From past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year.

Black Friday 2020 will, undoubtedly, be one for the books. With several industries feeling the pains of the pandemic lockdowns around the world, the busiest shopping weekend of the year is slated to be a make-or-break for many retailers.

While the landscape continues to change and it can be difficult to predict what the future holds – some industries are still seeing a surprising rise in ecommerce sales while other historically successful verticals struggle to stay afloat – a few fundamental trends may still hold true.

To help you better prepare for the season ahead, we’ve rounded up the top Black Friday statistics from the last 24 months to uncover the evolution of this historic shopping weekend.

Statistics and Trends Overview

  1. Black Friday 2020: What We Know So Far
  2. Black Friday Sales Stats
  3. Black Friday vs Cyber Monday by Year
  4. A Look Back at Black Friday Statistics by Device
  5. The Retail Trends that Historically Drive Black Friday Sales
  6. Ready for the Busiest Peak Season in 2020?

1. Black Friday/Cyber Monday 2020: What We Know So Far

The closure of physical stores throughout much of 2020 has caused a lot of confusion around how Black Friday weekend – the biggest sales weekend in ecommerce – would actually look like this year.

So far, we know that:

  • Many physical stores are closed this weekend due to continued restrictions.
  • Stores that are open are seeing less traffic than usual.
  • Online competition is greater than it has ever been before.

Black Friday 2020 Performance Results (Updated Throughout Friday, November 27th)

We’re monitoring performance across millions of Nosto-powered shopping interactions in multiple regions and industries to give you a first-hand look at what’s happening on the busiest sales weekend of the year.

Data analysis began at 12:00am UTC on Friday, November 27th (7:00pm EST on Thursday, November 26th) with subsequent updates comparing to the same time last year.

We will continue to update changes in performance across the current regions and industries – as well as new industries as data becomes available – throughout the day, so stay tuned!


Performance Data by Region

Median percentage differences as of 12:00am UCT on Saturday, November 28th / 7:00pm EST Friday, November 27th

REGIONAOVCONVERSION RATEORDERSREVENUEVISITS
North America-11%+2%+13%+9%+14%
United Kingdom-3%-4%+37%+23%+35%
Europe+1%0%+14%+14%+17%
APAC+7%+6%+16%+13%+10%
LATAM+16%+36%+19%+1%+98%

Median percentage differences as of 5:00pm UCT (12:00pm EST) on Friday, November 27th

REGIONAOVCONVERSION RATEORDERSREVENUEVISITS
North America-8%+1%+10%+2%+8%
United Kingdom-3%0%+39%+28%+30%
Europe+2%0%+15%+13%+17%
APAC+6%+2%+11%+14%+16%
LATAM+6%-38%+12%+40%+91%

Median percentage differences as of 1:00pm UTC (8:00am EST) on Friday, November 27th

REGIONAOVCONVERSION RATEORDERSREVENUEVISITS
North America-9%+5%+11%-7%+8%
United Kingdom-4%0%+38%+30%+30%
Europe+2%0%+12%+17%+15%
APAC+6%+4%+16%+14%+19%
LATAM-2%-45%+10%+13%+136%

Median percentage differences as of 9:00am UTC (4:00am EST) on Friday, November 27th

REGIONAOVCONVERSION RATEORDERSREVENUEVISITS
North America-12%-5%+16%1%+15%
United Kingdom-4%-8%+19%11%+20%
Europe+1%-5%0%0%+14%
APAC+12%+4%+22%+20%+21%
LATAM-12%-48%-55%-11%+124%

Median percentage differences as of 5:00am UTC (12:00pm EST) on Friday, November 27th

REGIONAOVCONVERSION RATEORDERSREVENUEVISITS
North America-8%+12%+25%+5%+18%
United Kingdom-5%-11%+19%+9%+19%
Europe-2%-4%+4%+2%+0%
APAC+10%+6%+12%-31%+19%

Performance Data by Industry

Median percentage differences as of 12:00am UCT on Saturday, November 28th / 7:00pm EST Friday, November 27th

