Black Friday 2025 has concluded and online shoppers in the United State have spent $11.8 billion shopping online. Thats a healthy increase of 9.2% from the previous year. Its also a firm pointer that holiday spending in the US is indeed crossing the $1 trillion mark for the first time this year.
This year’s Black Friday consumer shopping behavior was impacted due to the import tariffs, and 22% of US shoppers planned to do their Black Friday and Holiday shopping sooner due to the hike in prices.
Let’s learn more about the biggest Black Friday yet and analyze the spendings, top shopping motivators for consumers, usage of AI tools for shopping, and the impacts of import tariffs on consumers’ shopping behavior.
Key Black Friday Sales Statistics 2025 (Editor’s Pick)
- Online sales for Black Friday reached $11.8 billion in 2025. Thats a 9.2% increase from the previous year.
- Total online sales for the Thanksgiving week surpassed $41.1 billion in 2024.
- About 26% of Americans plan to cut their Black Friday/Cyber Monday spending in 2025 compared to 2024.
- 78% of US shoppers are driven to buy during Black Friday because of the deals.
- 32% of Americans plan to reduce their Black Friday spending due to import tariffs.
How Much Money Is Spent on Black Friday Over the Years?
Americans spent a record $11.8 billion online during the Black Friday Sale in 2025, a 9.2% year-on-year increase from $10.8 billion in 2024.
Online shoppers spent $12.5 million per minute from 10 AM to 2 PM on Black Friday, the highest ever in history.
Since 2020, the Black Friday sales have grown 20% in 2024, and a massive 116% from 2017. In 2024, for the first time after 2020, average annual sales growth surpassed 10%.
The table shows the Black Friday spending over the years from 2017 to 2025:
| Year | Sales | Year-on-Year Growth |
|---|---|---|
| 2025 | $11.8 billion | +9.25% |
| 2024 | $10.8 billion | +10.20% |
| 2023 | $9.8 billion | +7.46% |
| 2022 | $9.12 billion | +2.24% |
| 2021 | $8.92 billion | −1.22% |
| 2020 | $9.03 billion | +22.03% |
| 2019 | $7.4 billion | +19.35% |
| 2018 | $6.2 billion | +24.0% |
| 2017 | $5.0 billion | — |
Total Black Friday Sales Worldwide Over The Years
In 2024, global Black Friday online sales reached around $74.4 billion, marking a 4.94% increase from $70.9 billion in 2023.
The sales figures for Black Friday in 2022 were about $65.3 billion. This shows a 14% growth in the online worldwide sales from 2022 to 2024.
Based on past sales figures, Black Friday’s online sales are projected to reach between $78 billion and $80 billion in 2025.
Here is the table to represent total Black Friday sales worldwide over the years:
| Year | Global Black Friday Sales Figures | Year-on-Year Change |
|---|---|---|
| 2025* | $78 to $80 billion* | 5% to 8%* |
| 2024 | $74.4 billion | 4.94% |
| 2023 | $70.9 billion | 8.57% |
| 2022 | $65.3 billion | – |
Total Spending During The Black Friday Week In The United States
In 2025, the Black Friday week broke last year’s record, with Thanksgiving sales totaling $6.4 billion, Black Friday sales totaling $11.8 billion, weekend sales totaling $11.4 billion, and Cyber Monday sales totaling $14.2 billion.
In 2024, the total online sales during the Black Friday week were around $41.1 billion, an 8.2% increase from $38 billion in 2023.
During the Black Friday week in 2024, Thanksgiving sales were $6.1 billion, Black Friday sales were $10.8 billion, weekend sales were $10.9 billion, and Cyber Monday sales were $13.3 billion.
