Black Friday 2025 continued the momentum built over the past few years. The 2024 season had already revealed the direction things were heading.
Online spending crossed the ten-billion mark, global sales climbed to new highs, and mobile devices became the default way to shop. BNPL gained more weight in bigger purchases, while AI quietly slipped into the buying process, helping people discover products, compare prices, and sort through deals with less effort.
This blog brings together the core Black Friday statistics, the most important sales numbers, the latest Black Friday data, and the trends that defined the 2025 shopping season.
Quick Snapshot: 30 Key Black Friday Statistics for 2025
Several reports released by Adobe, Salesforce, NRF, Mastercard, Shopify, Criteo, and Facteus outline how Black Friday 2025 took shape. Below is a quick look at the core numbers that defined this year’s performance.
- U.S. online Black Friday 2025 sales hit about $11.8 billion, up roughly 9.1% from 2024, according to Adobe Analytics.
- U.S. online Black Friday 2024 sales were $10.8 billion, a 10.2% jump from 2023, based on Adobe’s holiday shopping data.
- Global online Black Friday 2024 spending reached $74.4 billion, up 5% year over year, according to Salesforce’s Cyber Week report.
- About 197 million Americans shopped over the Thanksgiving weekend in 2024 (both online and in-store), as reported by the National Retail Federation.
- U.S. online holiday-season spending for 2024 reached roughly $241.4 billion, up about 8.7% year over year, with mobile driving much of that growth, according to Adobe.
- Mobile accounted for around 54.5% of holiday online transactions in 2024, with desktops at about 45.5%, based on Adobe’s device-level breakdown.
- Buy Now, Pay Later (BNPL) spending during the 2024 holiday season reached about $18.2 billion, and Adobe expects BNPL to drive roughly $20.2 billion in U.S. online spend for the 2025 holidays.
- Global Cyber Week 2024 sales hit an estimated $314.9 billion, with Black Friday alone contributing $74.4 billion, according to Salesforce’s Cyber Week data.
- Traffic and revenue driven by AI agents surged, with Salesforce estimating that AI-powered agents influenced billions in sales on Black Friday, and other analyses noting AI-related traffic growth in the triple digits.
- Across categories, Black Friday 2024 discounts typically ranged from about 11% to 23%, with apparel and accessories delivering some of the deepest cuts, according to Criteo’s global recap and follow-up summaries.
U.S. Black Friday Sales Numbers
U.S. online sales for Black Friday 2025 broke records, signaling strong consumer demand even amid economic uncertainty. According to Black Friday stats, Americans spent a total of $11.8 billion online during Black Friday 2025, a 9.1 % increase from 2024.
That number stands out even more when viewed in the context of past years. The broader trend shows consistent growth in online Black Friday sales, a reflection of growing trust in e-commerce, convenience of shopping from home, and wider adoption of mobile buying.
Black Friday Online Sales in the US
| Year | U.S. Online Black Friday Sales* |
| 2025 | $11.8 billion |
| 2024 | $10.8 billion |
| 2023 | $9.8 billion |
| 2022 | $9.1 billion |
* Figures reflect official Adobe Analytics reporting for online e-commerce transactions.
In addition, data shows that during peak hours (10 a.m.–2 p.m. EST) on Black Friday 2025, traffic surged, site-wide cart checkouts rose dramatically as consumers rushed to secure deals while discounts remained active.
The 2025 result underlines how Black Friday remains a cornerstone for U.S. digital retail. Even as economic headwinds persist, shoppers leaned into online channels.
Global Black Friday Spending
Black Friday continued to grow internationally in 2025. The trend began building in earlier years, and 2024 confirmed how strong the global shift had become. According to Salesforce, global online Black Friday spending in 2024 reached 74.4 billion dollars, which represented a 5 percent increase from the year before.
Cyber Week also maintained its position as one of the biggest shopping periods in the world. Salesforce reported that global Cyber Week spending in 2024 reached 314.9 billion dollars, driven by earlier promotions and stronger participation from international markets.
Mobile continued to dominate shopping behavior outside the United States. Salesforce noted that 70 percent of all global online orders on Black Friday were placed from mobile devices, reflecting how comfortable shoppers have become with mobile checkout.
Global Online Black Friday Spending
| Year | Global Online Spending |
| 2025* | Trending above 74.4 billion dollars |
| 2024 | 74.4 billion dollars |
| 2023 | 70.9 billion dollars |
*Final 2025 global totals are pending. The direction is based on Salesforce year over year trend reporting.
Global participation continues to rise as more countries adopt Black Friday campaigns, expand digital logistics, and offer stronger localized discounts. The numbers indicate that Black Friday is no longer a regional event but a central part of the global holiday shopping cycle.
