Black Friday Statistics

Do you know that Black Friday shoppers in 2023 spent a record $9.8 billion in U.S. online sales? This is up 7.5% from last year. Crazy isn’t it?

And that’s not all.

Over 200 million shoppers worldwide participated in Black Friday 2023, compared to 2022 196.7 million shoppers.



As we all know, Black Friday is the most anticipated day for retailers, which happens in the final week of November, annually.

It is the Friday after Thanksgiving, marking the beginning of the holiday shopping season with lots of discounts and promos.

But this year, shoppers did things quite differently.

For example, smartphones/mobile devices accounted for up to 54% of all online sales during Black Friday 2023. While the desktop, tablets and other devices took the rest of the pie.


If you’re curious about getting more latest insights on this retail phenomenon, you’ve come to the right place. 

In this roundup, we’ll dive into some Black Friday statistics that will amaze you (not forgetting Cyber Monday). From the mind-blowing amount of money spent by shoppers to the record-breaking online sales, you won’t believe your eyes. 

Whether you’re a shopaholic looking for some retail therapy or simply interested in the wild world of consumerism, this article has got you covered.

Get ready for some mind-blowing statistics about the year’s biggest shopping day!

🔑 Key Black Friday Shopping Statistics:

  • Consumers spent $9.8 billion online on Black Friday 2023. That’s up 7.5% from 2022.
  • About 95% of consumers worldwide know about Black Friday, thus making it an integral part of the global shopping calendar.
  • Currently, over 200 million shoppers participated in the 2023 Black Friday
  • The global average planned spend for Black Friday 2023 is $410.
  • 35% of people will start their Black Friday shopping on Thanksgiving 2023.
  • 58% of Gen Z, 54% of millennials, 39% of Gen X, and 37% of baby boomers rely heavily on Black Friday
  • Digital cameras, smartphones, and other higher-priced electronics saw increased consumer interest during Thanksgiving and Black Friday
  • Nearly 39% of shoppers save money specifically for Black Friday, with some customers using the event for Christmas shopping and others purchasing items they’ve been wanting for a while
  • Over 97% of Americans confess they are willing to share personal information to get a Black Friday deal.
  • 130 million people shopped online between Thanksgiving and Cyber Monday.
  • Up to 34 million Americans are scammed during Black Friday
  • Black Friday continues to be the BIGGEST shopping day of the year in the United States, with factors such as inflation and supply chain issues affecting the event
  • Over 40% of surveyed U.S. consumers have been scammed during Black Friday sales.

General Black Friday Statistics 

1. According to Salesforce, the global Black Friday online sales grew to $65.3 billion in 2022 


Over the years, online sales have become increasingly popular, mainly due to their convenience. You don’t have to go to a physical store to get what you want. 

Additionally, retailers have been giving more online deals and promotions. Hence, more people prefer online shopping so they can enjoy these deals. 

This will continue to rise as more consumers shift towards online shopping and retailers offer more enticing deals and promotions.

2. According to the NRF, 72.9 million people shopped in-store on Black Friday.


While there has been a rise in online shopping, however, not everyone prefers that method. Some still prefer the traditional way. 

This can result from the desire to see and touch products physically, the appeal of in-store promotions, and the tradition of in-person holiday shopping.

3. According to NRF, 130 million people shopped online between Thanksgiving and Cyber Monday. 


The ease of Internet shopping has been a big motivator, particularly as shoppers want to avoid congested malls and long lines during the holiday season. 

More so, the COVID-19 pandemic also contributed to more people preferring online purchasing as a safer option to in-store visits. 

The availability of appealing bargains and promotions from merchants from Thanksgiving to Cyber Monday has encouraged customers to shop online.

4. About 95% of consumers worldwide know about Black Friday, thus making it an integral part of the global shopping calendar. 


5. According to Adobe Analytics, consumers spent $9.12 billion online on Black Friday. 

(Adobe Analytics) 

Consumers sought deals and discounts throughout the holiday shopping season to save money due to high inflation and economic instability.

