This post summarises ecommerce stats for Black Friday 2024. Black Friday is, of course, one of the biggest days in the retail calendar. For most merchants, it or Cyber Monday will be the number one day for orders or revenue. Some use it as an opportunity to sell excess stock, some as an opportunity to gain new customers, and some just treat it as a day to discount some products hoping to gain additional orders whether those come from loyal buyers or casual new visitors.
Though some question whether Black Friday has had its day, and ‘Singles Day’ in China on 11th November had a sales drop for the first time in history vs prior year, it seems from stats on Black Friday 2024 that all doubts were wrong.
Black Friday Stats – USA
Looking at stats for the US market:
- US consumers spent £10.8 billion on Black Friday in 2024, up from £9.8 billion in 2023, according to Adobe Analytics.
- Mobile devices accounted for 55% of sales, according to Barron’s
- Compared to an average day, sales of toys were up by 622%, sales of jewellery were up 561%, sales of appliances were up 476% (compared to an average day in October, the month prior)
Black Friday Stats – UK
In the UK, Brits also planned to spend more:
- In the UK, Brits planned to spend £3.8 billion across Black Friday and Cyber Monday https://www.finder.com/uk/banking/black-friday-statistics
- 3 in every 5 UK adults planned to spend across the weekend (31 million people)
Shopify Black Friday Stats
Shopify, the extraordinarily popular midmarket ecommerce platform, is very vocal each year about its Black Friday performance. This year they became the first advertiser to use APIs to project onto the Las Vegas Sphere, showing live stats of their sales across the globe. As a result, their share price jumped to a 1-year high, continuing its growth over recent months, up 58% vs this time last year.
Shopify released super impressive stats for Black Friday itself:
- Merchants drove a $5 billion Black Friday in sales (GMV)
- Peak sales / minute for yesterday = $4.6 million
- 45 million peak database queries per second, peak database writes was 7.6 million per second
Looking at the last few years of Shopify sales on Black Friday, they’ve grown each year, and are now at double their 2020 levels:
- 2020: $2.4 billion
- 2021: $2.9 billion
- 2022: $3.4 billion
- 2023: $4.1 billion
- 2024: $5 billion! Up 22% from 2023.
Though Google Trends shows searches for the core term ‘Black Friday’ are down vs the peak year of 2019, it seems from most sources that actual sales are still nicely up.
