What Percentage of People Shop on Black Friday? [Latest Statistics, Trends, and Projections]

Adavelli Muninder

Published: May 26, 2024 •Updated: May 31, 2025

In 2024, about 58% of U.S. adults shopped on Black Friday, totaling roughly 152 million people. The event continues to be the biggest day in retail, drawing massive participation both online and in stores.

This article explores the key statistics behind Black Friday shopping, from total turnout to spending trends, and how consumer behavior is evolving year after year.

Editor’s Choice

• 58% of U.S. adults shopped on Black Friday 2024, translating to roughly 152 million shoppers nationwide. 
• From these people, 87.3 million shopped online, while 81.7 million shopped in stores, showing strong participation across both channels. 
• The combined total for Black Friday 2024 was 169 million shoppers, slightly up from 167 million in 2023. 
• Across the full Thanksgiving to Cyber Monday period, 197 million people shopped, representing 75% of U.S. adults. 
• The average spend per shopper on Black Friday 2024 was $104, combining $124 online and $82 in-store.

Number of People Shopping on Black Friday Each Year

Black Friday remains among the biggest shopping events in the United States, drawing millions of consumers both online and in stores. In 2024, an estimated 169 million people participated in Black Friday shopping, with 87.3 million shopping online and 81.7 million visiting physical stores.

While the total number of shoppers slightly increased compared to previous years, what’s notable is how online and in-store activity is starting to balance out. Here’s a quick year-by-year comparison:

Although online shopping slightly dipped from its peak in 2023, in-store shopping continued to climb, suggesting a rebound in physical retail after the pandemic years. The steady growth in total participation shows that Black Friday is still a dominant force in consumer spending, even as shopping habits evolve.

How Many People Shop on Black Friday?

Black Friday continues to attract large crowds, both in-store and online. This section looks at how many people join in each year and how shopping habits have shifted over time.

In 2024, around 58% of U.S. adults were expected to shop on Black Friday. 

This data translates to approximately 152 million shoppers. The broader Thanksgiving to Cyber Monday period saw 197 million participants, covering about 75% of the adult population in the U.S.

About 81.7 million people shopped in stores on Black Friday 2024. 

At the same time, around 87.3 million made purchases online, showing a slightly stronger preference for online shopping on that day.

Over the full Black Friday week, 126 million consumers visited brick-and-mortar stores, up from 121.4 million in 2023. Online shoppers during the same period totaled 124.3 million, a slight decrease from 134.2 million the previous year.

Cyber Monday Leads Online Sales at 13.3 billion over Black Friday’s 169 million.

Black Friday and Cyber Monday saw the highest shopper turnout and spending, with Cyber Monday leading in online sales. Small Business Saturday drew a smaller yet meaningful crowd, especially among those prioritizing local businesses. Here’s a breakdown of each:

How Black Friday Shopping Has Changed (2020–2023)

Black Friday shopping habits have shifted significantly in recent years, with notable changes in how and where people spend.

• 2020: The Pandemic Push to Online
  • Black Friday online spending hit $9 billion, while in-store sales dropped over 50%.
  • Total spending reached $23.5 billion, with an average online order of $92.07.
  • Cyber Monday soared to $10.8 billion as mobile and e-commerce shopping spiked.
    
• 2021: First Signs of Decline
  • Cyber Monday sales dipped slightly to $10.7 billion, the first decline ever recorded.
  • Discounts were weaker than in 2020, especially for electronics.
  • In-store shopping remained below pre-pandemic levels.
    
• 2022: Mobile Takes Over
  • Cyber Monday rebounded with strong online sales, fueling a $109.8 billion holiday e-commerce season.
  • 79% of Cyber Week traffic came from mobile devices, showing a major shift in shopper behavior.
    
• 2023: Record Sales, Early Promotions
  • Black Friday online sales held steady at $9 billion.
  • 121.4 million people visited physical stores during Cyber Week, slightly down from 2022.
  • Cyber Monday hit a record $12.4 billion, up 9.6% year-over-year.
  • Total Cyber Week shoppers hit 200.4 million, the highest ever recorded.

Demographics of Black Friday Shoppers

Who shops on Black Friday varies by age, gender, income, and location, revealing clear trends in consumer behavior.

Millennials (28–43) are the most active Black Friday shoppers, often planning to spend $1,000 or more.