Also, the growing popularity of flexible payment methods such as Buy Now, Pay Later (BNPL) encouraged consumers to make more online purchases.

Consumers were more savvy in their holiday budget management, taking advantage of early deals and employing BNPL to stretch their expenditures across time.

6. According to Salesforce, online sales across Cyber Week grew, reaching $281 billion globally. 


Retailers offered attractive deals and promotions during Cyber Week to attract customers and drive sales. 

In 2022, Cyber Week saw a 2% year-over-year increase in global online sales. This is because more consumers worldwide participate in the shopping event.

7. Consumers spent $1.14 trillion online globally across the Holiday Season. 


In October 2023, consumers spent $76.8 billion online, up 5.9% year-over-year, driven by early discounts and promotional events.

This proves that shopping behavior has shifted from physical stores to online purchases. 

8. Over 70% of consumers worldwide plan to shop on Black Friday, Cyber Monday, and Single’s Day. 


9. According to Adobe Analytics, 47% of online holiday sales in 2022 came through smartphones. 

(Adobe Analytics) 

You heard that right as of 2023, mobile and desktop traffic are both at 50%, which means that half of all website traffic is coming from a mobile device.

The advent of mobile payment methods such as Buy Now, Pay Later (BNPL) has simplified the process of smartphone purchases.

Also, consumers feel it’s more convenient to shop from their phones than with a desktop. 

10. However, this has grown as, in 2023, smartphones accounted for up to 54% of all online sales during Black Friday. 

(Retail Dive)

Since most internet traffic is from mobile phones, it is only natural for the percentage of mobile phone online shoppers to increase. 

92.3% of internet users use their mobile phones to access the internet. 

People use mobile phones to access the internet for various reasons, and convenience is one of them. 

During Black Friday, consumers would want to make fast purchases that interest them. They don’t need to wait till they access a desktop to shop. 

From their convenience, they can check out products and pay with just a few clicks, whether on a bus, in bed, or even while watching a show. 

So, what does this mean for retailers?

It means you must ensure your website or online store is mobile-friendly. As consumers visit your site to check out your offers, they should have the same experience as they would have if they used a desktop. 

Your product images and videos should be clear and engaging. Also, ensure your sight has a fast loading speed. 

Focus on creating a mobile-friendly website or page for your Black Friday and holiday sales. 

11. In 2022, online consumers spent up to $35.3 billion during Cyber Week. 

(Adobe Analytics) 

Cyber Week refers to the days between Thanksgiving and Cyber Monday. 

During those days, online shoppers worldwide spent $35.3 billion on purchases. 

Cyber Week opens the door for holiday shopping. It is when retailers release enticing deals and promos. 

12. CNBC reports that Black Friday deals skyrocketed on Walmart by 386% year-over-year. 


Although Amazon is one of the most visited retail channels during Black Friday, Walmart also experiences increased sales. It’s no surprise since Walmart competes with Amazon to offer better deals.  

13. Shopify reported a record-breaking Black Friday sales of more than $4 billion worldwide, 22% higher than last year. 


This is a big one for Shopify merchants as Black Friday continues to become popular among consumers. In anticipation of the holiday sales, consumers seek enticing deals from their favorite merchants. 

Additionally, over 52 million shoppers worldwide purchased from brands or merchants using Shopify. 

14. In 2022, Black Friday traffic rose to 2.9% compared to 2021. 


As reported by Forbes, there was a noticeable surge in the number of people venturing out to physical stores on Black Friday this year compared to the previous year. 

The number of people visiting non-indoor mall locations, including lifestyle centers, open-air malls, neighborhood centers, and stand-alones, increased by 4.7%. The foot traffic to indoor malls increased by 2.9%. 

This is good news for retailers and consumers as it shows that shoppers are returning to stores and enjoying the socialization the holiday brings. 

15. Clothing and accessories (82%) and electronics (73%) will be the top purchases during Black Friday weekend. 


Black Friday is traditionally associated with the best prices relative to the rest of the year, with significant discounts on items such as laptops, garage storage systems, and cookware sets

Therefore, consumers can expect to find attractive deals on both clothing and electronics during the Black Friday weekend.

