Black Friday Sales 2023

Did your advertising strategy contribute to the increase in Black Friday sales? Here are the Top 3 stats you need to know!

1. Holiday Shoppers turned out in force on Black Friday -spending a record $9.8 billion online. Holiday shoppers showed up in historic numbers for online and in-store purchases over the Cyber 5 days, also known as the long Thanksgiving holiday weekend and Cyber Monday. Black Friday’s online sales totaled $16.4 billion in the U.S., according to Salesforce.²
2. Adobe Analytics also found that smartphones accounted for $5.3 billion of all online sales on Black Friday- up 10.4% year over year. One reason is that improved shopping experiences make it easier to make purchases on mobile devices. Shoppers surged back to buying on mobile, delivering an all-time high for that segment, according to data from Salesforce. In 2017, mobile represented 61% of digital traffic. That grew to 75% in 2020 and to 79% this year.²
3. The top destinations for Thanksgiving weekend shoppers:
   • Online (44%)
   • Grocery stores and supermarkets (42%)
   • Department stores (40%)
   • Clothing and accessories stores (36%)
   • Electronics stores (29%)¹

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Brohan, 2023¹

Delesline, 2023²