Roughly ************* U.S. consumers surveyed in a recent study said they might go shop in-store for the Black Friday sales in 2024. This made it the most popular response. About the same percent of respondents said that they will definitely not do their Black Friday sales shopping in store.

Comprehensive dataset tracking U.S. online Black Friday sales from 2020-2024 with projections through 2026, including year-over-year growth rates, mobile commerce share, BNPL transaction volumes, and compound annual growth rate analysis. Data sourced from Adobe Analytics, National Retail Federation, and industry research.

In 2025, it was estimated about 95 percent of people in Germany had heard of Black Friday, while around 48 percent had purchased discounted products. This statistic shows the number of people in Germany who had heard of and used Black Friday.

Unlock the secrets of the booming Black Friday market! Discover key trends, CAGR projections, and regional insights from our comprehensive analysis. Learn how top retailers like Amazon and Walmart are capitalizing on this massive shopping event. Explore the future of Black Friday sales and plan your strategy for 2025 and beyond.

Comprehensive dataset tracking mobile device share of Black Friday ecommerce sales from 2020 to 2024, including conversion rates, traffic percentages, year-over-year growth, and demographic breakdowns by generation. Data sourced from Adobe Analytics, Salesforce, and Digital Commerce 360.

Retail sales on Black Friday 2022, more specifically ***********, increased by ** percent across all categories in the United States. For apparel products, the sales increase is expected to reach ** percent.

In 2025, holiday retail sales in the United States were forecast to reach over************* U.S. dollars. This figure was given as a conservative estimate; retail sales over the holiday season were projected to be between ****** billion U.S. dollars and *******billion U.S. dollars in 2025. Holiday retail sales have risen substantially since the turn of the century, reaching approximately 416 billion U.S. dollars in 2002. Holiday retail sales are a fraction of total retail sales in the United States, which were around ************** U.S. dollars in 2023. Holiday season e-commerce is also on the rise, with increasing numbers of retailers and consumers going digital. What makes up the winter holiday season in the United States? The winter holiday season includes shopping occasions such as Thanksgiving weekend - which is made up of Black Friday, Small Business Saturday, and Cyber Monday, Super Saturday – the last Saturday before Christmas, and Christmas itself. Thanksgiving weekend is a very popular time for consumers to partake in holiday shopping. In 2022, over *** million U.S. consumers shopped on Black Friday. Leading companies in U.S. retail The domestic retail market in the United States is very competitive, with many companies recording substantial retail sales. Walmart, a retail chain offering low prices and a wide selection of products, is the leading retailer in the United States. Amazon, The Kroger Co., Costco, and Target are a selection of other leading U.S. retailers.

Comprehensive dataset tracking Black Friday online order volumes, revenue, mobile vs desktop sales share, product category performance, and year-over-year growth metrics from 2020-2024, compiled from Adobe Analytics, Salesforce Commerce Cloud, and National Retail Federation sources covering over 1 trillion retail site visits.

As Black Friday is becoming one of the most popular and anticipated shopping events globally, online sales transactions made on this day are seeing surges across European countries as well. In 2019, Black Friday, which fell on November 29, online retail transactions saw the greatest growth in the Nordic countries of Denmark and Norway, with *** and *** percent change compared to the previous month of the same year, respectively. Cyber Monday was the less popular shopping occasion of the two. In the United Kingdom, online retail transactions grew by *** percent on Cyber Monday in 2019.

Comprehensive dataset covering Black Friday retailer participation rates, consumer shopping behavior, sales volumes, and global trends across retail categories for 2020-2024.

Compared to sales that took place in the preceding eight weeks, retail sales during Black Friday grew by varying degrees in the United Kingdom in 2020. On Black Friday, the highest increase was observed in the apparel and accessories category, with a sales increase of *** percent. Cyber Monday, which immediately follows holiday season’s most anticipated retail event, led to increased activity as well.

UK: where the biggest Black Friday happens In Europe, Black Friday stimulates the highest sales in the United Kingdom. In 2020, the total value of sales during Black Friday and Cyber Monday amounted to *** billion British pounds. Online purchases made up the majority of the projected value of Black Friday and Cyber Weekend sales in the UK.

Black Friday 2021: what are UK consumers buying?
In 2021, consumers in the older age brackets were preparing to allocate higher budgets for their Black Friday purchases, over *** British pounds each. In comparison, Gen Z and millennials were not planning to splash their money on Black Friday purchases. London was projected to be the region where consumers were intending to spend the highest amount during this retail event.

As Black Friday and Cyber Monday are becoming global shopping phenomena, sales transactions made on these days are seeing surges across European countries as well. In 2018, on Black Friday and Cyber Monday, Switzerland saw a significant rise in retail sales, with Black Friday retail sales experiencing a growth of *** percent and Cyber Monday catching up with *** percent.

Comprehensive dataset of Black Friday 2024 spending patterns including average spend per shopper ($104), channel-specific spending (online $124, in-store $82), generational spending differences, payment method analysis, and five-year historical trends from 2020-2024 covering 152 million U.S. shoppers.

In the United States, only around ***** in ** people found Black Friday sales to be good value. An additional ** percent of consumers said while they offered good value, it was not always worth the hassle of shopping on that day. The 2023 survey also revealed that some consumers (** percent of respondents) believed retailers inflated the prices on the run-up to Black Friday and discounted them on the day of the event.

