Black Friday and Cyber Monday Shopping Survey and Statistics

Black Friday and Cyber Monday are the two biggest shopping events in the world and the reason is not hard to see. During Black Friday and Cyber Monday each year, hundreds of millions of shoppers troop out to take advantage of the discounts offered by brands and retailers resulting in sales running into billions of dollars. Originally, an American creation, Black Friday and Cyber Monday has since expanded and is observed in numerous countries of the world cutting across continents such as Africa, Asia, The Americas, and Europe etc. Originally an in-store frenzied affair, increased internet penetration as well as the rise of social media has revolutionized Black Friday and Cyber Monday and more people than ever now shop from the comfort of their homes.

What are the Black Friday and Cyber Monday key stats, spending habits, and emerging trends? We’ve got all that covered in this research.

Notable Black Friday and Cyber Monday Statistics in the U.S.

  • In 2023, there was a record $9.8 billion worth of sales on Black Friday in the United States alone, which gave rise to 7.5% increase from the previous year in 2022, this does not accounting for inflation. (salesforce)
  • Consumers in the U.S. spent $12.4 billion on Cyber Monday accounting for a 9.6% increase from 2022. It also meant that Cyber Monday sales topped Black Friday sales in 2023. (Forbes)
  • Online sales on Black Friday eclipsed sales in brick-and-mortar stores. It is reported that online sales grew 8.5% on Black Friday while in-store sales only increased 1.1% (MasterCard Spending Pulse index).
  • Overall retail sales (which includes e-commerce) increased by only 2.5% (MasterCard SpendingPulse index).
  • Online sales were up by 8% globally on Black Friday (Salesforce Inc).
  • Online shoppers around the world purchased more than one billion items on Amazon during their 11 days Black Friday and Cyber Monday period. More than 500 million of those items were sold by independent sellers (Foxbusiness).
  • More than 200 million people shopped online and in-person during the five day period between Thanksgiving and Cyber Monday – exceeding last year’s record number of 196 million (National Retail Foundation).
  • Online retailers witnessed an 11% year over year increase in sales on Black Friday and 26% of orders included discount codes, an increase of six percentage points from 2022 (Signifyd).
  • Sales for online retailers were up in categories such as apparel, cosmetics, groceries and household goods, and cannabis, alcohol and tobacco. Sales were lower in luxury goods, home décor and electronics (Signifyd).
  • Black Friday and Cyber Monday remain the most recognized sales events globally, with 95% and 86% awareness, respectively (BCG).

Annual Black Friday and Cyber Monday Spending and Revenue Generation

  • There was a record $9.8 billion worth of sales on Black Friday in the United States in 2023 which was a 7.5% increase from 2022. (salesforce)
  • For Cyber Monday, consumers in the U.S. spent $12.4 billion marking a 9.6% increase from 2022. (Forbes)
  • Online spending during the five days from Thanksgiving to Cyber Monday 2023 was up 7.8% year-over-year, totaling $38 billion. (Axios)
  • More than 200 million people shopped online and in-person during the five day period between Thanksgiving and Cyber Monday – exceeding 2023’s record number of 196 million (National Retail Federation). (Axios)
  • More than $18.6 billion worth of transactions were processed globally by online payment platform Stripe between Black Friday and Cyber Monday in 2023. (Stripe’s live tracker)
  • Shopify merchants garnered US$4.1 billion globally on Black Friday in 2023, a 22% increase from 2022. (illumin)
  • Customers around the world purchased more than one billion items on Amazon during their 11-days Black Friday and Cyber Monday period. More than 500 million of those items were sold by independent sellers. (Fox Business)

Infographic: Gifts For Friends & Family Top Black Friday Lists | Statista Source: Statista

Consumer Spending on Black Friday and Cyber Monday

  • Consumers planned to spend an average of $567 between Black Friday and Cyber Monday 2023, up 13% from 2022 (Deloitte).
  • 8-in-10 planned to shop during the week while 4-in-10 planned to complete all their holiday shopping during the Black Friday-Cyber Monday timeframe (Deloitte).
  • 40% of shoppers planned to complete all their holiday shopping during the BFCM time frame while 57% planned to take advantage of as many deals as possible. (Deloitte)
  • Shoppers expected to spend $169 online for 2023 Black Friday ($121 in 2019) while in-store shopping on Black Friday fell from $145 in 2022 to $138 in 2023. (Deloitte)
  • Most Americans planned to spend between $101 and $200 on Black Friday 2023. 16% planned to spend between $201 and $300 (Attest). 
  • Majority of consumers (67%) still believe that Black Friday is the best day of the year to buy heavily discounted products (Attest).
  • Consumers are staying home to shop, rather than braving the crowds for door buster sales. 58% of consumers noted that doorbusters were less appealing while 55% hoped to avoid crowds (Deloitte).
  • In 2023, on Cyber Monday in the United States, shoppers spent an average of Shein ($49), Walmart ($49), Amazon ($36), and Temu ($30) (Statista).

