Black Friday Statistics 2026: Verified Figures, Sourced

Most pages of black friday statistics mix US and global figures, online and in-store sales, and numbers nobody can trace back to a release. This page lists only figures published by the organisations that measured them, Adobe, Salesforce, Shopify, Klaviyo, the National Retail Federation, Deloitte and Mastercard, each with its scope stated. It is written for planning Black Friday 2026, which falls on 27 November.

The short answer: $11.8 billion online in the US, and Arktis for your own store's numbers

US shoppers spent $11.8 billion online on Black Friday 2025, up 9.1 percent, and $14.25 billion on Cyber Monday, up 7.1 percent, according to Adobe Analytics. Salesforce, which estimates industry totals from a different, global data set, put Black Friday at $79 billion worldwide and $18 billion in the US. Shopify's merchants sold $14.6 billion online and in store over the Black Friday Cyber Monday weekend, up 27 percent. For 2026, Adobe forecasts $12.9 billion online in the US on Black Friday and $15.1 billion on Cyber Monday, 30 November.

Those are market numbers. For measuring your own Black Friday by campaign, Arktis is the clear winner for an online store: it captures the ad click identifier when a visitor lands, matches Shopify orders back to the visit, and counts conversions per UTM campaign and per ad platform from matched orders, next to the Meta spend it syncs per campaign. Plans are $49, $149 and $349 a month, and Growth has a 7-day free trial.

Key takeaways

The same day has several correct totals, because each publisher counts a different thing. Adobe measures US online spending, Salesforce estimates global and US industry totals by extrapolating from its own shopper data, Shopify counts its own merchants online and in store, and the National Retail Federation counts people rather than dollars. In Adobe's data Cyber Monday is the bigger online day, while in Salesforce's data Black Friday is. Mobile is the majority in both Adobe's and Salesforce's data, buy now, pay later passed $1 billion on a single day, and traffic from AI assistants grew several times over, though Adobe gives a growth rate and not a share. Forecasts for 2026 point to growth of roughly 7 to 11 percent online, depending on who is counting and over which weeks.

Who counts what

Adobe Analytics reports US online spending only. Its figures come from direct transactions on US retail sites, and Adobe says the analysis covers over 1 trillion visits, 100 million SKUs and 18 product categories. Adobe defines Cyber Week as the five days from Thanksgiving to Cyber Monday.

Salesforce reports both global and US figures and uses a seven-day Cyber Week, which in 2025 ran from 25 November to 1 December. It says its analysis draws on the activity of more than 1.5 billion shoppers across more than 89 countries. Its totals are estimates for the whole retail industry, extrapolated from that data, not sums of recorded transactions. Its US Black Friday figure of $18 billion is not the same measurement as Adobe's $11.8 billion, so neither corrects the other.

Shopify's $14.6 billion covers only stores on Shopify, worldwide, and includes offline as well as online sales. Its window runs from early Friday in New Zealand to late Monday in California. The National Retail Federation figure is a count of US shoppers from a survey of 3,099 adult consumers conducted with Prosper Insights & Analytics, and it covers stores as well as websites.

Black Friday 2025 results

Black Friday 2025 fell on 28 November. Adobe measured $11.8 billion of US online spending that day, up 9.1 percent on 2024, after $6.4 billion on Thanksgiving. Salesforce put Black Friday at $79 billion globally, up 6 percent, and $18 billion in the US, up 3 percent, and said Black Friday accounted for 31 percent of all in-store sales during its Cyber Week, the largest in-store day.

Shopify reported that sales across its merchants peaked at $5.1 million a minute at 12:01pm Eastern time on Black Friday. More than 81 million shoppers bought from Shopify merchants over the weekend, the average cart was $114.70, and cross-border orders were 16 percent of the total.

The National Retail Federation counted 85.7 million online shoppers and 80.3 million in-store shoppers on Black Friday in the US, which made it the busiest day of the weekend on both counts, although both were slightly below 2024, when 87.3 million shopped online and 81.7 million in stores. Across the five days, 134.9 million people shopped online and 129.5 million in stores, and shoppers spent an average of $337.86 on holiday-related purchases.

Cyber Monday statistics

Cyber Monday 2025 fell on 1 December and was the largest online shopping day of the year in Adobe's data, at $14.25 billion, up 7.1 percent. Between 8pm and 10pm, shoppers spent $16 million every minute. The Saturday and Sunday before it brought in a combined $11.8 billion, up 8.7 percent.

Salesforce measured Cyber Monday at $53 billion in global online sales, up 7 percent, and $13.6 billion in the US, up 6 percent. The National Retail Federation counted 75.9 million online shoppers on Cyber Monday, up from 64.4 million in 2024. For how to plan the day itself, see Cyber Week 2026.

Mobile share

On Cyber Monday 2025, 57.5 percent of US online sales came through a mobile device, worth $8.2 billion, according to Adobe. Over the whole season, Adobe says 56.4 percent of online transactions took place on a smartphone, up from 54.5 percent in 2024, rising to 61.6 percent on Thanksgiving Day.

Salesforce's figure is higher, and it measures something different: a share of orders rather than of spend, during Cyber Week rather than the season. Mobile devices drove 70 percent of online orders, both globally and in the US, and mobile wallets were used for 27 percent of global orders. For 2026, Adobe forecasts that mobile will account for 57.4 percent of US online spend over the season and 63 percent on Thanksgiving.

Buy now, pay later

Buy now, pay later drove $1.03 billion of US online spend on Cyber Monday 2025, up 4.2 percent, an all-time high according to Adobe. Over the full season it contributed $20 billion, up 9.8 percent, and 82.2 percent of those purchases were made on a mobile device. Adobe expects $21.3 billion in November and December 2026, up 6.6 percent, with $1.09 billion on Cyber Monday.

