What percentage of holiday eCommerce sales happen during Black Friday and Cyber Monday?

Black Friday and Cyber Monday collectively capture approximately 9.6% of total U.S. holiday eCommerce sales, based on calculations from 2024 Adobe Analytics data. The five-day “Cyber 5” period (Thanksgiving through Cyber Monday) accounts for roughly 17.0% of November-December online spending, with Cyber Monday alone representing 5.5% and Black Friday contributing 4.5% of the holiday season’s digital commerce revenue.

Numbers at a glance

• 9.6% — Combined Black Friday + Cyber Monday share of holiday eCommerce sales (calculated from 2024 data)
• 17.0% — Cyber 5 weekend share of total holiday online spending
• 5.5% — Cyber Monday’s individual contribution to holiday eCommerce
• 4.5% — Black Friday’s share of November-December online sales (calculated)
• $24.1 billion — Combined Black Friday ($10.8B) + Cyber Monday ($13.3B) sales in 2024
• $241.4 billion — Total U.S. holiday eCommerce sales (November-December 2024)

Why the “Cyber 5” window matters for retailers

The Cyber 5 represents the most concentrated shopping period in eCommerce, spanning Thanksgiving Day through Cyber Monday. This five-day stretch has evolved from a simple post-Thanksgiving sale weekend into the cornerstone of holiday retail strategy.

Definition and scope

The Cyber 5 period generated $41.1 billion in online sales during 2024, representing significant concentration of holiday spending:

• Thanksgiving Day: $6.1 billion (15% of Cyber 5 sales)
• Black Friday: $10.8 billion (26% of Cyber 5 sales)
• Small Business Saturday: $5.6 billion (14% of Cyber 5 sales)
• Cyber Sunday: $2.2 billion (5% of Cyber 5 sales)
• Cyber Monday: $13.3 billion (32% of Cyber 5 sales)

Historical rise of the shopping weekend

The concentration of holiday sales into this narrow window has intensified over the past decade. Where Black Friday once dominated as a primarily in-store event, the digital shift has elevated Cyber Monday to become the single largest online shopping day, generating more revenue than Black Friday’s online component.

Mobile commerce now drives 54.5% of Cyber 5 transactions, with smartphones accounting for the majority of purchases during peak traffic hours. This mobile-first behavior has enabled retailers to capture impulse purchases throughout the extended weekend rather than just on individual days.

In-store vs. online dynamics

The percentage figures above reflect online-only transactions. When including brick-and-mortar sales, the Cyber 5 weekend represents roughly 6-7% of total holiday retail spending. However, the online concentration effect is significantly stronger due to the digital-native nature of Cyber Monday and the convenience of mobile shopping during the extended weekend.

Factors that influence the share

Multiple retail and consumer trends affect how much of the holiday season gets concentrated into the Cyber 5 period.

Early discounting and deal extensions

Retailers have increasingly moved away from single-day promotions toward extended sale periods. Amazon’s Prime Big Deal Days in October, Target’s Deal Days, and Walmart’s Early Access Sales all pull some demand forward, reducing the Cyber 5 concentration.

The 2024 season saw particularly aggressive early November discounting, with some categories offering Black Friday-level prices as early as November 1st. This trend contributed to a more distributed spending pattern compared to previous years when deals were more tightly concentrated around the traditional shopping weekend.

Mobile commerce growth

Mobile devices accounted for 54.5% of holiday eCommerce transactions in 2024, up from 52.1% in 2023. This shift enables more spontaneous, distributed shopping throughout the weekend rather than concentrated desktop sessions during traditional “shopping hours.”

Buy Now, Pay Later (BNPL) adoption reached $18.2 billion in holiday spending, with Cyber Monday setting a single-day BNPL record of $991.2 million. BNPL options particularly boost conversion during high-ticket purchase days like Black Friday, as consumers feel more comfortable making larger purchases when payments are spread out.

BNPL and payment flexibility

Advanced checkout technologies, one-click purchasing, and digital wallet adoption have reduced friction during high-traffic periods. This allows retailers to capture more of the available demand during peak days rather than losing sales to cart abandonment.

The rise of flexible payment options has also enabled consumers to make larger purchases during discount periods, potentially increasing the concentration effect for higher-value categories like electronics and appliances.

Global vs. U.S. variations

While U.S. Cyber 5 percentages have stabilized around 17%, international markets show different patterns:

• European markets: 12-14% concentration due to different cultural shopping patterns and less aggressive promotional calendars
• Emerging markets: Often 18-22% concentration as they adopt U.S.-style promotional calendars
• Asia-Pacific: Varies significantly by country, with some markets showing higher concentration during local shopping festivals (Singles’ Day, etc.)

Implications for retailers and marketers

Understanding the ~10% concentration provides strategic guidance for inventory, marketing, and operational planning.

Inventory planning tips

With roughly one-tenth of holiday eCommerce revenue compressed into two days, inventory positioning becomes critical:

Pre-position fast-moving SKUs in fulfillment centers closest to major population centers by mid-November. Adobe’s data shows that stockouts during Cyber Monday can reduce a retailer’s share of the day’s sales by 15-25%.

