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Black Friday Statistics: What was the most sold item on Black Friday?

Millions of people across the globe shop on Black Friday every year, but how does this day get so popular? Black Friday originated in the 1960s in the city of Philadelphia in the US to describe the chaotic shopping holiday engaged in the post-US Thanksgiving, which often creates several discomforts ranging from traffic jams to accidents, among other unpleasant issues.

Though perceived as chaotic, retailers did not appreciate this connotation as they saw the day otherwise. However, this day did not come to stay until the 1980s when city merchants began to spread the term to mean the busiest day of the year where retailers experience the largest sales with massive profits, and shoppers get special discounts.

Sold item on Black Friday

Although started in the U.S, Black Friday has gained global significance. In 2019 U.S. sales amassed to 7.4 billion. 189 million Americans shopped on this day, but the figure was later dropped by the high heat of COVID-19 to 186 million. Shopping on Black Friday surged by 22% in 2020 as consumers engaged in online shopping that year because of the pandemic hence, adding up to $9 million in online sales during the event. In 2021 a good record was reached as nearly 155 million U.S citizens shopped during Black Friday, and this make retail sales  grow by 14.1%, amounting to $886.7-billion. In this article, we will evaluate the statistics of Black Friday.

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Key Black Friday Statistics

  • About 155 million Americans shopped during Black Friday 2021.
  • 88 million buyers made a purchase online on Black Friday in 2021.
  • 4% of Black Friday sales happened through mobile phones.
  • 5 million Americans shopped in-store during Black Friday 2021.
  • 5 million E-mails are sent on Black Friday, more than any other day.

Top Black Friday Statistics and Facts

How Many People Shopped on Black Friday in 2021?

Shopped on Black Friday in 2021

In 2019 due to the global pandemic, Black Friday sales dropped by high value resulting to low patronage on retailers’ side and goods inflation with no discount to the shoppers. But by the end of 2020, sales amassed by 22%, of which 2021 was a very huge success despite the pandemic struggles and supply-chain disruptions. In 2021, retail sales surged by 14.1% more than in 2020, amounting to $886.7 billion. However, nearly 155 million Americans shopped during Black Friday 2021. This was a new record attained.

[Sources: Statista , Finances Online]

How Much was Spent on Black Friday in 2021?

Spent on Black Friday in 2021

Shoppers are said to budget before for this day, and by statistics, no counter intuition. Many citizens who involve in purchases on this day affirm it is a period worth the chase. Goods are favorably sold with special discounted value coupled with free shipping. Often times when compared and contrast, it is 50/50; just as the retailers experience massive patronage, so does the value they give to the consumers, irrespective of your planned interest and status. In 2021, American consumers spent $8.9 billion during Black Friday, though the amount was down by 1.3% from the $9 billion spent in 2020.

[Sources: Business Insider, Business.adobe]

What is the Demographic of Black Friday?


In 2021, shoppers between ages 35-44 took a bigger part in the Black Friday event, with a shopping percentage of 34%, 18-24 age range have 24%, while, age 55-64 shop at 25% and 65 have at  24%.


By statistics, in 2021, men are seen to participate in Black Friday more than women, with a slight percentage figure of 55.2%  compared to 54.4% of women. Also, they’re just as likely as one another to shop for a good deal, with 11% of both sexes shopping for the same reason. However, women don't take chances when it comes to shopping on Black Friday as the gap has taken a turn. A recently conducted survey shows that 29% of women planned to make a purchase on 2022  black Friday compared to 27% of men.


The Black Friday shopping event, which started in the U.S., has gained significance across the globe. In 2021, 129 countries embraced and participate in this day globally. The U.S. still has the highest online search interest for Black Friday, with over  21.2% of the search volume. Germany ranks second with 12.9%  in the third place is Brazil has 11%, then the U.K with 10.3% search volume.

Profiling Black Friday Shoppers

[Sources: Statista , Finder, Black Friday]

What is the Most Sold Items on Black Friday 2021?

Sold Items on Black Friday 2021

Below are the top 10 most sold items.