16. Inflation is another reason for early Black Friday deals. 


Yes, one of the causes of the early Black Friday sales is inflation. Consumers have been forced to prioritize their spending and cut back on expenses due to months of inflation. 

Also,  retailers are worried about weak demand during the critical holiday shopping season.

Shops are depending on sales to restore demand from wary customers. Fortunately, this holiday season, sales of early and deep discounts are predicted to hit all-time highs. 

17. Black Friday remains the best day to shop in Cyber Week. 

(Finances Yahoo) 

Black Friday has always been the best day to shop for deals. Among the Cyber Week shoppers, 89% planned to shop on Black Friday. Saturday and Cyber Monday each had 45%. 

The other days have lesser percentages of intended shoppers. This shows that consumers prefer to shop for hot Black Friday deals on the day itself. They believe that’s where they get the most value for their money and the best discounts. 

18. Up to 73% of Cyber Week shoppers say they plan their purchases a few days ahead.

(Finances Yahoo)

However, 27% say they make spontaneous purchases. 

19. In 2023, consumers spent $9.8 billion on Black Friday 2023, a 7.5% increase from 2022. 


20. Black Friday shoppers reached a new record of 200.4 million worldwide.


A recent 2023 report shows that over 200 million shoppers were recorded shopping during the Cyber Week holiday.

This is an increase from the 190+ million consumers that shopped in 2022. 

21. In a 2022 survey, 43% of consumers considered taking advantage of the Black Friday and Cyber Monday sales even before it happened. 


22. The average spend for the November Cyber Week sales is expected to increase between 3% and 22%. 


23. The global average planned spend for Black Friday 2023 is $410. 


24. Black Friday shoppers expect a minimum discount of 30% for a good sale.


When people hear “Black Friday,” they imagine hot deals and huge discounts. This year is no exception, as consumers expect to see deals with a minimum discount of 30%. 

Most consumers are skeptical when it comes to Black Friday deals. They want to ensure they get what they hoped for. You can attribute this to the high cost of products, so seeing deals of over 30% discount is a great steal. 

25.  In New Zealand, the total amount of Black Friday and Cyber Monday sales recorded in 2021 was $248.2 million. 

(Price Spy) 

Black Friday, one of the country’s most significant sales events, is popular among Kiwi shoppers, with consumer purchase interest at its highest during this time. 

26. 89% of conversations concerning the Cyber Week holiday were about Black Friday. 


Between November 23 and 27, 2023, Black Friday was the most talked-about holiday, accounting for 89% of the entire conversation related to the three holidays. 

This indicates that people were more interested in Black Friday deals and promotions than Small Business Saturday or Cyber Monday. 

Black Friday Consumer Behavior Statistics

27. 35% of people will start their Black Friday shopping on Thanksgiving 2023. 

(Retail Boss) 

This means that more people will begin their Black Friday shopping on Thanksgiving compared to the previous year. In 2022, 22% of people started their Black Friday shopping on Thanksgiving, and this year, it has increased to 35%. 

This increase reflects a growing trend of consumers starting their holiday shopping earlier, taking advantage of sales and discounts offered by retailers. 

28. Many consumers see Black Friday as a social event. 


The main reason why 73% of shoppers choose to go to physical stores on Black Friday is to find the best deals and discounts. However, for many people, it’s also a social occasion. 

About 46% of shoppers see it as a yearly tradition to enjoy shopping with friends or family. 

Additionally, 27% of shoppers are motivated by the overall excitement that comes with this holiday. 

29. Black Friday shoppers spend $430 on average. 


Various reports state that the typical Black Friday shopper spends $430.

This number may fluctuate depending on gender, country, and year. For example, in 2023, American men are anticipated to spend $724.46 on average, while women will spend $610.71.

Furthermore, with an average spend of $460 on Black Friday and Cyber Monday, US customers plan to spend the most. 

