45+ Black Friday vs. Amazon Prime Day Statistics

Black Friday vs. Amazon Prime Day.

Are you ready for the ultimate showdown?

In one corner — Black Friday, the reigning champ. Weighing in with over thirty years of experience, Black Friday won’t go down without a fight.

In the other corner — Amazon Prime Day, the up and coming contender. Can this young upstart go ten rounds with the champ? Are their trade secrets and wiles a match for the heavyweight?

That’s what we wanted to know when compiling this list of statistics. 

  • Can Amazon’s massive marketplace outperform the thousands of businesses that offer Black Friday specials? 
  • Are shoppers ready to forgo the traditional shopping thrill for a quieter online experience?
  • In the end, there can be only one ultimate winner. 

In this article, we’ll see if either company can strike a decisive blow.

Are they evenly matched, or will one contender end up flat on the canvas?

Read on to find out!

You’re sure to be surprised by the results.

Black Friday vs. Amazon Prime Day Statistics (Editor’s Choice):

  • Shoppers spent $717.5 billion globally during Black Friday 2019.
  • The average in-store discount on Black Friday is 37%.
  • Shoppers spent $7.4 billion online on Black Friday in 2019 in the United States.
  • Amazon Prime Day sales in 2019 were $7.6 billion.
  • Cyber Monday sales totaled $9.4 in 2019.
  • The number of independent retailers running Prime Day sales increased by 4285% between 2015 and 2019.

Break-Down of the Major Shopping Holidays Competing for Our Money

Before we start our comparison of Prime Day Vs. Black Friday, let’s go over the leading sales holidays of the year.

Black Friday is in a league of its. It’s not the only shopping holiday that brings in a lot of money, though. Here’s a run-down of the others, and when they run.

  •  Black Friday: Held the Friday after Thanksgiving
  • Amazon Prime Day: Held in July
  • Cyber Monday: Held the Monday after Thanksgiving
  • Chinese Singles Day: Held on the 11th of September
  • Cyber 5: This includes all the sales from Thanksgiving to Cyber Monday

Black Friday

Black Friday is traditionally part of the American holiday shopping celebration. It’s not a federal holiday, but many states treat it as a public holiday. The tradition of shopping on the day after Thanksgiving started in the 1920s.

Black Friday in the format that we recognize today became started gaining popularity in the 1980s. That said, it’s highly doubtful that anyone imagined the chaos that the sales cause today. This day started to become recognized as the top American sales day in the 2000s.

Why Black Friday?

There are several theories as to how Black Friday got its name. One theory is that it comes from the profits that stores register, putting them in the “black” financially. Another is that the police coined the term because of the chaotic traffic conditions during the holidays.

Whatever the reason for the name, let’s start this Black Friday vs. Amazon Prime showdown now.

1. Shopping on the Friday after Thanksgiving has been a tradition since 1924.

(Source: Statista)

Back then, the Macey’s Day Parade heralded the start of the Christmas shopping season. Over the years, Black Friday has taken on a life of its own.

2. Black Friday is traditionally held the Friday after Thanksgiving.

(Source: Business Insider)

While it’s not an official holiday, many Americans take the Friday off. They then enjoy a long weekend and the Black Friday deals.

3. The date of Thanksgiving changes every year.

(Source: Trip Savvy)

Americans used to celebrate Thanksgiving on the last day of November. In 1941, The American Congress voted to change this to the fourth Thursday of November. It’s been that way ever since.

4. Black Friday this year will be held on the 28th of November.

(Source: The Black Friday)

In 2021, it’ll move to the 26th of November. Do look out for specials ahead of the time. Some retailers launch their sales a few days ahead of Friday to get an edge over the competition. For Black Friday deals 2019, some retailers offered deals five days ahead of time.

5. Shoppers spent $717.5 billion globally during Black Friday 2019.

(Source: The Balance)

If we assume that most of the specials were available over three days, that’s   

$332 million per minute


$5.53 million a second.

