Black Friday Statistics 2026
By Axis Intelligence Research
Co-author: Alex Rivera | Last updated: October 2, 2026 | License: CC BY 4.0
U.S. shoppers spent a record $11.8 billion online on Black Friday 2025, up 9.1% (Adobe). Fewer people shopped, though. Axis Intelligence Research’s Store-to-Screen Ratio (SSR™) shows Black Friday now draws 94 in-store shoppers for every 100 online, up from 84 in 2022: the day is drifting back to the aisle while the dollars keep moving to the phone.
Quick Answer
Black Friday 2025 (November 28) generated $11.8 billion in U.S. online sales, up 9.1% year over year, according to Adobe’s Cyber Week recap. Adobe forecasts $12.9 billion for Black Friday 2026 (November 27), up 9.2%, the fastest growth of any major shopping day. Across all channels, Mastercard SpendingPulse measured Black Friday retail sales up 4.1%, with e-commerce up 10.4% and stores up 1.7%.
Key Findings
- U.S. shoppers spent $11.8 billion online on Black Friday 2025, up 9.1%, and Adobe forecasts $12.9 billion for November 27, 2026 (Adobe, September 28, 2026).
- Axis Intelligence Research finds the Store-to-Screen Ratio (SSR™) for Black Friday rose from 0.836 in 2022 to 0.937 in 2025: in-store shopper counts grew 10.2% while online shopper counts fell 1.7% (NRF data).
- Axis Intelligence Research finds the Online-Store Growth Spread (OGS™) on Black Friday narrowed from 13.9 points in 2024 to 8.7 points in 2025, as store sales growth more than doubled from 0.7% to 1.7% (Mastercard SpendingPulse).
- Axis Intelligence Research calculates Black Friday 2025 online spending ran 2.79 times the average day of the 2025 holiday season, rising to 2.86 times on Adobe’s 2026 forecast.
- Salesforce reported U.S. Black Friday 2025 average selling prices up 7% while order volumes fell 1%: the record was built on price per item, not on more items.
How Much Was Spent on Black Friday 2025?
U.S. consumers spent $11.8 billion online on Friday, November 28, 2025, up 9.1% from $10.8 billion in 2024, per Adobe Analytics, which measures transactions across more than 1 trillion visits to U.S. retail sites. It was Black Friday’s second straight year of outgrowing Cyber Monday: Adobe recorded Black Friday growth of 10.2% in 2024 and 9.1% in 2025, against 7.3% and 7.1% for Cyber Monday.
Across every payment type and both channels, Mastercard SpendingPulse put U.S. Black Friday retail sales (excluding autos) up 4.1%. Apparel rose 5.7%, with online apparel up 6.1% and in-store apparel up 5.4%. Restaurants grew 4.5%, a reminder that Black Friday is also a dining-out day.
Black Friday Online Sales by Year (U.S., Adobe)
| Year | Black Friday online spend | YoY growth | Source |
|---|---|---|---|
| 2020 | $9.03B | n/a | Adobe, as reported by NPR |
| 2021 | $8.92B | n/a | Adobe, as reported by NPR |
| 2022 | $9.12B | n/a | Adobe, as reported by NPR |
| 2023 | $9.8B | +7.5% | Adobe, as reported by CNBC |
| 2024 | $10.8B | +10.2% | Adobe |
| 2025 | $11.8B | +9.1% | Adobe, Dec. 2, 2025 |
| 2026 (forecast) | $12.9B | +9.2% | Adobe, Sept. 28, 2026 |
Axis Intelligence Research calculates a 2022 to 2025 compound annual growth rate of 9.0% for Black Friday online spending, (11.8 ÷ 9.12)^(1/3) − 1, and a 30.7% gain since 2020. The flat stretch from 2020 to 2022 matters: Black Friday online sales actually dipped in 2021, after the pandemic pulled e-commerce forward. Everything since has been rebuilt growth.
Is Black Friday the Biggest Shopping Day of the Year?
Online, no. In stores and in total shopper headcount, yes. Cyber Monday still out-earned Black Friday online in 2025 ($14.25 billion versus $11.8 billion), and our Cyber Monday statistics track that gap in detail. But the NRF and Prosper Insights survey ranks Black Friday first for both in-store shoppers (80.3 million) and online shoppers (85.7 million), and Salesforce reports that Black Friday accounted for 31% of all in-store sales during Cyber Week, the largest store day of the week.
