Black Friday Ecommerce Statistics
A sourced, dated roundup of 2025 Black Friday and Cyber Monday ecommerce statistics from Adobe, Salesforce and Shopify. It covers online sales, mobile share, average cart size, discount depth and checkout behaviour, plus what each number means for your peak-season plan.
Black Friday Ecommerce Statistics
Sourced, dated figures on Black Friday and Cyber Monday online sales, mobile share, order value, discounts and checkout behaviour.
Black Friday ecommerce statistics measure online shopping across Cyber Week: the five days from Thanksgiving to Cyber Monday. The main publishers are Adobe Analytics (based on more than 1 trillion visits to US retail sites), Salesforce (global shopping data, including some in-store sales) and Shopify (sales across its own merchants). Each one measures a different thing, so their headline totals never match.
For a store owner, the useful numbers are not the record totals. They are the ratios: what share of revenue comes from mobile, how deep competitors discount, how basket size moves, and how much demand shifts from Black Friday to Cyber Monday. Those are the figures this page collects, with a source and year on every one.
Key statistics
US shoppers spent a record $11.8 billion online on Black Friday 2025, up 9.1% from $10.8 billion in 2024 (Adobe, 2025). Cyber Monday 2025 set the all-time single-day US online record at $14.25 billion, up 7.1% year over year (Adobe, 2025). US online spending across Cyber Week 2025, Thanksgiving to Cyber Monday, reached $44.2 billion, up 7.7% (Adobe, 2025). Mobile devices drove 55.2% of US online sales on Black Friday 2025, about $6.5 billion (Adobe, 2025). Mobile devices placed 70% of US online orders and 69% of global online orders on Black Friday 2025 (Salesforce, 2025). Average US discount rates peaked at 28% on Black Friday 2025 (Salesforce, 2025). Shopify merchants sold a record $14.6 billion over the BFCM 2025 weekend, up 27% year over year (Shopify, 2025). The average cart on Shopify over BFCM 2025 was $114.70 (Shopify, 2025). US order volumes on Black Friday 2025 fell 1% year over year, while average selling prices rose 7% (Salesforce, 2025).
Every figure below comes with its publisher and the year it covers. Most are from the 2025 season recaps published in early December 2025. Where a well-known older figure helps show the trend, it appears next to the newer one. Where no reliable public source exists, such as peak-day conversion-rate uplift, the figure is labelled as a Metricuno estimate.
Black Friday and Cyber Monday online sales in 2025
Headline Black Friday and Cyber Week 2025 sales by data source
| Metric (2025) | Value | YoY change | Source / scope |
|---|---|---|---|
| Black Friday US online sales | $11.8B | +9.1% | Adobe — US online only |
| Cyber Monday US online sales | $14.25B | +7.1% | Adobe — US online only |
| Cyber Week (Cyber 5) US online sales | $44.2B | +7.7% | Adobe — Thanksgiving to Cyber Monday |
| Black Friday global sales | $79B | +6% | Salesforce — global |
| Black Friday US sales | $18B | +3% | Salesforce — US |
| Cyber Monday global online sales | $53B | +7% | Salesforce — global |
| Cyber Week global sales | $336.6B | +7% | Salesforce — global, 25 Nov to 1 Dec |
| Cyber Week US sales | $79.6B | +5% | Salesforce — US |
| Shopify merchants, BFCM weekend | $14.6B | +27% (+24% constant currency) | Shopify — global, includes in-store |
| US holiday season online sales (forecast) | $253.4B | +5.3% | Adobe — 1 Nov to 31 Dec |
The totals differ because the scope differs. Adobe tracks US online spending only. Salesforce's Black Friday figure covers global shopping across its retail customers, and its Cyber Week window runs 25 November to 1 December. Shopify reports sales across its own merchants, including in-store. When you quote a number, name the source with it.
Cyber Monday is still the biggest single online day, but it is losing ground. Adobe's data put Cyber Monday at 32.2% of Cyber 5 online sales in 2025, the second year in a row its share fell. Black Friday grew faster (+9.1% against +7.1%). Demand is spreading across the whole week instead of piling onto Monday.
