How many retailers participate in Black Friday sales?

No single authority tracks the exact number of retailers participating in Black Friday globally. However, the scale of consumer participation provides clear evidence of massive retailer involvement. The National Retail Federation reports that 197 million Americans shopped during Cyber Week 2024, while Adobe Analytics recorded $10.8 billion in online sales on Black Friday alone—figures that require widespread retailer participation across all categories to achieve.

Black Friday participation means retailers offering advertised discounts during the post-Thanksgiving shopping period, now extended to encompass “Cyber Week” from Thanksgiving through Cyber Monday. What began as a single-day Philadelphia phenomenon in the 1950s has evolved into a global retail event spanning multiple days and continents.

Numbers at a glance

• 197 million Americans shopped during Cyber Week 2024
• 81.7 million shoppers visited physical stores on Black Friday
• 87.3 million consumers shopped online on Black Friday
• $10.8 billion in U.S. online sales on Black Friday 2024
• $11.5 billion in sales through Shopify merchants during BFCM weekend
• 67,000 Shopify merchants achieved record sales days
• 76 million customers shopped at Shopify-powered stores globally
• 88% of top 50 online retailers offered Black Friday deals

Historical evolution of retailer participation

Black Friday’s transformation from a Philadelphia traffic nightmare to a global retail phenomenon illustrates the dramatic expansion of retailer participation over seven decades.

Origins and early adoption (1950s-1970s)

Black Friday originated in the 1950s and 1960s in Philadelphia, where police coined the term to describe the chaos of heavy traffic, crowded streets, and shoplifting on the Friday after Thanksgiving. Initially carrying negative connotations, some merchants attempted to rebrand it as “Big Friday” in the early 1960s to distance themselves from associations with disorder.

During the 1960s and 1970s, retailers began recognizing Black Friday as a business opportunity rather than just a logistical challenge. National retailers started offering promotions and marketing campaigns to attract shoppers, gradually expanding the concept beyond Philadelphia to major cities across America.

Mainstream adoption (1980s-1990s)

The 1980s marked a crucial turning point when retailers successfully reframed Black Friday as the day their businesses went “in the black” financially, turning a profit after operating “in the red” earlier in the year. This positive rebranding helped associate Black Friday with retail success rather than chaos, encouraging more widespread participation.

By the 1990s, Black Friday had become established as the unofficial start of the Christmas shopping season, with widespread retailer campaigns highlighting deals to boost end-of-year revenues.

Digital expansion (2000s-2010s)

The rise of the internet fundamentally changed Black Friday participation. Online retailers like Amazon began offering deals, while brick-and-mortar stores maintained heavy promotions. The introduction of Cyber Monday in 2005 further expanded the promotional period, encouraging more retailers to participate across multiple days.

During the 2010s, retailers began opening earlier—sometimes on Thanksgiving Day itself—and extending promotions beyond a single day. E-commerce sales surged, and pre-Black Friday deals became common, dramatically expanding the number of participating retailers.

Modern era (2020s-2024)

The COVID-19 pandemic accelerated digital transformation, with retailers globally participating through hybrid sales models combining in-store and online promotions. Safety concerns promoted online deals, making participation accessible to smaller retailers who previously lacked physical presence.

By 2024, Black Friday had evolved into a multi-week promotional period with extensive global participation across all retail categories and business sizes.

Year-over-year growth trends

Consumer participation and sales data show the evolution of Black Friday participation over recent years:

Year	U.S. Cyber Week Shoppers	Online Black Friday Sales	Key Developments
2020	~186 million	Data not available	Pandemic digital acceleration
2022	196.7 million	Data not available	Extended promotional seasons
2023	200.4 million	$9.8 billion	Record participation
2024	197 million	$10.8 billion	Mobile dominance, continued growth

The data shows consistent growth in online sales despite a slight decline in shopper numbers in 2024, suggesting higher spending per participant and continued retailer participation growth to capture increased consumer spending.

U.S. retailer participation breakdown

The 197 million Americans who shopped during Cyber Week 2024 represent about 59% of the U.S. population. This massive consumer engagement requires participation from retailers across virtually every category to serve the demand effectively.

Major retail chains

All major U.S. retail chains participate in Black Friday. The 81.7 million Americans who visited physical stores on Black Friday 2024 (up from 76.2 million in 2023) primarily shopped at big-box retailers like Walmart and Target, department stores like Macy’s and Kohl’s, and specialty retailers like Best Buy.