You probably know a few people who can spend money like water. Maybe you’re one of them. Nothing compares to the Black Friday Spending frenzy.

6. Shoppers spent $7.4 billion online on Black Friday in 2019 in the United States.

(Source: CNN/ Business 2 Community)

Online shopping statistics are up 19.6% from the previous year. In-store sales dropped by 6.2% over the same period. Consumers are becoming more comfortable shopping online to avoid in-store chaos.

7. The 29th of November 2019 was the second-busiest shopping day in the United States in 2019. 

(Source: Statista)

4% more people shopped during the 1st and 15th of December than on Black Friday. 69% of shoppers opted to start holiday shopping at the start of December 2019, rather than during Black Friday. 

8. The percentage of Americans shopping on Black Friday has dropped from 59% in 2015 to 36% in 2019.

(Source: Statista)

It could be a backlash against rampant consumerism, or that the novelty has worn off. Consumers also might not want to have to face the crowds. Interestingly enough, interest in Black Friday was at its lowest in 2017, with only 35% of Americans wanting to take part.

It could be in response to rising costs. Credit card debt statistics show that American consumers are borrowing more to cope with day-to-day expenses.

9. 65% of online orders on Black Friday in 2019 were via mobile.

(Source: Salesforce)

Retailers will need to take this statistic seriously considering the 13% reduction in Black Friday shoppers.


10. 25% of Americans felt that Black Friday specials in 2019 weren’t worth braving the crowds.

(Source: Statista/GLK)

37% of people in the US say that they don’t want to go to a physical store because of the crowd.

We can’t blame them. 69% of injuries related to sales the holiday weekend happen on Black Friday. These are mostly minor fisticuffs when shoppers fight over the limited items available. There have, however, been 11 deaths due to Black Friday shopping since the holiday started.

One of the primary dangers is being crushed by shoppers trying to get in. Victims may be knocked down and trampled. Violence occurring between shoppers has become a real issue.

11. The number of Google searches for “Black Friday doubled between 2014 and 2018.

(Source: Statista)

The 2018 statistics were five times as high as in 2007. Consumers globally are more aware of the shopping day itself. Consumers are also becoming more interested in finding great deals online.

12. The most common reason for shoppers to participate in Black Friday in 2018 was the promise of deep discounts.

(Source: McKinsey)

It was the lure of big discounts that was the main attraction for shoppers to Black Friday sales in 2018. This was followed by the chance of getting once-off discounts. Doing holiday shopping came in third. Department stores are finding clever ways to accommodate these needs. 

13. Buyer beware when buying electronics on Black Friday.

(Source: Forbes)

Consumers taking the Nintendo Switch Black Friday deals in 2019 were in for a nasty shock. The Mario Kart odder seemed like a good deal. Looks can be deceiving.

Nintendo didn’t discount it much. You got the game free, but that’s about it. The downside is that the models sold had about half the battery life. The small print said that but who reads that far?

In this case, you’d have saved money by avoiding the Black Friday deal.

The same is true for most electronics. Black Friday phone deals, for example, might look great. You usually won’t find the latest and most popular models deeply discounted, though.

Black Friday Around the World

While Black Friday originated in America, the concept has spread to other countries as well. Sales in Canada are pretty much on a par with the United States. As you’ll see from the graphic below, the United Kingdom, Mexico, and Argentina make up the remaining top five spots.

The figures below represent the results of a survey. Respondents shared how they planned to spend their money on Black Friday in 2018.

Whether they did or not, we can’t say. It does provide an interesting insight into one of the busiest shopping periods of the year, though.

A world map with places where consumers will spend the most amount of money on Black Friday

Source: Statista

14. Black Friday has become more popular in the United Kingdom between 2016 to 2019.

(Source: Statista)

The Black Friday bug has bitten British shoppers of all ages. Increases in the number of shoppers intending to purchase goods on Black Friday range from 14% to 51%, depending on the age of the shopper.