  • Apple AirPods Pro.
  • Revlon One-Step Hair Dryer and Volumizer. 327,000 black Friday shoppers—are obsessed with it.
  • iRobot Roomba i6+
  • TCL 65-inch 6-Series 4K QLED Smart TV. Also available in 55- and 75-inch sizes.
  • Crest 3D White Professional Effects Whitestrips. Have more than 53,000 glowing reviews.
  • Cuisinart Multiclad Pro Stainless Steel Cookware Set.
  • Oculus Quest 2 Virtual Reality Headset.
  • Apple MacBook Air.
  • Winix 5500-2 Air Purifier.
  • Sony WH-1000XM4 Wireless Noise Canceling Headphones.

[Sources: Reviewed, USA Today]

What is the Percentage of Shoppers that Research Online Before Making Purchase on Black Friday?

Percentage of Shoppers that Research Online Before Making Purchase on Black Friday

Information is a powerful tool for any online engagement, and e-commerce stores are no exception. Accurate surfing to get the right information often leads to good purchases. The ability to research purchases is one of the key reasons people shop online instead of in-store. Majority of shoppers research before time about their product of interest. According to a survey, 81% of consumers research  online before heading out to the store or ordering online, and up to 20% of buyers spend an average of 79 days gathering information before making a major purchase.

[Sources: Oberlo, Chainstoreage]

How Much Does the Average Shopper Spent on Holiday Gifts During Black Friday in 2021?

Gift buying is one of the primary reasons why some people await black Friday. Prior to the Christmas holiday, less is definitely not the target. According to National Retail Federation (NRF), 2021  holiday gift-buying began earlier than ever, doubling retail spending every month  before the day of Black Friday. Even so, more people told NRF they plan to shop this key holiday weekend than they do in the previous year. Black Friday remains the day that draws the biggest number of shoppers. Shoppers are expected to spend, on average, $785 on holiday gifts from the market statistics research. Approximately 27% of online shoppers devote around 90% of their budget to purchasing presents on Black Friday.

[Source: National Retail Federation, NPR]

What Payment Gateway is Mostly Used on Black Friday?

Payment Gateway is Mostly Used on Black Friday

Credit cards, debit cards, cash, and PayPal are the most used form of payment on Black Friday. Debit cards surpass credit cards as the most common payment method for in-store Black Friday purchases. About 60% of the purchases were paid with a debit card and 54.3% with a credit card. 2020 Black Friday statistics show about 40% of in-store shoppers used cash, while 25% paid using PayPal. Americans prefer debit card payments and cash for smaller purchases, while using credit cards is for way high and bulky items. As for online Black Friday purchases, 54% of 2020 shoppers used credit cards, 40% with a debit card, and 28% used PayPal.

[Sources: Pymnts, Balancing Everything]

How Much Sale is Made on Black Friday Using Mobile Phones?

Sale is Made on Black Friday Using Mobile Phones

Mobile phones have always been the go-to devices for the masses. Most people prefer to shop using their phone instead of a system as Mobile phones are said to be flexible and handy. As of 2020, smartphones  increasingly accounted for a portion of online sales of $3.6 billion. In 2021, 42.4% of Black Friday sales were made from mobile phones. This was a 2% increase over 2020, with 10% coming from tablets. The overall mobile phone statistics is coming close to accounting for nearly half of all transactions, which will be a major milestone. The usage has been increasing over the years. We may soon see e-commerce revenue generated through mobile phones outweighing desktop-based.

[Soueces: Adobe Business Insights, Tech Crunch]

How Many Americans Don't Find Black Friday Fun?

Black Friday is termed the busiest day of the year. Many await this day of the year to get something affordable, but even with its take-home, not everyone is fond of this day. In fact, there is an anti-capitalist group in the US that does hold protests on the same day against this shopping day, and the protest is tagged ‘Buy Nothing Day'. Since 1997  it has been held on the same day as the Black Friday. However, More than 30% of Americans shop on Black Friday, whereas 43% don't find black Friday shopping interesting.

[Sources: Flicking Facts, Finder]

What is the Amount Shoppers were Expected to Spend During UK Black Friday in 2021?

Amount Shoppers were Expected to Spend During UK Black Friday in 2021

Black Friday, as retailers will convey it is the day where special offers are given at discounted prices. During the outbreak of COVID-19, sales went down, and as well shoppers’ plans were defeated. In 2020 was a 22% rise, while 2021 sail it outstandingly. In 2021  shoppers are expected to spend a total of £9.42 billion over the Black Friday weekend,  both online and offline. Where in-store purchases would  total 3.4 billion. Even though Friday is the main day of shopping, according to the 2021 forecast,  most offline spending will occur on Saturday and Sunday – 15% more than in 2020 when much of the UK’s high street was in lockdown.

