Black Friday Statistics (November 2026)

US shoppers spent a record $11.8 billion online on Black Friday 2025, up 9.1% from 2024, according to Adobe.

Adobe forecasts that US shoppers will spend $12.9 billion online on Black Friday 2026, which falls on November 27.

On Black Friday 2025, 80.3 million Americans shopped in stores and 85.7 million shopped online, according to the National Retail Federation.

Black Friday is still the busiest day of the Thanksgiving weekend for in-store shopping. But more of its sales now happen online, on phones, and through AI shopping assistants.

In this article, we'll break down Black Friday sales by year, shopper numbers, online and in-store trends, discounts, retailer website traffic and the 2026 forecasts. We'll also explain what the numbers mean for e-commerce brands planning their Black Friday promotions.

Top Black Friday Statistics

• US shoppers spent $11.8 billion online on Black Friday 2025, up 9.1% year over year (Adobe, December 2025)
• Adobe forecasts $12.9 billion in US online spending on Black Friday 2026, up 9.2% from the previous year (Adobe, September 2026)
• Black Friday 2025 drove $79 billion in global sales, up 6% (Salesforce, December 2025)
• 85.7 million Americans shopped online and 80.3 million shopped in stores on Black Friday 2025 (National Retail Federation, December 2025)
• Mobile devices drove 55.2% of US online sales on Black Friday 2025 (Adobe via Digital Commerce 360, November 2025)
• Best Buy's website had 193% more US visits on Black Friday 2025 than on an average day earlier that month (Semrush, November 2025)
• Searches for "LED face mask" rose 88% from October to November 2025, the month of Black Friday (Exploding Topics, November 2025)

How Much Do People Spend on Black Friday?

US shoppers spent a record $11.8 billion online on Black Friday 2025, according to Adobe. That was up 9.1% from $10.8 billion in 2024.

Adobe also found that Black Friday 2025 grew faster than Cyber Monday, which rose 7.1% to $14.25 billion. It was the second year in a row that Black Friday's growth beat Cyber Monday's.

Across all 5 days from Thanksgiving to Cyber Monday, US shoppers spent $44.2 billion online, up 7.7%, according to Adobe's Cyber Week report. At the busiest point of Black Friday, between 10am and 2pm, shoppers spent $12.5 million a minute, according to Adobe data reported by Digital Commerce 360.

Other trackers measure Black Friday differently. Black Friday 2025 drove $79 billion in global sales, up 6%, and $18 billion in the US, up 3%, according to Salesforce. Salesforce's figures come from its own commerce platform, so they don't compare directly with Adobe's.

Shopify merchants made a record $14.6 billion in sales over the Black Friday to Cyber Monday weekend in 2025, up 27%, according to Shopify. Sales peaked at $5.1 million a minute at 12:01pm Eastern time on Black Friday.

For e-commerce brands, Black Friday is growing faster than the rest of the holiday season. Adobe expects US online holiday spending to grow 6.7% in 2026, but Black Friday to grow 9.2%.

Black Friday Sales by Year

Black Friday US online spending more than doubled between 2017 and 2025, according to Adobe. It fell only once, in 2021, when it dipped to $8.9 billion.

Here's a breakdown of Black Friday US online spending by year, from 2017 to 2025:

Year	Black Friday US Online Spending	Change From Previous Year
2017	$5.03 billion	+16.9%
2018	$6.22 billion	+23.6%
2019	$7.4 billion	+19.6%
2020	$9 billion	+21.6%
2021	$8.9 billion	-1.3%
2022	$9.12 billion	+2.3%
2023	$9.8 billion	+7.5%
2024	$10.8 billion	+10.2%
2025	$11.8 billion	+9.1%

Adobe has changed how it samples US retail sites over this period, and it restates some earlier figures. So treat the older years as a guide to the trend, rather than an exact like-for-like comparison.

How Many People Shop on Black Friday?

On Black Friday 2025, 85.7 million Americans shopped online and 80.3 million shopped in stores, according to the National Retail Federation (NRF). Black Friday was the busiest day of the Thanksgiving weekend for both.

A record 202.9 million people shopped between Thanksgiving and Cyber Monday 2025, up from 197 million in 2024, according to the NRF. That's more than the NRF's own forecast of 186.9 million.

Here's a breakdown of US shoppers over Black Friday and the Thanksgiving weekend in 2025:

Period	In-Store Shoppers	Online Shoppers
Black Friday 2025	80.3 million	85.7 million
Thanksgiving to Cyber Monday 2025	129.5 million	134.9 million

Some people shopped both online and in stores, so the two columns add up to more than the total number of shoppers. Holiday shoppers spent an average of $337.86 each over the 5 days, up from $315.56 in 2024, according to the NRF's survey of 3,099 adults.

For more on how many people shop the following Monday, see our Cyber Monday statistics.

Black Friday Online vs In-Store Sales

Black Friday online sales grew much faster than in-store sales in 2025. US e-commerce sales rose 10.4% on Black Friday, while in-store sales rose 1.7%, according to preliminary Mastercard SpendingPulse data.

