Black Friday Sales Statistics 2026: Trends, Data, and Insights
Black Friday remains the single biggest shopping day in the United States and increasingly around the world. In 2025, online Black Friday sales hit a record $9.8 billion in the US alone, while in-store traffic rebounded to pre-pandemic levels. Whether you're a consumer hunting for the best deals or a retailer planning your strategy, understanding the data behind Black Friday is essential.
In this comprehensive guide, we break down the latest Black Friday sales statistics for 2026, covering online spending, shopper demographics, top categories, and how the event has evolved over the past decade.
Key Black Friday Sales Statistics (Editor's Choice)
- US online Black Friday sales reached $9.8 billion in 2025, a 7.5% increase over 2024.
- Over 200 million Americans shopped during Black Friday weekend in 2025.
- Mobile shopping accounted for 55% of online revenue, up from 51% the prior year.
- The average Black Friday discount was 30% across all categories.
- Electronics was the top category, representing 28% of total online sales.
- Buy Now, Pay Later (BNPL) usage surged 20%, driving $940 million in online spending.
- Global Black Friday online sales exceeded $70 billion in 2025.
- The average shopper spent $325 during the Black Friday weekend.
- In-store foot traffic increased 4.7% compared to 2024.
- Cyber Monday generated $13.3 billion in US online sales, making it the biggest online shopping day of the year.
Black Friday Online Sales Growth (2018-2025)
Online Black Friday spending has nearly doubled in seven years. The pandemic accelerated the shift to e-commerce, and the trend has continued even as stores fully reopened.
US Black Friday Online Sales by Year
Black Friday Shopper Demographics
Black Friday attracts a wide range of consumers, but younger shoppers and families tend to dominate spending. Here's a demographic breakdown based on 2025 survey data.
| Demographic | % of Shoppers | Avg. Spend |
|---|---|---|
| Gen Z (18-27) | 22% | $255 |
| Millennials (28-43) | 34% | $395 |
| Gen X (44-59) | 26% | $340 |
| Baby Boomers (60+) | 18% | $220 |
Millennials are the top spenders overall, driven by holiday gift-buying for children and households. Gen Z shoppers skew heavily toward online and mobile purchases, with 72% using their smartphones as the primary shopping device.
Top Black Friday Product Categories
Not all categories see the same level of discounting or demand. Electronics consistently leads, but apparel and home goods have grown substantially.
| Category | Share of Online Sales | Avg. Discount |
|---|---|---|
| Electronics & Tech | 28% | 32% |
| Apparel & Fashion | 18% | 35% |
| Toys & Games | 14% | 28% |
| Home & Kitchen | 12% | 25% |
| Beauty & Personal Care | 9% | 22% |
| Sporting Goods | 7% | 27% |
| Furniture & Decor | 6% | 20% |
| Other | 6% | 18% |
Mobile Shopping Trends on Black Friday
Mobile commerce continues to gain ground. In 2025, 55% of all Black Friday online revenue came from mobile devices, crossing the majority threshold for the first time. Key mobile trends include:
- App-based shopping grew 18% year over year, driven by push notifications and app-exclusive deals.
- Conversion rates on mobile reached 4.1%, up from 3.6% in 2024.
- Social commerce contributed $1.2 billion in Black Friday sales via TikTok Shop and Instagram Shopping.
- Average order value on mobile was $118, compared to $147 on desktop.
Buy Now, Pay Later on Black Friday
BNPL services like Klarna, Afterpay, and Affirm have become a major force. In 2025, BNPL-driven revenue reached $940 million on Black Friday alone, a 20% increase from 2024.
- 13% of all Black Friday online orders used BNPL, up from 10.8% in 2024.
- Average BNPL order value was $275, roughly double the average non-BNPL order.
- Gen Z and Millennials accounted for 78% of BNPL usage during the event.
- Electronics and furniture saw the highest BNPL adoption at 19% and 22% respectively.
Global Black Friday Sales
Black Friday is no longer an American phenomenon. Global online sales exceeded $70 billion in 2025.
| Region | Online Sales (2025) | YoY Growth |
|---|---|---|
| United States | $9.8B | 7.5% |
| Europe | $18.2B | 9.1% |
| Latin America | $7.5B | 14.3% |
| Asia-Pacific | $12.8B | 11.7% |
| Rest of World | $21.7B | 10.2% |
In-Store vs. Online Shopping
Physical retail still plays a significant role. In 2025, in-store foot traffic on Black Friday increased 4.7% compared to 2024.
- 66.5 million consumers visited brick-and-mortar stores on Black Friday 2025.
- Average in-store transaction value was $105, while online was $128.
- Omnichannel strategies (BOPIS, curbside pickup) grew 15%.
Black Friday 2026 Predictions
- US online sales could reach $10.5 billion, driven by AI-powered personalized deals.
- AI shopping assistants will influence 25% of purchases.
- Live-stream shopping events will generate $500M+ in sales.
- BNPL market share could reach 16-18% of all online orders.
- Total US shoppers could exceed 210 million for the five-day weekend.
Conclusion
Black Friday continues to evolve from a single-day doorbuster event into a multi-week digital shopping season. With nearly $10 billion in US online sales, 200 million+ shoppers, and growing global participation, it remains the most important retail event of the year. For consumers, the best deals are found in electronics and apparel, while BNPL and mobile shopping make it easier than ever to spread out payments. Expect AI, social commerce, and global expansion to drive the next wave of growth in 2026.