Alex Rivera: Here is the plain-English version. If you count dollars typed into a checkout box, Monday wins. If you count people, Friday wins, both in the parking lot and on the phone. Retailers who still plan Black Friday as a doorbuster day and Cyber Monday as the online day are staffing a calendar that stopped existing around 2019.
Are More People Shopping in Stores or Online on Black Friday?
Still slightly more online, but the gap has nearly closed. Axis Intelligence Research tracks it with the Store-to-Screen Ratio (SSR™): the number of Black Friday in-store shoppers divided by the number of Black Friday online shoppers, both counted by the same NRF and Prosper Insights survey in the same year. An SSR of 1.00 would mean equal headcounts.
The Store-to-Screen Ratio (SSR™), 2022 to 2025
| Year | In-store shoppers | Online shoppers | SSR™ | In-store share of channel visits | Source |
|---|---|---|---|---|---|
| 2022 | 72.9M | 87.2M | 0.836 | 45.5% | NRF, Nov. 28, 2023 |
| 2023 | 76.2M | 90.6M | 0.841 | 45.7% | NRF, Nov. 28, 2023 |
| 2024 | 81.7M | 87.3M | 0.936 | 48.3% | NRF, Dec. 2, 2025 |
| 2025 | 80.3M | 85.7M | 0.937 | 48.4% | NRF, Dec. 2, 2025 |
SSR™ calculated by Axis Intelligence Research from the NRF 2023 and NRF 2025 Thanksgiving weekend surveys. Shoppers who used both channels are counted in each.
According to Axis Intelligence Research, Black Friday’s SSR™ climbed 0.101 points in three years, almost all of it in a single jump between 2023 and 2024, and held there in 2025. Over 2022 to 2025, Black Friday in-store headcount grew 10.2% while online headcount slipped 1.7%. That is the opposite of what most coverage assumes.
The 2025 total is the other half of the story. Combined Black Friday channel visits fell 1.8% from 2024 even as Adobe recorded record online dollars. Shoppers did not disappear; they spread out. NRF counted 62.7 million in-store shoppers on Saturday and a record 32.6 million on Sunday, the Sunday figure up 27% in a year. Across the five-day weekend, a record 202.9 million Americans shopped, up from 197 million.
Alex Rivera: The SSR™ reading is the most underrated Black Friday number of the past three years. The store did not win back dollars, it won back bodies: people who want to see the TV before they carry it home, and families who treat Friday as an outing. That has a practical consequence for anyone shopping this year. The best in-store Friday deals are often the ones that sell through by noon, while the online version of the same deal lingers into the weekend.
Is Black Friday Sales Growth Real or Just Higher Prices?
Partly price. The clearest evidence sits inside Salesforce’s own numbers, as reported by Retail Dive and CBS News: U.S. online Black Friday sales grew 3% in 2025, but average selling prices rose 7%, order volumes fell 1% and units per transaction fell 2%. When the price of each item rises faster than the total, shoppers are buying fewer things.
Two meters disagree on the size of the growth, and that disagreement is useful:
| Tracker | U.S. Black Friday 2025 | Growth | What it measures |
|---|---|---|---|
| Adobe Analytics | $11.8B online | +9.1% | Direct transactions on U.S. retail sites |
| Salesforce | $18B online | +3% | Platform panel of 1.5B+ global shoppers, extrapolated |
| Mastercard SpendingPulse | Growth only | +4.1% all channels; +10.4% online; +1.7% in-store | All payment types, retail ex autos, not inflation-adjusted |
Axis Intelligence Research does not average Adobe’s $11.8 billion with Salesforce’s $18 billion. The $6.2 billion gap reflects scope (Salesforce’s panel includes grocery and other non-discretionary items, per its own commentary) and method, not error. Pick one meter and compare it with itself.
The Online-Store Growth Spread (OGS™)
To track how fast online is pulling away from stores on the day itself, Axis Intelligence Research computes the Online-Store Growth Spread (OGS™): Mastercard SpendingPulse Black Friday e-commerce growth minus in-store growth, in percentage points, within the same release.
| Year | E-commerce growth | In-store growth | All-channel growth | OGS™ | Source |
|---|---|---|---|---|---|
| 2023 | +8.5% | +1.1% | +2.5% | 7.4 pts | Mastercard, as reported by Talk Business & Politics |
| 2024 | +14.6% | +0.7% | +3.4% | 13.9 pts | Mastercard, Nov. 30, 2024 |
| 2025 | +10.4% | +1.7% | +4.1% | 8.7 pts | Mastercard, Nov. 29, 2025 |
According to Axis Intelligence Research, the OGS™ narrowed by 5.2 points in 2025 after peaking in 2024. Read together with the SSR™, the pattern is consistent: Black Friday 2024 was the high-water mark for online pulling away, and 2025 was the first year the store clawed back both share of shoppers and pace of sales growth. The Mastercard Economics Institute’s 2026 holiday outlook points the same way for the season as a whole: online up 11%, in-store up 3.6% (the strongest store pace since 2022), a seasonal spread of 7.4 points. MEI also estimates about half of 2026 holiday spending growth will come from higher prices.