Total US retail sales, excluding autos, rose 4.1% on Black Friday 2025, according to Mastercard. Its figures cover all payment types and aren't adjusted for inflation.

Fewer people visited stores. US store foot traffic fell 2.1% on Black Friday 2025, according to Sensormatic Solutions, and 3.6%, according to RetailNext. The two companies use different panels of stores.

Here's a breakdown of how Black Friday 2025 sales and store traffic changed from 2024:

Measure	Black Friday 2025 Change
E-commerce sales (Mastercard SpendingPulse)	+10.4%
In-store sales (Mastercard SpendingPulse)	+1.7%
Store foot traffic (Sensormatic)	-2.1%
Store foot traffic (RetailNext)	-3.6%

Stores still matter on Black Friday. The day accounted for 31% of all in-store sales during Cyber Week 2025, according to Salesforce. Store traffic peaked between 2pm and 4pm, according to Sensormatic.

For brands that sell in stores and online, the data points to most Black Friday growth coming from online orders, while stores still draw big crowds on the day.

How Do People Shop on Black Friday?

Most people shop on their phones on Black Friday. Mobile devices drove 55.2% of US online sales on Black Friday 2025, or $6.5 billion, according to Adobe.

Adobe shared the Black Friday mobile figures with the press, as reported by Digital Commerce 360. Mobile made up 56.4% of online spending over the whole 2025 holiday season, according to Adobe's season report.

Buy now, pay later (BNPL) drove $747.5 million in US online spending on Black Friday 2025, up 8.9%, according to Adobe data reported by Retail Dive. Across the whole 2025 holiday season, BNPL drove $20 billion, up 9.8%, according to Adobe. For more, see our BNPL statistics.

AI shopping is growing fastest. Traffic from generative AI tools to US retail sites rose 805% on Black Friday 2025, according to Adobe data reported by Digital Commerce 360. Shoppers who arrived from an AI tool were 38% more likely to buy.

Generative AI and AI agents drove $14.2 billion in global online sales on Black Friday 2025, according to Salesforce data reported by Digital Commerce 360. Our guide to how AI is changing Black Friday explains what this means for retailers.

Social media drove 3.4% of US online sales on Black Friday 2025, up from 2.2% in 2024, according to Adobe data reported by Digital Commerce 360. For one example, see how TikTok Shop performed on Black Friday.

For e-commerce brands, product pages now need to work for phone shoppers and for AI assistants that compare deals on a shopper's behalf.

What Sells Best on Black Friday?

Of the categories in Adobe's Black Friday data, toys and electronics had the biggest discounts in 2025. Toy discounts peaked at 30% off list price, and electronics at 29%.

Adobe shared these figures with the press rather than in its own report, and Retail Dive published them. In the same article, Retail Dive reported Salesforce data showing that peak discounts averaged 28% across US online retailers on Black Friday.

Here's a breakdown of peak Black Friday discounts by category, according to Adobe:

Category	Peak Discount, Black Friday 2025	Peak Discount, 2025 Holiday Season
Toys	30%	29.6%
Electronics	29%	30.9%
TVs	24.3%	24.3%
Furniture	19%	18.8%

Season figures come from Adobe's 2025 holiday season report. Adobe expects similar discounts in 2026, with electronics peaking at 30% off, according to its 2026 forecast.

The best sellers of the 2025 holiday season included LEGO Icons sets, the Nintendo Switch 2, PlayStation 5, Apple Watch Series 11, Ray-Ban Meta glasses and air fryers, according to Adobe.

On Shopify, the top categories over the 2025 Black Friday weekend were cosmetics, clothing tops and pants, activewear, and fitness and nutrition, according to Shopify. The average cart was $114.70. For more, see our Shopify statistics.

Shoppers also paid more per item. Average selling prices rose 6% across Cyber Week 2025, according to Salesforce, and the share of the most expensive products sold was 20% higher during the season than in the rest of the year, according to Adobe.

How Much Traffic Do Retail Websites Get on Black Friday?

Big US retailers get far more website visits on Black Friday than on a normal day. Best Buy's website had 13.1 million US visits on Black Friday 2025, 193% more than on an average day between November 1 and 20, according to Semrush data.

Black Friday was the busiest day of November for Best Buy, Target, Walmart and Amazon. Walmart had 26.2 million US visits, up 43%, and Amazon had 92.9 million, up 30%, according to Semrush.

Here's a breakdown of US website visits for big retailers on Black Friday and Cyber Monday 2025:

Retailer Website	US Visits, Black Friday 2025	Average Day, Nov 1-20, 2025	Black Friday Increase	US Visits, Cyber Monday 2025
bestbuy.com	13.1 million	4.5 million	+193%	9.3 million
target.com	11.8 million	6.8 million	+73%	11.2 million
walmart.com	26.2 million	18.4 million	+43%	25.1 million
shein.com	3.3 million	2.4 million	+36%	3.4 million
amazon.com	92.9 million	71.4 million	+30%	99.8 million
temu.com	15.6 million	14.6 million	+7%	17.6 million

Not every retailer peaked on Black Friday. Amazon had even more US visits on Cyber Monday, at 99.8 million. Temu's visits on Black Friday were only 7% above its average early-November day, and Shein's busiest day was the Saturday after Black Friday.