Infographic: What Will Americans Buy on Black Friday? | Statista Source: Statista

Online vs Physical Shopping on Black Friday and Cyber Monday

  • Online sales on Black Friday began eclipsing Cyber Monday in 2019, according to Salesforce data. But in 2023, the clear winner was Cyber Monday (salesforce).
  • There was a record $9.8 billion in Black Friday online sales (a 7.5% increase from 2022) and $12.4 billion in Cyber Monday online sales (a 9.6% increase from 2022). (salesforce)
  • Online sales (8.5% growth) on Black Friday eclipsed sales in brick-and-mortar stores (1.1% growth) in 2023. (Mastercard spending impulse index)
  • According to the U.S. Department of Commerce, e-commerce grew 7.75% in the third quarter of 2023, while total retail (which includes e-commerce) only grew 2% from the previous year. (Forbes)
  • Mobile devices have overtaken Desktops as the major mode for online shopping. Mobile devices accounted for a record 79% of traffic to retail websites on Black Friday, topping the previous high of 76% last year. (salesforce)
  • It is estimated that more than half of spending online (51.2%) will be on mobile devices (adobe analytics).
  • Smartphone sales accounted for 59% of all sales for Cyber Monday in 2023, up 4% from 2022. (Adobe) 
  • U.S. in-store retail sales for Black Friday rose by 6.3% in 2023, courtesy of aggressive discounts. (Johnson Redbook Index)

Emerging Shopping Trends for Black Friday and Cyber Monday 

  • Consumers are choosing to spend more money on valuable experiences than just physical gifts, especially high-income earners. (JLL)
  • Consumers planned to reserve 22.8 percent of their spending for holiday entertainment and experiences. (JLL)
  • Shoppers who earn $100,000-150,000 are expected to spend 9.4 percent more on experiences compared to 2022. (JLL)
  • Shoppers earning over $150,000 plan to spend even more at 28.7 percent year-over-year. (JLL)
  • Holiday sales kicked off earlier in 2023 than 2022 and this was due to retailers pushing out their discounts earlier than before. (Salesforce)
  • According to the National Retail Federation, 55% of consumers took advantage of early holiday sales, and 35% specifically engaged in shopping during the week leading up to Thanksgiving 2023. (Forbes)
  • Major retailers continue their practice of shutting down their stores on Thanksgiving Day to give their workers a day off. Wal-Mart, Best Buy, Target, Macy’s, Kohl’s, Nordstrom, Aldi, Trader Joe’s, and Costco all closed down on Thanksgiving 2023. (CNN)
  • Black Friday and Cyber Monday are increasingly being influenced by A.I. Coca-Cola has an AI platform that allows users to craft AI-generated holiday cards while Kohls also has a platform that offers personalized gift recommendation.(US Chamber)
  • Shoppers are seeking alternative payment solutions to credit cards including Buy Now Pay Later (BNPL). BNPL usage hit an all-time high on Cyber Monday increasing by 42.5% from 2022. (Adobe Analytics)

Demographic and Geographic Composition of Black Friday and Cyber Monday Sales

  • Millennial consumers promised to be the most active shoppers in the BFCM period of 2023, accounting for 43% of spending. (Deloitte)
  • Millennials’ share of BFCM spending was forecasted to be up from 30% in 2019.(Deloitte)
  • Young consumers overall would spend generously throughout the holiday season. 38% and 36% of Gen Z and millennials, respectively, expect to spend more in 2023 than 2022, compared to 20% of boomers.(Deloitte)
  • Shein and Temu are among the most popular shopping apps for Gen Z and Millennials. The most popular holiday shopping destinations overall for 13 to 39 year-olds are Amazon, Walmart, and Target, in that order.(Deloitte)
  • Black Friday and Cyber Monday remain the most recognized sales events globally, with 95% and 86% awareness, respectively. (BCG)
  • However, Singles’ Day is no longer just an event for Chinese calendars. It is especially gaining popularity in European markets—Poland (56% awareness), Germany (41% awareness), and Switzerland (37% awareness).(BCG)
  • Nearly 100% of Europeans are aware of Black Friday, but Cyber Monday awareness levels still lag behind namely U.K. (87%), Spain (83%),Germany (80%), Belgium (64%), and Denmark (69%) (statista)
  • Shoppers in the UK planned to spend £401.50 on average in the Black Friday sales. Nearly one in ten (7%) even planned to spend £1,000 or more (Mortar Consumer Research)
  • 60% of Gen Z regretted their past Black Friday purchases, the most of any age group. Only boomers had no regrets at all. (Statista) 
  • Only three in 10 people in the United States found Black Friday sales to be good value.(Statista) 
  • 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. (Statista) 
  • 29% of UK people who have shopped over Black Friday in the past have regretted their purchases.(Mortar Consumer Research)
  • 40% of consumers in Canada were planning to take advantage of deals on Black Friday while the number for cyber Monday is 37%. (Statista) 
  • Electronics, clothing and accessories, as well as home appliances and decor, were the most popular categories European consumers were interested in for Black Friday. (Statista)
  • The average budget for Black Friday 2023 among consumers in Spain amounted to approximately €273. The average budget in France was €309 while Italy was €273. (Statista)
  • 20 percent of French consumers intended to keep sustainability in mind when shopping during Black Friday. Slightly more than 10 percent of Italian and Spanish consumers said the same thing. (Statista)

Infographic: Are People Losing Interest in Black Friday? | Statista

What To Expect For Next Year’s Black Friday and Cyber Monday 

From the available statistics, a continuous increase in Black Friday and Cyber Monday sales and revenue generation can be reasonably expected. Online sales will continue to dwarf in-store shopping with much of the traffic coming from mobile devices. The increasing adoption of AI will also shape Black Friday and Cyber Monday sales in more ways than just personalized gift recommendations and gift cards. Overall, Black Friday and Cyber Monday will continue to be a mainstay of the holiday shopping period, at least for the foreseeable future.

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