25 Black Friday Sales Statistics to Know in 2021

It’s crucial for the economy

Black Friday is one of the busiest shopping days of the year.

We here at SpendMeNot gathered the latest Black Friday sales statistics.

Let’s see HOW much of a big deal this holiday actually is.

AMAZING Black Friday Statistics (Editor’s Choice):

  • Black Friday 2019 saw 93.2 million buyers shopping online. 
  • Black Friday online shopping sales hit $7.4 billion, which is an all-time high.
  • 30% of all retail sales occur from Black Friday till Christmas.
  • Average savings on Black Friday specials are 37%.
  • About 40% of shoppers made online purchases on Black Friday 2019.
  • $2.9 billion worth of Black Friday sales happened through mobile phones.
  • Millennials were the biggest spenders on Black Friday 2019.
  • About 50.4% of women are Black Friday shoppers.
  • Amazon accounted for 54.9% of all sales on Black Friday.
  • The average adult plans to spend $400 on Black Friday sales.

There are hundreds of people waiting in line. 

The doors of malls and stores finally open. They are flooded with shoppers. The insanity and chaos are overwhelming.

Sounds familiar?

Let’s dive in: 

Black Friday Sales Statistics 

1. In 2019, 93.2 million buyers made a purchase online on Black Friday.

 (Source: Adobe, NRF)

Black Friday is arguably the busiest shopping day. The holiday sees 93.2 million buyers shopping online as compared to 83.3 million shopping on Cyber Monday. This resulted in a 14% surge in online shopping, which hit $7.4 billion.

Although great, the number still didn’t live up to the expectations – the predictions were for $7.5 billion. 

2. 30% of all retail sales occur from Black Friday till Christmas.

(Source: Ecommerce News)

Even though Black Friday sales are no longer a one-day event, retail stores see 30% of all sales occurring from Black Friday through Christmas. This marks the actual Black Friday as the day that kicks off the busiest shopping season.

Let’s be honest.

We’re all doing our Christmas shopping during Black Friday.

3. In-shopper visits on Black Friday 2019 fell down by 6.2%.

(Source: Shopper Trak)

Even though the overall sales were high, in 2019, sales at physical brick-and-mortar outlets dropped by 6.2% from 2018. This was the weakest result in five years.

But we all know millennials hate human contact, so it’s not really that surprising.

4. Average savings on Black Friday specials is 37%.

(Source: The Balance)

Most Black Friday deals start days earlier and end days later than the actual day. The competition is extremely fierce.

So, when’s the best time to shop during this period?

Research says that the best deals on electronics are offered at the start of November. During this time the average discount is about 23%. The week before Thanksgiving is the time when the number of deals is at its maximum but the average discount is around 20%. However, after Thanksgiving, the average Black Friday discounts increase to 37%.

Black Friday Online Sales Statistics

5. About 40% of shoppers made online purchases.

(Source: Tech Crunch)

In 2019, about 40% of shoppers decided to buy online, thanks to flexible options, like delivery, click-and-collect orders, or pick up in store. The number of shoppers who used these methods grew by 43%. 

It is expected that the Black Friday sales trend will grow to 61% in 2020.

6. Black Friday is the best day for online deals on electronics.

(Source: USA Today)

Thanksgiving Day is the best online sales for sporting goods, video games, and apparel and has an average discount of 24%.


If you want to get electronics, Black Friday is the best day.

You get the highest average online Black Friday discounts on TV, phones, tablets, appliances, and, surprisingly, jewelry. 

All in all, the days leading from Thanksgiving to Cyber Monday capture 20% of all online holiday shopping of the year.

7. Ecommerce giants with $1 billion annual sales perform better than smaller sites.

(Source: Adobe)

According to Black Friday Ecommerce stats, online giants that show $1 billion in annual sales perform better than smaller sites on Black Friday. They had more sales through smartphones and 66% conversion on mobile sites. Additionally, while smaller online retail stores have only seen a 27% growth, online retail giants have seen 62% boost in sales.

