the next store. Fast website load times can also help your search engine rankings, getting your products found more easily in Google.
• Ensure your site is optimized for mobile. Plenty of Black Friday shoppers hunt for deals on the go and shop from their mobile devices so ensure your website is mobile-friendly and fully responsive.
• You’ll face a lot of competition for customers on Black Friday so offer the very best discounts and deals that you can afford.
• Promote your Black Friday deals early and often. Key marketing channels include email, social media, and paid search.
• Make it easy for customers to find the products they’re looking for. Optimize your product listings and descriptions for keywords and ensure your website’s search functions are up to scratch.
• Offer free shipping and easy returns. With so much online competition, offering free shipping can often be the deciding factor that persuades a shopper to complete their purchase.
• Be prepared. You’ll likely receive more customer service inquiries over Cyber Weekend so make sure you have the staff and resources to handle them and provide great online customer service. Implement a response plan so that everyone is on the same page. It’s also a good idea to make a plan for your returns management too.

Discover more ways to boost your sales and prepare your store with our full Black Friday Cyber Monday Ecommerce Guide, which has tons of helpful tips and advice for making the most of Black Friday.

…and breathe!

We know that was a lot of Black Friday stats and numbers to get through but considering how huge Black Friday (and Cyber Week, Cyber Monday, and Cyber Weekend for that matter) has become in recent years, these Black Friday statistics offer valuable insight for ecommerce brands.

Understanding how customers shopped last year and how they’re predicted to shop this year is key if you want to target them with the right deals at the right time, boosting your conversions and those all-important product margins.

Are you planning any Black Friday deals? Let us know in the comments below!

Don’t forget you can shop for some deals yourself which is why we’ve put together these guides to the best Black Friday website builder deals and Black Friday web hosting deals that we’ll be updating right up until the big day!