These major retailers often set the tone for Black Friday participation. Walmart’s early deal launches force competitors to match their timeline, creating a domino effect that extends the traditional one-day event into extended promotional periods beginning in early October.

Online and small retailers

Among the top 50 online retailers, 88% offered Black Friday deals in 2024. This high participation rate reflects the competitive necessity of joining Black Friday to maintain market share in the digital marketplace.

Shopify data reveals significant small business participation: over 67,000 merchants achieved record sales days, with 16,500 entrepreneurs making their first sale during the Black Friday-Cyber Monday weekend. This demonstrates that Black Friday serves as both a revenue driver for established businesses and a launch platform for new entrepreneurs.

Small Business Saturday impact

Small Business Saturday, the Saturday after Black Friday, specifically targets independent retailers and local stores. About 45% of consumers shopping over Thanksgiving Weekend participate in Small Business Saturday, generating approximately $17.9 billion in sales in 2022. While this represents 67.9% less shopper activity than Black Friday, it provides crucial support for the 32 million small and independent businesses operating nationwide.

Survey data shows around 50% of Americans plan to shop Small Business Saturday, with younger demographics showing higher participation rates—59% of Gen Z and Millennials versus 40% of Boomers indicate intent to shop small businesses during the holiday weekend.

Global retailer participation by region

Black Friday has expanded internationally with varying participation rates across different regions, influenced by local shopping habits, economic conditions, and competing retail events.

Europe

European Black Friday participation has grown dramatically, with several countries showing exceptional adoption rates:

Italy experienced a 3,233% increase in Black Friday interest over five years, with average discounts around 46% and high consumer enthusiasm driving widespread retailer participation.

Germany shows approximately 42% consumer participation as of 2022, with a 440% increase in online sales and strong retailer involvement in electronics and fashion categories.

United Kingdom continues to lead European spending on Black Friday, with expectations to surpass £9 billion in 2024, indicating massive retailer participation across all categories.

Switzerland demonstrates very high activity levels with a 934% increase in user activity and average discounts of 52%, suggesting extensive retailer involvement.

Other European countries adopting Black Friday include France, Netherlands, Ireland, Hungary, and Latvia, though participation levels vary based on local market conditions and competing shopping traditions.

Asia-Pacific

Asian participation rates vary significantly, often impacted by local alternatives and cultural factors:

Thailand shows strong adoption with approximately 53.5% of consumers shopping both online and offline during Black Friday, with average discounts of 61-65% indicating substantial retailer participation.

Malaysia demonstrates growing participation at around 25% consumer engagement, with large discounts averaging 61% suggesting competitive retailer involvement.

Japan has lower participation at around 43%, partly due to competing special shopping days like Valentine’s Day and Mother’s Day, which generate more enthusiasm than Black Friday.

China shows limited Black Friday participation due to the dominance of Singles’ Day on November 11, the largest shopping event in Asia, which reduces retailer focus on Black Friday.

Emerging markets

Kazakhstan has seen a 733% increase in Black Friday interest, with 32% of consumers seeking deals and average spending around 22,000 KZT, indicating growing retailer participation.

Brazil and UAE approach U.S.-level participation rates at around 90%, showing strong retailer involvement in these markets.

Global average participation outside the U.S. is approximately 77%, compared to 89% within the U.S., indicating substantial but varied international retailer involvement.

Retailer participation by category

Consumer shopping patterns and industry data reveal significant variation in Black Friday participation across retail sectors:

Electronics and technology

Electronics represent the highest participation category, accounting for about 49% of items sold on Black Friday. This includes smartwatches, laptops, smartphones, and TVs. Electronics and appliance stores saw a 9.3% sales increase in the 2023 holiday season, maintaining strong consumer interest and near-universal retailer participation.

The electronics category’s high participation stems from consumer expectations of significant discounts on technology products, high profit margins on accessories, and the need to clear inventory before new product launches.

Fashion and apparel

Fashion dominates in terms of consumer engagement, making up roughly 72% of products bought by in-store shoppers, with 81% of people shopping in person purchasing clothing and accessories during Black Friday/Cyber Monday. However, apparel stores saw more modest growth of around 3% in late 2023, suggesting market saturation despite widespread participation.