The table below shows a detailed comparison of the Black Friday week sales figures between 2024 and 2025:
| Day | 2024 Sales | 2025 Sales | Y-o-Y Growth |
|---|---|---|---|
| Wednesday | $4.1 billion | $4.3 billion | 4.8% |
| Thanksgiving | $6.1 billion | $6.4 billion | 4.90% |
| Black Friday | $10.8 billion | $11.8 billion | 9.25% |
| Saturday | $5.3 billion | $5.5 billion | 3.80% |
| Sunday | $5.6 billion | $5.9 billion | 5.40% |
| Cyber Monday | $13.3 billion | $14.2 billion | 6.80% |
| Tuesday | $6.4 billion | $6.6 billion | 3.10% |
Sources – Salesforce, Adobe 1, Adobe 2
Consumer Shopping Behavior During Black Friday Statistics
Shoppers are more inclined towards buying products from physical stores than from online retailers during Black Friday. However, when it comes to top destinations, both department stores and e-commerce platforms are popular among consumers. Deals remain the top reasons for 4 out of 5 Americans to shop during Black Friday sales. Here are some interesting consumer shopping behavior statistics during Black Friday sales you should check:
Shoppers’ Preference For In-Store And Online Shopping
Around 81.7 million shoppers in the United States shopped from physical stores during the Black Friday sale in 2024. Whereas, 87.3 million buyers shopped online during the same time.
In 2023, $76.2 million shoppers made in-store purchases, while $90.6 million consumers bought from online stores.
The table below shows the difference between consumers’ shopping preferences during the Black Friday sale in 2023 and 2024:
| Platform | 2024 | 2023 | Y-o-Y Changes |
|---|---|---|---|
| In-Store Shoppers | 81.7 million | 76.2 million | + 7.21% |
| Online Shoppers | 87.3 million | 90.6 million | – 3.64% |
In addition to the Black Friday sale, here is the detailed information about consumers’ purchasing preferences during the Thanksgiving week in 2024:
| Platform | Thanksgiving | Black Friday | Saturday | Sunday | Cyber Monday |
|---|---|---|---|---|---|
| In-Store | 26.1 million | 81.7 million | 61.1 million | 25.6 million | 23.2 million |
| Online | 28.6 million | 87.3 million | 53.9 million | 25.6 million | 64.4 million |
Top destinations for shopping during Thanksgiving weekend
During the Thanksgiving weekend, department stores and e-commerce platforms are the primary shopping destinations for Americans, with 42% making purchases from these locations.
About 40% of US shoppers purchase from grocery stores and supermarkets during the Thanksgiving weekend, while 37% consider buying from clothing and accessory stores. Discount stores rank last in the list, as 32% of Americans shop from this location during the same period.
Black Friday Shopping Plans of Americans
In 2025, around 21% of consumers in the U.S. plan to do their Black Friday and Cyber Monday shopping. While 47% plan to start their holiday shopping before November, and only 3% plan to make purchases a week before Christmas.
The table below shows detailed information on shopping plans of US consumers during Black Friday and the Holiday season:
| Month or Shopping Timing | Share of Americans |
|---|---|
| July | 6% |
| August | 5% |
| September | 13% |
| October | 23% |
| November | 24% |
| Black Friday/Cyber Monday | 21% |
| A Week Before Christmas | 3% |
Top Motivators to Shop During Black Friday
About 78% of US shoppers get motivated by discounts and deals to purchase during Black Friday and Cyber Monday. At the same time, 37% stated that the need for specific products is the main reason to shop during the same period.
Interestingly, FOMO (Fear of Missing Out) is the reason why 9% Americans purchase during Black Friday and Cyber Monday.
Here is the table to showcase the top reasons to shop during Black Friday for Americans:
| Motivators to Shop | Share of US Shoppers |
|---|---|
| Discounts and Deals | 78% |
| Opportunity to shop for Christmas | 43% |
| Need to buy specific products | 37% |
| Tradition with friends and family | 16% |
| Fear of Missing Out | 9% |
Top Demotivators To Not Shop During Black Friday
About 63% of US shoppers lose interest in shopping during Black Friday, as most of the discounts are misleading. At the same time, 42% say that poor-quality products on discount is the biggest demotivator for them not to shop during Black Friday.
The table below shows the top demotivators to not shop during Black Friday:
| Top Demotivating Reasons | Share of American Consumers |
|---|---|
| Discounts are misleading | 63% |
| Poor quality products on offer | 42% |
| The novelty has worn off | 37% |
| Changes in financial situation | 34% |
| Too much advertising | 26% |
| Too many sales events | 24% |
Sources: YouGov, Experian, NRF
Black Friday Consumer Spending Statistics
- In 2025, around 26% of Americans plan to spend less during Black Friday/Cyber Monday compared to the previous year, while 34% say they will spend the same as last year. Only 10% of consumers plan to spend more than the previous year.
- Americans spent an average of $235 per shopper during the Thanksgiving Weekend in 2024, an 8% growth compared to 2023.