15. In the United Kingdom, those aged 18 – 24 are most likely to buy items on Black Friday.

(Source: Statista)

51% of those aged 18-24 in the United Kingdom in 2019 expressed an interest in purchasing on Black Friday. It was just 39% in 2016. Interest in Black Friday laptop deals and phone deals was high in this group.

16. In the United Kingdom, those aged 65 and over are least likely to buy items on Black Friday.

(Source: Statista)

Only 14% of seniors aged over 65 expressed an interest in purchasing goods on Black Friday. This increase was 9% from 2016 statistics.

17. Men in the United Kingdom planned to spend an average of £74 more than women.

(Source: Statista)

This statistic is interesting. Do men really buy more?  If so, why? Perhaps they buy high-value items that skew the numbers.

The Best Black Friday Deals

18. The average in-store discount on Black Friday is 37%.

(Source: The Balance)

That said, start watching for special offers early on. Competition amongst stores is high at this time of the year. Companies are offering their deals earlier in the week to get an edge.

19. Brazilians scored the top discounts in Latin America in 2018.

(Source: Statista)

In 2018, Brazilians enjoyed discounts of up to 56%. Chile comes in as the runner up in Latin America with discounts of up to 54%. Black Friday TV deals 2019 were especially popular there.

Anyone planning a Latin American vacation for Black Friday 2020? Just remember your baggage allowances are limited.

What Stores Have the Best Black Friday Deals?

Competition is high amongst retailers to land their share of the loot. Big retailers like Target and Amazon can offer significantly steep discounts. Last year, fashion brands like Michael Kors were offering up to 50% off.

One of the best Target Black Friday deals 2019 was a Chromebook for $100 off.

The downside, naturally, is that the larger brands often use this opportunity to move old stock. Consumers called out Nintendo for trying to pass off an inferior Switch.

Other retailers are bound to try and pull off the same trick.

Some of the More Unusual Sales Offers

Are you equipped for the zombie apocalypse? 

If not, check out the Black Friday gun deals and arm yourself. Check out ammunition and knives too — they’re usually all on special at the same time.

Aside from that, you can get almost anything at a discounted rate. Medical marijuana dealers, for example, also get in on the action.

How do you get the best deals on Black Friday?

You have to know your prices upfront. The biggest retailers don’t always offer the best deals. Retailers may increase their rates ahead of time to make discounts seem like an even better deal. Unfortunately, they’re relying on you being too scared of missing out to do proper research.

Our advice — don’t fall for the hype. Consider what you’ll be shopping for ahead of time. Then research the normal prices and the features that you need. Then, closer to the time, google “Walmart Black Friday deals,” for example.

Just be wary. Take the example of the Nintendo Switch that we mentioned earlier. It seemed like a good deal because you were getting a $60 game for free. To get that “free” game, though, you were sacrificing battery life.

As a gamer, what’s more important — saving $60 on a game, or an extra few hours of playing time? Properly reading the Nintendo Black Friday ads 2019 and conditions attached would have protected shoppers from making this mistake. 

2020 will be another boom year for shoppers. Expect discounts in your favorite categories like fashion and electronics again. The primary difference is that during 2020, finding the right deal is likely to be easier.

AI made a small showing this year in helping consumers to choose the right product. This year, we can expect AI-assisted sales to increase significantly.

We’ll see the trend of shoppers choosing to use e-commerce options deepen even more. Consumers who like in-store shopping will increasingly use click-and-collect options.

If you’re a retailer, you must improve your mobile shopping app. We’ll see even more consumers ordering off their cellphones going forward.

If you’re a consumer, keep your eyes peeled earlier than usual. Retailers will continue to extend the deal’s validity to secure more market share. This year, however, they’ll do so by starting their sales earlier.

Amazon Prime Day

Don’t just wait for this annual sale. The Amazon Deal of the Day and warehouse deals also offer some excellent specials.  

