Roughly four out of 10 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. Just about one percent of respondents said that they will definitely not do their Black Friday sales shopping in store.

In the United States, only around three in 10 people found Black Friday sales to be good value. An additional 34 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 (24 percent of respondents) believed retailers inflated the prices on the run-up to Black Friday and discounted them on the day of the event.

Introduction

Black Friday Statistics: In the USA, Black Friday is the Friday after Thanksgiving, which, by tradition, starts the season of Christmas shopping. With a year-on-year increase in shopping, eCommerce shopping is becoming more dominant than traditional shopping methods. However, there is only a minor difference. Many shoppers still love to visit stores, check the products, compare the prices, and then shop.

However, although there is a variety of products available to shop for, in 2023, most shoppers decided to spend less on non–food items to save money, as reported in these Black Friday Statistics.

Introduction

Black Friday Vs Cyber Monday Statistics: Black Friday and Cyber Monday, the year in which shopping activities broke all records on highly popular eCommerce platforms, such as the purchase of gas, groceries, house rent, and other daily expenditure costs, consumers still went completely wild during the annual shopping sprees of BFCM (Black Friday and Cyber Monday). With the increasing demand for eCommerce, most Americans had to shop online in 2023, which described an alteration in shopping habits.

Standing in crowds long before a store opens has certainly lost some appeal over the past few years. Above all, these Black Friday vs Cyber Monday statistics represent trends in shopping defined along BFCM week 2023.

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 6.1 billion in 2018 and 6.3 billion British pounds in 2019. In 2020, Germany is predicted to spend around 6 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 30 percent increase from about two weeks before. On Black Friday’s twin event, Cyber Monday, the total number of transactions was just shy of four million.

Dataset

This dataset was created by Firebee

Contents

According to a survey conducted in October 2024, around 97 percent of consumers in the United States were aware of Black Friday. Overall, awareness of Black Friday was high in all countries, with Australia showing the lowest percentage.

Online media plays a crucial role in the visibility of mega-sale events. Online shopping websites are the most popular channel for surveyed shoppers to notice Black Friday and Cyber ​​Monday in the United States in 2024. 44 percent of survey participants are most likely to notice Black Friday and Cyber ​​Monday in online advertising and social media. Retailer websites and apps are most likely to be noticed by 39 percent of Black Friday and Cyber Monday shopers in the United States in 2024.

In late 2024, about six in ten consumers in the United States said they liked deals with discounts on everything (clearly displayed in percentages) the most when shopping during Black Friday, cyber Monday, or Singles' Day. About a third of those who intended to shop during these events liked deals that offer cash back or gift cards.

Data on the 2023 edition of the Amazon Black Friday shopping event showed that the actual shopping day usually registered the most outstanding performance. Compared to the average sales of previous week, Black Friday sales increased by 203 percent in Germany. However, the increase was the lowest in Italy, where online sales incresed by 77 percent on Black Friday.

In 2023, approximately 131 million people in the United States planned to shop on Black Friday. According to the source, 182 million U.S. consumers will potentially shop during the Thanksgiving weekend, which marks the start of the holiday season.

Among the surveyed buyers around the world, there is a greater intent to buy on Black Friday than the Cyber Monday in 2024. More than half of the shoppers in the United Arab Emirates revealed an intent to buy on Black Friday, and 36 percent on the Cyber Weekend. In the United States, the intention to buy on Black Friday (36 percent) and Cyber Monday (34 percent) are similar. The largest gap between the intent to buy in both mega sale events was in Italy, where 49 percent of buyers revealed their plan to buy on Black Friday, and only 19 percent in Cyber Monday.

A survey probing Black Friday shopping intentions and opinions of U.S. consumers found that Gen Z was the generation that regretted their past Black Friday purchases the most, with 60 percent of respondents. Generally, respondents across all age groups were found to regret having made purchases during Black Friday sales, with the exception of baby boomers.

In 2023, online retail sales during Black Friday in Brazil generated 5.23 billion Brazilian reals, a drop compared to 6.1 billion Brazilian reals in the same period of the previous year. As of 2017, the figures refer to the aggregate revenue generated on the previous Thursday, in addition to Friday.

According to a survey carried out in October 2024, Walmart was the top Black Friday shopping destination of choice for U.S. consumers. Seven out of 10 respondents stated that they planned to shop in-person in Target stores for Black Friday in 2024.

Thirty six percent of surveyed U.S. consumers planned to do most of their holiday shopping on Black Friday in 2020. This is a significant decrease compared to 2015, when some 60 percent of respondents were planning to do the majority of their shopping during that time.

Reasons for not going

Not all consumers in the United States are excited about Black Friday: in 2019, the most common reason for not going to physical stores during the Black Friday period, was the fact that stores are simply too busy. Many consumers that were not willing to go also stated that online shopping was easier.

Impulse purchases and budget

During Black Friday, many products are at a reduced price and, as a result, bought on impulse. In 2018, impulse purchases in the United States were made most frequently for clothing, footwear, and consumer electronics. When asked how much consumers were likely to spend during that year’s Black Friday, compared to the previous year, almost half of U.S. consumers stated they were likely to spend the same amount.

Retail sales on Black Friday 2022, more specifically November 25, increased by 12 percent across all categories in the United States. For apparel products, the sales increase is expected to reach 19 percent.

During the 2024 edition of Black Friday in Mexico, more than 40 percent of respondents of a survey said they were very likely to make a purchase. Only roughly ten percent said they were very unlikely to buy anything during the mega sales event in the Latin American country.

Online was the favorite purchase channel during Black Friday in Spain in 2024, with more than half of survey respondents planning to shop exclusively digitally. An omnichannel purchase experience was preferred among Spanish consumers over one exclusively in physical stores. Is Black Friday big in Spain? Black Friday is a well-known event in Spain. The European country had one of the highest awareness rates of the mega sales event, with more than 90 percent of Spaniards knowing about it. The popularity of Black Friday in Spain is surpassed by the USA, where awareness is the highest, by only 2 percentage points. Spending behavior during Black Friday Black Friday was not only well-known in Spain, but also led to purchase decisions. Roughly half of consumers planned to buy something during the event in 2023. The online channel experienced particularly high growth, with the number of online transactions at Amazon almost doubling in 2023 during the mega sales event. More than half of buyers intended to spend at least 200 euros during Black Friday, and only 6 percent less than 50 euros. Among buyers, men expected to spend more than women during the 2023 event.

During the 2024 edition of Black Friday in Brazil, more than 60 percent of respondents of a survey said they were very likely to make a purchase. Only six percent said they were very unlikely to buy anything during the mega sales event in the Latin American country.