What is the average spend per shopper on Black Friday?
Recent dual-source surveys show the average U.S. shopper spent roughly $104 on Black Friday 2024—combining online purchases ($124 average) and in-store spending ($82 average). This figure reflects actual spending across the 152 million Americans who participated in Black Friday shopping, representing a shift toward higher online spending per person while maintaining strong in-store engagement.
Numbers at a glance
- $104 average total spend per Black Friday shopper in 2024
- $124 average spend per online shopper
- $82 average spend per in-store shopper
- 152 million Americans shopped on Black Friday 2024 (58% of adults)
- $10.8 billion total U.S. online sales (10.2% increase over 2023)
- $851 average spend by Millennials (highest by generation)
- $18.2 billion spent via Buy Now, Pay Later services
- 54.5% of online sales occurred on mobile devices
What is the current average spend?
The 2024 Black Friday spending data reveals a clear channel divide in consumer behavior. While the combined average of $104 per shopper might seem modest compared to projections from earlier surveys, it reflects actual spending patterns rather than pre-shopping intentions.
Dual-sourced 2024 figure explained
The $104 figure comes from analyzing actual transaction data across both channels. Online shoppers averaged $124 per person, driven by higher-value electronics purchases and the convenience of comparison shopping. In-store shoppers averaged $82, focusing more on immediate-need items and taking advantage of doorbusters.
Black Friday 2024: Spending by Channel
Why numbers differ from projections
Earlier 2024 surveys projected much higher spending—with some estimates reaching $480-$674 per shopper. These projections typically measured shopping intentions across the entire holiday weekend or included planned spending beyond Black Friday itself. The $104 figure represents verified, single-day Black Friday transactions only.
Five-year spending trend
Black Friday spending has shown consistent growth despite economic uncertainties, with online channels driving most of the expansion.
2020-2024 spending evolution
| Year | Online Sales (Billions) | YoY Growth | Notable Trends |
|---|---|---|---|
| 2020 | $9.0 | +21.6% | Pandemic-driven online surge |
| 2021 | $8.9 | -1.1% | Supply chain disruptions |
| 2022 | $9.1 | +2.2% | Return to growth |
| 2023 | $9.8 | +7.7% | Strong recovery |
| 2024 | $10.8 | +10.2% | Record online spending |
Inflation-adjusted perspective
When adjusted for inflation, the 2024 average spend of $104 represents roughly $95 in 2020 dollars, indicating that consumers have maintained their Black Friday purchasing power despite broader economic pressures. The shift toward online channels has helped shoppers access better deals and compare prices more effectively.
Spending breakdown by channel
The channel split reveals distinct shopping behaviors and spending patterns that retailers should understand for strategic planning.
Online shoppers’ higher average order value
Online Black Friday shoppers averaged $124 per person in 2024, benefiting from:
- Easier price comparison across retailers
- Access to online-exclusive deals
- Higher-value electronics and home goods purchases
- Buy Now, Pay Later options enabling larger purchases
In-store basket dynamics
Physical store shoppers averaged $82 per person, driven by:
- Immediate gratification purchases
- Doorbuster deals with limited quantities
- Impulse additions at checkout
- Social shopping experiences
Mobile commerce accounted for 54.5% of online sales, with mobile shoppers showing similar spending patterns to desktop users, indicating that the mobile shopping experience has matured significantly.
Demographic and income segments
Spending varies dramatically across generational and income lines, providing crucial insights for targeted marketing strategies.
Average Black Friday Spending by Generation
Generational spending patterns
| Generation | Average Spend | Key Categories |
|---|---|---|
| Millennials | $851 | Electronics, home appliances |
| Gen X | $679 | Home goods, family items |
| Baby Boomers | $578 | Toys (for grandchildren), beauty |
| Silent Generation | $404 | Essential items, gifts |
Income influence on spending
Lower-income earners (under $50K annually) showed the highest growth rate in Black Friday spending, increasing 22% year-over-year to an average of $422. This growth was largely enabled by Buy Now, Pay Later services, which allowed budget-conscious shoppers to make larger purchases while spreading payments over time.
Middle-income households remain the core Black Friday demographic, comprising the largest share of the 152 million shoppers while maintaining steady spending levels.
International spending snapshot
Black Friday has become a global phenomenon, though spending patterns vary significantly by region.
UK market performance
UK consumers were projected to spend over £9 billion ($10.3 billion) during the four-day Black Friday weekend in 2024, representing a 4.5% increase year-over-year. British shoppers showed a notable return to physical stores, with in-store purchases capturing 46.9% of total spending—the first increase since 2022.
