Black Friday sales continued to attract significant consumer attention this year, with shoppers indulging in holiday discounts both in stores and online. Despite retailers launching sales earlier in the season, US consumers displayed a preference for shopping on Black Friday itself, resulting in a notable rise in retail sales compared to the days leading up to the event.
Black Friday Sales See a Boost
Retail sales, both in-store and online, experienced a 3.4% year-over-year increase on Black Friday, according to Mastercard SpendingPulse. Online shopping drove much of this growth, with e-commerce sales rising 14.6% compared to last year. In contrast, in-store sales saw less than a 1% increase.
Apparel was a popular category among online shoppers, even as warmer fall weather reduced demand for heavier seasonal clothing. There was also a marked increase in grocery spending during the two weeks leading up to Black Friday, and many consumers spent generously at restaurants the day after Thanksgiving.
Record-Breaking Online Sales
Online shoppers set new records this year, with Adobe Analytics reporting $10.8 billion spent online on Black Friday, a significant jump from $9.8 billion in 2023. Thanksgiving Day itself also saw record-breaking online spending, with shoppers shelling out $6.1 billion.
The trend is expected to continue, with Adobe projecting that Cyber Monday will emerge as the biggest shopping day of the year. Sales are estimated to hit a record $13.2 billion, representing a 6.1% increase from last year.
Global e-commerce platforms like Shopify also reported record-breaking sales. Shopify’s global Black Friday sales reached $5 billion, with the average cart price for US shoppers estimated at $157. Popular purchases included t-shirts, skincare products, and vitamins.
Holiday Spending Trends
The National Retail Federation (NRF) previously estimated that Americans would spend an average of $902 per person during the holiday season on gifts, food, decorations, and other items. This figure is $25 higher than last year and $16 above the previous record set in 2019. Of that total, approximately $261 is expected to go toward food, candy, decorations, and other holiday essentials.
Jewelry, electronics, and apparel emerged as the top purchases on Black Friday, with consumers taking advantage of significant discounts.
Environmental Concerns About Overconsumption
While Black Friday sales offer savings, concerns have been raised about the environmental impact of mass-produced goods. Flora Bagenal, producer of the Netflix documentary Buy Now!, highlighted that many discounted items, such as electronics, toys, and clothing, are quickly discarded, contributing to a cycle of overconsumption and waste.
She urged consumers to make thoughtful choices when shopping, emphasizing the importance of prioritizing durable products over cheaply made items that may not last long. Responsible purchasing decisions, she noted, can help reduce the environmental toll of holiday shopping.
Looking Ahead
As Black Friday transitions into Cyber Monday, retailers are preparing for what is projected to be another record-breaking day of sales. The shift toward online shopping continues to dominate the holiday season, with consumers seeking convenience, competitive pricing, and a broader range of products.
Despite concerns about overconsumption, the strong performance of Black Friday sales and the anticipated success of Cyber Monday highlight the enduring appeal of holiday shopping traditions in the United States.