- In 2025, Buy Now, Pay Later (BNPL) is expected to bring $20.2 billion in online sales during the holiday season, including Black Friday, an 11% growth from $18.2 billion in 2024.
BNPL spending for Black Friday 2025 is also projected to reach $761.8 million. Whereas, Cyber Monday Buy Now, Pay Later sales will reach $1.04 billion this year.
The table below showcases BNPL spending during the holiday season over the years:
| Year | BNPL Sales | Y-o-Y Growth |
|---|---|---|
| 2025* | $20.2 billion* | + 11%* |
| 2024 | $18.2 billion | + 10% |
| 2023 | $16.6 billion | + 14% |
| 2022 | $14.5 billion | + 11% |
- 79% of 2025 holiday season BNPL spending is expected to come from smartphones, which will be roughly $15.6 billion. From November 1st to November 28th, 2025, BNPL mobile spending reached $6.7 billion, including the Thanksgiving and Black Friday sales.
- Americans whose income is less than $50K plan to spend around $829 during this Black Friday sale, a 12% increase from the previous year. Consumers in the $50K to $99K income group plan to spend $1548 during this period.
Here is detailed information about Black Friday spending by income groups:
| Income Group | Average Spending | Y-o-Y Change |
|---|---|---|
| Less than $50K | $829 | + 12% |
| $55K to $99K | $1548 | – |
| $100K to $199K | $2546 | + 17% |
| Higher than $200K | $3887 | – |
Black Friday Shopping Statistics by Product Category
About 61% of Americans plan to purchase clothing products and accessories during major sales, including the Black Friday sale in 2025. Another 56% of shoppers plan to get tech products and gifts during the same period. On the other hand, 38% of consumers wish to purchase accessories.
The table below shows detailed information about the preferred product categories of Americans during Black Friday:
| Product Category | Share of Americans Plan to Purchase |
|---|---|
| Clothing | 61% |
| Tech Products | 56% |
| Gifts | 56% |
| Accessories | 38% |
| Household Appliances | 28% |
| Cosmetic or Beauty Products | 26% |
| Toys | 25% |
| Household Furniture | 14% |
| Sporting Goods | 12% |
In 2025, the electronics category is projected to remain the most preferred category among US consumers during the Black Friday sale, reaching a sale value of $57.5 billion. The category will experience a growth of 4% y-o-y growth from $55.3 billion in 2024. The apparel category ranks second in the list, crossing $47.6 billion in sales value.
Here is a detailed report of the sales value of different product categories during Black Friday sale of 2025:
| Category | Sales Value in 2025* | Sales Value in 2024 |
|---|---|---|
| Electronics | $57.5 billion | $55.3 billion |
| Apparel | $47.6 billion | $46.6 billion |
| Furniture and Home Goods | $31.1 billion | $29.2 billion |
| Grocery | $23.5 billion | $21.5 billion |
| Toys | $8.8 billion | $8.2 billion |
| Cosmetics | $8.4 billion | $7.7 billion |
| Sporting Goods | $8.2 billion | $7.8 billion |
Sources: YouGov, Adobe Business
Black Friday Shopping Statistics by Device
In 2025, 56.1% of the Black Friday sales are projected to come from mobile phones, a 2.9% y-o-y increase from 2024. From November 1st to November 28th, 2025, smartphone revenue accounted for 52.2% of total holiday-season revenue. With this rate, it will reach the projection.
In 2024, 54.47% holiday season sales came from mobile phones, while the remaining 45.53% came from desktops.
Here is detailed information about Black Friday shopping statistics by mobile phones:
| Year | Mobile Phone Revenue Share during the 2025 Holiday Season |
|---|---|
| 2025* | $142.7 billion* |
| 2024 | $131.5 billion |
| 2023 | $113.5 billion |
| 2022 | $99.3 billion |
Sources: Adobe
Black Friday Buyers Demographics
- In 2025, 50% of US female consumers are estimated to shop during Black Friday and Cyber Monday sales, and around 42% of male shoppers will purchase during the same period.
| Male | Female |
|---|---|
| 42% | 50% |
- During the Black Friday and Cyber Monday sales of 2025, roughly 57% of Gen Z and Millennials plan to shop, while around 38% of Gen X and Boomers+ will purchase during the same period.
| Age Group | Share of Shoppers Plan to Purchase |
|---|---|
| Gen Z and Millennials | 57% |
| Gen X and Boomers | 38% |
- In 2025, 57% of Americans living in the Northeast region plan to shop during the Black Friday and Cyber Monday sales, while 43% of consumers from the Midwest region and 47% of shoppers from the South region also plan to do so. On the other hand, 39% of consumers from the West region of the USA plan to shop during the same period.