[Sources: Statista, The Guardian]

What is the Major Reason Why Shoppers Purchase Goods on Black Friday?

Major Reason Why Shoppers Purchase Goods on Black Friday

In all indications, aside from goods being favorably slashed, free shipping was the  major deciding factor why shoppers make a purchase. About 49% of reluctant shoppers stated free shipping as the top reason for purchasing on Black Friday. 42% of buyers  mentioned free shipping as an essential factor in their decision-making process in 2018. In addition, 20% of shoppers find the option to pay online and pick up in-store as important as well. By increase-level, Black Friday store sales surge by 5% in this segment in years after compared to 2018. Other suiting factors were the 21% user-friendly websites or apps and 36% limited sales time.

[Source: National Retail Federation]

How Many Online Transactions are Made During Black Friday?

During this day, a lot of traffic is generated for retailers, which boosts their chances afterward. Massive purchases are made in different products and, as such, called for several records of transactions. But the interesting factor here is the fact that the majority of these transactions are mobile-sessioned Black Friday 2020 statistics track reveals that more than 500 million online transactions were made, and  70% were mobile-based.

[Source: Sale Cycle]

How Many Countries Does not Engage in Black Friday?

Black Friday has become more and more loudly heard globally. Being the busiest engagement of the year, so many countries have participated in its shopping. With 195 countries in the world, 50-60% celebrate Black Friday in different grounds and styles. Out of all the countries that engage in black Friday, China does not outrightly celebrate this day, they have events similar to black Friday.

Designation Value Percentage
Countries that participate 129 66.15%
Countries that don't participate 37 18.97%
Countries that might participate 29 14.87%
Total Statistics 195 100%

[Sources: Statista, Junglescout]

How much does Average US citizen Spent on Black Friday in 2020?

Average US citizen Spent on Black Friday in 2020

Black Friday is not attributed to a particular status quo, either high-income personality or average, all come to mind when it has to do with the day. In 2021, the average Black Friday spending came in at $430. This was around 5% higher than the average of $410 spent by shoppers in 2020. Mind you, this additional money doesn't completely mean that people shop more. Price was inflated; hence, the holiday’s higher online sales came from inflated prices on products.

[Sources: Deloitte, Spendmenot]

What are the Recorded Dangers on Black Friday?

Recorded Dangers on Black Friday

With the rapid growth of this discounted shopping day, masses are said to save up for this day. Its prevalence has attained global significance. Black Friday is a day well-taken advantage of in the US, and as such many citizens await its due date. Although its recognition has sizable values, this day is as well said to be very chaotic, being the busiest day of the year. By statistics, according to the Black Friday Death Count, the dangers of this day have claimed lives and yield several injuries. From 2006-2020, 14 deaths and 117 injuries were recorded, while in 2021, it increased to 17 death and 125 injuries.

[Source: Black Friday Death Count]

How Many People Shopped Online on Black Friday in 2021?

Online shopping has gradually amassed above  in-store purchases during 2020 as COVID-19 created its massive designation resulting in a swift in the following year. Though it still surpasses the in-store (offline), its huge gap emerge in 2021, when 88 million Americans shop online on black Friday. Just as in-store experiences increased, online holiday sales across November and December add up by 5% year over year worldwide to $1.14 trillion and 9% in the US to $257 billion.

[Source: National Retail Federation]

How Many People Shopped In-Store on Black Friday in 2021?

People Shopped In-Store on Black Friday in 2021

In-store shopping stood back in 2021, with millions of Americans shopping in person on Black Friday. This marked an upfront from the previous year when people limited their shopping to online deals because of the pandemic, which set out limitations for the masses. 2021 was an active and interesting reach, sales and other discounted figures bounced back beyond the previous year. In-store traffic increased by nearly 19%. With the traffic back on in 2021, 66.5 million Americans shopped in-store.

[Sources: National Retail Federation, Truly Experiences]

What Are the Most Searched Products globally on Black Friday in 2021?