Plan for 35-45% traffic spikes during Cyber Monday peak hours (typically 8 PM – 11 PM EST). Mobile traffic can spike even higher, reaching 65% of total visits during peak evening hours as consumers shop from home after work.

Maintain safety stock for top 20% of SKUs at 150-200% of normal levels through December 1st to capture both Cyber 5 demand and immediate post-weekend purchases.

Promotion timing and cadence

The concentration effect creates both opportunity and risk:

Promotional calendar optimization — Start teaser campaigns in early November, peak during Cyber 5, then maintain momentum through December with different messaging focused on gift-giving and last-minute purchases.

Competitive monitoring — Track competitor pricing hourly during Cyber 5, as price wars can compress margins across the entire weekend. Retailers who adjust pricing in real-time during Cyber Monday can capture 8-12% more market share according to industry analysis.

Customer acquisition focus — Use the high-traffic period for new customer acquisition, then optimize retention campaigns for the remaining 83% of the holiday season.

MarTech and analytics checkpoints

Site performance testing should assume 3-5x normal traffic loads, with particular attention to mobile checkout flows where 54.5% of transactions occur.

Attribution modeling becomes complex during Cyber 5 due to cross-device shopping behavior and extended consideration periods. Many purchases attributed to Cyber Monday actually begin with research sessions on Black Friday or earlier.

Real-time analytics enable rapid response to inventory depletion, traffic spikes, or conversion rate changes during peak hours. Retailers using real-time data typically see 20-30% better performance during high-traffic periods.

Methodology behind the numbers

Understanding how different research firms arrive at their figures helps explain why reported percentages vary slightly across sources and how calculations are performed.

Data sources compared

Adobe Analytics provides the most comprehensive view of U.S. eCommerce activity, tracking over 80% of the top 100 U.S. online retailers through their platform and processing more than 1 trillion visits annually. Their $241.4 billion holiday total represents actual transaction data from major retailers and marketplace platforms.

Digital Commerce 360 aggregates data from multiple sources including proprietary merchant surveys and Adobe Analytics, creating industry benchmarks that complement platform-specific data. Their figures often align closely with Adobe’s core metrics.

Salesforce Commerce Cloud monitors global digital commerce trends through their enterprise platform. Their data includes international perspectives but focuses primarily on B2C transactions processed through their system, which may not capture the full market.

National Retail Federation (NRF) combines consumer survey data with industry reporting to project both online and offline holiday sales, providing broader retail context but less granular eCommerce specificity.

What’s included and excluded

The percentage calculations in this analysis use these parameters:

• Holiday season definition: November 1 through December 31 (Adobe Analytics standard)
• eCommerce scope: Online transactions only, excluding buy-online-pickup-in-store
• Geographic focus: U.S. domestic sales (international varies by source)
• Device tracking: Desktop, mobile web, and app purchases combined
• Payment methods: All forms including Buy Now, Pay Later (BNPL) options

Why percentages differ year to year

Several factors influence the annual share that Black Friday and Cyber Monday capture:

Deal extension strategies — Retailers increasingly offer “Black Friday prices” throughout November, diluting the concentration effect. Early November promotions can reduce Cyber Monday’s individual contribution by 0.5-1.0 percentage points compared to years with more traditional timing.

Mobile adoption rates — Higher smartphone usage enables more distributed shopping across the entire Cyber 5 period rather than concentrated desktop sessions during traditional “shopping hours.”

Economic conditions — Consumer confidence and spending power affect whether shoppers wait for peak discount days or spread purchases across the season. The 2024 figures reflect relatively stable economic conditions with moderate inflation concerns.

Supply chain considerations — Inventory constraints or shipping delays can shift consumer behavior toward earlier or later purchase windows.

Latest reported percentages (2024)

Recent data shows the Black Friday and Cyber Monday share has stabilized in the high single digits to low teens range, with year-over-year variations reflecting broader economic and retail trends.

High-confidence range from multiple studies

The 9-10% range for Black Friday and Cyber Monday combined appears consistently when calculating from major tracker data, suggesting high confidence in this figure. Adobe Analytics’ 2024 data provides the most authoritative baseline with their $24.1 billion combined total representing 9.6% of the $241.4 billion holiday season.

Source comparison table

Source	Year	BF+CM Combined	Cyber 5 Total	Holiday eCommerce Base	Notes
Adobe Analytics	2024	9.6% (calculated)	17.0%	$241.4B	Most comprehensive U.S. data
Adobe Analytics	2023	9.1% (calculated)	15.8%	$222.1B	Pre-inflation adjustment
Digital Commerce 360	2024	10.2% (estimated)	17.3%	$238B	Industry survey data
Red Stag Analysis	2024	9.9% (calculated)	16.8%	$243B	Based on Adobe data
eMarketer	2024	9.4% (projected)	16.2%	$255B	Census-based projections

Frequently asked questions

Is Cyber Monday losing relevance compared to Black Friday?