Source: YouGov
Black Friday Discounts Statistics
In the 2025 Black Friday sale, the electronics and toys categories accounted for discounts of up to 28.7% and 29.6%, respectively, the highest among all major categories.
Apparel, TVs, and computers rank third, fourth, and fifth in the list with 24.9%, 24.3%, and 23.1% discounts, respectively.
The table below presents discounts and deals across various product categories during the Black Friday sales of 2025:
| Category | Discounts provided in 2025 | Discounts provided in 2024 |
|---|---|---|
| Electronics | 28.7% | 30.10% |
| Toys | 29.6% | 28% |
| Apparel | 24.9% | 23.20% |
| TVs | 24.3% | 24.20% |
| Computers | 23.1% | 22.80% |
| Sporting Goods | 20.3% | 19.50% |
| Appliances | 20.2% | 19.20% |
| Furniture | 18.6% | 19% |
Black Friday AI Traffic Statistics
During the Black Friday 2025 sale, AI-driven traffic to the United States retail websites increased by 805% compared to the previous year.
For the first time in history, Black Friday 2025 showcased widespread deployment of AI-driven shopping assistants across all major American shopping websites.
AI and agents accounted for $14.2 billion in global online Black Friday sales, including $3 billion in the United States.
Sources:Adobe Business, Salesforce
Black Friday AI Usage Statistics
Around 64% of Americans are unlikely to use Artificial Intelligence (AI) tools to navigate deals or sales during Black Friday and Cyber Monday sales in 2025. Only 16% consumers are likely to use AI tools to find the best deals.
About 59% of Gen Z and Millennial American consumers are unlikely to use AI tools to find deals during Black Friday and Cyber Monday. Only 20% of shoppers said they will use AI tools during the same period.
Interestingly, 71% of Gen X and Baby Boomers+ US shoppers said they are unlikely to use AI tools to discover promotions during Black Friday sales. Only 12% consumers said they will use AI tools.
Source: YouGov
Impact of Tariffs on Black Friday Spending
Around 22% of Americans plan to shop sooner than usual for Black Friday sales in 2025 due to import tariffs. On the other hand, about 46% of consumers stated that tariffs will not alter their shopping plans. Only 14% said that they will shop late, hoping prices will go down.
Roughly 33% of US consumers are likely to prioritize “Made in USA” products during the Black Friday shopping in 2025. While 10% said they are unlikely to do so. On the other hand, around 43% of shoppers will continue to purchase products as they did last year.
Reports suggest that about 32% of Americans plan to spend less on their Black Friday shopping due to import tariffs. While only 8% plan to spend more than last year, even after import tariffs are imposed.
Source: YouGov
Black Friday Sales Global Statistics
The UAE showed the highest Cyber Monday interest, with 54% of Emiratis showing intent to purchase. Italy ranks second in the list, with about 49% of consumers planning to shop. On the other hand, the USA (36%) and India (33%) displayed strong Black Friday participation.
The table below shows a detailed report on Black Friday and Cyber Monday shopping intent across multiple countries:
| Country | Black Friday Shopping Intent | Cyber Monday Shopping Intent |
|---|---|---|
| Australia | 30% | 44% |
| Canada | 29% | 43% |
| France | 15% | 34% |
| Germany | 19% | 30% |
| GB (UK) | 19% | 32% |
| India | 33% | 23% |
| Italy | 19% | 49% |
| Singapore | 24% | 41% |
| Spain | 21% | 44% |
| UAE | 36% | 54% |
| US | 36% | 34% |
Germany dominates the list of average Black Friday shopping budgets across select European countries in 2024, with an average of €317, followed by Austria at €303. Spain and France rank third and fourth in the list, with an average shopping budget of €282 and €265, respectively.
Here is the table showing the average Black Friday purchasing budget across various European countries:
| Country | Average Black Friday Shopping Budget |
|---|---|
| Germany | €317 |
| Austria | €303 |
| Spain | €282 |
| France | €265 |
| Italy | €264 |