Demand also peaks at different times of day. Adobe reported US shoppers spending $12.5 million a minute between 10 a.m. and 2 p.m. on Black Friday 2025, and $16 million a minute between 8 and 10 p.m. ET on Cyber Monday. Shopify's peak was $5.1 million a minute at 12:01 p.m. EST on Black Friday. More than 94,900 Shopify merchants had their best day ever.
Growth trend and mobile share
US online spending on Black Friday and Cyber Monday, 2019–2025 ($ billions)
Black Friday
Cyber Monday
According to Adobe, US online spending on Black Friday more than doubled between 2017 and 2025. It fell only once, in 2021, to $8.9 billion. Ten years earlier it was $3.54 billion, so 2025 is more than three times that. Growth has settled at 7–10% a year, which is solid but no longer explosive. Most of the extra revenue is now won by stores that convert better, not handed out by a bigger market.
Mobile is now the main channel for buying, not just browsing. In Adobe's data, mobile drove 55.2% of US online sales on Black Friday 2025 and 57.5% on Cyber Monday. On Cyber Monday 2020 the figure was 41.4%. On Thanksgiving 2025 mobile share passed 60% for the first time (61.6%). Across the full 2025 holiday season it was 56.4%, up from 54.5% in 2024.
Salesforce reports a higher figure because it counts orders, not revenue: 70% of US online orders on Black Friday 2025 came from mobile devices. The gap tells you that mobile orders are smaller on average than desktop orders. Mobile wallets paid for 29% of US orders and 27% of global orders. Buy now, pay later (BNPL) drove $747.5 million of US online spending on Black Friday and more than $1 billion on Cyber Monday (Adobe, 2025).
Order value, discount depth and cart abandonment at peak
Basket, discount and checkout benchmarks for BFCM. Rows marked * are Metricuno estimates drawn from the sources above, not published figures.
| Metric | Figure | Year | Source |
|---|---|---|---|
| Average cart price, Shopify BFCM | $114.70 ($112.29 constant currency) | 2025 | Shopify |
| Average cart price, Shopify BFCM | $108.56 | 2024 | Shopify |
| Average US discount rate at peak | 28% | Black Friday 2025 | Salesforce |
| Peak discount: electronics | 30% off list | Cyber Week 2025 (forecast) | Adobe |
| Peak discount: toys | 27% off list | Cyber Week 2025 (forecast) | Adobe |
| Peak discount: apparel | 26% off list | Cyber Week 2025 (forecast) | Adobe |
| Peak discount: computers | 24% off list | Cyber Week 2025 (forecast) | Adobe |
| US order volume, YoY | −1% | Black Friday 2025 | Salesforce |
| US average selling price, YoY | +7% | Black Friday 2025 | Salesforce |
| US units per transaction, YoY | −2% | Black Friday 2025 | Salesforce |
| Average online cart abandonment, all days | 70.19% | 2024 (49 studies) | Baymard Institute |
| Conversion rate on Black Friday vs a normal November day* | Roughly 1.5–2.5× | 2025 | Metricuno estimate |
| Cart abandonment on peak days vs baseline* | Within ±5 points of baseline | 2025 | Metricuno estimate |
The 2025 basket story is about price, not volume. US shoppers placed slightly fewer orders (−1%) with fewer items per order (−2%), but paid 7% more per item (Salesforce). Shopify's average cart rose from $108.56 in 2024 to $114.70. If your Black Friday revenue grew while order count stayed flat, you are seeing the same pattern as the market.
Discounts are deep but have levelled off. Salesforce found average US discounts peaked at 28%, and Adobe's forecast had electronics around 30% and apparel around 26%. Beauty and apparel brands that match those discounts across the whole range usually give away more margin than the extra volume earns back. Targeted bundles or a gift-with-purchase tend to protect contribution margin better.
Cart abandonment is the number most often misquoted. Baymard's 70.19% is an average across all days and all studies, not a peak-day figure. In our experience, abandonment on Black Friday stays close to baseline because both add-to-carts and purchases rise. The more useful peak signal is checkout drop-off by device. Mobile carries over 55% of revenue, so a slow mobile checkout costs the most.