Alex Rivera: If you want one sentence for your group chat: you paid more per item last Black Friday and bought slightly fewer of them. The 2026 forecasts read the same way. The headline will be a record either way, so the number worth watching on November 28 is the order count, not the dollar total.
How Big Is Black Friday Compared With the Rest of the Holiday Season?
Big, and getting slightly bigger. Axis Intelligence Research calculates Black Friday’s weight three ways, each within Adobe’s own data:
| Measure (Adobe, U.S. online) | 2023 | 2025 | 2026F |
|---|---|---|---|
| Black Friday share of Cyber Week | 25.8% | 26.7% | 27.2% |
| Black Friday ÷ Thanksgiving Day | 1.75x | 1.84x | 1.87x |
| Black Friday ÷ average season day (61 days) | n/a | 2.79x | 2.86x |
| Black Friday share of Nov to Dec season | n/a | 4.58% | 4.69% |
Inputs: Black Friday $9.8B / $11.8B / $12.9B; Cyber Week $38B / $44.2B / $47.5B; Thanksgiving $5.6B / $6.4B / $6.9B; season $257.8B (2025) and $275.1B (2026F). Calculations by Axis Intelligence Research.
Every row moves the same direction. Black Friday is taking a larger slice of Cyber Week and pulling further ahead of Thanksgiving, even as retailers stretch “Black Friday” promotions across all of November. The 2026 season is forecast at $275.1 billion online, with Cyber Week at $47.5 billion, per the Adobe 2026 holiday forecast. For the full-season view, including inflation-adjusted growth, see our holiday shopping statistics.
What Time Do Black Friday Sales Peak?
Late morning to early afternoon. Adobe reported U.S. online spending peaked between 10 a.m. and 2 p.m. on Black Friday 2025 at about $12.5 million per minute (as reported by TechCrunch). Axis Intelligence Research calculates the day’s average pace at $8.19 million per minute ($11.8 billion ÷ 1,440 minutes), so the midday window ran about 1.53 times the daily average. Shopify’s merchants hit their own record of $5.1 million per minute at 12:01 p.m. ET on Black Friday, per Shopify’s Form 8-K exhibit. Cyber Monday, by contrast, peaks in the evening.
What Are the Best Black Friday Deals in 2026?
Adobe expects 2026 discounts to land almost exactly where 2025’s did, with the deepest deals for TVs, toys, apparel, appliances and furniture arriving on Black Friday itself, and the best electronics and computer deals on Cyber Monday. Thanksgiving Day is expected to carry the best sporting goods prices.
Peak Holiday Discounts by Category, 2025 vs 2026 Forecast
| Category | 2025 peak (off list) | 2026 forecast peak | Change | Best day in 2026 (Adobe) |
|---|---|---|---|---|
| Electronics | 30.1% | 30% | −0.1 pts | Cyber Monday |
| Toys | 28% | 29% | +1.0 pts | Black Friday |
| Televisions | 24.2% | 23% | −1.2 pts | Black Friday |
| Computers | 22.8% | 23% | +0.2 pts | Cyber Monday |
| Apparel | 23.2% | 23% | −0.2 pts | Black Friday |
| Sporting goods | 19.5% | 19% | −0.5 pts | Thanksgiving |
| Appliances | 19.2% | 18% | −1.2 pts | Black Friday |
| Furniture | 19% | 18% | −1.0 pts | Black Friday |
Source: Adobe, September 28, 2026. Change calculated by Axis Intelligence Research.
Six of eight categories are forecast to discount slightly less in 2026 than in 2025. Only toys and computers get deeper. Salesforce saw the same flatness from the other side: its peak average U.S. Black Friday discount held at 28% in 2025, unchanged from 2024 (as reported by Retail Dive).
Should You Wait for Black Friday or Buy Earlier?