"Black Friday in the UK – 2018", report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Black Friday The report analyses the market, the major players, the main trends, and consumer attitudes. Read More

The Black Friday in the UK – 2019 report forms part of GlobalData’s Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Black Friday The report analyses the market, the major players, the main trends, and consumer attitudes. Read More

Snapshot img

The online retail market share in the US is expected to increase to USD 460.13 billion from 2021 to 2026, and the market’s growth momentum will accelerate at a CAGR of 11.64%.

The report extensively covers online retail market in the US segmentation by the following:

Product - Apparel, footwear, and accessories, consumer electronics and electricals, food and grocery, home furniture and furnishing, and others
Device - Smartphones and tablets and PCs

The US online retail market report offers information on several market vendors, including Amazon.com Inc., Apple Inc., Best Buy Co. Inc., Costco Wholesale Corp., eBay Inc., Kroger Co., Target Corp., The Home Depot Inc., Walmart Inc., and Wayfair Inc. among others.

This online retail market in the US research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches.

What will the Online Retail Market Size in the US be During the Forecast Period?

Download the Free Report Sample to Unlock the Online Retail Market Size in the US for the Forecast Period and Other Important Statistics

Online Retail Market in the US: Key Drivers, Trends, and Challenges

The growing seasonal and holiday sales is notably driving the online retail market growth in the US, although factors such as transportation and logistics may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the online retail industry in the US. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key US Online Retail Market Driver

The growing seasonal and holiday sales is one of the key drivers supporting the US online retail market growth. For instance, from November 1 to December 24, e-commerce sales in the US increased by 11% in 2021, when compared to a massive 47.2% growth in the holiday season of 2020. E-commerce sales made up 20.9 % of total retail sales in the holiday season of 2021, slightly higher than 20.6 percent in 2020. Thanksgiving, Black Friday, and Cyber Monday are the days that see a high amount of online shopping. Apparel, footwear and accessories, consumer electronics, computer hardware, and toys are the largest gaining product categories during the holiday season. Consumers in the US spent $204.5 billion online in November and December 2021, up 8.6% over the same period in 2020. Such exciting sales and offers are driving the market growth.

Key US Online Retail Market Trend

Omni-channel retailing is one of the key US online retail market trends fueling the market growth. It is rapidly becoming the norm for many retailers in the US. It offers consumers the option to shop online and pick up the merchandise from the store nearest to their location on the same day. Retailers are observing a high web influence on their in-store sales. For instance, Best Buy is integrating its offline and online stores to boost revenues. As a part of its omnichannel strategy, the retailer is utilizing physical stores as distribution centers for online purchases. According to Best Buy, 40% of its online shoppers prefer picking up their purchases from physical stores. Best Buy also challenges online and discount retailers with its match-to-price strategy, claiming to offer gadgets at or below the price offered by competitors. Such strategies are expected to boost market growth during the forecast period.

Key US Online Retail Market Challenge

Transportation and logistics are some of the factors hindering the US online retail market growth. Product procurement or sourcing, shipment of ordered items, and delivery to customers are the three major processes where the intervention of transportation and logistics come into the picture. All these processes require a high investment of both time and money, which challenges the efficiency and effectiveness of retailers and their costing strategies. The higher cost incurred from transportation and logistics reduces the margin of retailers, and most of the time, retailers are unable to break even. Between rising fuel prices, driver shortages, as well as a governmental and societal push for increased digitization and sustainability, transport and logistics will continue to be under a lot of pressure. Such factors will negatively impact the market growth during the forecast period.

This online retail market in the US analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2022-2026.

Who are the Major Online Retail Market Vendors in the US?

The report analyzes the market’s competitive landscape and offers information on several market vendors, includi

In recent years, online spending via desktop devices during Cyber Monday has skyrocketed in the United States, reaching approximately *********** U.S. dollars in 2020. This figure represents an increase of nearly ** percent over the previous year. In its 2020 version, Black Friday recorded a desktop spend of about *** billion dollars, whereas Thanksgiving expenditure amounted to some *** billion dollars.

Black Friday spending was forecast to be the higher in the United Kingdom (UK) than any other European nation in 2020, although total figures are expected crash in 2020 due to the impact of coronavirus restrictions and lockdown measures in place in many European countries. Following the UK, the second biggest Black Friday spender was Germany, where Black Friday weekend and Cyber Monday sales value reached *** billion in 2018 and *** billion British pounds in 2019. In 2020, Germany is predicted to spend around * percent less during Black Friday weekend.

The most popular retail event of the holiday season

Black Friday might be an American shopping phenomenon by origin, but European consumers have adopted it with similar degrees of zealotry. Across the EMEA region, Black Friday stood out among other special retail events during the holiday season in 2018. The number of daily retail transactions that took place on this day put Black Friday ahead of more traditional holiday season discount opportunities such as Christmas and Boxing Day sales. Perhaps not surprisingly, the most purchased products on Black Friday were in the tech category.

Millions of Black Friday transactions on Amazon

Black Friday is simultaneously a challenge and an opportunity for retailers, be it brick-and-mortar or online. One retailer that springs to mind immediately on this day is Amazon. In the UK, the total number of transactions made during 2018 Black Friday on Amazon’s UK platform saw a ** percent increase from about two weeks before. On Black Friday’s twin event, Cyber Monday, the total number of transactions was just shy of **** million.

Expected to reach ** billion U.S. dollars, Cyber Monday is the shopping day with the highest e-commerce sales revenue in the United States in 2023. Black Friday ranks second, with over **** billion dollars in online revenue according to the latest forecasts.