30. Electronics is the top product Europeans look for when shopping in Black Friday sales. 


In a recent survey report, the top 3 categories European shoppers look out for are ‘electronics,’ ‘clothing and accessories’, and ‘home appliances and decor,’ respectively.

31. 49% of surveyed consumers check and compare Black Friday prices more frequently than last year. 


41% are more likely to buy more based on deals and promotions. 

It is common for shoppers to compare prices among retailers to ensure they get the best deals. 

When they compare and are satisfied with the quality of the product, they can make their purchase. 

32. In Black Friday 2022, BNPL orders increased by 78%. 

(Tech Crunch)

33. In terms of gender, men had more of a tendency to spend on Black Friday 2023 in the U.K. 


While approximately 87% of each gender population planned to shop for deals on Black Friday, men prepared to spend over £205 compared to £174 for women. 

Men were also planning to spend over $100 more than women in the US, with American men spending an average of $724.46 compared to $610.71 for women. 

34. According to Spotify, mobile purchases were 76%, and desktop purchases were 24%. 

(Retail Dive)

Spotify has a significant user base on both mobile and desktop platforms, and the company has tried to improve the user experience on both platforms. 

The desktop version of Spotify has a more expansive and feature-rich user interface than the mobile app. 

However, the mobile version offers a more compact and mobile-friendly experience, which most people need. For a better customer experience, convenience is essential. 

Black Friday Statistics by Region

Black Friday in U.S Statistics 

  • 35. Nearly 155 million Americans shopped during Black Friday 2021. (WesternUnion)
  • 36. American consumers spent $8.9 billion online during Black Friday 2021. This is a 7.5% increase from the previous year. (CNBC)
  • 37. The total Black Friday online sales in the U.S. amounted to $16.4 billion. (Retail Dive)
  • 38. For 78% of men in the U.S., electronics is the top product category they specifically look out for during Black Friday and Cyber Monday deals. (Statista)

Although 60% of women also desired to buy electronics, the most popular product category is clothing and accessories. 

  • 39. U.S. consumers spent an average of $390.19 on Black Friday purchases. (Statista)
  • 40.  In the U.S., 41% of Black Friday spending is via Amazon. (Wunderman Thompson)

Amazon is a top-rated retail platform worldwide, with even more users in the U.S. However, as another big retail giant, Walmart follows in second place with 25%.

  • 41. Over half (51%) of surveyed U.S. consumers say they get their best purchase deals on Black Friday. (Wunderman Thompson)

Despite some experts saying that Black Friday deals are not always the best prices of the year, many consumers still plan to take advantage of the five-day shopping event. 

According to a survey by the accounting and consulting firm PwC, nearly 1 in 5 Americans still plan to do “most of their shopping” on Black Friday. 

  • 42. Up to 42% of U.S. consumers found Black Friday 2022 to be anticlimactic. 

(Wunderman Thompson)

Another 42% said they were disappointed with the available offers. 

  • 43. 47% of U.S. consumers believe they got better deals on Black Friday when it was only just one day. 
  • 44. 33% of U.S. consumers regretted spontaneous Black Friday purchases. 
  • 45. 36% of shoppers admit they like to treat themselves to Black Friday deals. 
  • 46. Only 12% of consumers believe they are the primary beneficiaries. 

However, 31% believe the retail industry is the biggest winner in Black Friday sales. Another 23% say it’s Amazon, and 17% say it’s Walmart.

The Black Friday weekend generated a record $9.8 billion in U.S. online sales, up 7.5% from last year. However, the median decline in Black Friday sales was 4% for 40 companies that generated a higher percentage of year-to-date sales from the event. 

  • 47. Amazon was declared the winner of the Black Friday sales in 2022, as it accounted for over 40% of the sales. 

Amazon’s Black Friday and Cyber Monday holiday shopping event was declared its “biggest ever,” with customers worldwide purchasing more than one billion items on Amazon. 

The company also noted that shoppers saved nearly 70% more on Amazon during the 11 days of deals compared to the previous year. 