Amazon introduced Prime Day in 2015 as their answer to Black Friday. The first Prime Day, on the 15th of July, 2015, marked the 20th anniversary of the founding of Amazon. Amazon billed it as “Black Friday in July.”

Amazon Prime members are the only ones who have access to the sale. Part of the reason behind creating the sale was to increase the number of Prime subscribers. As promotional campaigns go, it’s a pretty powerful way to boost subscriptions.

The date isn’t official. The sale has started on the 15th of July every year so far, though. It seems that Amazon will continue with this tradition.

Initially, the sale ran for 24 hours only. In 2017, Amazon extended the validity of the deals by six hours. In 2019, they upped the timespan to 2 full days. It’ll be interesting to see what Amazon does this year.

We’re coming up on the company’s 25th anniversary, so experts forecast an even more extended sale period this year.

Below we’ve got our selection of the top Prime Day statistics.

Want even more?

Check out this motherload of Prime Day sales statistics.

20. Amazon Prime Day hours doubled between 2016 and 2019.

(Source: Statista)

Naturally, this increased the profitability of the event for Amazon. It also allows shoppers more time to take advantage of outstanding deals. 

The sales jumped from $9 million in 2015 to $6.1 billion in 2019.

21. Amazon Prime Day sales in 2019 were $7.6 billion.

(Source: Statista)

This accounts for a total of 6.3% of all holiday sales in the United States for the year. As online shopping becomes more popular, expect this figure to increase.

22. Prime Day sales increased by 71% between 2018 and 2019.

(Source: Digital Commerce 360)

That seems outstanding, considering that the overall retail growth for the United States is 3.8% over the same period. What you must take into consideration, though, is that Amazon extended the sale period by 12 hours.

Work out the sales per hour rate and the landscape changes.

23. The Prime Day sale in 2019 brought in $158,333,333 per hour.

(Source Digital Commerce 360)

By comparison, the company earned $136,111,111per hour in 2018. If we look at things this way, the Amazon Prime Sales figures increased by just over 16% per hour. These figures put quite a different spin on the gross 71% increase in overall sales between 2018 and 2019.

24. 60% of back to school shoppers in the United States shop Prime Day deals.

(Source: NRF)

Parents preparing for back to school and college after the summer holidays take advantage of Prime Day. Who wouldn’t want to take advantage of the best prime deals to save in this way?

25. Prime members bought 175 million items in 2019

(Source: Nerd Wallet)

That’s an average of $42 per shopper in the 2019 Amazon Prime Day sale. Amazon Black Friday deals allow members to get the best of both worlds.

26. The computers and electronics segment was the most popular category during Prime Day in 2018.

(Source: Statista)

While you won’t see many markdowns in the “New on Amazon” category, there are still some great deals on electronics.

27. Amazon’s 2019 Prime Day was a record-breaker in many ways.

(Source: Fortune)

This was the most significant amount brought in for any Prime Day sale so far. What makes it impressive is that the company made more during the two-day sale than they did during Black Friday and Cyber Monday combined in 2018. It’s fast becoming the preferred Amazon sale.

28. On the first day of Prime Day 2019, more people signed up for Amazon Prime than on any other day.

(Source: Digital Commerce 360)

The number of signups on the day afterward was almost, but not quite, as high. A lot of people sign up simply to access the best Amazon Prime Day deals.

29. Amazon earned $280.52 billion in 2019. 

(Source: Statista)

Amazon Prime sales accounted for $7.16 billion in the same year. While Prime Day is a big shopping event, it accounted for only around 2.5% of Amazon’s overall income for that year. A significant part of the company’s total revenue, ironically, was from Black Friday Amazon deals.

30. As of July of 2019, there were 105 Prime members globally. 

(Source: Statista)

This represents an increase of 10 million members from July of 2018. Prime members pay a monthly subscription fee of $12.99 or an annual fee of $119. Students receive a discounted rate.