Here’s a quick breakdown of other age groups’ behavior and key preferences:

Men are more likely to visit physical stores (33% vs. 25%) and spend more on average.

Further, men typically spend $251–$500, compared to $101–$250 for women. Women lead in using promo emails to discover deals (64% vs. 52%) and focus more on clothing and beauty, while men prefer electronics (61% vs. 33%). Men are also more likely to shop exclusively for themselves (21%), while women shop more for others and are slightly more impulsive buyers.

Households earning $200K+ plan to spend over $1,200 on Black Friday, leading all income groups.

This data shows a 20% year-over-year increase. Meanwhile, lower-income earners (<$50K) expect to spend $422, up 22% YoY, the highest growth rate. Middle-income groups fall in between, with spending ranging from $571 to $786. Overall, 62% of shoppers plan to use credit or BNPL options to finance purchases, regardless of income level.

In-Store vs. Online: Where Are People Shopping?

Black Friday shoppers are increasingly split between online and in-store purchases, with online shopping continuing to lead in overall participation.

About 87.3 million Americans shopped online on Black Friday, making it the top shopping channel.

While this remains a massive number, it reflects a slight dip from 90.6 million online shoppers in 2023. The decrease suggests a small shift in consumer behavior, possibly due to earlier holiday promotions or a growing interest in returning to in-store experiences.

Approximately 81.7 million people in the U.S. shopped in physical stores on Black Friday. 

This marked a noticeable increase from 76.2 million in 2023, making it the highest in-store turnout in recent years. The rise suggests that despite the convenience of online shopping, many consumers are still drawn to the traditional in-store Black Friday experience.

In-store shopping rose 1.1% on Black Friday 2024.

While online shopping still leads, recent data shows a slow but steady return to physical stores during Black Friday and Cyber Week. Here’s a trend over the years:

In 2024, mobile devices accounted for 69.9% of online Black Friday orders. 

This data was slightly down from 70.7% in 2023. Desktop usage rose to 30.1%, showing a modest shift back to traditional browsing, though mobile remains the dominant channel.

Black Friday Sales Numbers and Spending

Black Friday continues to generate billions in consumer spending, with annual sales numbers revealing clear trends in how much people are buying and what they’re spending on.

In 2024, U.S. online Black Friday sales hit $10.8 billion.

These statistics show an increase of 10.2% from $9.8 billion in 2023, setting a new record. Global online sales reached $74.4 billion, a 5% year-over-year increase.

On Black Friday 2024, shoppers spent an average of $104. 

This overall figure reflects an average of $124 per shopper online and $82 in-store, based on total sales and participation data.

Electronics, apparel, toys, and home goods led in shopper spending.

Meanwhile, health and beauty products and jewelry also saw strong performance. These top categories reflect both popular gift choices and personal purchases in a value-focused shopping season. Here’s na overview for each category:

Spending on Black Friday increased by 10.2% across the board in 2024.

U.S. online sales rose 10.2% to $10.8 billion, up from $9.8 billion in 2023, the highest ever recorded. Globally, online sales reached $74.4 billion, reflecting a 5% year-over-year increase.

Shopping Behavior and Timing

Understanding when people shop on Black Friday reveals key patterns in consumer behavior and helps explain how retailers time their biggest deals.

Most Black Friday shoppers made purchases in the morning and early afternoon. 

Around 30% started between 6 AM and 9 AM, while 32% shopped from 9 AM to 12 PM, making it the busiest window. Sales peaked at 12:01 PM EST, hitting $4.6 million per minute in transactions.

About 34% of shoppers began their Black Friday shopping on Thanksgiving Day. 

This data shows that nearly one-third took advantage of early deals before the official start of Black Friday.

Around 46% of Black Friday shoppers make at least one impulse purchase. 

This behavior is most common among younger consumers, with 84% of shoppers aged 18–29 and 70% of those aged 18–27 making unplanned buys during holiday sales.

Global Black Friday Shopping Stats

Black Friday has expanded far beyond the U.S., with many countries adopting the event in full or through localized versions.

• In North America, Canada and Mexico observe it through cross-border deals and El Buen Fin, respectively.
• Across Europe, countries like the UK, Germany, France, and Spain report up to 61% participation, especially in electronics and clothing. 
• Asia sees growth in places like India, Japan, and the Middle East, where events like White Friday and Yellow Friday are popular. 
• South America, particularly Brazil and Colombia, and Oceania (Australia and New Zealand) have also embraced Black Friday, mostly through online platforms.
  