  • 48. 58% of U.S. Black Friday shoppers say Amazon is their best source for finding deals. 

Walmart comes in second place with 50%, and search engines have 30%. 

  • 49. 44% of consumers say they received too many Black Friday emails from retailers promoting deals and discounts. 

Retailers use emails as a form of Black Friday advertising. Unfortunately, they use it a little too much. A few weeks before the Black Friday season, retailers began sending too many Black Friday deals and promotions emails to get consumers to interact and respond to their sales. 

There’s a high tendency for most of these emails to be flagged as spam and go unread.

  • 50. 70% of consumers said more significant discounts are why they would buy more on Black Friday deals. 

Also, 36% agreed they would spend more on Black Friday deals if better products were available. 

  • 51. Only 5% of U.S. consumers say advertising campaigns persuade them to spend more on Black Friday deals. 

8% say the advertising campaigns have to be more targeted for them to be persuaded to spend more. On the other hand, 12% agree more personalized offers will convince them. 

  • 52. 77% of older people (45-54 years old) say bigger discounts will persuade them to spend more. 

57% of younger people (16-24 years old) agree the same. However, for younger people, faster delivery is their top reason to spend more. 

  • 53. 44% of consumers believe Black Friday deals are misleading. 

Consumers have more considerations at play this year, including the environmental impact of their purchases. Almost a third (30%) of consumers re-evaluate their Black Friday shopping habits due to sustainability concerns. 

Retailers, brands, and marketplaces must be as authentic and transparent as possible with pricing and promotions to regain consumer trust. 

  • 54. 47% of consumers believe there should be stricter rules on how retailers present and apply Black Friday discounts. 
  • 55. 30% of U.S. consumers say air pollution, climate change, and fast fashion waste will make them spend less on Black Friday deals. 
  • 56. 39% of consumers check if a brand is sustainable before purchasing any deal. 

Furthermore, the same percentage (39%) purchase products on Amazon that are Climate Pledge Friendly. 

  • 57. Over half (60%) of consumers say they would instead choose sustainable delivery options during Black Friday. 
  • 58. 9% of consumers say environmental practices will encourage them to spend more on Black Friday. 
  • 59. Over 97% of Americans confess they are willing to share personal information to get a Black Friday deal. (NordVPN)

Americans are willing to disclose personal information like their full name, banking information, email address, or credit card details for a discount or freebie from retailers.

  • 60. Online transactions in the U.S. increased by 13% during Black Friday. Hence, sales increased by $374% compared to October. 

This increase can be attributed to a rush of deep discounts, the growth of flexible payment options, and the ease of comparing deals online. 

The significant growth in online sales led to a substantial increase in overall sales compared to October. The 13% increase in online transactions during Black Friday contributed to a 374% surge in sales compared to October. 

  • 61. 61% of U.S. consumers believe they will find better deals online than offline stores. 

Additionally, 74% of consumers search for the best deals online. 

  • 62. In a U.S. survey, about 40% of consumers said they’d shop in-store during Black Friday. 

Black Friday in the UK Statistics

  • 63. 46% of UK consumers say they planned to shop for electricals during the Black Friday and Cyber Monday sales period. 

The data indicates that Black Friday and Cyber Monday have become significant shopping events for UK consumers. 

Almost half of surveyed UK consumers intend to take advantage of the discounts and promotions offered.

  • 64. Over 50% of UK Black Friday shoppers planned to shop on Amazon on the sales day. 

Additionally, another 16% prefer to shop on any retailer site of their choice. 

Amazon makes it easy for customers to find deals they’re interested in with personalized recommendations. 

Customers can see a customized deals list based on items previously saved to lists and get deal recommendations based on browsing history with ‘Keep Shopping For.’  

  • 65. Most people (62%) in the U.K. prefer waiting until the main Black Friday day to start their purchases. 
  • 66. In Black Friday 2022, 77% of the Black Friday spending in the U.K. was online. 

This is an increase from the 73% in 2021. 

