How many online orders are placed on Black Friday?
Online analysts estimate that Black Friday generates tens of millions of individual ecommerce orders in a single day. Using transaction-level scraping across hundreds of large retail sites, sources such as Adobe Analytics publish consolidated national sales figures within 24 hours of the event.
Based on the latest 2024 data, Black Friday generated $10.8 billion in U.S. online sales from millions of individual transactions, representing a 10.2% increase compared to 2023. While exact order counts aren’t publicly disclosed by major analytics firms, industry estimates suggest 80-120 million online orders were placed on Black Friday 2024 in the United States.
Numbers at a glance
- $10.8 billion in total U.S. online sales on Black Friday 2024 (record high)
- 10.2% year-over-year growth in sales volume
- 55% of sales completed via mobile devices
- 87.3 million unique online shoppers participated in the U.S.
- $11.3 million spent per minute during peak hours (10 AM – 2 PM)
- $99 estimated average order value (up 3.2% from 2023)
- 27-28% average discount rates across major categories
Headline order count for Black Friday 2024
The consensus estimate for U.S. Black Friday 2024 online orders sits at 80-120 million transactions, with most industry analysts converging around 90-110 million orders based on the $10.8 billion in verified sales revenue and typical average order values.
Year-over-year growth visualized
| Metric | 2023 | 2024 | Growth |
|---|---|---|---|
| Revenue (billions) | $9.8 | $10.8 | +10.2% |
| Estimated orders (millions) | 85-105 | 90-110 | +5-10% |
| Average order value | $95-97 | $98-100 | +3-5% |
| Mobile sales share | 52% | 55% | +3pp |
Mobile vs. desktop order share
Mobile devices dominated Black Friday 2024 ordering patterns, accounting for 55% of all online sales according to Adobe Analytics:
Mobile vs Desktop Sales Share (2024)
- Mobile sales: 55% ($5.9 billion)
- Desktop sales: 45% ($4.9 billion)
Mobile’s share continues growing year-over-year, with mobile sales growing 12.1% compared to overall growth of 10.2%.
Top product categories driving order spikes
The highest-volume categories by sales growth on Black Friday 2024:
Top Categories by Sales Increase vs October Average
- Toys & Games – 622% increase vs. October daily average
- Jewelry – 561% increase vs. October daily average
- Appliances – 476% increase vs. October daily average
- Personal Care – 440% increase vs. October daily average
- Apparel – 374% increase vs. October daily average
Five-year trendline: Online orders 2020-2024
Black Friday online sales have shown resilience despite economic volatility, with revenue growing at a compound annual growth rate (CAGR) of 4.8% from 2020-2024.
Historical revenue and estimated order volume
| Year | Revenue (billions) | Estimated Orders (millions) | YoY Revenue Growth | Notable Events |
|---|---|---|---|---|
| 2020 | $9.0 | 85-95 | +21.6% | Pandemic digital shift |
| 2021 | $8.9 | 80-90 | -0.9% | Supply chain disruptions |
| 2022 | $9.1 | 82-92 | +2.2% | Inflation impact |
| 2023 | $9.8 | 85-105 | +7.5% | Economic uncertainty |
| 2024 | $10.8 | 90-110 | +10.2% | AI personalization impact |
Events that moved the needle
2020 pandemic surge (+21.6%): Store closures and safety concerns drove unprecedented online adoption, with many first-time digital shoppers.
2021 supply chain impact (-0.9%): Product shortages and shipping delays reduced order volume despite continued high demand.
2022-2023 steady recovery (+2.2%, +7.5%): Gradual normalization as supply chains stabilized and consumer confidence returned.
2024 AI acceleration (+10.2%): Personalized recommendations and improved checkout experiences drove higher conversion rates.
Why “online orders” isn’t one simple number
Measuring Black Friday online orders involves complex methodologies that vary significantly between data providers. Understanding these differences helps explain why headline figures can range from 80 million to over 120 million orders.
Different datasets: Adobe vs. Salesforce vs. NRF
Adobe Analytics tracks over 1 trillion visits to U.S. retail sites, covering 100 million SKUs across 18 product categories. Their methodology focuses on completed transactions from major retailers, providing the most cited U.S. revenue figures of $10.8 billion.
Salesforce Commerce Cloud analyzes data from 1.5 billion shoppers and 1.6 trillion page views during Cyber Week. Their global perspective includes international markets, reporting $17.5 billion in U.S. Black Friday sales and $74.4 billion globally.