Traffic from AI assistants

Adobe reports this directly. On Cyber Monday 2025, traffic to US retail sites from AI tools, measured by shoppers clicking on a link, was up 670 percent year on year, and over the whole season it was up 693.4 percent. For 2026 Adobe expects a further rise of 130 percent over the season. A growth rate tells you the direction, not the size of the channel, so check what share of your own sessions it is before planning around it.

Salesforce reports something different. It says AI and agents influenced 20 percent of all global orders during Cyber Week 2025, worth $67 billion, through personalised product recommendations and conversational customer service. That describes AI used by retailers on their own sites, not visitors referred by an assistant such as ChatGPT. Our guide to tracking ChatGPT traffic covers how to measure the referred kind.

Discount depth

Adobe measures discounts as a percentage off listed price. Over the 2025 season, discounts peaked at 30.9 percent in electronics, 29.6 percent in toys, 25.1 percent in apparel, 24.3 percent in televisions and 23.4 percent in computers. For 2026 it expects discounts of up to 30 percent during Cyber Week, with the deepest cuts on electronics and computers on Cyber Monday and the best deals on televisions, toys, apparel, appliances and furniture on Black Friday.

Two other primary sources suggest growth in 2025 was not bought with deeper cuts everywhere. Salesforce found the average selling price across Cyber Week rose 6 percent while order volumes grew 2 percent globally and 1 percent in the US. Klaviyo reported that discounts dropped 10 percent year on year while same-site sales across a stable cohort of 10,000 of its brands rose 11 percent.

2026 forecasts

The three forecasts cover different periods, so they cannot be laid side by side. Adobe's season is November and December, Deloitte's runs to the end of January, and Mastercard's stops on 24 December. Mastercard also estimates that about half of its forecast growth will come from higher prices rather than more goods sold.

Black Friday 2026 dates

Thanksgiving is Thursday 26 November 2026, Black Friday is 27 November and Cyber Monday is 30 November. In 2025 Cyber Monday fell on 1 December, so this year the whole of Cyber Week lands inside November, a point Mastercard makes in its forecast. Compare event day with event day rather than date with date, and remember that a November 2026 monthly total contains a Cyber Monday that November 2025 did not.

Market numbers and your own numbers

None of these figures tells you which of your campaigns will pay. A market that grows 9 percent on Black Friday contains stores that doubled and stores that lost money on every discounted order. What you act on is your own orders by campaign and by channel, set against what each one cost.

That is the job Arktis does. The tracker captures click identifiers such as gclid, fbclid and ttclid along with UTM parameters when a visitor lands and holds them against the visitor across sessions. Shopify orders are matched to a visitor on email, where the store has identified the visitor, otherwise on the UTM source of a session from the previous 24 hours, which can be another visitor's session. Meta spend syncs through a direct connection, per campaign, so conversions are counted per UTM campaign and per ad platform next to it, and you can enter Google, TikTok and other spend by hand to get customer acquisition cost per platform and one blended ROAS. An AI referrer report counts sessions and conversions from ChatGPT, Perplexity, Copilot, Claude, Gemini and other assistants, which gives you your own version of Adobe's AI traffic figure. Before the peak, work out the return you need with the ROAS calculator, since a discount raises your break-even ROAS.

Where Arktis and this page fall short

Arktis measures your store, not the market. It has no benchmark data and cannot tell you how your Black Friday compared with other stores; for that, Adobe, Salesforce and your platform's own reports are the right sources. Spend syncs per campaign for Meta only. Google, TikTok and other spend is entered by hand per platform and period, which gives customer acquisition cost per platform and one blended ROAS. Plans list 7 days of data retention on Starter, 30 on Growth and 90 on Scale, so write down this year's Black Friday numbers if you want to compare them next year.

This page has its own limit. Every figure here is from the US, from a vendor's global customer base or from an estimate built on one, and none is specific to Europe or to your category. Treat them as context, not targets.

Measure your own Black Friday

To have conversions per campaign for your own store this year, next to your Meta spend, start the 7-day Growth trial before the peak, and compare the tiers on the pricing page. For the plan around the numbers, read the Black Friday marketing strategy and run the Black Friday tracking checklist before the code freeze.

Sources

Adobe: Cyber Monday hits record $14.25 billion, US online spend on Thanksgiving, Black Friday, the weekend and Cyber Monday 2025, peak minutes, mobile share, buy now, pay later and AI traffic, published 2 December 2025

Adobe: 2025 holiday shopping season, $257.8 billion season total, Cyber Week total, smartphone share, buy now, pay later season total, AI traffic and peak discounts, published 7 January 2026

Adobe: 2026 holiday shopping forecast, forecasts for the season, Cyber Week, Black Friday, Cyber Monday, mobile, buy now, pay later, AI traffic and discounts, published 28 September 2026

Salesforce: Cyber Week 2025 results, global and US figures for Cyber Week, Black Friday and Cyber Monday, mobile orders, average selling price, AI influence and the extrapolation method, published 5 December 2025

Shopify: merchants achieve record $14.6 billion in BFCM sales, total, growth, peak minute, shoppers, average cart, cross-border share and reporting window, published 2 December 2025

National Retail Federation: Thanksgiving weekend draws a record 203 million shoppers, shopper counts by day and channel, average spend and survey size, published 2 December 2025

Deloitte: holiday retail sales forecast, total and e-commerce forecast for November 2026 to January 2027, published 10 September 2026

Mastercard Economics Institute: 2026 holiday forecast, 5.5 percent growth, online and in-store split, price contribution and the Cyber Monday calendar note, published 23 September 2026

Klaviyo: BFCM 2025 results, the fall in discounts, and same-site sales across a cohort of 10,000 brands, published 2 December 2025