Most Searched Products globally on Black Friday in 2021

Black Friday has gained good global recognition. As many await this day to purchase their products of interest, Gamers are not left out. Hence, the most searched product globally on black Friday in 2021 is a video game console called Nintendo Switch, created by Nintendo and  launched in 2017. In November 2021 Nintendo Switch, has 1.22 million searches during the weighing period. The next-most product was Apple Airpods, ranking second with over 550 thousand searches during the month, the third most search is apple watch, which also has some 550 thousand value as the airpod, and Dyson follows with 450 thousand searches.

[Source: Statista]

How Many Marketing Emails are sent on Black Friday?

E-mails are the primary means retailers use to keep their customers abreast. As a marketer, you would certainly want to apply the best strategies to achieve your target in terms  of your email marketing. This method has been utilized in sending notifications or giving vouchers to buyers. On Black Friday, Emails are well and majorly leveraged by retailers. It is actively used to engage and direct an online buyer. Also after purchases  receipts of transactions are issued to shoppers through their respective emails for confirmation and verification. Therefore lots of mails are sent this day. According to a study, 116.5 million emails were delivered on black Friday, more than any other single day.

[Sources:, Campaign Monitor]

What E-commerce Stores have the Most Recorded Incident?

E-commerce Stores have the Most Recorded Incident

Walmart had the most recorded incidents on Black Friday. According to the Black Friday violence statistics show that 57.1% of all Black Friday incidents happened in Walmart. This is no surprise, though as this is the largest retailer in the US and has more stores than other brands. Malls came in second as 17.9% of incidents took place there. Target, Best Buy, and Toys-R-Us have 7.1% of incidents each. Lastly, 3.6% of conflict situations happened in Kohls.

[Sources: Tech Crunch]

What Time were Black Friday Shoppers Expected to go Shopping in 2020?

Every shopper that participated in black Friday has a mindset of his own and as well its timing coupled with product choice. As years go by, buyers on this day kept increasing and as such, shop at their suitable time frame. Statistics have shown that, in 2020, 36% of customers were expected to go to the store from midnight to 6 AM. 46% of customers, are to go to the store around 7 AM to 10 AM. Only 17% of Black Friday shoppers are unsure what time they are to go to the store.

[Sources: Black Friday, Deloitte]

How Much Money Goes Down on Black Friday in 2021?

Money Goes Down on Black Friday in 2021

Black Friday in-store sales experiences drop during the COVID-19 pandemic. Shopping in-stores went down by 28% from pre-pandemic levels as shoppers couldn't physically purchase. Traffic at retail stores on Black Friday goes down by 28.3% compared to 2019. According to Adobe, spending was down or unchanged in 2020, both on Thanksgiving and Black Friday. About $9 billion was spent by consumers on Black Friday in 2020, and spending on Thanksgiving was $5.1 billion, the same as 2020.

[Source: Zdnet]

What is the Total Amount of Revenue Generated from Black Friday in 2020?

Total Amount of Revenue Generated from Black Friday in 2020

Black Friday Revenue is most times extremely high globally, even though stores give large discounts. In fact, some stores recorded their highest profits  and sales for the entire year on Black Friday, even when selling massive discounted products. According to figures published by Adobe business insight, the total revenue for Black Friday sales in 2020 was $188 billion, despite many brick-and-mortar stores being closed, or having reduced operating hours because of the pandemic causing discomfort.

[Sources: Finances Online, Adobe]

What is the Percentage Increase of Retailers Offering Pickup Options on Black Friday Compared to those not Offering the Service in 2021?

As the world evolves daily, it is seen that people don't  embrace or engage in activities that aren't worth their time. They look for convenience, flexibility, and safety, and as such shoppers on Black Friday also have this intuitive difference in the way they shop. It is recorded that on black Friday, US stores offering curbside or in-store  pickups grew their revenue by 50% more year on year over sales on Black Friday than retailers not offering these pickups services options.

[Source: Salesforces]

What is the Percentage of Sales Made on Black Friday Using PC?

Percentage of Sales Made on Black Friday Using PC

Black Friday sales online is a thing to note before engaging in its activities as an e-commerce store.  Because it’s important to ensure that your site is set up for several  increased levels of traffic from different devices. According to Adobe Business Insight and Statista, the majority of Black Friday sales are made from desktop devices – amounting precisely to 58%. However, that means that 42% of customers will use mobile devices to activate shopping on black Friday. Devices compatibly and all-site optimization enabling is to be put into consideration when thinking of engaging in black Friday activities.