Black Friday Sales on Mobile vs Laptop vs Desktop

8. $2.9 billion worth of Black Friday sales happened through mobile phones.

(Source: Adobe, Salesforce)

Over 39% of the $7.4 billion of Black Friday sales in 2019 happened on smartphones. Sales through mobile phones were up by 21% as compared to 2018. Hence, online retailers saw 61% of traffic coming from smartphones. Seeing the high rate of conversions, it is expected that online shopping through smartphones will soon outweigh desktop-based purchasing through computers or laptops. Meanwhile, Salesforce pegged the number of online orders through mobile at 56%

9. 69% of purchases made on Shopify were through mobile phones.

(Source: Salesforce)

In 2019, Shopify made $900 million in total Black Friday sales. Approx. 69% of the purchases were made through mobile devices. The remaining 31% were made through desktops.

10. Online shoppers filled their carts with items 28% more expensive than mobile shoppers.

(Source: CNet, Adobe)

Adobe Analytics found that people who used desktop computers for Black Friday purchased items that were one-third times more expensive than mobile shoppers. This indicates that people are willing to buy more expensive products through desktops rather than mobile devices. 


Well, we can’t know for sure, but we suppose that shopping on desktop is just easier.

Black Friday Shopper Demographics

11. Millennials were the biggest spenders on Black Friday 2019.

(Source: PYMNTS)

Millennials spent an average of $509.50 on buying gifts on Black Friday. That is quite the difference from 2018, when Millennials only spent an average of $382.4. 

The biggest reason is quite simple — millennials have joined the workforce now. They have money to spend.

12. 94% of Millennials planned to spend $11 billion on electronics.

(Source: Finder)

In 2019, 94% of millennials reported they will spend the lion’s share of their money on electronics. They also reported that they will spend the least amount of money on beauty and cosmetic products at $2.8 billion — which is $3.1 billion less than what Gen Xers planned to spend.

13. 90% of Gen Xers planned to spend $31.8 billion on electronics.

(Source: Finder)

Gen Xers showed a similar response to millennials. 90% said they would spend more on electronics and the least on beauty and cosmetic products at $5.9 billion.

14. Baby boomers planned to spend $12.2 billion on travel.

(Source: Finder)

Although Baby Boomers said they planned to spend $2.9 billion on beauty products, they said they would drop the most dough on traveling on Black Friday 2019.

Different generations have different priorities, it seems.

15. Of the Millennials, Gen Xers, and Baby Boomers, Gen X experienced the most post-purchase dissonance. 

(Source: Finder)

Gen Xers experienced the most regret when it comes to Black Friday purchases, at $1364.02 per individual. This is in comparison to Baby Boomers at $982.7 and Millennials at $357.27. 

Only 42% of Baby Boomers say they regret their purchases while 66% of Millennials say they wished they hadn’t bought something.

We all know the feeling of buying something you do not need and regretting it right after, though.

16. About 50.4% of women are Black Friday shoppers.

(Source: Much Needed)

Although women still rule when it comes to shopping on Black Friday, men are slowly closing the gap. Recent male vs female data show that 45.1% of Black Friday shoppers are men. 

Women were always better when it comes to nailing shopping deals.

17. The top spending state for Black Friday sales was North Dakota.

(Source: Kasasa)

According to the most recent stats on top spending states, North Dakota took the cake with an average person spending $398 on Black Friday sales. Texas and Wyoming were also on the top of the list. All these states have lower-than-average cost of living.

Black Friday Shopping Stats

18. Amazon topped the list of Black Friday Retail Winner 2019.

(Source: Yahoo)

Amazon showed a 20% growth in 2019 and came out on top of Black Friday Sales. Aside from that Shopify, Victoria’s Secret parent L Brands Inc., Macy’s Inc, Walmart Inc., Best Buy Co., and Nordstrom Inc. all showed strong sales during Black Friday.

