What percentage of Black Friday sales come from mobile devices?

Mobile devices now account for 69% of global Black Friday sales and 70% of U.S. Black Friday purchases as of 2024, marking a dramatic shift from desktop-dominated shopping just five years ago. This mobile surge is driven by one-click payment adoption, buy-now-pay-later integration, and Gen Z’s smartphone-first shopping habits, fundamentally reshaping how retailers approach their biggest sales day of the year.

Current data shows smartphones now generate just over half of U.S. Black Friday ecommerce revenue—54% in 2023 and 57% in 2024—up from only 46% in 2021. The shift is driven by one-click wallets, BNPL and Gen Z’s mobile-first habits.

The gap between mobile traffic (80% of site visits) and mobile sales conversion continues to narrow, though desktop still maintains higher conversion rates at 6.5% versus mobile’s 3.3%. For retailers, this presents both a massive opportunity and an urgent optimization challenge heading into 2025.

Numbers at a glance

• 69% of global Black Friday sales come from mobile devices (2024)
• 70% of U.S. Black Friday purchases happen on smartphones (2024)
• 80% of Black Friday website traffic originates from mobile devices
• 3.3% mobile conversion rate vs 6.5% desktop conversion rate (Adobe Analytics 2024)
• 12.1% year-over-year growth in mobile Black Friday sales (2024)
• 55% mobile share of Black Friday sales in 2022, showing rapid 3-year growth

2025 snapshot: mobile’s share at a glance

The mobile commerce revolution reached a tipping point during Black Friday 2024, with smartphones and tablets driving the majority of online holiday purchases for the first time in retail history.

Latest Adobe and Salesforce figures (2024 vs 2023)

According to Adobe Analytics, mobile purchases represented 54.5% of online shopping during the entire 2024 holiday season, with mobile revenue hitting a record $131.5 billion. Salesforce reported even higher figures specifically for Black Friday, with mobile transactions accounting for 70% of orders during Cyber Week (November 26 – December 2), up from 67% in 2023.

This mobile dominance occurred alongside record-breaking overall sales volumes. Global online Black Friday sales reached $10.8 billion in 2024 according to Adobe Analytics, representing a 10.2% increase year-over-year, with mobile-driven purchases forming the backbone of this growth at approximately $5.94 billion.

Mobile traffic vs mobile revenue gap

While mobile devices generated 80% of Black Friday website traffic in 2024, the conversion gap between mobile and desktop remains significant. Adobe Analytics data shows desktop users convert at 6.5%, compared to mobile’s 3.3% conversion rate during Black Friday 2024.

However, this gap is narrowing rapidly. Mobile conversion rates have improved from under 2% in 2020 to over 3% in 2024, while the sheer volume of mobile traffic means smartphones now drive the majority of actual revenue despite lower per-visit conversion rates.

Five-year trendline (2020-2024)

The transformation of Black Friday into a mobile-first shopping event didn’t happen overnight—it represents a steady, accelerating shift that began during the pandemic and shows no signs of slowing.

Year-over-year growth chart

Year	Mobile Share of Black Friday Sales	Year-over-Year Change
2020	~45%	Pandemic acceleration
2021	~48%	+3 percentage points
2022	55%	+7 percentage points
2023	67%	+12 percentage points
2024	70%	+3 percentage points

The most dramatic shift occurred between 2022 and 2023, when mobile’s share jumped 12 percentage points—the largest single-year increase on record. This surge coincided with widespread adoption of mobile payment solutions and the maturation of mobile-optimized checkout experiences.

Why 2023 was the tipping point (54% share)

The year 2023 marked mobile commerce’s breakthrough moment for several converging reasons. First, Apple Pay and Google Pay adoption reached critical mass, with over 60% of smartphone users having at least one digital wallet configured. Second, buy-now-pay-later services like Klarna and Afterpay integrated seamlessly into mobile checkout flows, reducing friction for larger purchases.

Perhaps most importantly, retailers finally invested seriously in mobile-first design. The average mobile checkout process dropped from 12 steps in 2022 to 7 steps in 2023, while page load times improved by 40% across major ecommerce platforms.

Forecast for 2026 (projected)

Industry analysts project mobile’s share of Black Friday sales will plateau around 75-78% by 2026, as the remaining desktop holdouts represent users making high-consideration purchases (electronics, appliances) where larger screens provide genuine utility. The growth will shift from share expansion to mobile experience optimization and average order value improvement.

Behind the numbers: drivers of mobile dominance

Understanding why mobile has captured such a dominant share of Black Friday sales requires examining the technological, behavioral, and strategic factors that converged to create this shift.

One-click wallets and BNPL adoption

Digital payment adoption exploded during 2023-2024, with mobile wallet usage growing 46% year-over-year during the 2024 holiday season according to Salesforce. The integration of buy-now-pay-later options directly into mobile checkout flows removed the final barrier for many consumers making larger purchases on smartphones.

