Written by
May 13, 2024

Over 90.6 million people shopped online, and 76.2 million shopped in-store on the Black Friday sale in 2023.

Buyers spent an average of $875 during sales, and most of the shopping was for holiday-related purchases.

This article features statistics about Black Friday sales, buyers, and consumer behavior.

Top Black Friday Statistics

  • 90.6 million people shopped online during Black Friday 2023.
  • 76.2 million customers shopped in-store on Black Friday 2023.
  • Black Friday online spending reached $9.8 Billion in 2023.
  • 200.1 million people shopped during the Thanksgiving Weekend of 2023.
  • Repeat purchases increased by 180% during Black Friday of 2023.

Black Friday Buyer Statistics

Black Friday and Thanksgiving sales are the most anticipated industry-wide sales events by consumers. 

Consumers plan their Christmas shopping during these sales and spend most of their Christmas shopping budget during the sale.

In this section, let’s explore some data about the number of people who shopped during the Black Friday and Thanksgiving sales.

90.6 Million People Shopped Online On Black Friday 2023

Further, around 73.1 million buyers shopped online on Cyber Monday.

58.3 million buyers went online shopping on Saturday, while 36.9 million people shopped online on Sunday.

Plus, more than 35.1 million people bought stuff online on Thanksgiving day.

Number Of Online Shoppers During Thanksgiving

Here is a table showing the number of online shoppers during Thanksgiving weekend by day:

DayNumber of online shoppers
Thanksgiving35.1 million
Black Friday90.6 million
Saturday58.3 million
Sunday36.9 million
Cyber Monday73.1 million

Source: NRF 

76.2 Million Consumers Shopped In-Store On Black Friday 2023

This is much lower than that of online shopping consumers.

About 59 million people shopped in-store on Saturday, around 700k more than online shoppers.

In-store Shoppers During The Thanksgiving

Only 20.9 million customers walked into stores for Cyber Monday shopping, and 22.5 million on Thanksgiving.

DayIn-Store shoppers
Thanksgiving22.5 million
Black Friday76.2 million
Saturday59 million
Sunday28 million
Cyber Monday20.9 million

Source: NRF 

200.1 Million People Shopped During The Thanksgiving Weekend 2023

In comparison, there were 196.7 million Thanksgiving weekend shoppers in 2022. This was an increase of around 16.9 million from the previous year.

The number of shoppers slightly decreased during the pandemic, and nearly 186.4 million people shopped during the Thanksgiving weekend in 2020.

In 2021, 179.8 million shoppers went shopping during the Thanksgiving weekend sales.

The table below shows the number of Thanksgiving weekend shoppers over the years:

YearNumber of shoppers
2023200.4 million
2022196.7 million
2021179.8 million
2020186.4 million
2019189.6 million
2018165.8 million
2017174.6 million

Source: NRF 

Over 130.7 Million People Planned To Shop On Black Friday 2023

It was estimated that around 335 million U.S. buyers planned to shop on Thanksgiving weekend in 2023.

Out of the estimated people, nearly 71.1 million planned to shop on Cyber Monday, while 32.5 million planned to shop on Thanksgiving Day.

65.6 million and 35.1 million Americans planned to shop on Saturday and Sunday, respectively.

Source: Statista

Black Friday Sales Statistics

Black Friday sales are a once-in-a-year chance for buyers to purchase their wishlist products at a lower price. Similarly, the sellers also make a fortune during the sales and clear their stocks.

Let us explore some statistics regarding the sales and revenue generated during Black Friday.

Black Friday Online Spending Reached $9.8 Billion In 2023

This was an increase of 7.5% from the previous year.

E-commerce sales during the 2022 Black Friday sales were $9.12 billion.

Online retail sales dropped from $9.03 billion in 2020 to $8.92 billion in 2021.

Black Friday E-commerce sales

The table below shows the online shopping expenditure on Black Friday over the years:

YearBlack Friday E-commerce sales
2023$9.8 billion
2022$9.12 billion
2021$8.92 billion
2020$9.03 billion

Source:Adobe, Gorgias

Consumers Spent An Average of $875 On Holiday Season Shopping In 2023

This represents an increase of $42 from the previous year. 