European market trends
Across major European markets, online transactions rose 10% year-over-year, but total spending declined 4% as consumers gravitated toward lower-priced items. Key insights:
- 80%+ of consumers in major EU countries planned Black Friday purchases
- Italy led purchase intentions at 86%
- Discounts ranged from 11-23% across categories
- Apparel saw the deepest discounts at 34% globally
Drivers behind current spend levels
Several factors converge to influence Black Friday spending patterns, from payment innovations to promotional strategies.
Buy now, pay later impact
BNPL services significantly boosted average order values in 2024. BNPL transactions averaged $189—33% higher than traditional payment methods. The $18.2 billion spent through BNPL services represents a 9.6% increase over 2023, indicating growing consumer comfort with flexible payment options.
Mobile commerce influence
With 54.5% of online sales occurring on mobile devices, the mobile shopping experience directly impacts spending patterns. Mobile shoppers demonstrate similar spending behaviors to desktop users, but benefit from:
- Location-based promotions
- Social media integration
- Instant purchase capabilities
- Push notification deal alerts
Early-access sales effect
Many retailers now offer early Black Friday access to loyalty members or credit card holders, which can pull spending forward and reduce the single-day average. However, this strategy often increases total customer lifetime value during the holiday season.
What the average means for retailers
Understanding the $104 average spend provides actionable insights for retail strategy and promotional planning.
Benchmark your average order value
To evaluate your Black Friday performance:
- Compare your AOV to the $104 industry average
- Segment by channel (online vs. in-store)
- Analyze by customer demographic
- Factor in your product category’s typical price points
Tactics to increase cart size
Bundle strategies: Create product bundles that push customers above the $104 threshold while providing genuine value.
BNPL integration: Offering Buy Now, Pay Later can increase AOV by 33% based on 2024 data.
Tiered promotions: Structure discounts to encourage spending above average levels (e.g., “Spend $125, save 20%”).
Free shipping thresholds: Set minimum purchase requirements slightly above your current AOV to encourage larger baskets.
Frequently asked questions
What is the average amount spent per person on Black Friday 2024?
The average U.S. shopper spent $104 on Black Friday 2024, with online shoppers averaging $124 and in-store shoppers averaging $82.
Is Black Friday spending going up or down year over year?
Black Friday spending continues to grow, with online sales increasing 10.2% in 2024 to reach $10.8 billion, while maintaining strong in-store participation with 81.7 million shoppers.
Do online shoppers spend more than in-store shoppers?
Yes, online shoppers averaged $124 per person compared to $82 for in-store shoppers in 2024, largely due to higher-value electronics purchases and easier price comparison.
How much does Gen Z spend on Black Friday?
While specific Gen Z data wasn’t available for 2024, Millennials led generational spending at $851 average, suggesting younger demographics prioritize Black Friday shopping with higher spending power.
Does buy now, pay later increase average order value?
Yes, BNPL transactions averaged $189 in 2024—33% higher than traditional payment methods—with total BNPL spending reaching $18.2 billion during the holiday season.
How does U.S. average spend compare to the U.K.?
The UK market projected over £9 billion in total spending across the four-day weekend, with British consumers showing increased in-store shopping (46.9% of purchases) compared to U.S. patterns.
How can retailers raise their average spend?
Key tactics include offering BNPL options, creating strategic product bundles, setting free shipping thresholds above current AOV, and using tiered promotional structures that encourage larger purchases.
How early do consumers set their Black Friday budgets?
Most consumers begin planning Black Friday purchases weeks in advance, with 38% taking advantage of sales during the week before Thanksgiving weekend, according to NRF data.
Key takeaways
- Average spending reality: The $104 average spend per shopper represents actual transactions, not pre-shopping intentions, providing a realistic benchmark for retailers
- Channel divide: Online shoppers spend 51% more per person ($124 vs $82 in-store), driven by easier price comparison and higher-value purchases
- Generational gaps: Millennials lead spending at $851 average, while lower-income earners showed the highest growth rate at 22% year-over-year
- Payment innovation impact: Buy Now, Pay Later services boost average order values by 33%, with $18.2 billion in total BNPL spending during 2024
- Mobile dominance: 54.5% of online sales occurred on mobile devices, indicating the critical importance of mobile-optimized shopping experiences
- Global growth: While U.S. online sales grew 10.2% to $10.8 billion, international markets showed mixed results with Europe seeing transaction increases but spending declines
- Strategic implications: Retailers can leverage the $104 benchmark through targeted bundle strategies, BNPL integration, and tiered promotions to increase cart sizes
Sources & references
- Statistics.BlackFriday — Global Black Friday spending data and BNPL statistics
- Adobe Analytics Holiday Shopping Report — U.S. online sales data and mobile commerce trends
- National Retail Federation — In-store and online shopper participation data
- Salesforce Commerce Cloud — Global spending figures and AI-driven sales insights