  • 67. In the UK, Gen-Z planned to spend an average of £176, making them the biggest spending generation on Black Friday. 
  • 68. Greater London is the region that planned to spend the most on UK Black Friday 2023. 
  • 69. Although online spending has been the most used channel on Black Friday, offline spending is projected to increase in 2023, reaching 45%. 

In the U.K., offline shopping is gaining momentum as shoppers desire to go to physical stores.

Although online shopping offers benefits like convenience and less energy, physical stores allow you to check the shape, size, and quality of the products you are purchasing. 

Most consumers prefer to see and touch a product before purchasing it to ensure they get exactly what they paid for. 

  • 70. 50% of surveyed UK consumers cited “best value for money” and “low prices” as the most important criteria that influence their purchasing decisions. 
  • 71. In a UK survey of over 2000 respondents, over 50% say their primary reason for Black Friday shopping is to get early Christmas gifts. 

Black Friday marks the beginning of the holiday season shopping. Retailers often release their best deals during this time, after which most prices will return to normal. 

Therefore, consumers use Black Friday to sort through various items and buy valuable gifts at a discount price. 

  • 72. The total offline Black Friday sales in the U.K. is projected to amount to £8.74 billion. 

From this total amount, offline stores will account for £3.9 billion. 

Black Friday in France Statistics

  • 73. Over 30% of surveyed consumers in France planned to spend less in the 2023 Black Friday sales, less than they did in previous years. 
  • 74. A majority (57%) of French consumers say they wait till Black Friday to shop for some of their Christmas gifts. 

18% say they prefer to wait to shop for their Christmas gifts. However, 17% say they don’t wait till they buy Christmas gifts on Black Friday. 8% say they don’t buy Christmas gifts at all.

  • 75. The average budget for Black Friday sales in France is €309. 
  • 76. 40% of Gen Z shoppers in France say they were very sure of shopping Black Friday before it came. 
  • 77. 74% of Millennials prefer to shop exclusively online for Black Friday and Cyber Monday deals. 70% of Gen-Z prefer to do the same. 
  • 78. In a 2023 survey, 20% of French consumers intended to maintain sustainability while shopping for Black Friday deals. 

Black Friday in Italy Statistics

  • 79. 70% of surveyed consumers in Italy planned to shop exclusively online for their Black Friday deals. 

Spain and France had 50% of shoppers who planned to do the same. 

  • 80. Almost 80% of surveyed Italians planned to shop during Black Friday 2023. 
  • 81. The most sought-after product during Italy’s Black Friday 2023 was consumer electronics. 

However, Fashion items were the second most sought-after, with 62% of consumers saying they wanted to purchase such items. 

  • 82. 74% of male Italian consumers say they plan to buy electronics and home appliances during the Black Friday sales. 

Likewise, 60% of women intended to do the same.

  • 83. Like most other countries, Amazon is the most used retail platform for most Italians (80%) during Black Friday. 

Mediaworld (51%) and Unieuro (48%) are also among the most used as they fall under second and third place, respectively. 

  • 84. 37% of Italians say they don’t participate in Black Friday purchases because they “don’t believe it’s an occasion to save money.” 

Slightly close, 36% don’t participate because they don’t know if they’ll need anything. 

  • 85. In Black Friday 2023, more Italians intend to reduce their spending on non-food goods. 
  • 86. Despite this, up to 79% of Italians planned to shop on Black Friday and Cyber Monday sales. 
  • 87. The average budget for Italian Black Friday shoppers is €256. 

The same survey also revealed that 27.5% of respondents planned to invest a budget of a maximum €100. 

Furthermore, 52% planned to spend around €200 – €400, and the remaining 21.1% planned to spend a maximum of €500. This shows that Italian consumers take Black Friday seriously and plan it. 

  • 88. 73% of Italian shoppers intend to shop for themselves during Black Friday 2023.
  • 89. In Italy, Gen-Z consumers care more for the environment when shopping than other generations. 

54% of Italian Gen-Z consumers consider the environment when selecting where to purchase from during Black Friday. For other generations, only less than 40% of consumers cared about the environment. 