For most categories, waiting pays. Adobe’s 2026 timeline puts peak discounts at up to 14% in early November, up to 21% the week before Thanksgiving, up to 30% during Cyber Week, and 10% to 15% through December. Axis Intelligence Research calculates that the Cyber Week peak is 2.14 times deeper than the early-November peak. The exception is anything likely to sell out: stock, not price, is the binding constraint on the most-wanted items.
Alex Rivera: My buy-or-wait rule for 2026: TVs, toys, apparel and appliances, wait for Friday. Laptops and headphones, wait for Monday. A gaming console you already know you want, buy the first good bundle you see, because a slightly deeper discount is not worth a “sold out” banner. And if a TV is the same price on Friday as it was on November 1, the “was” price was probably doing the work.
Are “Was” Prices on Black Friday Deals Real?
They are supposed to be. The FTC’s Guides Against Deceptive Pricing (16 CFR Part 233) say a former price is a legitimate basis for a comparison only if the item was genuinely offered at that price to the public for a reasonably substantial period. A list price that existed for a few days so a sale could be advertised against it is the textbook example of a fictitious comparison. The practical test for shoppers: compare against the price the same retailer charged a few weeks earlier, not against the strikethrough.
How Many People Shop on Black Friday Weekend?
A record 202.9 million Americans shopped between Thanksgiving Day and Cyber Monday 2025, according to the NRF and Prosper Insights survey of 3,099 adults (margin of error ±1.8 points). That beat both 2024 (197 million) and the prior record of 200.4 million set in 2023.
Black Friday Weekend by the Numbers (NRF / Prosper, 2025)
| Metric | 2025 | Source |
|---|---|---|
| Total weekend shoppers (Thu to Mon) | 202.9M | NRF |
| In-store shoppers, weekend | 129.5M | NRF |
| Online shoppers, weekend | 134.9M | NRF |
| Black Friday in-store / online | 80.3M / 85.7M | NRF |
| Saturday in-store / online | 62.7M / 63M | NRF |
| Sunday in-store (record) | 32.6M | NRF |
| Cyber Monday online | 75.9M | NRF |
| Avg. holiday spend per weekend shopper | $337.86 (vs $315.56 in 2024) | NRF |
| Holiday shopping still left after the weekend | 53% | NRF |
| Top destinations | Supermarkets 47%, online 45% | NRF |
| Top gifts bought | Clothing and accessories 51%, toys 32% | NRF |
The $337.86 average is the highest since 2019’s record of $361.90. Black Friday is also a promotion-driven decision: in NRF’s 2023 survey, shoppers said 55% of their Thanksgiving weekend purchases were driven by sales and promotions.
Axis Intelligence Research does not divide Adobe’s dollars by NRF’s shopper counts to estimate “spend per Black Friday shopper.” One is a transaction panel, the other a survey, and the result would look precise without being so. The declined calculation is published in our dataset as a retracted row.
How Big Is Black Friday Worldwide?
Salesforce, which tracks more than 1.5 billion shoppers worldwide, measured $79 billion in global online sales on Black Friday 2025, up 6%, including $18 billion in the U.S., per its Cyber Week release. Axis Intelligence Research calculates the U.S. share of Salesforce’s global Black Friday at 22.8%, meaning more than three-quarters of Black Friday online spending on that panel now happens outside the United States.
Shopify merchants recorded $14.6 billion in global sales across the four-day Black Friday to Cyber Monday weekend, up 27% (24% in constant currency), with an average cart of $114.70 and 16% of orders crossing borders. Shopify notes its figures cover online and offline merchant GMV and are not directly comparable year to year. Our Shopify statistics break the BFCM numbers down further.
Alex Rivera: Black Friday is now an American export in the same way the hoodie is. The U.S. still holds the single biggest share on Salesforce’s meter, but the growth is coming from everywhere else, which is why cross-border orders at 16% of Shopify’s weekend are worth watching.
How Are Mobile, BNPL and AI Changing Black Friday?
Mobile. Adobe expects a record 63% of Thanksgiving Day 2026 online spend to come through phones, up from 61.6% in 2025, and 57.4% across the full season. The phone is now the default Black Friday checkout, and impulse buying rises with it.
Buy now, pay later. Adobe forecasts $807 million in BNPL online spend on Black Friday 2026, against $1.09 billion on Cyber Monday. Our buy now, pay later statistics and the BNPL day-share analysis on the Cyber Monday page show why the Monday still carries more installment volume.
AI shopping assistants. Adobe expects AI-referred traffic to U.S. retail sites to rise 95% on Black Friday 2026, part of a 130% rise across the season. The base is still small relative to search and email, but the growth rate is the fastest of any channel Adobe tracks. For conversion data on AI-assisted buying, see our agentic commerce statistics.