Fashion retailers maintain extremely high participation rates, with promotional periods often extending from early November through Cyber Monday. Fast fashion retailers use Black Friday to clear seasonal inventory, while department stores leverage fashion deals to attract customers for higher-margin purchases.

Home goods and appliances

Home goods contribute significantly to Black Friday sales, with kitchen appliances accounting for 10-15% and vacuums/cleaning devices representing 5-10% of sales. Essential and home-related purchases make up about 35% of consumer intent during Black Friday.

Home improvement retailers like Home Depot and Lowe’s focus on big-ticket items like appliances, while furniture retailers use the event to clear showroom inventory. The timing—just before the holiday entertaining season—makes it ideal for home goods promotions.

Grocery and food retail

Grocery and beverage stores experience smaller upticks, about 1.1% year-over-year growth during the holiday season, reflecting their more stable but less promotional nature. Participation in this category typically focuses on non-perishable items and holiday-specific products rather than deep discounts on everyday essentials.

Luxury goods

Luxury items participate as part of broader discretionary spending, though specific participation rates aren’t detailed in available data. Higher-income consumers tend to spend more on high-ticket categories, including luxury goods, especially online. However, many luxury retailers maintain selective participation to preserve brand positioning and exclusivity.

Brands that opt out—and why

Despite widespread participation, several notable retailers deliberately avoid Black Friday promotions, using their non-participation as a marketing strategy and brand differentiator.

Outdoor and sustainability-focused brands

REI Co-op represents the most famous Black Friday opt-out. Since 2015, the outdoor retailer has closed all stores on Black Friday, giving employees a paid holiday to “opt outside.” The company encourages customers to spend time outdoors instead of shopping, aligning with their brand values and customer base.

REI’s opt-out strategy has proven successful from both marketing and employee satisfaction perspectives. The company generates significant media coverage for its stance, often receiving more attention than traditional Black Friday participants. Employee surveys show high satisfaction with the policy, contributing to REI’s reputation as an employer of choice.

Patagonia takes a different but related approach, typically avoiding Black Friday sales and instead encouraging customers to buy less and repair existing gear through sustainability initiatives. Their “Don’t Buy This Jacket” campaign exemplifies their anti-consumption stance, though the company does participate in “Green Friday” initiatives promoting sustainability.

Luxury and premium positioning

Some luxury retailers avoid Black Friday to maintain brand exclusivity and premium positioning. These brands view discounts as potentially damaging to their brand image and customer perception of value.

However, the luxury sector’s approach to Black Friday is evolving. Some luxury brands now offer limited promotions to private clients or through exclusive channels, while others participate indirectly through authorized retailers while maintaining their own premium pricing.

What the numbers mean for different stakeholders

The massive scale of Black Friday participation creates both opportunities and challenges for various participants in the retail ecosystem.

Implications for shoppers

Increased competition among retailers drives deeper discounts and better deals. The 88% participation rate among top online retailers means consumers have unprecedented choice and pricing power. However, this abundance can create decision paralysis and make it difficult to identify genuinely good deals.

Mobile shopping dominance has made Black Friday more accessible. The 54% mobile share of online sales in 2024 means consumers can shop from anywhere, leading to more impulse purchases and extended shopping sessions throughout the promotional period.

Extended promotional periods provide more flexibility but also create urgency fatigue. When deals last for weeks, the traditional Black Friday urgency diminishes, potentially leading to procrastination and missed opportunities for both consumers and retailers.

Implications for retailers

Record-breaking performance potential exists for retailers who execute well. The 67,000 Shopify merchants who achieved record sales days demonstrate that Black Friday can be transformative for businesses of all sizes, from global brands to individual entrepreneurs.

Inventory and logistics challenges intensify with scale. Retailers must carefully balance inventory levels, fulfillment capacity, and customer service resources to handle the surge in demand during the compressed promotional period.

Marketing costs and competition have increased dramatically. With hundreds of thousands of participants, standing out requires significant marketing investment and creative strategies to capture consumer attention in an increasingly crowded marketplace.

Customer acquisition opportunities are significant but expensive. The 16,500 entrepreneurs who made their first sale during BFCM 2024 show that Black Friday can be an effective launch platform, but competition for customer attention is fierce and costly.

Frequently asked questions

How many stores participate in Black Friday each year?

