What the Trend Shows
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Online Black Friday sales have more than doubled since 2017 (from ~ $5 bn to $11.8 bn in 2025).
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Growth has been fairly steady recently — both 2024 and 2025 saw nearly double-digit increases (≈ 10.2% and 9.1% respectively).
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The gap between in-store shopping and online spending continues to widen: online sales increasingly dominate the Black Friday landscape.
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Black Friday 2024 online sales hit $10.8 billion, a 10.2% increase from 2023.
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Overall holiday season sale is expected to surpass $1 trillion in 2025.
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Global Black Friday spending reached $74.4 billion, up 5% from last year.
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The spendings are expected to reach $253.4 billion during Black Friday 2025.
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Over 87.3 million people shopped online, while 81.7 million visited stores on Black Friday.
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Mobile shopping made up 69% of purchases worldwide.
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“Buy Now, Pay Later” (BNPL) added $686.3 million to online sales, growing 8.8% year-over-year.
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Retailers using AI chatbots saw a 9% boost in sales conversions