Most of this traffic came from phones. Mobile devices made up 72% of Target's US visits on Black Friday 2025 and 60% of Amazon's, according to Semrush.

For e-commerce brands, the size of the spike matters for planning. Check how your competitors' traffic changed last Black Friday in Semrush Traffic Analytics, then plan your site capacity, stock and ad spend to match. For a quick check, try the free Exploding Topics website traffic checker.

What Does Search Data Show About Black Friday Gift Trends?

Exploding Topics data shows that searches for popular gift products jump in November, the month of Black Friday. Searches for "LED face mask" rose 88% from October to November 2025, and searches for Jellycat rose 64%.

Not every product jumps in November. Searches for "creatine gummies" fell 14% from October to November 2025, according to Exploding Topics.

Some gift products are still growing into Black Friday 2026. Searches for "Owala" were 2.74 million in September 2026, up 47% from September 2025 and up 132% over 2 years. Searches for "smart ring" were up 64% from September 2025.

Here's a breakdown of monthly searches for popular Black Friday gift products, according to Exploding Topics:

Search Term	October 2025	November 2025	October to November Change	September 2026	Change Since September 2025
Heated vest	18.5K	42.2K	+128%	8.1K	+17%
LED face mask	68K	128K	+88%	74K	+28%
Jellycat	5.1M	8.3M	+64%	5.0M	+4%
Sol de Janeiro	1.9M	3.1M	+63%	1.5M	-15%
Owala	1.74M	2.80M	+61%	2.74M	+47%
Red light therapy	441K	594K	+35%	450K	+9%
Smart ring	139K	171K	+23%	246K	+64%
Air fryer	3.96M	4.67M	+18%	4.09M	+3%

For e-commerce brands, a product that's already growing before November is a strong candidate for a Black Friday promotion. Exploding Topics shows you which products are rising, so you can plan stock and promotions before your competitors do. Here's how e-commerce brands use Exploding Topics, and our guide to finding seasonal holiday trends.

Black Friday Statistics in the UK

UK online sales rose 1.3% on Black Friday 2025, according to IMRG. But UK online sales over the whole Black Friday week, from November 24 to December 1, fell 1.2%.

UK clothing retailers had a weaker week. Their online sales fell 7.3% during Black Friday week 2025, according to IMRG's Online Retail Index.

UK total retail sales rose 1.4% in November 2025, according to the British Retail Consortium (BRC). "Pre-Budget jitters among shoppers meant the month of Black Friday did not deliver as strongly as retailers had hoped," said BRC chief executive Helen Dickinson.

For brands selling in the UK, Black Friday itself grew a little, but online sales over the whole week didn't.

What's Next for Black Friday 2026?

Adobe forecasts that US shoppers will spend $12.9 billion online on Black Friday 2026, which falls on November 27. That would be up 9.2% from 2025.

Adobe's 2026 holiday forecast expects Cyber Week 2026 to bring in $47.5 billion online, up 7.4%, and Cyber Monday to reach $15.1 billion. It forecasts $275.1 billion in US online spending for the whole holiday season, from November 1 to December 31.

Deloitte forecasts US holiday retail sales of $1.70 trillion to $1.71 trillion from November 2026 to January 2027, up 4% to 4.8%, according to its 2026 holiday forecast.

AI shopping is expected to keep growing. Salesforce predicts that 20% of all holiday e-commerce traffic in 2026 will come from AI chat agents, including shopping assistants and price-checking bots, according to its 2026 holiday predictions.

We'll update these statistics with the Black Friday 2026 results when Adobe, Salesforce and the NRF publish them.

How We Compiled These Statistics

We used reports and press releases from Adobe, Salesforce, Shopify, the National Retail Federation, Mastercard, Sensormatic Solutions, RetailNext, IMRG and the British Retail Consortium. Where a company gave figures only to the press, we name the outlet that reported them. These trackers measure different things, so we don't compare their totals directly.

Website visits come from Semrush Traffic Analytics (US, daily estimates), and search figures come from Exploding Topics. Figures are as of October 10, 2026.

For more holiday shopping statistics, take a look at:

• The Latest Cyber Monday Statistics
• Holiday Shopping Trends
• Christmas Spending Statistics
• Black Friday Marketing Ideas
• E-commerce Statistics

Black Friday rewards the brands that plan early. Semrush's Traffic & Market toolkit shows you how much traffic your competitors got last Black Friday, where it came from and which pages won it, so you can set your own targets. Try Semrush free, and use Exploding Topics Pro to spot the products shoppers will want this November before they peak.