From the $875, nearly $620 was spent on gifts, and around $255 was planned to buy festival items like food and decorations.

An average consumer spent around $833 in 2022 and $879 in 2021 during the holiday sales.

Here is a table showing the average consumer holiday spending over the years:

YearAverage spending

Source: NRF

More Than $38 Billion Was Generated In Sales During The Cyber Week 2023

The holiday season online spending crossed $222 billion, and Cyber Week spending contributed 17.1% to this revenue.

Black Friday sales generated around $9.8 billion, and Cyber Monday generated $12.4 billion in 2023.

Over $5.6 billion was generated on Thanksgiving Day and $5 billion on Saturday.

Here is a table showing the Cyber Week spending by day:

Day Consumer SpendingYoY growth
Thanksgiving$5.6 billion5.5%
Black Friday$9.8 billion7.5%
Saturday$5 billion8.6%
Sunday $5.3 billion6.0%
Cyber Monday$12.4 billion9.6%

Source: Adobe

Black Friday Consumer Statistics

The majority of consumers utilize the Black Friday sale to do their Christmas and other shopping. 

Low product prices attract customers, who tend to spend more than average during sales.

This section will cover some statistics about consumer behavior during the Black Friday and Cyber Week sales.

49% of Consumers Spent Money On Clothes And Accessories

95% of consumers bought holiday-related items during Cyber Week and Black Friday.

Around 31% of buyers spent money on toys and 25% on gift cards.

23% of consumers bought books, video games, and other merchandise, while 23% spent money on personal care products.

Source: NRF 

28% Of U.S. Consumers Think Black Friday Sales Are Good Value 

Conversely, 34% of consumers believe Black Friday sales are good value but not worth the hassle of shopping on the day.

Furthermore, 24% of shoppers believe Black Friday deals don’t represent great value because businesses increase prices before discounting them.

14% of consumers reported not having their desired products at a discount.

Source: Statista

60% Of Gen Z Consumers In The U.S. Regretted Their Past Black Friday Purchases

Meanwhile, 40% had no regrets about their past Black Friday purchases.

54% of Gen Z and 53% of Gen X reported having regrets about their past Black Friday purchases.

Moreover, 40% of Baby Boomers and 56% of Silent Generation regretted their past purchases.

Source: Statista

General Black Friday Statistics

In this section, let us explore some more statistics about Black Friday marketing and other strategies.

141 Million Promotional Emails Were Sent On Black Friday 2022

The number of emails sent on Black Friday was recorded to be the highest among the emails sent during Cyber Week. 

Around 118 million emails were sent on Cyber Monday and 88 million on Thanksgiving day.

Marketers sent 80 million and 76 million emails on Sunday and Saturday, respectively.

Source: Omnisend

Repeat Purchases Increased By 180% During Black Friday 2023

Drip.com reported that repeat purchases comprised 56% of all purchases in 2023.

Contrastingly, first purchases accounted for 44% of all purchases, a 45% drop from the previous year.

Source: Drip

58% Of Retailers Believed Events Such As Black Friday And Cyber Monday Are Powerful Sources Of Revenue

48% of retailers believe sale events allow consumers to get the deals they want anytime.

Further, 41% of retailers said that industry-wide events can generate large sales but not relative profits.

On the other hand, 36% of retailers agreed that participation in industry events like Black Friday only plays into the hands of mega-retailers.

Source: Statista

Conclusion: Black Friday Statistics 2024:

Black Friday sales initially originated in the U.S.; however, they are now being implemented in other UK and European countries.

Nearly $9.8 billion was spent in the United States during Black Friday sales in 2023, and the numbers are set to increase further in the future.

As e-commerce is on the rise, most sales come through online sales on Black Friday, and people are becoming less interested in buying things in-store.

This article covered some of the most important statistics about Black Friday sales.

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