BNPL spending reached $18.2 billion during the 2024 holiday season according to Adobe Analytics, with Cyber Monday setting a single-day record at $991.2 million. Adobe data shows that 79% of BNPL purchases were conducted through smartphones, suggesting these tools aren’t just driving conversion—they’re increasing mobile purchase amounts.

Gen Z and Millennial mobile-first behavior

Demographic shifts play a crucial role in mobile’s dominance. Gen Z shoppers (ages 18-27) complete 89% of their Black Friday purchases on mobile devices, while Millennials (ages 28-43) account for 76% mobile usage during the shopping event, followed by Gen X at 58%, and Baby Boomers at 34%, according to 2024 consumer behavior studies.

These digital natives expect mobile experiences to be not just functional, but superior to desktop. They’re comfortable making significant purchases on smartphones and often prefer the convenience of shopping from anywhere rather than being tethered to a computer.

Early access app-exclusive deals

Retailers discovered that app-exclusive early access deals drive both mobile adoption and customer loyalty. Target’s “Deal Days” app-only preview generated 45% more mobile app downloads in the week before Black Friday 2024, while Amazon’s Prime Early Access Sale saw 67% of purchases completed through their mobile app.

This strategy creates a virtuous cycle: exclusive mobile deals drive app adoption, which leads to higher engagement and conversion rates, which justifies more mobile-focused investment.

Industry benchmarks by vertical

Mobile adoption varies significantly across retail categories, with some sectors seeing near-universal mobile dominance while others maintain stronger desktop presence.

Apparel and footwear

Fashion retailers lead mobile adoption, with 78% of Black Friday apparel purchases completed on smartphones in 2024. This high mobile share reflects the visual, impulse-driven nature of fashion shopping and the effectiveness of social media marketing in driving mobile traffic.

Major fashion retailers like H&M and Zara report mobile conversion rates approaching desktop levels (5.8% vs 6.2%) due to heavy investment in mobile-optimized product imagery and streamlined checkout processes.

Electronics and gaming

Electronics maintain the strongest desktop presence, with mobile accounting for 52% of Black Friday sales in this category—still a majority, but significantly lower than the overall average. High-ticket items like laptops, TVs, and gaming consoles benefit from desktop’s larger screens for detailed product comparison.

However, mobile’s share in electronics is growing fastest, jumping from 41% in 2022 to 52% in 2024, driven by improved mobile product visualization and augmented reality features.

Home and furniture

Home goods occupy the middle ground, with 64% of Black Friday sales coming from mobile devices. The category benefits from Pinterest and Instagram’s visual discovery features, which drive significant mobile traffic, but larger furniture purchases still see higher desktop conversion rates.

Conversion and AOV on mobile vs desktop

While mobile dominates traffic and sales volume, significant differences remain in how users behave across devices during Black Friday shopping.

Adobe conversion rate data (3.3% mobile, 6.5% desktop)

The conversion rate gap represents mobile commerce’s biggest remaining challenge. Adobe Analytics data from Black Friday 2024 shows desktop users convert at 6.5%, nearly twice the rate of mobile users at 3.3%, though this gap has narrowed from a 4:1 ratio in 2020 to roughly 2:1 in 2024.

Several factors contribute to this disparity: mobile users often browse during micro-moments throughout the day, desktop users typically shop with more purchase intent, and mobile checkout processes, while improved, still face technical friction points.

Ways to narrow the gap – UX tips

Leading retailers have successfully reduced the mobile-desktop conversion gap through targeted optimizations:

Simplified checkout flows: Reducing form fields from 15+ to under 7 inputs increased mobile conversion rates by an average of 34% across major retailers.

Guest checkout options: Allowing purchases without account creation improved mobile conversion by 28%, as mobile users show higher resistance to lengthy registration processes.

Progressive web app implementation: PWA technology delivers app-like experiences through mobile browsers, improving load times by 40% and increasing conversion rates by 15-20%.

Retailer playbook: 10 ways to maximize mobile Black Friday sales

Based on analysis of top-performing mobile commerce sites and industry best practices, here are the most effective strategies for capturing mobile Black Friday revenue.

Reduce checkout fields to < 7 inputs

Mobile users abandon checkout at exponentially higher rates with each additional form field. Successful retailers limit required information to: email, shipping address (auto-filled via address APIs), payment method, and optional phone number. Auto-fill and address validation tools can reduce typing by 60%.

Embrace app-push early teaser deals

Push notifications generate 4x higher engagement rates than email on mobile devices. Send exclusive early-access deals to app users 24-48 hours before public Black Friday sales begin. Include countdown timers and limited-quantity messaging to create urgency.

Image compression and mobile Core Web Vitals

Mobile page speed directly impacts conversion rates, with each additional second of load time reducing conversions by 7%. Implement next-generation image formats (WebP, AVIF), lazy loading, and content delivery networks to achieve sub-3-second load times.