31. As of July of 2019, 57% of Americans were Prime members.

(Source: Statista)

Prime members get benefits such as free expedited shipping, unlimited streaming of movies and music, thousands of books and magazines for free. There are other benefits.

If you add up the costs of just the streaming services and Kindle unlimited individually, a Prime membership might well make sense. The video streaming services aren’t as streamlined as with Netflix.

They do have all the basics, though. The Amazon Prime watch history allows you to start your videos from the same point that you left off. What more do you need?

32. Non-prime members spend around $600 on Amazon annually.

(Source: Statista)

It does seem that Amazon is correct in driving Prime subscriptions. Non-prime members spend, on average, just 42.5% of what Prime members do.

33. Prime members spend around $1,400 on Amazon annually.

(Source: Statista)

What does this stat have to do with Prime Day? Only Prime members get special offers on Prime Day. Free shipping is a big drawcard here.

34.  The number of Amazon marketplace sellers participating in Prime Day dropped by 15% between 2015 and 2019.

(Source: Statista)

In 2019, only 33% of third-party sellers offered Prime Day deals. That leaves Amazon to cream 67% of the profits made on the platform during the sale. The additional Amazon products and services do give them something of an edge. 

Ironically though,

35. The number of independent retailers running Prime Day sales increased by 4285% between 2015 and 2019.

(Source: Statista)

In 2015, only seven retailers operating independently of Amazon offered concurrent Prime Day sales. In 2019, that figure increased to 300. That’s at odds with the reduction in the number of Amazon marketplace sellers over the years.

Examples of the Best Prime Day Deals 2019

(Source: Business Insider)

Deals vary by department, but some of the best deals last year included:

  • The Kindle Fire TV recast price dropped from $229.99 to $129.99.
  • The first three months of a Kindle Unlimited membership, valued at $30, free.
  • A four-month Amazon Music Unlimited membership marked down from $31.99 to just $0.99.

With discounts like these, it’s easy to see why Amazon Prime deals 2019 were so popular.

What to Expect on Amazon Prime Day 2020?

Are you excited about the next Prime Day sale? Want to know what to expect? A deeper dive into Prime Day sales statistics great deals on Amazon Prime products and electronics. 

If we look at previous sales, there are always good deals on electronics. This is particularly the case with Amazon-branded products, like the Kindle products and smart speakers. Last year, the most in-demand prime deal days included electronic products.

Expect more of the same this year.

Other Big Sales Days to Consider

While Black Friday is the knock-out champion, don’t count these other sales days out just yet. Cyber Monday is growing in popularity, and the Chinese Friends Day Sale brings in a tidy sum too.

36. Online spending during the Chinese Friends Day Sale was $30.4 billion in 2018.

(Source: Statista)

By contrast, Americans spent just $14.2 billion during the whole of Cyber Week online. It appears that the United States has some catching up to do when it comes to online spending. Many companies allow consumers to pre-order their items at a smaller discount here too.

37. Cyber Monday sales totaled $9.4 in 2019.

(Source: Statista)

Sales on Cyber Monday were 18% higher than those in 2018 and 42% higher than those in 2017. It seems that Cyber Monday is becoming a popular day to pick up best-selling items at great prices.

38. Cyber Monday’s desktop sales totaled $4.6 billion in 2019.

(Source: Statista)

This was an 18.5% growth from the previous year. The increase shows that consumers are taking advantage of the convenience of online options. It could be as a result of trying to avoid the crush in stores.

39. Mobile spending on Cyber Monday jumped by 55.4% between 2018 and 2019.

(Source: Statista)

Mobile sales on Cyber Monday 2019 totaled $3.26 billion. The first time Cyber Monday sales hit the $1 billion mark was in 2016. It’s fast becoming one of the top sales and promotions.

40. Total holiday sales in America in 2019 totaled $119.54 billion.

(Source: Statista)

The statistic takes all holiday sales into account. This includes the Thanksgiving weekend, Black Friday, Cyber Monday, and Christmas.