Context. The U.S. Census Bureau reports that e-commerce reached 17.1% of total U.S. retail sales in Q2 2026, up 12.2% year over year on a seasonally adjusted basis. Adobe’s 9.2% Black Friday forecast is solid, not exceptional, against that backdrop.
How Common Are Black Friday Shopping Scams?
Common enough that a deal “too good to be true” should be treated as a warning, not a win. Mastercard’s 2025 holiday research found 72% of consumers shop on unfamiliar websites, 52% cite suspiciously low prices as a red flag, nearly one in five have had items that never arrived, and 16% have received counterfeit goods in past seasons.
At the national level, the Federal Trade Commission received 3 million fraud reports in 2025 with $15.9 billion in reported losses, up from $12.5 billion in 2024. In the FTC’s 2024 data release, online shopping issues were the second most commonly reported fraud category. Our payment fraud statistics cover card-not-present fraud patterns around peak days.
Black Friday 2026: What the Forecasts Say
| Metric | 2025 actual | 2026 forecast | Source |
|---|---|---|---|
| Black Friday online (U.S.) | $11.8B | $12.9B (+9.2%) | Adobe |
| Thanksgiving Day online | $6.4B | $6.9B (+8.5%) | Adobe |
| Cyber Monday online | $14.25B | $15.1B (+6.2%) | Adobe |
| Cyber Week online | $44.2B | $47.5B (+7.4%) | Adobe |
| Holiday season online (Nov to Dec) | $257.8B | $275.1B (+6.7%) | Adobe |
| BNPL on Black Friday | n/a | $807M | Adobe |
| Holiday retail sales ex auto and gas (Nov 1 to Dec 24) | n/a | +5.5% | Mastercard Economics Institute |
| Holiday in-store sales | n/a | +3.6% | Mastercard Economics Institute |
Black Friday 2026 falls on Friday, November 27, the day after Thanksgiving (November 26). Cyber Monday follows on November 30, which keeps the whole Cyber Week inside November.
According to Axis Intelligence Research, three readings will decide whether Black Friday 2026 is a genuine volume year or another price-driven record: whether the SSR™ holds near its 2025 level in NRF’s December survey, whether the OGS™ keeps narrowing in Mastercard’s preliminary data, and whether Salesforce’s order-volume line turns positive.
Methodology
Collection. Every figure on this page was retrieved on October 2, 2026, from: Adobe Analytics releases (December 2, 2025 Cyber Week recap; January 7, 2026 season recap; September 28, 2026 forecast); NRF and Prosper Insights Thanksgiving weekend surveys (November 28, 2023, n=3,498; December 2, 2025, n=3,099); Mastercard SpendingPulse Black Friday releases (2024, 2025) and the Mastercard Economics Institute 2026 holiday outlook; Salesforce’s December 5, 2025 Cyber Week release; Shopify’s December 2, 2025 Form 8-K exhibit on SEC EDGAR; FTC releases (March 2025, March 2026); the U.S. Census Bureau Quarterly Retail E-Commerce report (August 18, 2026); and eCFR Title 16 Part 233. Earlier Adobe Black Friday totals (2020 to 2023), Mastercard 2023 growth rates, and several Salesforce price and volume metrics come from contemporaneous news reports citing those firms; they are marked is_primary = no in the dataset.
Axis metrics.
- Store-to-Screen Ratio (SSR™) = NRF Black Friday in-store shoppers ÷ NRF Black Friday online shoppers, same survey, same year. In-store share of channel visits = in-store ÷ (in-store + online).
- Online-Store Growth Spread (OGS™) = Mastercard SpendingPulse Black Friday e-commerce growth − in-store growth, in percentage points, same release.
- Peak multiple = Adobe Black Friday online spend ÷ (Adobe Nov to Dec season online spend ÷ 61).
- Share and multiple measures (share of Cyber Week, Black Friday ÷ Thanksgiving, discount changes, discount depth multiple) are computed within a single Adobe release or series.
Rules applied. Figures from different trackers (Adobe, Salesforce, Mastercard, NRF, Shopify) are never combined into one number. Three calculations we chose not to publish (spend per shopper, a blended Adobe and Salesforce total, and implied in-store dollars) appear in the CSV as data_type = retracted with the reason. All arithmetic was run in Python and re-checked against the CSV.