While exact counts aren’t published, the scale is massive. With 197 million Americans shopping during Cyber Week and 88% of top online retailers participating, hundreds of thousands of retailers are involved globally. Industry estimates suggest participation spans virtually all major retail categories.

Has retailer participation increased since 2020?

Yes, evidenced by growing sales volumes ($9.8 billion in 2023 to $10.8 billion in 2024) and record merchant performance on platforms like Shopify. The 67,000 merchants achieving record sales days and 16,500 new entrepreneurs making first sales indicate expanding participation.

Do luxury brands participate in Black Friday?

Participation varies significantly among luxury retailers. Some avoid the event to maintain exclusivity, while others offer limited promotions through private sales or authorized retailers. The luxury sector’s approach is evolving as younger consumers show more price sensitivity.

How many online retailers run Black Friday promotions?

Among major online retailers, 88% of the top 50 offered Black Friday deals in 2024. Shopify alone had over 67,000 merchants achieve record sales, indicating broad participation across retailers of all sizes in the digital marketplace.

What countries have the most Black Friday participation?

Based on merchant location data and consumer participation rates, the United States leads with the highest participation, followed by the United Kingdom, Australia, Canada, and Germany. European participation has grown dramatically, with some countries showing over 3,000% increases in interest.

Which industries skip Black Friday?

Grocery stores show lower participation with only 1.1% growth during the holiday season. Some luxury goods retailers and service-based businesses participate more selectively. However, even traditionally non-participating categories show growing involvement.

Is Cyber Monday bigger than Black Friday for store count?

The events have merged into “Cyber Week,” with most retailers running promotions throughout the entire period rather than focusing on individual days. The traditional distinction between in-store (Black Friday) and online (Cyber Monday) has largely disappeared.

How early do Black Friday deals start?

Many retailers now begin promotions in early October, extending the traditional single-day event into a month-long promotional season. This extended timeline has increased overall retailer participation by making the event more manageable for businesses of all sizes.

Key takeaways

• Massive consumer engagement: 197 million Americans shopped during Cyber Week 2024, requiring widespread retailer participation across all channels and categories to serve this demand
• Record online performance: $10.8 billion in U.S. online sales on Black Friday alone, with Shopify merchants generating $11.5 billion over the weekend, demonstrating extensive retailer involvement
• Near-universal participation among major retailers: 88% of top 50 online retailers offered deals, with virtually all major retail chains participating in some capacity across multiple channels
• Global expansion continues: Cross-border e-commerce orders increased 31% year-over-year, with countries like Italy showing 3,233% growth in Black Friday interest over five years
• Small business success: Over 67,000 merchants achieved record sales days, with 16,500 entrepreneurs making their first sale, showing benefits across all retailer sizes
• Category variation: Electronics (49% of items sold) and fashion (72% of in-store purchases) lead participation, while grocery stores show more selective involvement
• Mobile commerce dominance: 54% of online sales occurred on mobile devices, reshaping how retailers approach customer engagement and promotional strategies
• Extended promotional periods: Black Friday has evolved from one day to month-long seasons starting in October, increasing accessibility for retailers of all sizes
• Notable strategic opt-outs: REI, Patagonia, and some luxury brands deliberately avoid participation for brand positioning and values-based reasons
• International adoption varies: European participation approaches U.S. levels in some countries, while Asian markets show more selective adoption due to competing events like Singles’ Day

Sources & references

• National Retail Federation — 197 million Cyber Week shoppers, 81.7 million in-store Black Friday shoppers, 200.4 million in 2023, 196.7 million in 2022
• Adobe Analytics via Statistics.BlackFriday — $10.8 billion Black Friday online sales 2024, $9.8 billion in 2023, 54% mobile share
• Shopify Official Report — $11.5 billion merchant sales, 76 million global customers, 67,000 record sales days, 16,500 new entrepreneurs
• Black-Friday.Global — International participation rates including Italy (3,233% growth), Germany (42% participation), Thailand (53.5%), Malaysia (25%), Japan (43%), Kazakhstan (733% growth)
• Capital One Shopping Research — Small Business Saturday $17.9 billion in sales, 45% participation rate, demographic data
• Wiser Notify — Category participation data including electronics (49% of items), fashion (72% of in-store purchases), appliances (9.3% growth), grocery (1.1% growth)