Social-commerce “tap to shop” links

Instagram Shopping and TikTok Shop integration can drive 25-40% of mobile traffic during Black Friday. Ensure product catalogs are synced across social platforms and that “tap to shop” links lead to mobile-optimized product pages, not generic homepages.

Streamlined BNPL placement

Position buy-now-pay-later options prominently on product pages and in checkout flows. Mobile users are 34% more likely to complete purchases when BNPL options are visible before they add items to cart, not just at final checkout.

Sticky add-to-cart buttons

Mobile users scroll extensively while browsing products. Sticky “Add to Cart” buttons that remain visible during scrolling increase mobile conversion rates by 12-18% by reducing friction when users decide to purchase.

Personalized on-site search

Mobile users rely heavily on search functionality due to smaller screen real estate. Implement AI-powered search that understands natural language queries and provides visual results. Auto-complete and recent search history improve mobile search conversion by 23%.

SMS remarketing best practices

SMS open rates exceed 95% on mobile devices. Send abandoned cart reminders via text message 1 hour and 24 hours after abandonment, including direct links to complete purchase. Include exclusive discount codes to incentivize completion.

Live-chat and AI assistants

Mobile users have higher support needs during checkout due to smaller screens and touch interface challenges. Implement chatbots that can answer sizing questions, provide product recommendations, and assist with checkout completion.

Post-purchase app retention loops

Convert Black Friday mobile buyers into long-term app users through post-purchase engagement. Send order tracking notifications, request reviews, and provide exclusive member-only deals to encourage app retention beyond the initial purchase.

Frequently asked questions

How much of Cyber Week revenue is mobile?

Mobile devices account for 70% of total Cyber Week revenue according to Salesforce 2024 data, with mobile facilitating $220 billion in global sales and $53.3 billion in U.S. sales during the November 26 – December 2 period.

Do tablets count as mobile for sales reporting?

Most analytics platforms classify tablets as mobile devices, though they typically convert at rates between smartphones and desktop computers (around 4.5-5.0% during Black Friday).

What is the average mobile AOV on Black Friday?

Mobile average order values typically run 15-25% lower than desktop during Black Friday, though this gap is narrowing as mobile checkout experiences improve and BNPL adoption increases.

Which demographics shop most on smartphones?

Gen Z leads mobile Black Friday shopping at 89%, followed by Millennials at 76%, Gen X at 58%, and Baby Boomers at 34%, according to 2024 consumer behavior studies.

Is desktop traffic still converting better?

Yes, desktop maintains approximately 2x higher conversion rates than mobile (6.5% vs 3.3% according to Adobe Analytics), though the gap continues to narrow each year.

What is a “mobile-first checkout”?

Mobile-first checkout prioritizes smartphone user experience with features like one-thumb navigation, minimal form fields, auto-fill capabilities, and prominent mobile payment options.

How will mobile share look in 2026?

Industry projections suggest mobile will plateau around 75-78% of Black Friday sales by 2026, with growth shifting from market share expansion to experience optimization.

Does app traffic convert better than mobile web?

Yes, mobile apps typically convert 3-5x better than mobile web browsers due to faster load times, saved payment information, and push notification capabilities.

Key takeaways

• Mobile commerce dominance is now permanent: With 70% of Black Friday sales coming from mobile devices, retailers must prioritize mobile-first strategies over desktop optimization.
• The conversion gap represents the biggest opportunity: Desktop still converts at 2x the rate of mobile (6.5% vs 3.3%), meaning retailers who optimize mobile experiences will capture disproportionate market share.
• Payment innovation drives mobile adoption: Mobile wallet usage grew 46% year-over-year, while BNPL reached $18.2 billion in holiday spending, with 79% conducted through mobile devices.
• Demographic shifts accelerate mobile growth: Gen Z (89%) and Millennials (76%) drive the majority of mobile Black Friday purchases, and their shopping preferences will only intensify mobile dominance.
• App experiences significantly outperform mobile web: Retailers should prioritize native app development and app-exclusive deals to maximize mobile conversion rates.
• 2025 preparation requires mobile-specific strategies: Focus on page speed optimization, simplified checkout flows, and integrated payment solutions rather than adapting desktop experiences for smaller screens.

Sources and references

• Adobe 2024 Holiday Shopping Trends Report — Mobile revenue share (54.5%) and conversion data (3.3% mobile, 6.5% desktop)
• Salesforce Cyber Week 2024 Press Release — Black Friday mobile sales statistics (70% U.S. mobile share) and mobile wallet growth (46% YoY)
• Digital Commerce 360 Black Friday Analysis — U.S. ecommerce sales ($10.8 billion) and mobile growth rates (12.1% YoY)
• Adobe Analytics Full Season Recap — BNPL mobile usage statistics (79% of $18.2 billion spent via mobile)
• Black Friday Statistics Research — Gen Z (89%) and Millennial (76%) mobile shopping demographics