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.

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 nine billion British pounds over the course of the Black Friday weekend in 2024, nearly five billion of which will be spent in stores.

In 2024, holiday retail sales in the United States were forecast to reach about ***** billion U.S. dollars. This figure was given as a conservative value; retail sales over the holiday season was projected to be between ***** billion U.S. dollars to *** 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 *** billion U.S. dollars back 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.

No other day in the year represents the set phrase “shopping spree” better than Black Friday. Originated in the United States, the popularity of the Friday after Thanksgiving Day has skyrocketed in the world over the past years, and Spain is no exception to this global trend. According to the latest surveys, about 65 percent of the Spaniards that were intending to take part in this shopping event in 2024 were interested in buying fashion products. In the fashion industry, Inditex was by far the largest fashion company by revenue in Spain in 2023. Black Friday in Europe With only a few exceptions, the participation rate on Black Friday only increased across Europe between 2017 and 2018, with Romania topping the list with about 71 percent of consumers that took part in 2018. Ukraine is, in contrast, the European country that least participated in this shopping event at slightly over 30 percent of consumers, although this figure represents quite a leap from a shy 18.6 percent registered the previous year. In terms of discount rates, the list is led by the United Kingdom, with an average discount rate of 63 percent off all products for sale in 2018. That same year, Spain featured an average discount rate of 47 percent. The importance of Black Friday in the fashion industry Black Friday has become an extremely important event for the world’s leading retailers. In Spain, for instance, the sales of fashion and luxury items on Black Friday is over 400 percent higher than any other day of the year, representing one of the highest percentage changes across Europe. Generally speaking, the fashion industry has experienced a gradual increase in the number of online shoppers over the last few years, reaching 13.5 million online shoppers in 2022 as opposed to only 5.5 million in 2014.

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.

In November 2022, a third of German consumers were planning to spend somewhere between *** and *** euros on Black Friday, making it the most commonly planned budget. The number of consumers planning to spend over *** euros fell in comparison to the previous year.

In 2022, the spending on Black Friday and Cyber Monday sponsored ads shown on amazon.com increased 145 percent on the spending recorded during the preceding 14 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 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 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, 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.

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.

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.

This holiday season, more than half of U.S. and Canadian consumers were intending to cut back on their Black Friday and Christmas shopping spending to varying degrees due to the impact of rising inflation rates. Only four in 10 consumers said they did not plan reducing their holiday season spending.

In 2022, around *** in *** German consumers intended to do most of their Black Friday shopping online. In the U.S. and the UK, ** percent of respondents said they planned to do the same. In contrast, among the ** countries included in the study, Austrians were the least likely to conduct most of their shopping on digital channels on this sales event.