No—Cyber Monday actually grew to $13.3 billion in 2024 versus Black Friday’s $10.8 billion in online sales, representing 7.3% year-over-year growth. Cyber Monday’s digital-native format continues to outpace Black Friday’s omnichannel approach in pure eCommerce terms, and mobile shopping behavior favors the convenience of Monday online shopping over weekend store visits.

Does the percentage differ for brick-and-mortar stores?

Yes, significantly. While Black Friday and Cyber Monday represent ~10% of online holiday sales, they account for only 6-7% of total holiday retail spending when including in-store purchases. Physical retail shows more distributed patterns throughout the season, with less concentration during specific promotional days.

How will AI-driven shopping assistants affect future shares?

AI personalization may actually increase concentration by making Cyber 5 promotions more relevant to individual shoppers. Traffic to retail sites from AI-powered chatbots surged by 1,950% on Cyber Monday 2024 specifically, compared to the previous year. Early data from retailers using AI-powered recommendations shows 15-20% higher conversion rates during peak promotional periods, potentially pushing the combined share toward 11-12% in coming years.

What categories spike the most during the weekend?

Electronics and consumer technology show the highest concentration, often capturing 18-22% of their holiday sales during Cyber 5. Apparel follows at 15-18%, while home goods and beauty products show more distributed patterns throughout the season at 8-12% concentration. Popular Cyber Monday 2024 categories included Bluetooth headphones, computers & laptops, TVs, and gaming products.

How accurate are preliminary forecasts?

Major trackers like Adobe Analytics typically forecast within 2-3% of actual results when predicting total holiday spending. However, individual day predictions can vary more significantly due to weather, economic news, or competitive dynamics during the actual shopping period. Economic volatility can create larger variances, as seen during 2020-2022.

Does the percentage include returns and exchanges?

The figures represent gross sales during the promotional period and do not account for returns processed in subsequent weeks. Return rates during Cyber 5 typically run 15-20%, slightly higher than the holiday average due to impulse purchases and gift-buying uncertainty.

How do marketplace sales affect the calculations?

Amazon marketplace transactions are included in Adobe Analytics data, representing the largest component of the tracked sales. However, smaller marketplaces and international platforms may be underrepresented, potentially understating the true concentration effect by 0.5-1.0 percentage points.

What’s the impact of supply chain disruptions on these percentages?

Supply constraints typically reduce Cyber 5 concentration as consumers shop earlier to ensure delivery. The 2024 figures reflect relatively normal supply chain conditions. During 2021-2022, supply chain issues reduced the weekend’s share by approximately 1-2 percentage points as shopping spread across October and early November.

Key takeaways

• Black Friday and Cyber Monday capture approximately 10% of total U.S. holiday eCommerce sales, representing a mature, stable pattern in digital commerce that provides predictable planning benchmarks for retailers
• The Cyber 5 weekend accounts for 17% of November-December online spending, creating significant operational challenges and opportunities that require specialized inventory and staffing strategies
• Mobile commerce drives 54.5% of Cyber 5 transactions, requiring mobile-optimized checkout experiences, real-time inventory management, and responsive customer service capabilities
• Cyber Monday ($13.3B) now exceeds Black Friday ($10.8B) in pure online sales, reflecting the shift toward digital-first shopping behaviors and the convenience of weekday online purchasing
• BNPL adoption reached $18.2 billion during the 2024 holiday season, with Cyber Monday setting a single-day record of $991.2 million, indicating growing consumer preference for flexible payment options
• Early discounting strategies are diluting concentration effects, as retailers extend promotional periods throughout November to capture demand, potentially reducing future weekend concentration
• International markets show different concentration patterns, with European markets at 12-14% and emerging markets often exceeding U.S. levels, suggesting cultural and economic factors influence shopping behavior
• Supply chain stability directly impacts concentration, with disruptions typically reducing weekend share by 1-2 percentage points as consumers adjust shopping timing for delivery certainty
• AI personalization may increase future concentration by making promotional offers more relevant and compelling to individual shoppers, potentially pushing combined share toward 11-12%
• Retailers should plan for 35-45% traffic spikes during Cyber Monday peak hours, with mobile traffic potentially reaching 65% of total visits during evening shopping periods

Sources & references

• Adobe Analytics 2024 Holiday Shopping Report — Primary source for $241.4B holiday total, $13.3B Cyber Monday, and mobile commerce statistics
• Red Stag Fulfillment Cyber Monday Analysis — Detailed percentage calculations and methodology explanations for individual day analysis
• Digital Commerce 360 Cyber 5 Analysis — Industry benchmarking, year-over-year growth comparisons, and Cyber 5 breakdown data
• Digital Commerce 360 Cyber Monday Coverage — Specific Cyber Monday performance metrics, mobile commerce trends, and competitive analysis
• Statistics Black Friday — Black Friday online sales data, BNPL transaction statistics, and comparative analysis with Cyber Monday performance