The 2024 Black Friday event marked a significant milestone in U.S. e-commerce, with online sales nearing an impressive $11 billion, according to preliminary figures from Adobe Analytics. This represents an 8% increase compared to 2023, solidifying this day as the most crucial for digital commerce throughout the year.
Americans took full advantage of substantial discounts, with toys leading the search trends, enjoying discounts exceeding 27%, and boosting sales by 178% compared to an average day in October. Beauty and skincare products, wireless speakers, televisions, and patio heaters also ranked high among popular items. In addition, merchandise linked to the recent movie release of Wicked, based on the famed Broadway musical, stood out among consumer favorites.
According to EFE, 57.6% of transactions were made through smartphones and electronic devices, slightly surpassing last year's 55.5%, underscoring a growing preference for mobile shopping. This record follows a trend set on Thanksgiving Day, when online sales reached $6.1 billion, a 9% increase from 2022.
The National Retail Federation anticipates that between Thanksgiving and Cyber Monday, 183 million individuals will engage in the shopping season, with Black Friday being the busiest day. Despite the surge in online commerce, two-thirds of Black Friday shoppers chose to visit physical stores, indicating that in-person shopping experiences still hold significant value during this discount-filled day.
Key Insights into Black Friday Shopping Trends
What was the total online sales figure for Black Friday 2024 in the U.S.?
The total online sales for Black Friday 2024 in the U.S. reached nearly $11 billion.
Which product categories saw the highest increase in sales?
Toys, beauty and skincare products, wireless speakers, televisions, and patio heaters were among the categories with the highest sales increase.
How did mobile shopping trends change compared to last year?
Mobile shopping saw an increase, with 57.6% of transactions conducted via smartphones and electronic devices, up from 55.5% last year.