INDUSTRYAOVCONVERSION RATEORDERSREVENUEVISITS
Health & Beauty0%+2%+27%+22%+11%
Sporting Goods & Hobbies+2%-1%+17%+19%+20%
Home & Garden-5%+4%+68%+52%+55%
Fashion & Accessories-3%-5%+1%-4%+7%
Food & Beverage-4%-3%+33%+45%+31%

Median percentage differences as of 5:00pm UTC (12:00pm EST) on Friday, November 27th

INDUSTRYAOVCONVERSION RATEORDERSREVENUEVISITS
Health & Beauty+1%+2%+28%+26%+15%
Sporting Goods & Hobbies+2%-1%+13%+15%+14%
Home & Garden-4%+9%+67%+55%+52%
Fashion & Accessories-4%-7%+21%+21%+30%
Food & Beverage0%-2%+36%+21%+30%

Median percentage differences as of 1:00pm UTC (8:00am EST) on Friday, November 27th

INDUSTRYAOVCONVERSION RATEORDERSREVENUEVISITS
Health & Beauty+5%-3%+24%+31%+14%
Sporting Goods & Hobbies+1%+1%+13%+12%+13%
Home & Garden-2%+9%+57%+49%+41%
Fashion & Accessories-4%-4%+3%+2%+6%
Food & Beverage0%-2%+36%+21%+30%

Median percentage differences as of 9:00am UTC on Friday, November 27th

INDUSTRYAOVCONVERSION RATEORDERSREVENUEVISITS
Health & Beauty+1%-5%-3%+1%+6%
Sporting Goods & Hobbies+1%-8%0%0%+15%
Home & Garden-1%+8%+45%+49%+33%
Fashion & Accessories-4%-6%0%-3%+11%

Median percentage differences as of 5:00am UTC on Friday, November 27th

INDUSTRYAOVCONVERSION RATEORDERSREVENUEVISITS
Health & Beauty+11%+0%-15%-6%-6%
Sporting Goods & Hobbies+2%-4%+10%+10%+12%
Home & Garden-11%-11%+20%+44%+34%
Fashion & Accessories-8%+0%+6%-4%+9%

[Launching Monday, November 30th] The Future of Black Friday Cyber Monday 2020: The Complete 2020 Performance Report

Eager to see how retail’s top industries performed during the busiest sales weekend of the year? Check out our interactive data report where you can get access to complete Black Friday/Cyber Monday statistics by industry, platform, region and device, including:

  • Store visits
  • Sales
  • Conversion rates
  • Average order value
  • Revenue
  • Year-on-year performance comparisons

2. Black Friday Sales Stats: A Comparison of US and UK Sales

Black Friday weekend has seen a steady growth over the years, with the US retailers generating more than $5 billion in online sales between 2013 and 2019 and spending an average of $2 billion more between 2018 and 2019 alone.

While the US has seen exponential Black Friday sales growth over the years, countries like the UK have seen a slower rise. Total Black Friday online sales in the UK during 2018 amount to less than total US sales 5 years prior. Nevertheless, with every new year, shoppers are expected to spend an increasing amount.

Bonus insight:
Some shoppers have even gone as far as choosing companies who have shown a commitment to sustainability. Our past sustainable fashion statistics show that 50% of eco-conscious consumers would be more likely to buy clothes from companies they know are committed to sustainability.

Mobile means ‘on the go’

As shoppers move more toward browsing and buying on their mobile devices, they also spend less time giving brands a chance to make an impression. This means that now, more than ever, brands need to ensure they’re delivering optimal shopping experiences to drive the results they want during the biggest shopping event of the year. Between 2018 and 2019:

3. Black Friday vs Cyber Monday by Year

We also know that Black Friday is not a one day affair, and shoppers who want to snag some extra virtual deals also leverage Cyber Monday.

