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Black Friday is one of the biggest online shopping events. Shopping habits, channels, and even the timing of deals are evolving faster than ever.
To stay ahead of the competition, you need to understand the Black Friday statistics that matter most.
These are the only Black Friday shopping statistics that you need to maximize your success during BFCM 2025.
Shopify Black Friday Stats
As a Shopify expert, I have compiled these statistics from Shopify’s Black Friday–Cyber Monday (BFCM) of the previous year for Shopify store owners (Source: Shopify)
- Shopify merchants generated $11.5 billion in sales globally during the BFCM weekend, up 24% year‑over‑year from the previous year.
- Over 76 million consumers worldwide bought from Shopify‑powered brands between early Friday and late Monday.
- At the peak moment (12:01 p.m. EST on Black Friday), sales reached $4.6 million per minute.
- More than 67,000 merchants recorded their highest‑selling day ever on Shopify during this period.
- Over 16,500 entrepreneurs made their first sale on Shopify during BFCM weekend.
- The average cart value across merchants was $108.56.
- Cross‑border orders made up 16% of all global orders facilitated by Shopify.
- Sales made via Shop Pay rose by 58%.
Black Friday Shopping Statistics for Sales & Volume
U.S. online sales on Black Friday 2024 reached $10.8 billion. This is an increase of 10.2% from the previous year. (Source: Adobe)
Globally, online Black Friday spending hit $74.4 billion. (Source: Salesforce)
Peak online spending moment: Between 10 a.m.–2 p.m. on Black Friday, U.S. shoppers spent on average $11.3 million per minute. (Source: Adobe).
Black Friday Statistics on Discounting & Category
Top Black Friday sales in terms of categories (Source: Bluehost)
| Category | Previous Year Revenue Estimate |
| Electronics | $57.5 billion |
| Grocery | $23.5 billion |
| Cosmetics | $8.4 billion |
| Apparel | $47.6 billion |
| Toys | $8.8 billion |
| Furniture & Home Goods | $31.1 billion |
| Sporting Goods | $8.2 billion |
Average discount levels per category (U.S.) (Source: Criteo)
| Product | Discount (%) |
| Earrings | 23% |
| Rings | 22% |
| Shirts & Tops | 22% |
| Pants | 22% |
| Coats & Jackets | 22% |
| Dresses | 20% |
| Shoes | 19% |
| Computer Monitors | 17% |
| Headphones & Headsets | 16% |
| Video Game Consoles | 16% |
| Watches | 15% |
| Mobile Phones | 14% |
| Laptops | 13% |
| Televisions | 11% |
Growth of product categories during Black Friday as compared to a “normal” day. (Source: Criteo)
| Product Category | Growth Percentage |
| Toys & Games | +412% |
| Apparel & Accessories | +374% |
| Luggage & Bags | +357% |
| Electronics | +355% |
| Sporting Goods | +335% |
| Home & Garden | +326% |
| Health & Beauty | +304% |
Mobile & Online Traffic Stats on Black Friday
- Mobile devices accounted for about 53.2% of all online sales (Source: Bluehost)
- On Black Friday alone, mobile share peaked at 51.9% of online purchases (Source: Bluehost)
- Mobile wallet use (e.g., Apple Pay) in the U.S. surged 54% YoY on Black Friday (Source: Bluehost)
Black Friday Stats Based on Demographics
- 58% of American adults are projected to participate in Black Friday sales. (Source: Bluehost)
- An estimated 152 million Americans are expected to shop during the event. (Source: Bluehost)
- Each shopper is projected to spend an average of $674. (Source: Bluehost)
- Americans are anticipated to spend around $102.4 billion on Black Friday deals. (Source: Bluehost)
- In the UK, millennials are expected to be the biggest spenders on Black Friday 2024, planning to spend an average of £188. This is just £7 more than Gen Z shoppers. (Source: Bluehost)
Statistics of Black Friday on Marketing Trends
- Push notifications, SMS and streaming messages grew 37% year‑over‑year during Cyber Week, while email grew only 9%. (Source: Bluehost)
- 55% of consumers took advantage of early holiday promotions. (Source: Bluehost)
- 35% of shoppers made purchases during the week leading up to Thanksgiving (Nov 16–22). (Source: Bluehost)
- By Cyber Week, 85% of consumers had started their holiday shopping and were about 48% done. (Source: Bluehost)
- Around 87.3 million people shopped online, while about 81.7 million shopped in stores during Black Friday, showing that online shopping slightly outpaced in-store purchases. (Source: National Retail Federation)
Day-by-Day Statistics of the Black Friday Season
| Day | In-store shoppers (millions) | Online shoppers (millions) |
| Thanksgiving | 26.1 | 28.6 |
| Black Friday | 81.7 | 87.3 |
| Saturday | 61.1 | 53.9 |
| Sunday | 25.6 | 32.8 |
| Cyber Monday | 23.2 | 64.4 |
Quick take: online outpaced in-store on Thanksgiving, Sunday, and Cyber Monday; Black Friday was the biggest day for both, while Cyber Monday skewed heavily online. (Source: National Retail Federation)
To Wrap It Up
These Black Friday statistics are your roadmap to win BFCM 2025. Each one reveals how shoppers think, buy, and behave.
Pick two or three that fit your business. Maybe that’s optimizing for mobile, launching early promos, or using upsells and bundles to lift AOV.
As a Shopify merchant, you control your site, checkout, and marketing. Use the data to plan smarter early in the Black Friday season.
Review your store now, set your calendar, and align your key apps to have a kickass Black Friday 2025.
Black Friday Statistics FAQs
1. Can I run a Black Friday sale on Shopify?
Yes. You can set up discount codes or pop-ups for site-wide or collection-specific pages right in Shopify Admin.
2. What are the top 3 selling items on Black Friday?
Toys were the standout winner the previous year, surging the most versus an average day. Electronics (like TVs and consoles) and apparel were also among the biggest movers.
3. Which category sells the most on Black Friday?
In terms of growth, toys posted the sharpest spike on Black Friday. By revenue share across the core days, electronics typically lead online, with apparel close behind.
4. Which has bigger sales, Cyber Monday or Black Friday?
Cyber Monday is bigger for online revenue. U.S. shoppers spent $13.3B on Cyber Monday versus $10.8B on Black Friday (Source: Adobe)
5. Which day is Black Friday in 2025?
Black Friday falls on Friday, November 28, 2025 (the day after Thanksgiving in the U.S.). Cyber Monday follows on December 1, 2025.
About the author
Vineet Nair
Vineet is an experienced content strategist with expertise in the ecommerce domain and a keen interest in Shopify. He aims to help Shopify merchants thrive in this competitive environment with technical solutions and thoughtfully structured content.