Shopping habits vary widely across countries, reflecting cultural preferences, spending priorities, and shopping channels.

• In the UK, mobile phones dominate online sales, with 61% of consumers participating and spending over £9 billion. Fashion and electronics lead, and shoppers often blend online and in-store buying for convenience.
• Canada has its own Black Frida, which now features domestic deals. It’s orderly, mirrors U.S. trends, and competes with Boxing Day in impact.
• Germans enjoy “Black Week” with modest discounts and a strong focus on quality over quantity. 68% prefer home delivery, and desktop shopping is more popular than mobile. Electronics lead in spending, and sustainability is a growing concern.
• France, Italy, Poland, and Spain often observe “Black Week” or “Black November”. Electronics and apparel dominate, while Poland also sees high spending on health, beauty, books, and toys. Around 20–23% of consumers still make impulse buys, but many plan carefully and value sustainable purchases.

Global Shipping and Cross-Border Shopping Trends Rise from Black Friday 2024.

Here are some of the shipping and logistics trends that may continue:

• Orders traveled up to 11,844 miles, such as shipments from the UK to New Zealand, highlighting the vast reach of global fulfillment networks.
• Over 70% of global e-commerce brands offered international shipping in 2024, often with localized currencies, languages, and payment methods.
• Shipping volumes rose by over 30% during the Black Friday–Cyber Monday period in key markets, contributing to global logistics bottlenecks.
• Nearshoring and regional sourcing reduced shipping times by up to 40%, helping retailers respond faster to international demand.
• 58% of consumers now prefer brands offering sustainable or eco-friendly shipping options, making it a key factor in purchase decisions.

Predictions for Black Friday 2025

As shopping habits continue to evolve, several key trends are expected to shape how consumers approach Black Friday 2025.

Online sales are expected to grow, from $10.8 billion to around $12.3 billion by 2028. 

This data shows strong interest in digital shopping for the years ahead. This steady growth reflects how important Black Friday remains for both retailers and consumers.

Besides these growths, here are other anticipated trends you should know:

1. AI-Powered Personalization and Bundling

Retailers will use AI to tailor product recommendations, pricing, and bundles, increasing relevance and boosting average order value through curated shopping experiences.

2. Mobile-First Commerce

Mobile is expected to drive 78% of ecommerce traffic and 68% of transactions, pushing brands to focus on fast, seamless mobile shopping with features like push notifications and in-app deals.

3. Seamless Multichannel and Social Commerce

Shoppers will continue to browse across websites, social media, and marketplaces. Instagram, TikTok, and Facebook will drive sales through shoppable posts and livestream events.

4. Extended Shopping Periods

Black Friday will continue to stretch into a multi-week event, with early November deals and promotions lasting into December to capture more spending and ease fulfillment pressures.

5. AI-Enhanced Support and Operations

Chatbots and virtual assistants will handle customer service 24/7, while AI tools manage inventory and demand forecasting to keep popular items in stock.

6. Ethical Use of Data

As AI use expands, retailers will need to prioritize transparency and data privacy, ensuring consumers trust how their information is used.

Here are retailer strategies and consumer behavior outlooks to expect:

Black Friday 2025 will favor retailers who use AI and data to offer personalized, mobile-first shopping. Consumers will expect convenience and relevant deals across channels and over longer periods. Adapting to these habits will drive better conversions and long-term loyalty.

Conclusion

Black Friday remains one of the biggest shopping events of the year, with 58% of U.S. adults participating in 2024. Despite evolving trends and growing online competition, millions of shoppers still make time for Black Friday, both in stores and online. As we look to 2025, the event shows no signs of slowing down.

FAQs on Black Friday Shoppers

What time do most people shop on Black Friday?

Most shoppers make purchases in the morning to early afternoon, with sales peaking at 12:01 PM EST and about 30–32% of shoppers active before noon.

How many people start shopping on Thanksgiving?

About 34% of consumers begin their holiday shopping on Thanksgiving Day, taking advantage of early Black Friday deals.

Do more people shop online or in-store on Black Friday?

In 2024, 87.3 million shopped online and 81.7 million shopped in stores, showing a slight preference for digital shopping.

How much does the average person spend on Black Friday?

The average shopper spent about $104 total, with $124 online and $82 in-store.

Sources

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