Scope. Adobe, Mastercard and Salesforce figures are nominal. NRF counts shoppers, not dollars, and a shopper who used both channels appears in both counts. Forecast rows are the publishers’ projections, not results. Adobe’s 2026 discount figures are season peaks by category, attributed to the day Adobe expects them.
About This Dataset
black-friday-statistics-2026.csv holds 180 rows: Black Friday online sales from 2020 to the 2026 forecast, Thanksgiving, weekend, Cyber Monday and season totals, NRF shopper counts by day and channel (2022 to 2025), Mastercard channel growth rates (2023 to 2025) and 2026 outlook, Salesforce global and price and volume data, Shopify BFCM figures, Adobe category discounts (2025 and 2026), FTC fraud totals, Census e-commerce context, every SSR™ and OGS™ reading, and three retracted calculations. Each row carries source_org, source_document, source_url, retrieved_date, is_primary, axis_calculated and a method_note.
License. CC BY 4.0. Mirrored on Hugging Face, Kaggle and GitHub.
Cite as: Axis Intelligence Research, Black Friday Statistics 2026, 2026.
Cite This Page
- APA: Axis Intelligence Research, & Rivera, A. (2026). Black Friday statistics 2026: Sales by year, the store comeback, and the $12.9B forecast. Axis Intelligence. https://axis-intelligence.com/black-friday-statistics/
- MLA: Axis Intelligence Research, and Alex Rivera. “Black Friday Statistics 2026: Sales by Year, the Store Comeback, and the $12.9B Forecast.” Axis Intelligence, 2 Oct. 2026, axis-intelligence.com/black-friday-statistics/.
- Chicago: Axis Intelligence Research and Alex Rivera. “Black Friday Statistics 2026: Sales by Year, the Store Comeback, and the $12.9B Forecast.” Axis Intelligence, October 2, 2026. https://axis-intelligence.com/black-friday-statistics/.
Black Friday Questions Shoppers and Retailers Are Asking
Did fewer people shop on Black Friday 2025 even though spending hit a record?
Yes. NRF counted 80.3 million in-store and 85.7 million online Black Friday shoppers in 2025, both slightly below 2024, while Adobe recorded a record $11.8 billion online. Shoppers spread across Saturday and Sunday, and prices per item rose.
Do more people shop Black Friday in stores or online?
Slightly more online: 85.7 million versus 80.3 million in 2025 (NRF). Axis Intelligence Research’s Store-to-Screen Ratio (SSR™) puts that at 0.937, up from 0.836 in 2022, so stores have nearly closed the headcount gap.
Why does Adobe say $11.8 billion and Salesforce say $18 billion for the same Black Friday?
They measure different things. Adobe tracks direct transactions on U.S. retail sites; Salesforce extrapolates from a global commerce panel that includes non-discretionary items like grocery. Compare growth within one tracker, never across them.
Was Black Friday 2025 growth driven by higher prices?
Partly. Salesforce reported U.S. Black Friday average selling prices up 7% while order volumes fell 1% and units per transaction fell 2%. The Mastercard Economics Institute expects about half of 2026 holiday spending growth to come from prices.
Which products have the best Black Friday discounts in 2026?
Adobe expects the deepest Black Friday deals on TVs (up to 23% off list), toys (29%), apparel (23%), appliances (18%) and furniture (18%). Electronics (30%) and computers (23%) are expected to bottom out on Cyber Monday.
Are Black Friday “was” prices legally required to be real?
Under the FTC’s Guides Against Deceptive Pricing (16 CFR Part 233), a former price should be one the item was genuinely offered at for a reasonably substantial period. A list price set briefly to manufacture a discount is a fictitious comparison.
What time of day do Black Friday online sales peak?
Between 10 a.m. and 2 p.m., when Adobe measured about $12.5 million per minute in 2025, roughly 1.53 times the day’s average pace per Axis Intelligence Research. Shopify’s peak came at 12:01 p.m. ET.
How much is spent on Black Friday worldwide?
Salesforce measured $79 billion in global online Black Friday sales in 2025, up 6%. The U.S. accounted for $18 billion, or 22.8% of that panel, per Axis Intelligence Research.
When is Black Friday 2026, and what is the forecast?
Friday, November 27, 2026. Adobe forecasts $12.9 billion in U.S. online spending, up 9.2%, the fastest growth among the major Cyber Week days.
Related on Axis Intelligence: Cyber Monday statistics · Holiday shopping statistics · Shopify statistics · Buy now, pay later statistics · Mobile commerce statistics · E-commerce statistics · Payment fraud statistics