This year’s shorter holiday selling season (27 days between Thanksgiving and Christmas), coupled with extended retail sales promotions, resulted in a slightly softer turnout for Black Friday Cyber Monday (BFCM) weekend. An estimated 197 million people shopped online and in-store for BFCM. However, this figure still exceeds the National Retail Federation’s (NRF) earlier forecast of 183.4 million and is the second-highest number recorded by NRF after last year’s 200.4 million.
Key Takeaways:
- Holiday sales grew at 3.4%, on pace with historical averages (2.5% to 3.5%).
- Black Friday and Cyber Monday continue to be the most popular days for in-store and online shopping.
- Retailers offered early promotions pre-BFCM, and discounts are expected to extend through December.
Keep reading our top 2024 Black Friday and Cyber Monday statistics and results to see how the massive shopping weekend unfolded.
2024 BFCM Results at a Glance
Black Friday continued to see the strongest turnout of the five days making up BFCM weekend (also known as Cyber Week or Cyber 5). Let’s take a look at big-picture BFCM stats and results.
1. 197 million people shopped over BFCM weekend
According to the NRF, an estimated 197 million consumers shopped via in-store and online channels between Thanksgiving Day and Cyber Monday. This figure surpassed the NRF’s earlier projection by over 13 million shoppers.
2. Total retail sales were up 3.4% YoY
According to Mastercard Spending Pulse, US retail sales, excluding automotive, were up 3.4% on Black Friday compared to 2023 across in-store and online sales channels. This is on pace with historical growth rates for the holiday season, which typically average between 2.5% and 3.5%.
3. Online sales growth outpace total sales growth (US)
While total growth was steady, ecommerce sales saw impressive year-over-year growth, indicating more shoppers are doing their BFCM buying online.
Results based on findings from Adobe’s 2024 Holiday Shopping Trends
4. Online retail sales increased by 10.2% on Black Friday
Black Friday continued to be one of the biggest days for online shopping, with total online sales increasing by 16.4% compared to 2023, per Adobe’s data.
5. In-store sales were up only 0.7%
While total retail sales grew overall, in-store sales did not fare as well. According to Mastercard, in-store sales saw a modest 0.7% increase.
6. The US was among the top-selling countries on BFCM
According to data from Shopify merchants, the US was among the countries with the highest sales. Also included are the U.K., Australia, Canada, and Germany.
The US also topped the list of top-selling cities, with Los Angeles and New York raking in the highest sales on Black Friday.
Now that you have a picture of the overall sales performance for the weekend, the next question is, where were people shopping?
7. Department stores tied with online as shoppers’ top destinations
In 2023, most people turned to online (44%) for their Thanksgiving weekend purchases versus department stores and groceries (42%).
This year, NRF data found that consumers turned to both in-store and online channels for shopping convenience:
- Department stores (42%)
- Online (42%)
- Grocery stores and supermarkets (40%)
- Clothing and accessories stores (37%)
- Discount stores (32%)
8. In-store traffic saw nearly 5 million more shoppers than in 2023
Since people considered brick-and-mortar stores as well as online channels for BFCM shopping, in-store traffic increased this year. NRF data found that a total of 126 million people shopped in-store, up from 2023’s 121.4 million.
9. Black Friday was the biggest day for in-store shopping
While there was in-store traffic throughout the BFCM weekend, Black Friday continued to be the biggest day for brick-and-mortar retailers with the highest rates of foot traffic. In fact, according to the NRF, there were 81.7 million in-store shoppers, up from 76.2 million in 2023 and the highest figure since the pandemic.
10 . In-store traffic momentum carried on to Small Business Saturday
Saturday, typically known as Small Business Saturday, saw the second-highest number of in-store shoppers at 6.1 million, per NRF. Comparatively, 53.9 million shopped online on the same day.
11. Peak in-store traffic hit in the mid-afternoon
Long gone are the days when Black Friday shoppers would camp outside and hit the stores at the crack of dawn. Now, consumers are taking their time—according to Sensormatic, peak shopping hours happened between 2 p.m. and 3 p.m. across the whole weekend, consistent with last year’s data.
12. 79% of all online traffic came from mobile
More and more people are becoming comfortable browsing for purchases on smaller screens. Salesforce data shows that 79% of all online traffic came from mobile devices, peaking from Thursday to Saturday at 82%.
13. Mobile revenue share was up slightly from 2023
According to Adobe Analytics, mobile revenue share rose slightly, at 53.1%, compared to 51.1% last year. Mobile spend over the holiday weekend totaled $69.8 billion while spending on desktop and other devices made up $61.7 billion.
14. Mobile commerce dominated Cyber Monday
Adobe found that approximately 57% of sales on Cyber Monday were made through mobile devices, accounting for $7.6 billion in spend (up 13.3% YoY).
15. Mobile conversion rates were lower
While the typical ecommerce conversion rate hovers at about 2.5% to 3%, you can expect higher rates on BFCM. Per Adobe, mobile conversion rates were highest on Black Friday (3.3%) and Cyber Monday (4.6%), though desktop conversion rates performed better overall, with 6.5% on Black Friday and 7% on Cyber Monday.
