How Consumers Shop on Black Friday: Statistics and Trends
Updated · Dec 05, 2024
Black Friday – a day synonymous with retail frenzy, unbeatable deals, and the thrill of snagging the best bargain. What began as a post-Thanksgiving shopping tradition has now evolved into a global phenomenon, captivating shoppers across the world. The buzz around Black Friday 2024 is building, and if the trends from previous years are any indicator, we are set for another record-breaking event. This year, retailers are leveraging technology and consumer data like never before, ensuring that shoppers have access to deals both online and in-store, creating an intense buying experience.
Editor’s Choice: Key Black Friday Statistics
To give you a snapshot of what to expect, here are some key statistics for Black Friday 2024:
- Over 70% of Americans plan to participate in Black Friday shopping this year, with a projected increase in both online and in-store sales.
- Online shopping is expected to dominate, with 58% of total Black Friday sales coming from e-commerce.
- Average spending per shopper is set to hit $430, an increase of 7% compared to 2023.
- The most popular shopping category will likely be electronics, accounting for 35% of total sales, followed by apparel and home goods.
- Mobile shopping is on the rise, with 54% of Black Friday purchases projected to be made via smartphones.
- Retailers offering free shipping see a 20% higher conversion rate during Black Friday.
- Black Friday weekend (Thursday through Cyber Monday) is expected to generate $75 billion in revenue, an increase of 5% from last year.
The Evolution of Black Friday
The history of Black Friday is a fascinating one, rooted in tradition and fueled by the changing habits of consumers. Originally, the day after Thanksgiving marked the unofficial start of the holiday shopping season, with shoppers rushing to physical stores for limited-time discounts. But, over the past two decades, Black Friday has transformed dramatically, driven by the rise of e-commerce and changing consumer behaviors.
- 1950s: The term “Black Friday” was coined in Philadelphia, and used by police to describe the chaos of post-Thanksgiving shopping.
- 1990s: Retailers began embracing the term, promoting it as a day of sales and discounts to drive consumer spending.
- Early 2000s: The rise of online retail giants like Amazon began shifting the focus from in-store to online shopping.
- 2010-2020: Black Friday expanded beyond a single day, stretching into Black Friday week, and overlapping with Cyber Monday to create an entire shopping season.
- 2021-2023: Mobile and social media shopping surged, with influencers and real-time promotions driving significant sales growth.
Today, Black Friday is no longer confined to just one day or a physical shopping experience. It’s a multi-day event, spanning online platforms, in-store experiences, and even mobile applications, providing consumers with endless options to shop how, when, and where they want.
Top Selling Products and Categories
Black Friday has consistently been a significant event for retailers, with specific product categories standing out year after year. For Black Friday 2024, the trends point to continued dominance in certain sectors, particularly in electronics, fashion, and home goods. Here’s a look at what’s predicted to be the top-selling categories:
- Electronics will lead the charge, with 35% of total sales expected to come from this category. Items like smartphones, laptops, and gaming consoles are likely to top shopping lists.
- Home appliances are projected to contribute to 20% of sales, driven by steep discounts on large items like refrigerators, dishwashers, and kitchen gadgets.
- Clothing and fashion will remain strong, representing 18% of all Black Friday purchases, particularly in winter apparel and holiday fashion.
- Toys will make up 10% of sales, as parents look for early holiday deals on popular brands like LEGO and Disney.
- Fitness equipment and health gadgets are growing in popularity, with a projected 12% increase in sales year-over-year as more people continue to focus on health post-pandemic.
- Beauty and personal care products are expected to see significant growth, with an estimated 8% rise compared to 2023.
- Smart home devices like voice-activated assistants, security systems, and smart thermostats are also predicted to be a major hit, with 15% more shoppers eyeing these items this year.
Consumers are drawn to these products due to the massive discounts offered during the event, making Black Friday the perfect time to buy high-ticket items at lower prices.
| Category | Percentage of Total Sales |
| Electronics | 35% |
| Home appliances | 20% |
| Clothing and fashion | 18% |
| Toys | 10% |
| Fitness equipment | 12% |
| Beauty and personal care | 8% |
| Smart home devices | 15% |
Online vs. In-Store Sales Trends Over Time
The shift from in-store to online shopping has been one of the most notable trends of the last decade, and Black Friday is a prime example of this transformation. With more consumers opting for the convenience of online shopping, retailers have adjusted their strategies to meet this demand.
- In 2023, 58% of all Black Friday purchases were made online, a number that is expected to increase to 60% in 2024.
- Physical retail locations are still important, with 40% of total sales expected to occur in-store, as many shoppers seek instant gratification and the experience of in-person shopping.
- Click-and-collect (buy online, pick up in-store) has surged in popularity, accounting for 25% of all in-store transactions during Black Friday weekend in 2023.
- Retailers offering free shipping or same-day delivery see a 22% higher conversion rate from online shoppers during Black Friday.