[Sources: Statista, Business Adobe]

How Many People Planned to Shopping on Black Friday in 2021?

Black Friday is an important day for both shoppers and businesses  worldwide. Many citizens make it worthwhile by laying out plans for this day, right from saving up down to their items of interest. According to a statistic published by Statista, around 108 million people in the US planned to go shopping on Black Friday. Though a lot of people find going around a busy shopping center not pleasing, but the good deals are enough to lift someone up to shop, as the discounts are very encouraging and hooking, hence, worth the time to be spent.

[Blogging Wizard, Statista]

How Many Workers are Hired During Black Friday?

Many Workers are Hired During Black Friday

During black Friday, stores hire tons of seasonal workers to help foster quick service delivery right from shelving stocks to organizing the shoppers in queues. Retailers hire workers for the holidays before it kickstarts. The hiring often starts in late October and early November. The National Retail Federation noted that in 2019, between 530,000 and 590,000 workers meet the increased sales and product demands. In 2018, the number of additional seasonal workers added to full-time employees was 554,000. Hundreds of thousands of hiring are still made yeah to year. It increases last year and thus estimated there will be more black Friday hiring for different kinds of jobs this year.

[Sources: The Balance, Black Friday]

What is the Percentage of Online Shopping on Black Friday in 2020?

Percentage of Online Shopping on Black Friday in 2020

Black Friday online shopping surged by  22% to hit a new record, after the global pandemic downtime. According to data from Adobe Analytics, as the COVID-19 pandemic pushed more people to shop from their homes and avoid crowded stores and malls. Consumers spent $9 billion on the web the day after Thanksgiving, and up to 21.6% year over year. This raises websites transactions of 80 of the top 100 U.S. online retailers.

[Source: Adobe Business Insight]

What is the Most Common Black Friday Incident?

This day of the year is obviously chaotic. Lots of dangers involved and experienced. Over the years, lives have been claimed with recorded death figures and injury scores. Black Friday incidents primarily common to many are trampling and shootings. By Reviews statistics, almost 30% (one-third) of Black Friday incidents are trampling, while 26.7% are shootings. These two lead the way by far compared to others. Car accidents and stabbings come in next with 16.7% and 13.3%. Pepper spraying and fights have 6.7% each. Although the discounts are massive, but because of this many prefer to shop online on this day than in-store.

[Source: Reviews]

How Many Brands Offered Less Discount on Black Friday in 2021?

Brands Offered Less Discount on Black Friday in 2021

Before the event of Black Friday, 60% of brands planned a Black Friday promotion, and 85% of marketers said they were using the pandemic to “reset” Black Friday sales practices. Some 80% of retailers feel that Black Friday has become outdated and associated negatively with consumer culture. And around 76% will limit Black Friday promotions to the lone weekend on the calendar, out of fear of devaluing their brand and reducing consumer spending throughout the rest of the year. In 2021, in order to guard and keep their pace during the global supply shortage, 17% of brands offered fewer discounts.

[Source: Sitecore]

What is the Growth of Retail Sales on Black Friday in 2020?

During 2021’s holiday season, retail sales grew by 14.1% over 2020 to $886.7 billion. This was a new record reached despite the ongoing COVID-19 pandemic and difficulties from inflation and supply chain disruptions. Cited by statistics from  National Retail Federation, the growth of retail sales has massively evolve, ranging from $691.48 billion in 2018. 2019 saw an added figure of $718.64 billion and 2020 also added $777.35 billion. 2021 which still did not fail to yield value skyrocketed to $886.7 billion. Retailers started to throw discounts as early as October.

[Source: National Retail Federation ]

How Many Online Black Friday Shoppers are First-Time Purchasers?

With all the mouth-pouring discounts, this day is a great time to try new brands. Thus, first-time buyers make up for a big portion of Black Friday shoppers. In 2021, 52% of buyers were first-time. While impressive, this was 8% down from 2020. Over half of the online shoppers were first-time buyers. The highest percentage of first-time online shoppers was recorded to be 89% and most of the things  purchasers went for category-based are Electronics. The percentage of second and third shoppers was similar across all sectors, with 15%, 9%, and 5%, respectively.

