American Shoppers Spend $35 Billion Over Black Friday Weekend

A Record-Breaking Shopping Season

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According to an Adobe Analytics study, American shoppers spent $35 billion over the Black Friday and Cyber Monday weekend. Approximately, $10.8 billion was achieved on Black Friday alone, with a slight dip over the weekend days, before sales surged again to hit $13.3 billion on Cyber Monday.

With many businesses spreading their deals over the entire shopping weekend, it’s not too surprising to see Cyber Monday come out on top – especially with people trying to catch a deal before it disappears.

In terms of how people were shopping this year, over 50% of purchases were made with phones, with peak shopping on Black Friday occurring between 10am and 2pm.

And, online shopping came out on top this year! Shopping at physical stores was down 8% this year, whereas online stores powered by Shopify powered $11.5 billion in sales over Black Friday Cyber Monday.

The Power of Socials

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Black Friday Cyber Monday isn’t exclusive to physical stores or online shops nowadays. It’s time to move over, because social media platforms, like TikTok, are seeing a huge rise in popularity during the shopping season:

• TikTok reports $100 million in sales – its holiday shopping campaign received over 7.5 billion views
• TikTok saw a 165% increase in shoppers year-over-year
• Small and medium-sized businesses achieved ⅓ of all TikTok sales
• Nicki Minaj broke records on TikTok with the most-watched TikTok Shop live ever (172 million viewers) for her Shopify brand, Pink Friday Nails

➡️ Do you recognize the name? Plenty of celebrities use Shopify for their businesses, including Beyoncé and The Rock.

What Went Well?

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For businesses reflecting on this year’s Black Friday and looking ahead to 2025, there are a few important takeaways to learn from.

Some of the most popular products included makeup, toys, electronics, video games, and fitness goods – according to research from Adobe and Shopify. These products are often purchased for holiday gifts so it’s understandable to see a surge in sales at this time of year. Our Black Friday statistics article flagged that these would be the most popular types of products for 2024 sales.

Going forward, I’d recommend focusing on your site’s mobile visitors and optimizing the mobile experience. It’s clear from this year’s Black Friday Cyber Monday data that people are more likely to make a purchase from their phone. And, consider starting your Black Friday Cyber Monday preparation well in advance to make sure your business is ready for anything.

But, don’t just take my advice – I asked businesses to share their Black Friday advice so you can learn from experts in their industries.