Share this on

Black Friday is one of the biggest shopping days of the year. It falls on the day after Thanksgiving and is known for its huge discounts and sales.

But how many people shop on Black Friday to take advantage of these deals and how much does the average American spend on Black Friday?

Let’s dive deeper to find out the state of shopping during Black Friday and what happened to retail sales on this day.

How Many People Shop On Black Friday

About 155 million American consumers shopped on Black Friday 2021 which is 63.04% up from the last year of 2020 which stands at 93.2 million according to the data we collected from multiple sources such as, Zippia, SendinBlue, and NBCnews.

The average shopper spend about $430 in 2021. Of course, not everyone will shop on Black Friday—some will wait until Cyber Monday—but it’s clear that a lot of people are eager to take advantage of the deals.

How Much Does The Average American Spend On Black Friday

The average American spends about $430 on Black Friday, according to publish a post from Zippia.

Important Black Friday Online Shopping Statistics

  • US consumers spent $9 billion online on Black Friday
  • Black Friday 2020 (Thanksgiving plus Black Friday) raked in $14.13 billion in online sales.
  • During Black Friday weekend 2019, more shopped online than in stores.
  • During the Black Friday weekend, the online shopping sales were $142.2 million, while $124 million hit the stores. 
  • During Black Friday online shopping for self-care, nesting at home, and cozy comfort are top trends in the U.S., with Beauty, Home, and Fashion among the top categories shopped.
  • Nearly all of which are small- and medium-sized businesses surpassed $4.8 billion in worldwide sales from Black Friday.
  • 24% of US adults said they plan to shop on Black Friday.
  • Black Friday (of 2020) is the second-largest online spending day for US consumers.

1. In the United States, one in two consumers expected the average discount to be between 26 and 50 percent of the original value.

(Statista, Adobe)

No doubt Black Friday is a time that we all get excited about deals and offers that are given by online stores. Most people do their whole holiday shopping on Black Friday. According to Statista in the United States, one in two consumers expected the average discount to be between 26 and 50 percent of the original value. 21% expect to be offered a discount of more than 50%, while only 2% of people expect less than 10 percent discount on Black Friday and Cyber Monday deals and shopping. 49 percent of the Adobe surveyed consumers believed they will get the best prices online on Black Friday and Cyber Monday of 2010. 

2. 2020 Black Friday weekend hit sales of 9.0 billion dollars.

(Statista, Adobe)

When the holiday season begins in the US then both retailers and consumers are ready to put their hear out. Retailers by providing deals overs deals and consumers by shopping to the fullest. Thanksgiving weekends are making record sales through online shopping. In the year  2020, the online sales during Thanksgiving weekend were $34.4 billion. In this overall sales Cyber Monday had $10.8 billion and Black Friday accounted for sales of 9.0 billion dollars

3. During Black Friday 2019 alone, Americans spent $7.4 billion in online shopping.

(CNBC, Adobe)

According to Adobe the Black Friday sales in 2019 were also recording-breaking for that year while 2020 has surpassed this record. Now we need to wait and watch what the 2021 Black Friday is going to be like. The statistics for the year 2019 show

 that $7.4 billions were spent online shopping and this figure grew up to 9.0 billion dollars for the year 2020. Also one of the main driving factor for the 2019 record-breaking sales is the Covid-19 outbreak, because of the social distancing and lockdowns people preferred shopping online or through BOPIS (Buy Online Pickup In-Store). 

4. In 2018, Black Friday (November 23) surge in orders was found at 12 pm.


For retailers, the deals that they offer on Black Friday becomes the driving factors for their sales. Studying the trends of online shopping on Black Friday 2018, Shopify found that orders by the customers surge at the time of 12 pm and onwards. This data is quite beneficial for businesses who need to advertise a promotion or a limited-time offer to their customers on their websites or online stores.

5. In 2019, 37% of consumers had planned to use the BOPIS shopping option during Black Friday. 

(Adobe Holiday Shopping Report)

Avoiding the instore crowd and waiting in the queues the people in 2019 preferred using the BOPIS (Buy Online Pickup In-Store) option for staying safe and yet getting all those discounted offers and products grabbed. While  Adobe had predicted the holiday season of 2019 will reach 40% of BOPIS and the actual figure reached 37%. With the BOPIS option 71% of consumers say they will shop for more items online.

6. $184 billion was the predicted Black Friday 2020 sales revenue but the actual Black Friday 2020 revenue sits at $188.2 billion.

(Adobe Consumer Spending Trends Report)

Breaking all the past records the 2020 Black Friday made sales revenue of 188.2 billion dollars while it was predicted to be 184 billion dollars.  The spending by the consumers was mostly on gaming consoles, video games, Lego sets, Barbie Toys, Hot Wheels, connected technology (Airpods, Apple Watch, Amazon Echo), Samsung TV and HP Laptops.

7. In 2018, 66% of online sales from Shopify merchants happened on mobile devices during the Black Friday Cyber Monday weekend.


During Black Friday Cyber Monday (BFCM) shopping weekend, November 24th to the 26th, Shopify merchants collectively made over $1.5 billion USD in sales.Online shopping has made everything so easy with access to shopping apps and many of our social media platforms also offer shopping facilities for users. So, the customers can find anything from any platform. This stat also shows that most of the online purchases were made through mobile phones and 34% of sales were made from other devices such as laptops and desktop PCs. 

8. Smartphones increasingly accounted for a portion of online sales up 25.3% at $3.6 billion.

(Tech Crunch)

Smartphones have made a great contribution in bringing sales for Black Friday. The online sales in the year 2019 grow to a new level for mass ordering through smartphones. The proportion of this years sales through smartphones is $3.6 billion which is 25.3% from 2018. People ordered through smartphones but had different types of delivery options which is another remarkable achievement of e-commerce growing mature. They had home delivery BOPIS and curbside. The in-store and curbside pickup was seen up 52% in 2019.

9. Cyber Monday and Black Friday will surpass $10 billion in ecommerce sales.


According to the source as the year 2020 was very bright for e-commerce as the US real businesses in the holiday season of 2020 surpassed the  $1 trillion in sales. From 2016 till date the holiday season is bringing more and more sales for the businesses.

10. Independent businesses selling on Amazon surpassed $4.8 billion in 2020 worldwide sales from Black Friday through Cyber Monday, Amazon said, noting that the figure was up 60% from last year.

(CNBC, Spendmenot)

Amazon one of the biggest player in online e-commerce had its brightest share in the year 2020 when people were more interested to shop online. Independent businesses made billions of dollars during Black Friday and Cyber ‘monday. People shopped more online for the year 2020 on Black Friday almost 22% more spendings were done by the consumers. Amazon made it to the top of the list of online stores having a growth of 20% as compared to big other online stores. Amazon accounted for 54.9% of all sales on Black Friday.

Final Words

The following are the most recent Black Friday internet shopping data. These statistics can assist you in growing your business or in learning about the leading trends during Black Friday sales. Black Friday has grown in popularity among both online and in-store customers.

The covid-19 introduced a great boon in online shopping on Black Friday. A huge hike has been seen in the BOPIN (Buy online and Pick in-store) trend. Conversion rates optimizations are important to keep in mind on Black Friday if you are a retailer. 

So, that was it for today’s article tell us more than what statistics you want to know about next.



National Retail Federation


Black Friday





Tech Crunch



Share this on

Leave a Reply