19. Amazon accounted for 54.9% of all sales on Black Friday.

(Source: Econsultancy, eMmarketer)

Out of the top 50 retailers, Amazon was responsible for the majority of the sales on Black Friday in the US. In the United Kingdom, Amazon accounted for 375 of all online shopping. 

This authority is not just confined to Black Friday or holiday seasons. In fact, 46.7% of all product searches start on Amazon.

20. Top Deals in Walmart’s Black Friday sale.

(Source: License Global)

In 2019, shares of Walmart grew by 20%. Executive Vice president Steve Bratspie said that some of the best deals on Walmart included TVs from brands like Samsung and Philips, toys from Disney’s “Frozen,” and “Ryan’s World,” and Apple Airpods.

21. Best Buy Black Friday sales offered 40% to 50% off on technology products.

(Source: CNBC)

Best Buy experienced a growth of 25% in 2019. Some of its best deals were on:

  • speakers and headphones – up to 50% off 
  • smart home products – up to 40% off 
  • TVs – up to 40% off
  • phones – up to 30% off
  • laptops and tablets – up to 50% off
  • video games – up to 50% off

22. The best Costco Black Friday sales included TVs, smartwatches, and computers.

(Source: Best Black Friday)

Costco featured tons of items on discount. Some of the best deals were placed on TVs, smartphones, smartwatches, fitness trackers, and computers.

All in all, people like gadgets.

Top Selling Products on Black Friday

23. Black Friday shopping was predominantly driven by clothing and accessories.

(Source: PYMNTS)

According to Black Friday clothing sales and discount sales, most shoppers bought clothing and accessories. 

Also, the number of online purchases increased dramatically in 2019. Although 57.35 of shoppers bought clothes in-store, 56% made their purchases online.

24. Black Friday electronic sales came in at No. 2.

(Source: PYMNTS)

Electronics were the second-most shopped thing during Black Friday. 

Only 44.6% of shoppers bought electronic devices in-store. 51.6% bought them online.

You know what online shopping doesn’t have?


Everybody hates queues.

25. 21.9% of Black Friday shoppers bought furniture in-store.

(Source: PYMNTS)

According to Black Friday furniture sales and discount stats, 21.9% of shoppers bought home furnishing form physical stores. Only 16.2% bought it online.

Bottom Line

We all love deals. Especially when it comes to electronics, stats show.

Most of us prefer online shopping nowadays. I mean, who wouldn’t want to do all their shopping while in their PJs, sipping coffee?

Our shopping habits might’ve changed, but the Black Friday craze is going nowhere.

If you’re a retailer, those Black Friday sales trends could help you a lot. If you’re just a mere shopper, you now know when the best deals are.

We were glad to be of service! Have fun shopping!


How much does the average American spend on Black Friday?

According to media reports, the average adult plans to spend $400 on Black Friday sales. In fact, according to PWC industry report, Americans expect to spend $1,300 during the full holiday season.

When is Black Friday 2020 date?

Black Friday 2020 will happen on November, 27, 2020. Although Black Friday is not a federal holiday, most US states observe it following Thanksgiving Day. The day is dedicated to shopping and is considered to open the Christmas shopping season.

What can you expect with Black Friday sales 2020?

With 2019 seeing a 20% increase in traffic, Black Friday sales trends are expected to increase even more this year. In the previous year, toys were the most purchased products, followed by gaming products. Experts predict that game console prices will drop a little this year. However, TVs, laptops,  and Instant Pot will continue to do well in this year’s Black Friday sales as well.

How many people died in 2019 Black Friday sales?

Black Friday sales can become violent and result in injury and even deaths due to thousands of over-excited customers. However, deaths on Black Friday have also occurred due to stabbings, shootings, fistfights, and drowsy driving.

In the past 12 years, there have been 11 deaths and 108 injuries during Black Friday. A full 705 of incidents have occurred inside Walmart, due to huge crowds. The most horrific incident of death happened when a Walmart employee in New York was crushed by over 2,000 shoppers stampeding in the store. 

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