Shopper Behavior: Online vs In-Store
Black Friday 2025 followed the same general pattern seen in previous years. Online activity remained stronger, but in-store shopping still played an important role across the Thanksgiving weekend. The 2024 data from the National Retail Federation provides the clearest benchmark for how shoppers behaved across the five major days.
According to NRF, 87.3 million people shopped online on Black Friday 2024, while 81.7 million visited physical stores.
This made Black Friday the only day of the long weekend where online and in-store traffic were almost evenly balanced.
Saturday leaned more toward in-store shopping, while Cyber Monday remained the strongest day for online-only activity. The pattern shows how shoppers shift between channels depending on the type of purchase they plan to make.
Shopper Activity During the Holiday Weekend
| Day | Online Shoppers | In-Store Shoppers |
| Thanksgiving | 28.6 million | 26.1 million |
| Black Friday | 87.3 million | 81.7 million |
| Saturday | 53.9 million | 61.1 million |
| Sunday | 32.8 million | 25.6 million |
| Cyber Monday | 64.4 million | 23.2 million |
This split between digital and in-person activity shows how buyers use both channels throughout the weekend. Online platforms capture the biggest Black Friday surge, while stores still draw foot traffic once the peak digital wave settles.
Mobile Shopping and Device-Level Trends
Mobile commerce continued to dominate during Black Friday 2025. The trend has been building for years, but 2024–2025 confirmed that smartphones and tablets are now the default shopping devices for many consumers.
According to Adobe, mobile devices accounted for 54.5% of all online holiday-season purchases in 2024, while desktop devices accounted for the remaining 45.5%.
For the 2025 holiday season, Adobe projected mobile to drive a record 56.1% share of total online spending, marking the first full season where mobile could be the majority channel.
Here is a breakdown of how device usage shifted over time:
| Year | Share of Online Spending via Mobile |
| 2022 | ~47% |
| 2023 | ~51.1% |
| 2024 | 54.5% |
What that shift means
- Mobile checkout, stored payment methods, and streamlined shopping apps made it more convenient for people to shop on the go rather than use a desktop computer.
- A majority of payment methods including Buy Now Pay Later (BNPL) options were processed on mobile devices, reinforcing mobile’s dominance.
- Retailers’ emphasis on mobile optimization, faster load times, mobile-friendly layouts, and simplified checkout, aligned with user behavior, leading to higher conversion rates on phones.
Mobile’s rise is more than a trend. It shows a structural shift in how people approach holiday shopping. For Black Friday 2025 and beyond, any serious retailer or brand will need to treat mobile front-and-center.
BNPL (Buy Now Pay Later) Statistics
Buy Now Pay Later continued to grow during the 2025 holiday season. Millions of shoppers used BNPL to split larger purchases into smaller installments, and Adobe’s data showed how quickly this payment method has become a normal part of online checkout.
Adobe reported that BNPL spending during the 2024 holiday season reached 18.2 billion dollars, which represented a 9.6 percent increase from the previous year.
This upward trend set the foundation for 2025, where BNPL usage remained strong across categories including electronics, home goods and fashion.
Cyber Monday also played a major role. According to Adobe, Cyber Monday 2024 recorded 991.2 million dollars in BNPL purchases, the highest single day for BNPL usage ever recorded in the United States.
BNPL Holiday Spending by Year
| Year | BNPL Spending |
| 2025* | 20.2 billion dollars |
| 2024 | 18.2 billion dollars |
| 2023 | 16.6 billion dollars |
| 2022 | 14.5 billion dollars |
Adobe also noted that mobile devices continued to drive most BNPL activity. In the 2024 season, 79.12 percent of BNPL purchases came from mobile devices, while desktop made up the remaining 20.88 percent.
BNPL has moved beyond being a niche payment method. It is now a mainstream option that influences how shoppers structure their holiday spending. It also plays a major role in high-ticket categories, which often see the largest jump in BNPL usage during Black Friday.
Platform Deep Dive: Retailer & Platform Performance
This section shows how different platforms and major retailers performed during Black Friday and the surrounding sale weekend. The data reveals clear winners, growing channels, and how scale matters for global commerce in 2025.
8.1 Shopify Performance
- Shopify merchants generated $11.5 billion in global sales over the Black Friday–Cyber Monday (BFCM) weekend in 2024.
- The 2024 result marked a 24% increase year-over-year compared with 2023.
- Shopify flagged strong performance among small and medium-size merchants, highlighting that the global platform continues to democratize holiday-season retail.
- Best-selling categories on Shopify during BFCM 2024 included clothing tops, cosmetics, fitness & nutrition, pants, and activewear.