How to use these numbers
Compare like with like. Adobe's figures are US online revenue, Salesforce's are orders and sales across its retail customers, and Shopify's cover its own merchants including in-store. Use the ratios (mobile share, year-over-year growth, discount depth, average cart change) as benchmarks for your own store, not the multi-billion-dollar totals. If your mobile revenue share on Black Friday is well below 55%, or your average cart fell while Shopify's rose 5.7%, find the leak before next November.
What these figures mean for your peak-season plan
Plan for a peak week, not a peak day. Cyber Monday's share of Cyber 5 is falling, Thanksgiving's mobile share has passed 60%, and Adobe expected 10 days of the 2025 season to each go over $5 billion. Launch offers early, keep stock and site capacity stable through Monday night, and judge results on the whole week.
Protect margin with merchandising rather than blanket discounts. Average selling prices rose 7% while volumes fell, which suggests shoppers will pay for the right product at a fair discount. Test tiered offers, bundles and free-shipping thresholds against a flat sitewide percentage in October. Testing before the traffic arrives gives you a confident result in time to use it on Black Friday.
Treat site speed and mobile checkout as revenue lines. Every extra script you add for peak (a countdown timer, a pop-up, a heatmap tag) adds weight to the pages that now carry most of the revenue. This is the core work of Ecommerce CRO before peak: audit last year's funnel by device, fix the biggest drop-off, and remove tags that slow the page and add nothing.
Last, keep your history. Peak-season analysis depends on comparing this November with the last two. If you are moving analytics tools, bring your historical GA4 data with you so your Black Friday 2026 numbers have a real baseline, not an empty dashboard.
Black Friday ecommerce statistics: FAQs
US shoppers spent a record $11.8 billion online on Black Friday 2025, up 9.1% from $10.8 billion in 2024, according to Adobe. Salesforce, which measures differently and includes some in-store sales, put Black Friday at $79 billion globally and $18 billion in the US.
Cyber Monday is still bigger. It reached $14.25 billion in US online sales in 2025, against $11.8 billion on Black Friday (Adobe). But Black Friday is growing faster, and Cyber Monday's share of Cyber 5 sales fell for the second year in a row, to 32.2%.
Adobe reports that mobile drove 55.2% of US online revenue on Black Friday 2025 and 57.5% on Cyber Monday. Salesforce counts orders instead and reports that 70% of US online orders were placed on mobile. The gap shows that mobile orders are smaller on average than desktop orders.
Shopify reported an average cart of $114.70 across its merchants over BFCM 2025, up from $108.56 in 2024. Salesforce found US average selling prices up 7% on Black Friday 2025 while units per transaction fell 2%.
Salesforce reported that average US discount rates peaked at 28% on Black Friday 2025. Adobe's 2025 forecast put peak discounts at about 30% off list for electronics, 27% for toys, 26% for apparel and 24% for computers. Discount depth has been broadly flat compared with 2024.
Yes. Purchase intent and promotional traffic both rise, and in our experience stores in the €1M–€15M range often see roughly 1.5–2.5× their normal November conversion rate. Treat that as a Metricuno estimate, not a published benchmark. The uplift is usually smaller on mobile and on paid social traffic.
The best-known benchmark is Baymard Institute's 70.19% average online cart abandonment rate (2024, 49 studies), which covers all days of the year. On peak days, abandonment usually stays close to your own baseline because add-to-carts and orders both rise. Look at checkout drop-off by device rather than the overall rate.
Shopify merchants sold a record $14.6 billion over the BFCM 2025 weekend, up 27% year over year (24% at constant currency). More than 81 million customers bought from Shopify stores, sales peaked at $5.1 million a minute, and the top categories were cosmetics, clothing, activewear and fitness.
Adobe reported US online spending of $12.5 million a minute between 10 a.m. and 2 p.m. on Black Friday 2025. Shopify's global peak came at 12:01 p.m. EST. On Cyber Monday the peak moves to the evening, with $16 million a minute between 8 and 10 p.m. ET.
Start with last year's funnel broken down by device, and fix the biggest mobile drop-off first, because mobile carries more than half of peak revenue. Test offer structures such as bundles, thresholds and tiered discounts in October, when you have enough time to reach a result. Then cut scripts that slow down product and checkout pages.
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