  • 90. 74% of consumers in Italy say they plan to compare prices between different retailers before finally making a purchase.

Compared to last year, Italians are now more careful about their money and what they spend it on. 

  • 91. Almost 20% of Gen-Zers in Italy already knew what they wanted to purchase on Black Friday 2022. 
  • 92. Compared to women, Italian men plan to spend more during Black Friday 2023. 

Men plan to spend an average of €282, while women plan to spend €222 on average. 

Black Friday in Spain Statistics

  • 93. In Spain’s 2023 Black Friday, male consumers are expected to spend more than female consumers, with €175. 
  • 94. Over half of the Spanish consumers intending to participate in the 2023 Black Friday want to purchase Fashion products. 
  • 95. In Spain, sales of Fashion and luxury products are 400% more during Black Friday than any other day. 
  • 96. Over two-thirds of surveyed Spaniards say they plan to do their Black Friday shopping online. 
  • 97. Although Black Friday is also popular in Spain, most Spaniards confirmed they won’t purchase anything on Black Friday. 

Black Friday in the Netherlands Statistics 

  • 98. Up to 40% of Dutch consumers believe Black Friday is an outdated tradition. 

According to a 2022 survey, up to 40% of Dutch consumers consider Black Friday an outdated tradition. 

This belief is possibly due to a shift in consumer behavior, increased focus on sustainability, the availability of deals throughout the year, and skepticism about the authenticity of Black Friday discounts

  • 99. One-third of consumers planned to participate in Black Friday 2023.
  • 100. Over one-third of Netherlands consumers believe Black Friday should be abolished.

However, a good number of them were baby boomers. Only a few Gen-Zers were of the same notion. 

  • 101. 30% of Dutch shoppers intend to buy footwear during Black Friday 2023.
  • 102. 37% of Dutch consumers agree that retailers should close their doors during the Black Friday craze.

Dutch consumers have mixed opinions on Black Friday, with 56% participating in shopping and nearly half spending more than the previous year. Also, 45% made online purchases in 2023, and 50% found Green Friday appealing as an alternative to the event. 

  • 103. Green Friday, an anti-Black-Friday initiative, is slowly becoming popular among Netherlands consumers.

Green Friday aims to spread awareness about the negative impact overspending and consumption can have on society and the environment. 

  • 104. A good number (about one-third) of Dutch consumers planned to opt out of Black Friday due to the inflation in the price of groceries.

In the Netherlands, 56% of consumers participated in Black Friday, representing a five-point decrease compared to the previous year. 

The rising cost of living and inflation have contributed to this decrease in participation. In February 2023, Dutch inflation reached 8.0%, with consumer goods and services being 8.0% more expensive than in the same month last year

  • 105. 75% of surveyed Dutch consumers say Black Friday makes people most likely to buy unnecessary products.

Enthusiastic purchasing behavior on Black Friday in the Netherlands has increased, with 59% of respondents participating in 2023, compared to 56% in 2022. 

The top three most purchased categories were clothing, electronics, and beauty products, all purchased more than the previous year. 

However, a majority Of consumers feel these items and more are unnecessary.

Black Friday Challenges Statistics

  • 106. 60% of Gen-Z shoppers regret their past Black Friday purchases. This makes them the generation with the most Black Friday purchase regret. 
  • 107. Over 50% of men and 38% of women in France believe Black Friday is another ruse by retailers to make consumers spend more money. 

However, 35% of women also believe the sale is a good way for consumers to save money. 

Black Friday Scam Statistics

  • 108. Up to 34 million Americans are scammed on Black Friday.
  • 109. Over 40% of surveyed U.S. consumers have been scammed during Black Friday sales. 
  • 110. 54% of consumers say they will most likely reveal their email address. 

51% admit they will reveal their name. This may not sound too serious. However, 5% say they will give their credit card details, and 2% will give their Social Security Number (SSN). 

This just shows that people are willing to do anything for a discount. Giving your name or email address may not be so bad, but revealing more personal information can expose you to scammers. 