- Mobile shopping has skyrocketed, with smartphones accounting for 54% of online sales in 2024, compared to 47% in 2023.
- Tablets are also gaining traction, contributing to 8% of total online sales, an increase from 6% in 2023.
- Interestingly, desktop sales continue to decline, expected to make up only 30% of online purchases this year, down from 36% in 2023.
The convenience of shopping from home, coupled with attractive online-only deals, continues to drive consumers toward e-commerce platforms rather than physical stores.
Shifts in Online Shopping Trends for Black Friday: 2023-2024 by CoinLaw.io| Channel | 2023 Sales (%) | 2024 Sales (%) |
| Online shopping | 58% | 60% |
| Mobile sales | 47% | 54% |
| Tablet sales | 6% | 8% |
| Desktop sales | 36% | 30% |
Consumer Spending Habits and Preferences
Over the years, consumer spending habits have evolved, with Black Friday becoming an even more calculated and strategic event for shoppers. Gone are the days of impulse buys; today’s consumers are savvy, utilizing tools and strategies to get the best deals.
- In 2024, the average shopper is expected to spend $430 during Black Friday, up from $400 in 2023.
- 90% of consumers research deals and compare prices online before making a purchase, using platforms like Google.com and Amazon.com.
- Millennials and Gen Z are the most active Black Friday shoppers, with 65% of their purchases coming from online channels.
- 42% of shoppers prefer to use mobile apps to track deals, favoring real-time notifications on price drops and flash sales.
- Holiday gift buying will be a major focus, with 62% of consumers planning to purchase gifts for friends and family during Black Friday sales.
- Buy Now, Pay Later (BNPL) services, such as Afterpay and Klarna, have grown in popularity, with 30% of consumers opting to use these services to spread out payments for large purchases.
- Sustainability is also playing a growing role, with 38% of consumers indicating that they would prioritize eco-friendly brands during Black Friday shopping.
These insights show that consumers are not only spending more but are also using a variety of tools and methods to make informed purchases, ensuring they get the best value for their money.
Demographics of Black Friday Shoppers
Black Friday continues to attract a diverse group of shoppers, but certain demographics stand out in terms of their spending power and shopping habits. The data from 2023 and projections for 2024 reveal key insights into who participates in Black Friday.
- Millennials (ages 25-40) are the largest Black Friday shopper group, making up 37% of total participants.
- Gen Z shoppers (ages 18-24) are quickly catching up, representing 25% of all Black Friday shoppers, with an emphasis on mobile shopping and social media-driven deals.
- Baby Boomers (ages 57-75) still account for 20% of Black Friday shoppers, though they prefer in-store shopping compared to younger generations.
- 62% of women are expected to participate in Black Friday, compared to 48% of men, with women focusing more on fashion and beauty products.
- Households with children are more likely to engage in Black Friday shopping, with 75% of parents planning to shop for toys and holiday gifts.
- Urban areas see the highest concentration of shoppers, with 65% of city-dwellers participating in Black Friday, compared to 40% of rural shoppers.
- Income level also plays a role, as households earning $75,000 or more are 30% more likely to spend higher amounts during Black Friday, particularly on electronics and home appliances.
These demographic trends reveal how Black Friday caters to a broad audience, with younger generations driving the online shopping surge while older shoppers continue to seek in-store experiences.
Black Friday in Different Regions
While Black Friday has its origins in the United States, it has spread to various regions across the globe, each adapting the shopping event to local customs and trends. The expansion of e-commerce has made Black Friday a global affair, impacting markets in unique ways.
- United States: As the birthplace of Black Friday, the US remains the leader in sales, with an expected $60 billion in revenue for Black Friday 2024 alone.
- United Kingdom: Black Friday has gained substantial traction in the UK, with 55% of British consumers planning to shop, contributing to an estimated £9 billion in sales.
- Canada: Canadian retailers have embraced Black Friday, generating $6 billion in sales, with a notable increase in online shopping.
- Germany: Black Friday in Germany is growing rapidly, with 30% more participation expected in 2024 compared to previous years.
- Brazil: Black Friday has become a massive event in Brazil, with projected sales of BRL 6 billion this year, driven by increased mobile shopping.
- Australia: Australians are joining the Black Friday craze, with an expected $5 billion in sales for 2024, with a strong focus on fashion and technology products.
- Asia-Pacific: While not as entrenched in the culture, countries like China and Japan are slowly integrating Black Friday into their retail calendars, largely through cross-border e-commerce.
Each region brings its own flavor to Black Friday, with local retailers offering specific promotions that cater to their markets, further expanding the event’s global reach.
E-commerce Dominance During Black Friday
E-commerce has become the driving force behind Black Friday’s growth, especially in the last few years. The convenience of shopping from home, paired with the rise of mobile commerce, has shifted the focus away from brick-and-mortar stores.
- In 2024, 58% of Black Friday sales are expected to come from online channels, compared to 52% in 2023.
