While in 2022, consumers in the United States spent on average ****** U.S. dollars during the Black Friday period, this figure is set to rise in 2023, with consumers saying they will likely spend more.

In a survey conducted among Australian consumers in September 2022, around two-fifths of respondents said they typically spend around *** to *** Australian dollars during the Black Friday sales period. Only ***** percent of those surveyed indicated that they typically spend more than ***** Australian dollars during the Black Friday sales.

In 2022, it was estimated that ** percent of customers in Germany would spend between *** to *** euros on Black Friday. This statistic shows how much money retailers in Germany estimated customers will spend on Black Friday 2022. Black Friday is the day after American Thanksgiving, when shops traditionally cut their prices and have a lot of special offers.

During Black Friday 2022, millennials were the generation that spent the most on online shopping, with average expenses amounting to about *** euros. Generation X spent a similar amount, around *** euros per person.

In 2024, holiday retail sales in the United States were forecast to reach about 979.5 billion U.S. dollars. This figure was given as a conservative value; retail sales over the holiday season was projected to be between 979.5 billion U.S. dollars to 989 billion U.S. dollars in 2024. Holiday retail sales have risen substantially since the turn of the century, with holiday retail sales amounting to approximately 416 billion U.S. dollars back in 2002. Holiday retail sales are a fraction of total retail sales in the United States which were around seven trillion 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 100 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.

For 2022's holiday season, a significant share of consumers intended to cut back on spending due to inflation. In the United Kingdom (UK), for example, roughly **** in ** shoppers said they expected to reduce all of their Black Friday and Christmas spending this year. Only about ** percent of surveyed UK consumers said they would not cut back on their holiday spending. According to the same report, European holiday season spending in 2022 was expected to see a considerable drop in comparison to 2021.

Why do consumers shop on Black Friday?

Black Friday takes place on the Friday after Thanksgiving in the United States and is the largest discount shopping event of the year. While Thanksgiving is not celebrated overseas, the shopping event did become an international phenomenon over time. When asked why they planned to shop during Black Friday, about ***** in ** consumers in the United Kingdom said the sales event offers better deals and prices for buying gifts.

The impact of inflation on holiday shopping

Unsurprisingly, consumers are more cautious about their spending due to the wave of rising consumer prices. This applies especially during the holiday season, which is typically a time of year that involves more expenses than usual. According to a survey conducted in Germany, roughly half of consumers planned to pay closer attention to offers during Black Friday as a result of rising prices and the effects of the energy crisis in 2022. Close to the same number of German shoppers said they intended to buy less overall.

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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 March 2024, Amazon.com had approximately 2.2 billion combined web visits, up from 2.1 billion visits in February. In the fourth quarter of 2024, Amazon’s net income amounted to approximately 20 billion U.S. dollars. Online retail in the United States Online retail in the United States is constantly growing. In the third quarter of 2023, e-commerce sales accounted for 15.6 percent of retail sales in the United States. During that quarter, U.S. retail e-commerce sales amounted to over 284 billion U.S. dollars. Amazon is the leading online store in the country, in terms of e-commerce net sales. Amazon.com generated around 130 billion U.S. dollars in online sales in 2022. Walmart ranked as the second-biggest online store, with revenues of 52 billion U.S. dollars. The king of Black Friday In 2023, Amazon ranked as U.S. shoppers' favorite place to go shopping during Black Friday, even surpassing in-store purchasing. Nearly six out of ten consumers chose Amazon as the number one place to go find the best Black Friday deals. Similar findings can be observed in the United Kingdom (UK), where Amazon is also ranked as the preferred Black Friday destination.

In 2022, the spending on Black Friday and Cyber Monday sponsored ads shown on amazon.com increased *** percent on the spending recorded during the preceding ** days. This was the highest increase in spending in the presented period.

In 2022, the spending on Black Friday and Cyber Monday sponsored ads shown on amazon.co.uk increased ** percent on the spending recorded during the preceding ** days. This was the second highest increase in spending in the presented period.

In case prices for goods and services go up significantly in 2023, over ** percent of consumers around the world said they would shop less in general and cut down on spending as a response. A fifth of survey respondents said they would look for and purchase cheaper and better value products. Less than **** percent of those surveyed worldwide believed inflation would be unlikely to impact their habits. What does inflation look like? The world entered a new inflation crisis in 2021, driven by a confluence of factors including the COVID-19 pandemic which restricted global supply chains, and the Russian-Ukraine war which exacerbated food and energy shortages. In 2022, global inflation hit **** percent, the highest annual increase in decades. The rate of inflation is estimated to remain high in the near future, at around *** percent in 2023 and *** percent in 2024. Inflation dominated the list of most important problems facing the world according to a survey conducted in October 2023 – leading ahead of poverty and social inequality, crime and violence, and unemployment. In a global consumer trends survey, the majority of respondents said that inflation impacted them completely or a lot – for instance, ***** in ** respondents in the United States admitted they had been seriously impacted. Inflation’s impact on the holidays The end-of-year holiday season is typically regarded as a period of increased retail spending, driven by a series of major shopping events such as Black Friday and Cyber Monday, as well as the public holidays Thanksgiving and Christmas. However, inflation has put a damper on the holiday cheer, with consumers expressing their intentions to cut back spending amid the cost-of-living crisis. In 2022, a significant share of consumers in Europe said they planned to cut at least some related expenses. In fact, ** percent of respondents in the United Kingdom planned to cut all expenses related to Black Friday and Christmas.

In 2023, less than ** percent of surveyed consumers in the Netherlands believed they would spend less on Black Friday in comparison to how much they spent in 2022. Nearly two-thirds of Dutch shoppers believed their spending habits would not change.

In 2022, the spending on Black Friday and Cyber Monday sponsored ads shown on amazon.ca increased *** percent on the spending recorded during the preceding ** days. This was the highest increase in spending in the presented period.

In 2022, just under a third of surveyed consumers in the Netherlands said they intended to make fewer purchases on impulse on Black Friday. A higher share of the country's men expected to make fewer purchases than women during this year's shopping event.

In the Netherlands, consumers intending to participate in Black Friday expected to spend an average of roughly *** euros during the holiday shopping event in 2022, which is a significant increase compared to the previous year. Compared to four years earlier, average per capita spending among Dutch shoppers has increased by 100 euros.

In 2022, the spending on Black Friday and Cyber Monday sponsored ads shown on amazon.de increased ** percent on the spending recorded during the preceding ** days. This was the second highest increase in spending in the presented period.

This statistic shows the value of spending over the course of the Black Friday weekend (from Friday to Cyber Monday) in the United Kingdom (UK) from 2016 to 2023, with a forecast for 2024, broken down by online and offline spending. Consumers are expected to spend a total of over ************ British pounds over the course of the Black Friday weekend in 2024, nearly ************ of which will be spent in stores.

In 2022, just over a third of surveyed consumers in the Netherlands said they feel Black Friday should be abolished, with male shoppers being slightly more in favor of a ban than women. Around 50 percent of respondents over the age of 59 were in favor of abolishing Black Friday, while consumers under the age of 30 had a more positive opinion of the holiday shopping event.

In 2022, about ** percent of people in Germany guessed that Black Friday would cause longer delivery times. Almost ** percent of people said that they thought there would be fewer cheap offers than the year before. This statistic shows the effect that people guessed Black Friday would have on delivery and production in Germany.

In 2022, electronics constituted the biggest share of gross merchandise volume, after other category of products, for online Black Friday shopping in the United Arab Emirates. By 2023, electronics are expected to be surpassed by fashion, with a GMV margin of *** percent.