41. The so-called Cyber 5 sales accounted for just over 20% of all holiday sales in America in 2019.

(Source: Statista)

The Cyber 5 sales consist of sales from Thanksgiving on Thursday, Black Friday, the Thanksgiving weekend, and Cyber Monday.

42. Cyber Monday accounted for the highest level of sales over the Thanksgiving weekend in 2019.

(Source: Statista)

Sales on Cyber Monday were 27% higher than on Black Friday, and more than double those of Thanksgiving Day.

43. Digital traffic grew by 13% during Cyber Week between 2018 and 2019.

(Source: Salesforce)

It would appear that early marketing efforts are paying dividends. Many shoppers added items to their carts before the sales started and only paid for them when the prices came down.

44. 10% of digital orders during Cyber Week were AI-powered.

(Source: Salesforce)

AI helped clients find the best products at low prices. AI-powered sales brought in 5% of the revenue for all digital orders.

That might not sound like a lot, but it’s worth taking note of going into 2020.

45. Cyber Week 2019 globally accounted for $143 billion in sales.

(Source: Salesforce)

Not only is this a new record, but it’s also a 15% increase from 2018’s figures.

46. 50% of the Thanksgiving/ Christmas holiday revenue in 2019 came in before the 3rd of December.

(Source: Salesforce)

50% of consumers leave Christmas shopping quite late. Should advertisers actively turn leverage these consumers with last-minute deals?

Is Prime Day or Black Friday better?

If you’re looking for the most comprehensive range of deals, Black Friday is the better option. Amazon itself offers Black Friday deals. Added to that, you’ve got a far wider range of retailers to choose from during this sale.

On the other side, Amazon Prime Day doesn’t create the kind of chaos that Black Friday does. You don’t have to wait in line for hours for the stores to open. You also don’t have to deal with other frenzied shoppers.

That said, you have to have a Prime membership to take advantage of these deals. The discounts usually make the membership cost is worthwhile. You might, however, get similar deals at other retailers online without having to pay for the privilege.

Which shopping holiday has the better (best) deals?

Talk about a hard call to make.

To answer, we’d have to say that it would depend on the retailers from which you usually buy. It’s not a great deal if you purchase something for the sake of buying it.

If you’re looking for the widest range of deals, Black Friday comes out tops.

Our advice? If you want a popular branded product, Black Friday might be the better option. You could, for example, find iPad Black Friday deals 2019 easily. You’re not looking at deep discounts, but you’re getting some cash off.

Amazon Prime Day options in these categories may be limited. Apple and Amazon have only buried the hatchet in the last couple of years. Before this happened, you couldn’t buy an Apple device on Amazon.

While that’s no longer the case, the example stills stands. The rivalry between the two companies previously meant that you’d only get iPhone Black Friday deals, not Prime deals. Amazon’s not in the habit of making friends, so you might find better deals for top brands off the site.

Don’t discount other sales days here, though. Waiting for Cyber Monday can earn you even deeper discounts as merchants try to shift leftover stock. It’s something of a gamble, though. The deals may sell out before Cyber Monday rolls around.

Sign up for marketing from the retailers that you usually frequent. They’ll often send out sneak peeks of the deals that they’re offering.

And the Heavyweight Sales Global Title Goes To

To be honest, it was never really a fair fight. While Amazon stocks a massive range of products, it is just one retailer. If we were comparing just the American stats for the two companies, Amazon might have stood a better chance.

As it stands, though, these two contenders are battling in two utterly different weight classes. In the ultimate Black Friday vs. Amazon Prime showdown, Black Friday delivers a solid knock-out punch.


Fiona worked in the retail banking industry for 16 years. She felt that she could put her experience to good use in helping small businesses grow. Web writing was a great fit and sparked a new career for her. She believes that her flexible working schedule gives her more time to spend painting. She loves being at home all day with her schnauzers and her cat. For Fiona, it's furbaby Friday every day of the week.

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