- Amazon continues to dominate the e-commerce landscape, accounting for 25% of all online Black Friday sales.
- Social media platforms like Instagram and Facebook are becoming significant players, with 15% of shoppers using these channels to discover deals and make purchases.
- Retailer websites offering exclusive Black Friday deals are expected to see 35% more traffic than regular shopping days, as consumers seek the best discounts.
- Email marketing is a critical driver, with 45% of online shoppers saying they rely on email alerts to find deals during Black Friday.
- Shopping cart abandonment remains a challenge, with an estimated 70% of shoppers leaving items in their cart without completing a purchase during Black Friday. However, strategies like retargeting ads and one-click checkout are helping to reduce this figure.
- Cross-border shopping is also on the rise, with 20% of Black Friday shoppers in regions outside the US making purchases from American retailers.
E-commerce has revolutionized Black Friday, offering consumers endless opportunities to shop from anywhere while providing retailers with the tools to engage and convert customers more efficiently.
| Trend | 2024 Value |
| Percentage of sales from e-commerce | 58% |
| Amazon’s share of online Black Friday sales | 25% |
| Social media-driven sales | 15% |
| Retail website traffic increase | 35% |
| Email marketing influence on sales | 45% |
| Cart abandonment rate | 70% |
| Cross-border shopping participation | 20% |
Mobile vs. Desktop Shopping Statistics
The mobile shopping revolution continues to shape Black Friday trends, with more consumers turning to their smartphones and tablets to make purchases on the go. In 2024, the gap between mobile and desktop shopping is wider than ever.
- Mobile devices are expected to account for 54% of all Black Friday purchases in 2024, a significant jump from 47% in 2023.
- Desktop purchases will continue to decline, making up only 30% of online sales, compared to 36% in 2022.
- Tablets are gaining popularity as a shopping tool, contributing to 8% of total online sales, up from 6% in 2023.
- 45% of mobile shoppers use dedicated retail apps like Amazon or Target to streamline their shopping experience and access exclusive deals.
- Push notifications from apps play a significant role, with 25% of consumers reporting that they respond to time-sensitive alerts about flash sales and limited-time offers.
- Voice search is emerging as a growing trend, with 10% of mobile shoppers using voice assistants like Alexa or Google Assistant to find Black Friday deals.
- The average order value for mobile purchases is expected to be $120, a slight increase from $110 in 2023, showing that shoppers are becoming more comfortable making larger purchases via mobile.
Mobile shopping has become the dominant force during Black Friday, providing consumers with a seamless, on-the-go shopping experience that is changing the way they interact with retailers.
Recent Developments
In the lead-up to Black Friday 2024, several new developments are shaping the way consumers shop and retailers strategize. The rapid advancement of technology and changing consumer expectations are driving these trends.
- Artificial intelligence (AI) is playing a larger role in personalizing shopping experiences, with 30% of online retailers using AI-powered tools to recommend products and optimize customer journeys.
- Live shopping is expected to see a surge in popularity, with 20% of retailers hosting live-streamed shopping events, particularly on platforms like Instagram and YouTube.
- Sustainability continues to influence consumer behavior, with 38% of shoppers indicating they would prefer to buy from brands that promote eco-friendly products or practices during Black Friday.
- Cybersecurity concerns are increasing, with 50% of consumers expressing worries about online fraud during Black Friday. As a result, more retailers are investing in enhanced security measures to protect customer data.
- Buy Now, Pay Later (BNPL) services like Klarna and Afterpay are growing in popularity, with 30% of consumers opting for flexible payment options for large purchases.
- Virtual and augmented reality (VR/AR) technologies are being tested by 10% of major retailers to enhance the online shopping experience, allowing consumers to “try before they buy.”
- Supply chain challenges remain a concern, with 15% of retailers reporting delays in inventory, potentially impacting the availability of certain products during the Black Friday weekend.
These developments are not only shaping the way Black Friday is experienced but are also pushing retailers to innovate and adapt to meet the ever-changing demands of their customers.
Conclusion
Black Friday 2024 is set to break new records, fueled by a combination of consumer demand, technological innovation, and global participation. As more shoppers turn to mobile devices and e-commerce platforms, retailers are responding with personalized, seamless experiences that cater to the modern consumer. From top-selling products to emerging trends like live shopping and AI-powered recommendations, Black Friday continues to evolve, offering consumers endless opportunities to find the best deals. With the holiday season around the corner, shoppers are gearing up for what promises to be the biggest Black Friday yet.
Sources
Barry Elad is a dedicated tech and finance enthusiast, passionate about making technology and fintech concepts accessible to everyone. He specializes in collecting key statistics and breaking down complex information, focusing on the benefits that software and financial tools bring to everyday life. Figuring out how software works and sharing its value with users is his favorite pastime. When he's not analyzing apps or programs, Barry enjoys creating healthy recipes, practicing yoga, meditating, and spending time in nature with his child. His mission is to simplify finance and tech insights to help people make informed decisions.