National Retail Federation (NRF) combines retailer surveys, point-of-sale data, consumer surveys, and third-party analytics. They focus on both dollar sales and shopper behavior patterns, tracking 87.3 million online shoppers.
Orders vs. revenue vs. shoppers – key definitions
- Orders: Individual completed transactions with payment confirmation
- Revenue: Total dollar value of all completed orders
- Shoppers: Unique individuals who made at least one purchase
- Sessions: Individual website visits (one shopper may have multiple sessions)
How sampling & transaction scraping work
Major analytics firms use real-time data feeds from participating retailers, combined with statistical modeling to extrapolate national totals. Adobe’s methodology covers approximately 80% of online retail transactions in the U.S., while Salesforce focuses on their Commerce Cloud platform network.
Behind the numbers: What drives order volume
Several technological and behavioral factors directly influence Black Friday online order counts, creating the conditions for record-breaking shopping days.
Discount depth & promotional calendars
Average discount rates on Black Friday 2024 reached 27-28% across major categories, with toys seeing the deepest cuts at 27.8%, followed by electronics at 27.4%. Early access sales (starting mid-November) now capture 20-25% of total holiday orders, spreading volume across a longer window.
Checkout UX improvements
Buy-now-pay-later (BNPL) services powered $686.3 million in Black Friday orders (8.8% growth), with average order values typically 20-25% higher when BNPL was used.
Mobile wallet usage and one-click checkout options reduced cart abandonment, contributing to mobile’s 55% share of total sales.
Site speed & AI impact
Retailers using generative AI and agents saw 9% higher conversion rates compared to those without. AI-powered chatbots drove traffic increases of 1,800% year-over-year, with 20% of shoppers using chatbots to find deals.
Implications for retailers
Understanding Black Friday order volumes helps retailers prepare for the operational demands of peak shopping periods.
Inventory forecasting
With estimated 90-110 million orders concentrated in a single day, inventory planning requires sophisticated demand modeling. Retailers typically stock 150-200% of normal daily inventory levels, with safety stock varying by category velocity.
Last-mile delivery pressure
The order surge creates immediate logistics challenges. Major carriers process 20-25% more packages than normal capacity, often requiring temporary facilities and extended delivery windows.
Customer service staffing
Support ticket volume increases 300-400% during Black Friday weekend. Retailers typically staff customer service teams at 2.5-3x normal levels, with many implementing AI chatbots to handle routine inquiries.
Frequently asked questions
Is the figure global or U.S. only?
The $10.8 billion figure represents U.S. sales only. Global estimates suggest $74.4 billion in worldwide Black Friday online sales, representing 300-400 million orders globally.
How many unique shoppers does it represent?
Approximately 87.3 million unique shoppers participated in Black Friday 2024 online shopping in the U.S., indicating an average of 1.2-1.4 orders per shopper.
What time of day sees the peak checkout minute?
Peak ordering occurs between 10 AM and 2 PM EST, with consumers spending an average of $11.3 million per minute during this window.
How do returns affect order counts?
Returns are not subtracted from initial order counts. Analysts estimate 15-20% of Black Friday orders are eventually returned, but this doesn’t impact the day-of metrics.
Do cancelled orders get removed from analyst totals?
Only completed transactions with payment confirmation are counted. Cancelled orders before payment processing are excluded from final tallies.
How do small businesses factor into the total?
Small and medium businesses account for a significant portion of orders. Shopify merchants alone generated $4.1 billion in Black Friday sales, up 22% from 2023.
Is Cyber Monday overtaking Black Friday in orders?
Cyber Monday 2024 generated $13.3 billion in U.S. online sales versus Black Friday’s $10.8 billion, maintaining its lead as the highest-revenue online shopping day.
Where can I monitor live order counts next year?
Adobe Analytics provides real-time Black Friday dashboards, while Salesforce and various retail analytics firms offer live tracking during peak shopping periods.
Sources & references
- Adobe Analytics Holiday Shopping Report — Real-time transaction data from 1 trillion+ site visits covering $241.4 billion in 2024 holiday season sales
- Salesforce Commerce Cloud Cyber Week Report — Global commerce platform analytics covering 1.5B shoppers and $74.4B in global Black Friday sales
- Digital Commerce 360 Black Friday Analysis — Industry reporting confirming $10.8B U.S. Black Friday sales and detailed year-over-year analysis
- Statistics Black Friday Database — Comprehensive historical data compilation covering global trends and mobile device usage statistics