[Sources: Bluecore, Spendmenot]

How Much Did Millennials Spent on online on Black Friday in 2020?

Millennials Spent on online on Black Friday in 2020

Millennials have experienced the digital world. Embracing their prime earnings, they have become the economy’s pulling gateway. On Black Friday, they are recorded to have the major spending units. Just like Baby Boomers, Generation Z (1997 upward) still favors the brick and mortar experience, making almost 72% of their purchases at physical stores. In 2020, the average amount spent on shopping on Black Friday was $851.79. This generation is termed the biggest spender that year. In 2021, shoppers in the United States spent just over a third of their Black Friday budget online. While millennials were the leading online spenders at a nearly 45 percent debit rate.

[Sources: Finder, Statista]

What is the Percentage of Impulse Purchases on Black Friday in 2021?

Impulse buying is simply an unplanned purchase. In marketing, this is no surprise as many can be drowned into getting goods via several advertisements, and Black Friday is no exception. After any purchase, whatever is spotted and bought outside your planned list, as well as that which you encountered due to its pocket-friendly price, are all considered impulse buys. In 2021 Black Friday, 58% of purchases were impulse buys, and this is an interesting high number percentage compared to previous years.

[Source: Query Sprout]

What is the Estimated Number of US Adults that Shop on Black Friday?

Estimated Number of US Adults that Shop on Black Friday

US citizens take to their heels when it comes to Black Friday. Many have saved up in their various economic strength to participate in this day, and 2021 did not speak otherwise. In fact, 2021 saw the largest sales reach. Irrespective of the age, shoppers were said to match down stores or shop online on the day of Black Friday. Shoppers between ages 35-44 were estimated to take a bigger part in the Black Friday event of 2021. And an estimated reach of 72.4 million American adults shop on Black Friday in that same year.

[Source: Finder]

What is the Percentage of Messages Sent on Social Media About Black Friday in 2020?

In 2020, several social platforms were used to promote and notify shoppers on the event of Black Friday. And this really fosters the reach compared to the year before it. As shoppers await this day, the social reach added hills. Black Friday 2020’s conversion via social media was way bigger than 2019. There had been an incredible increase of 175% in total messages sent, read, and commented on about the shopping day.

[Sources: Sprout Social, Finances Online]

What is the Expected Sales Reach of Black Friday in 2022?

Expected Sales Reach of Black Friday in 2022

2022 Black Friday falls on November 25. Sales will start off around two weeks before the actual event, which is November 11. Experts expect big savings on the latest luxury goods, smartphones, the PlayStation 5, and Xbox Series X. Also, there’s some potential for some mouth-pouring offers across Apple’s products, including the iPhone 13 and the latest MacBooks. Unlike Black Friday revenue in 2021 which totaled $886.7 billion, massive sales reached  in comparison to 2020. Research has shown that this trending figure is stated to continue well into 2022 and 2023, as more retailers offer deals on Black Friday,  hence, generating huge sales worth  billions.

[Sources: Query Sprout, Black Friday]


Millions of people globally spend hundreds and thousands of dollars every year purchasing products on Black Friday. This day is seen to be the busiest day of the year. In this article, we have researched and put together well-researched and up-to-date statistics to keep you abreast. However, the statistical facts and figures stated above are evidence of why this day has been largely received.

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Doug Wein

Doug Wein is an independent consultant and coach, working with sustainability-minded businesses and professionals to help them clarify and achieve their most critical goals. He has provided strategic sustainability consulting to Fortune 500 companies across a wide array of industries, including food & agriculture, retail, manufacturing, real estate, green building, and waste & recycling. His coaching work helps clients develop leadership skills, spread bold ideas, transform organizations, and ultimately create positive change. Doug has led strategy development trainings in small teams and in groups of over 650 professionals at such premier sustainability venues as the Greenbuild Conference. Doug has led people and organizations for over fifteen years. He has an MBA from the Ross School of Business and an MS from the School of Natural Resources and Environment, having graduated from the Erb Institute for Global Sustainable Enterprise at the University of Michigan. His undergraduate degree in Psychology is from Pitzer College. When he’s not coaching, Doug is often attempting to invent new culinary sauces to delight his wife, building treehouses, or exploring the backyard with his two-year old.View Author posts