How do these two days compare? Below, we analyze Black Friday/Cyber Monday 2018-2019 performance, split by:

  • Black Friday/Cyber Monday sales statistics
  • Black Friday/Cyber Monday traffic statistics

Black Friday vs Cyber Monday – 2019 Performance

Black Friday vs Cyber Monday – 2018 Performance

4. Black Friday Statistics by Device

We know that mobile has gained popularity over the last few years as the device of choice for many consumers – but does the same hold true on Black Friday weekend? Let’s dive into a year-on-year comparison to see how mobile, desktop and tablet usage compared against one another.

2018 vs 2019 Device Performance

Over the last few years, mobile has solidified its position as the primary device of choice during the holiday shopping season. Our data revealed that, in 2018, 56% of Black Friday/Cyber Monday sales in the Fashion segment came from mobile channels, up 6% from the prior year.

Since then, we’ve seen a growing consumer affinity for mobile shopping, with traffic share rising from 60.79% to 66.55% between 2018 and 2019.

Desktop traffic, meanwhile, decreased about 3% over the year (31.03% in 2018 vs 27.63% in 2019). Black Friday/Cyber Monday data showed that mobile shoppers are not only growing in numbers, but they’re also ordering more and spending more. Let’s take a look at how this performance has changed per device between 2018 and 2019.

2017 vs 2018 Device Performance

In 2018, mobile phones drove 56% of online sales for fashion retailers (a 6% increase from 2017) making it the go-to-channel for holiday shoppers. Not only did mobile stand out in terms of retail sales, but it also drew in the highest percentage

5. The Retail Trends that Historically Drive Black Friday Sales

Despite recent shifts in consumer behavior, Black Friday weekend is still predicted to be a critical time for many retailers to make up for slower performance during the first half of 2020.

And with bounce rates increasing, average time on pages decreasing and a larger number of shoppers migrating to mobile shopping over the last few years, understanding the trends that, historically, make a difference during this critical shopping period (even during a global pandemic) is the most effective way to cut through the competitive noise. Here are two of our favorites:

Don’t forget about free shipping – especially now

Everyone loves a little free shipping incentive, especially when dishing out the big bucks during the holidays and *especially* during times like these (Amazon has been known to go as far as offering every customer free shipping during the holiday season).

Thus, offering free shipping is a small but strong way to establish brand loyalty – as well as a key driver of conversion and retention and well beyond Black Friday.

One thing to keep in mind: Although free shipping is a major perk in the eyes of most consumers, it’s also not considered a promotion: an estimated 38% of shoppers won’t shop somewhere that doesn’t offer free shipping.

To maximize average order value this year, consider offering free shipping once shoppers have reached a certain order value. Personalize your shoppers’ Cart page to show them how they can reach the threshold – by adding last minute items to their cart.

Watch for Black Friday sales momentum after Black Friday weekend

Cyber Week – technically, the Black Friday and Cyber Monday sales weekend – marks the start of the holiday sales period.

Historically, about 37% of all U.S. holiday retail sales have been made during this period, but only about 18% of consumers have said that they finish all their holiday shopping at this time.

Now that consumers are turning to ecommerce more than ever due to limitations or hesitation with shopping in physical stores, now is the time to really make the most of your online store even after the Black Friday dust settles.

Ever heard of Cyber Week II? This is the period after Christmas when consumers are armed with gift cards and ready for round two of the shopping bonanza. This has traditionally been the most popular sales period across several markets worldwide.

While it’s still up in the air whether some shoppers will hold back additional holiday purchases this year, a personalized offer – from increasing visibility of holiday-specific products to a personalized email reminder of items a shopper may have browsed but still not purchased – still goes a long way to maximize your chances of increasing sales.

Ready for the Busiest Peak Season in 2020?

Access more Black Friday statistics in our latest interactive performance report (and make sure to bookmark it as we’ll be updating the report with complete Cyber Monday data and other insights throughout the holiday season!).

Global Black Friday Statistics for 2020: What You Need to Know

https://www.nosto.com/blog/black-friday-statistics/

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