16. BOPIS fulfillment accounted for 19.5% of online orders between Black Friday and Cyber Monday
Buy online, pick-up in store (BOPIS) was slightly less popular than last year’s BFCM weekend. According to Salesforce data, 20% of all online orders on Black Friday and 19% of Cyber Monday orders were fulfilled using BOPIS. This is down from 2023’s average of 23%.
Related: 30 Buy Online, Pick Up In-store (BOPIS) Statistics
17. Digital wallet use increased by 19%
Digital wallets have been a growing force in the payments landscape for years, and this Black Friday, their usage surged. According to Salesforce findings, digital wallet use throughout Cyber Week increased by 19% from last year. This is followed by cash/offline/bank transfers, which grew by 11%.
Comparatively, other payment methods saw marginal increases:
- Credit card: 5%
- Finance: 4%
- Gift card/loyalty/subscription: 3%
18. BNPL spend reached $18 billion
Buy now, pay later (BNPL) remains a popular way for consumers to finance purchases, and this continues throughout the holiday season. According to Adobe Analytics, consumers spent an estimated $18 billion via BNPL. BNPL via mobile made up nearly 80%, representing $9.4 billion.
19. BNPL hit an all-time high on Cyber Monday
Adobe found that BNPL usage surged on Cyber Monday, driving $991.2 million in spend, up 5.5% YoY. Most transactions (75.2%) were made via mobile devices.
Related: Buy Now, Pay Later Statistics
20. Afterpay purchases saw a 10% increase
Block’s BFCM results found that BNPL transactions made through Afterpay increased by 10% while app usage saw 8% growth YoY.
21. Influencers are driving consumers to retail sites at higher rates
Based on Adobe findings, affiliates and partners—including social influencers—are among the key marketing channels driving shopper traffic to retail sites. Revenue share from affiliates and partners landed at 20.3% on Cyber Monday, up 6.8% YoY. Influencers were also found to convert shoppers six times more than social media overall.
Top Products: What Did People Buy?
We now know where people were shopping, but what were they buying this year? Read more to see what products performed the best this BFCM weekend.
22. 86% of shoppers purchased gifts
According to the NRF survey, most consumers (86%) were focused on purchasing gifts over BFCM weekend. The average spend per person was $235, which is $8 higher than last year’s average.
23. Clothing and accessories were the top-purchased category
Similar to last year, clothing and accessories were the most popular gift items, bought by 49% of those surveyed by the NRF. This is followed by toys (31%), gift cards (27%), food/candy (23%), and personal care (23%).
24. Online shoppers bought 3.5 items on average per transaction
For Cyber Week 2024, average units sold per transaction (UPT) slightly dipped to 3.5 from last year’s 3.7. Black Friday and Cyber Monday saw decreases YoY, 4% and 2% respectively, according to Salesforce.
25. Online cart sizes were twice as large as in-person cart sizes
Data gathered by Block found that consumers making their purchases online had larger cart sizes—up to twice as much—as those doing their shopping in person.
Salesforce findings determined that the average order value for online transactions was $126 across Cyber Week.
BFCM Discounts: What Did Offers Look Like?
Consumers often gripe that Black Friday deals aren’t what they used to be. But what kind of Black Friday and Cyber Monday discounts and promotions were offered this year?
26. Extended deals and promotions led to softer in-person traffic
According to Sensormatic, week-long Black Friday promotions extended in-store shopper traffic from Sunday through Wednesday, leading to a softer day-of turnout. Similarly, the NRF found that 38% of shoppers took advantage of sales from the week before Thanksgiving weekend.
Amid retailers changing their approach to accommodate consumer convenience, Sensormatic anticipates strong in-person traffic throughout December. Consumers surveyed by the NRF have over half (52%) of their shopping lists left to complete.
27. The average promotion was 28%
For Cyber Week, the average promotion was 28%, according to Salesforce. While this discount counts for something, experts say Black Friday sales aren’t worth it for consumers until they hit 40%.
28. Cyber Monday was the biggest day for online discounts
On Cyber Monday, Shoppers leveraged huge discounts in categories such as electronics (peaking at 30.1% off), toys (26.1%), apparel (23.2%), televisions (21.8%), and computers (21.5%), per Adobe data.
While Cyber Week promotions have tapered off, discounts are expected to continue throughout December. Computers and toys will peak at 18%, electronics, televisions, and apparel at 17%, sporting goods at 16%, and appliances at 14%.
Dive into BFCM data and strategies further with our resources on Black Friday and Cyber Monday:
Frequently Asked Questions (FAQs)
These are some of the most common questions we encounter about BFCM stats and results.
Historically, more people shop on Black Friday than on Cyber Monday. Black Friday remains the most popular day for both in-store and online shopping.
Although online deals peaked on Cyber Monday this year, retailers have begun offering early or extended discounts, allowing consumers to maximize deals throughout the holiday season.
On this year’s BFCM weekend, an estimated 197 million people shopped via in-store and online channels.
Bottom Line
Several factors impacted BFCM weekend this year, including a shorter selling period. Even with consumers starting their shopping earlier and strategically maximizing value with their purchases, the Thanksgiving shopping weekend proved to be a success.
While it is true that Black Friday and Cyber Monday have become less novel in terms of their offerings over the years, the shopping weekend is still a pivotal one for retailers big and small and is always ripe with potential.