- The average cart value on Shopify hovered around $108.56 during the weekend.
This performance reinforces how platforms like Shopify shape the global Black Friday environment, giving even small merchants access to volume on par with large retailers.
8.2 Major U.S. Retailers: Amazon, Walmart, Target
Data from a recent spending analysis by Facteus shows how these retail giants fared during Black Friday 2024.
- Amazon remained a major player, benefiting from deep discounting and large inventory across electronics, beauty, and general merchandise. Facteus reported Amazon among the top performers in terms of transaction volume.
- Walmart and Target, despite tight macroeconomic conditions, maintained significant share among U.S. shoppers. The data shows that these retailers captured a large portion of both online and brick-and-mortar demand.
- The broad participation from large retailers helped anchor consumer trust, especially for big-ticket items and essential goods, supporting overall holiday-season spending.
Together, these platforms and retailers illustrate two sides of modern retail: global commerce through platforms like Shopify, and large-scale omnichannel commerce through legacy retailers
Black Friday Discount Data & Category-Level Uplift
Discounts played a major role in driving traffic and sales during Black Friday 2024. Data shows that markdowns were broad but varied by category.
Discount Rates by Product Category
Retailers offered the deepest discounts on fashion and accessories, consistent with past years. Electronics and high-value items, such as laptops and televisions, saw smaller but still meaningful markdowns.
Sales Uplift Compared to Normal Days
Beyond pricing cuts, discounts translated into strong sales increases across many categories. According to Criteo, categories like toys, apparel, and electronics saw sales surge multiple times over a standard shopping day.
For example:
- Toys & games often rank among the top uplift categories, with demand rising sharply thanks to discounts and holiday shopping behavior.
- Apparel and accessories, already benefiting from deep discounts, recorded substantial volume boosts as shoppers took advantage of markdowns for holiday purchases.
What the Discount & Uplift Data Means
- Deep discounts in categories with high markup (fashion, accessories) created a strong pull, helping retailers clear inventory and drive volume.
- Even modest discounts on high-value categories (electronics, monitors, TVs) generated significant sales uplift, because many buyers timed larger purchases around Black Friday.
- The combination of discount + uplift reveals why Black Friday remains a key event for defining holiday-season revenue.
Holiday Season Spending (November–December)
The 2024 holiday period, from November 1 to December 31, broke records across the board. According to Adobe, U.S. online holiday sales reached $241.4 billion, up 8.7% from the previous year.
The core of that volume came during the five-day shopping stretch between Thanksgiving and Cyber Monday (often dubbed “Cyber 5”). In 2024, that period alone accounted for $41.1 billion in online sales.
Within that stretch:
- Thanksgiving Day saw about $6.1 billion in online sales.
- Black Friday delivered $10.8 billion online in 2024, up 10.2% from 2023, the highest single-day total that year.
- Cyber Monday reached $13.3 billion, marking the biggest one-day haul of the holiday period.
Holiday Season Spending
| Holiday Season (Nov–Dec) | U.S. Online Spending |
| 2024 | $241.4 billion |
| 2023 | $222.1 billion |
Looking ahead, Adobe projects the 2025 holiday season to reach about $253.4 billion in U.S. online spending, reflecting ongoing growth despite macroeconomic headwinds.
Why This Matters
- The concentration of sales during the “Cyber 5” stretch underscores how critical those five days remain for retailers and e-commerce platforms.
- The jump from $222.1B to $241.4B in just one year shows how even mature markets continue to grow, driven by mobile shopping, flexible payments, and heavy promotional activity.
- The projected 2025 growth reveals continued confidence among consumers and retailers alike despite inflation and broader economic uncertainty.
The Bottom Line
Black Friday 2025 reinforced a pattern that has been building for years. Shoppers leaned heavily into online buying, mobile devices became the default way to check out, and flexible payments shaped how people managed bigger purchases. The strongest platforms continued to scale, and global participation kept rising as more markets adopted Black Friday as part of their holiday cycle.
The numbers from Adobe, Salesforce, NRF and other trusted sources give a clear view of what happened. Spending grew, the channel mix shifted further toward mobile, and discounts remained one of the strongest triggers for buyer decisions. Together, these 30 statistics outline a season shaped by clear Black Friday trends, driven by convenience, smarter digital discovery and a broader willingness to shop across multiple days rather than wait for a single moment.
Black Friday is now a signal for how the rest of the holiday period will unfold. The data from 2025 shows that retailers who invest in mobile experience, early promotions and transparent pricing gain the most ground. For shoppers, the weekend delivered exactly what it has become known for: big volumes, real competition and deal patterns that continue to define the peak of the retail year.