NordVPN also reported that 4% of U.S bargain hunters are willing to give their children’s names to receive retail. 12% will reveal their employer’s identity. 

  • 111. According to 2023 research, up to 92,259 spam emails with the keyword “Black Friday” were detected in the first two weeks of November. 
  • 112. In October 2023, there was a ‘three-fold increase’ in the number of websites with “Black Friday” in their domains. 

These websites are non-existent stores or decoys of real websites. The goal of these fraudsters is to use the Black Friday fever to deceive unsuspecting and eager shoppers. 

The fraudsters use schemes like advertising products at incredibly low prices, deceiving shoppers they are getting a better deal. 

Other times, the fraudsters will steal shoppers’ money by telling them to link their cards to make a purchase. Once the online shoppers do that, the fraudsters withdraw all their money from the card. 

  • 113. In the U.K Black Friday 2022, the scams increased by 22%. 

On average, shoppers lost £970 (almost 1000 pounds)

  • 114. 56% of all Black Friday-themed spam from October 26 to November 13 were real marketing. However, the other percentage were scams. 
  • 115. The U.S. is the country with the highest volume of Black Friday spam. 

France grew by 10% to become second place. 

According to Bitdefender, the US still has the highest volume of Black Friday spam, receiving 27% of all Black Friday spam emails in 2022. 

However, in 2023, France grew by 10% to become the second country with the highest volume of Black Friday spam, receiving 15% of the total

  • 116. Amazon, Aldi, Walmart, and Target are among the most impersonated brands by Black Friday scammers. 
  • 117. With 34%, the finance industry is one of the most targeted industries with phishing campaigns. 

Black Friday Retailers Statistics

118. During the week leading to Black Friday, retailers experienced a 9% increase in web traffic. 


119. Retailers offering a pickup option grew their revenue by 50% more than retailers who did not. 


This increase is linked to the improved convenience and flexibility afforded to customers through the availability of pickup choices. 

According to Salesforce statistics, shops with curbside, drive-through, and in-store pickup options enjoyed 32% higher online sales growth during Cyber Week than retailers without these alternatives.  

120. General footwear and handbags were the highest-sold items in the U.S. Black Friday sales. 

(Retail Dive)

Sporting goods and health came in second and third place, respectively.

Cyber Monday Statistics

121. Cyber Monday sales totaled $11.3 billion in 2022. 


Over the years, Cyber Monday has grown to become one of the biggest online shopping days, especially in the U.S. 

122. In 2023, consumers spent $12.4 billion on Cyber Monday sales. 


This is a 9.6% increase from the previous year. 

123. Cyber Monday remains the highest overall traffic day, even in 2023. Black Friday also still maintains its “saecond highest” position. 


Cyber Monday is the biggest online shopping day of the year, with consumers expected to spend between $12 billion and $12.4 billion in 2023, according to Adobe Analytics. Retailers have extended their Cyber Monday sales to a days-long event that begins over the weekend. 

Online sales on Cyber Weekend, the days between Black Friday and Cyber Monday, exceeded Black Friday e-commerce sales, with U.S. consumers spending $10.3 billion on the Saturday and Sunday following Thanksgiving in 2023. 

124. During Cyber Monday, consumers spent $12.8 million every minute at the peak hour. 


Peak hour is when sales are highest, that is, between 8-9 pm. Every minute of the hour, consumers from all over the world are making a discount purchase. 

125. During the peak hour of Cyber Monday sales, buyers spend up to $15.6 million per minute — 10 pm –11 pm EST 

(Business Intelligence)

The increase in spending during Cyber Monday highlights consumers’ enthusiasm for finding discounts and deals during the holiday shopping season. This enthusiasm is evident in the record-breaking online expenditures of $12.4 billion, which surpassed the previous year’s total by 9.6%. 

126. 60% of Italians planned to shop during Cyber Monday. 


This is likely due to the high awareness of the event, a preference for online shopping, attractive discounts, and increased lead acquisition compared to regular shopping days. 


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