The Latest Black Friday & Cyber Monday Statistics

Key takeaways

• US shoppers spent $44.2 billion online over Cyber Week 2025, up 7.7% on 2024 and more than double 2017.
• Cyber Monday was again the biggest online shopping day of the year, at $14.25 billion. Black Friday grew faster, up 9.1% to $11.8 billion.
• Phones accounted for 56.4% of online holiday sales, up from 40% in 2020. On Thanksgiving it was 61.6%.
• A record 202.9 million Americans shopped over Thanksgiving weekend. More of them shopped online (134.9 million) than in stores (129.5 million).
• Online holiday sales from 1 November to 31 December reached $257.8 billion, up 6.8%.
• Traffic to retail sites from AI assistants grew 693% over the holiday season, and those visitors converted 31% better than other referral traffic.
• Buy Now Pay Later passed $1 billion on a single day for the first time, on Cyber Monday.
• We predict US online spending of $47.3 billion over Cyber Week 2026, up 7%, with Cyber Monday passing $15 billion for the first time.

Cyber Week online sales reached $44.2 billion

Americans spent $44.2 billion online over the five days from Thanksgiving to Cyber Monday 2025, a record for the period and 7.7% more than in 2024. Cyber Week now brings in more than twice what it did in 2017.

Cyber Monday is still the biggest day online

Cyber Monday took $14.25 billion, the most ever spent online in a single day in the US. At its peak, between 8 pm and 10 pm, shoppers spent $16 million a minute. Black Friday came second at $11.8 billion, and for the second year running it grew faster than Cyber Monday. The weekend in between was quieter, but each day still beat the season’s daily average of about $4.2 billion.

Mobile took 56.4% of holiday sales online

Shoppers spent $145.2 billion on their phones over the 2025 holiday season, 10.7% more than a year earlier. That’s 56.4% of all online sales, up from 40% in 2020. Mobile overtook desktop for the first time in 2023, and its share has grown every year since.

Mobile’s share is highest on the holidays themselves. Thanksgiving crossed 60% for the first time in 2025, and Christmas Day reached 66.5%. Black Friday and Cyber Monday sit close to the season average.

202.9 million people shopped over Thanksgiving weekend

A record 202.9 million Americans shopped in stores or online between Thanksgiving and Cyber Monday 2025, up from 197 million in 2024. Online shoppers grew faster: 134.9 million shopped online, against 129.5 million in stores. Plenty did both. The year before, stores had briefly pulled ahead.

Black Friday is still the big day in stores

Black Friday drew 80.3 million shoppers into stores and 85.7 million online, the busiest day of the weekend either way. Cyber Monday is mostly an online day, with 75.9 million online shoppers and only 26.5 million in stores. Shoppers spent $337.86 each on average over the weekend, up from $315.56.

Most holiday spending still happens in stores. Visa’s card data put 73% of holiday retail spending in stores and 27% online.

Shoppers worldwide spent $336.6 billion online

Black Friday is now a global event. Salesforce, which counts the full week from the Tuesday before Thanksgiving to Cyber Monday, puts worldwide online sales at $336.6 billion in 2025, up 7%. Globally, Black Friday is the bigger day: $79 billion, against $53 billion for Cyber Monday. Phones placed 70% of online orders, both worldwide and in the US.

Shopify merchants sold $14.6 billion over the weekend

Brands selling on Shopify took $14.6 billion over the BFCM weekend, up 27%, from 81 million shoppers around the world. That’s five times what they sold in 2019. Sales peaked at $5.1 million a minute just after noon on Black Friday, and more than 94,900 merchants had their best day ever.

Online holiday sales passed a quarter of a trillion dollars

Cyber Week is the peak of a longer season. From 1 November to 31 December 2025, US shoppers spent $257.8 billion online, 6.8% more than in 2024. It was the first time online spending over any two months passed $250 billion. Across all retail, in stores and online, NRF had forecast holiday sales to pass $1 trillion for the first time, and its Retail Monitor showed growth of 4.1%, near the top of that forecast.

Online took 16.7% of all US retail sales in the last quarter of 2025, up from 7.4% in 2015. Its share jumped in 2020, dipped as stores reopened, and has grown every year since 2022.

Electronics and apparel led holiday spending

Electronics, apparel and furniture made up more than half of online holiday spending in 2025. Groceries grew fastest of the big categories. Shoppers also traded up: the share of units sold from the most expensive goods was 20% higher than over the rest of the year.

Discounts were a little deeper than last year

Electronics carried the deepest discounts, peaking at 30.9% off list price, with toys close behind. Discounts were deeper than in 2024 in almost every category, and Black Friday was the most discounted day of the season on average.

How shoppers found deals and paid for them

Paid search drove the biggest share of online holiday revenue, at 30.8%. Affiliates and partners, which include creators and influencers, grew fastest of the main channels, while email and direct traffic lost share. Social media is still a small slice of revenue, but its share grew by 40%.

AI assistants became a real source of holiday shoppers in 2025. Visits to retail sites from tools like ChatGPT grew 805% on Black Friday and 670% on Cyber Monday, and those visitors converted 31% better than other referral traffic. A year earlier, they had converted worse.

Shopping apps outperformed mobile web

Black Friday has been the biggest day of the year for shopping app installs for more than a decade, according to Airship. In November 2025, Americans downloaded 69 million shopping apps, 10% more than a year earlier.

We tracked 87 popular shopping apps over BFCM 2025, most of them independent brands in fashion, beauty, home, food and supplements, and looked at results across the apps we run for our customers. Three things stood out.

App shoppers also spent 25 to 35% more per order than mobile web shoppers, and brought in two to seven times as much revenue per user. Yet nearly one in four of the brands we tracked sent no push notifications at all during BFCM, and fewer than a third had abandoned cart notifications set up.

See the full analysis of shopping apps over BFCM 2025.

Our predictions for BFCM 2026

We expect Americans to spend $47.3 billion online over Cyber Week 2026, from Thanksgiving on 26 November to Cyber Monday on 30 November. That’s up 7%, a little slower than the last three years, as fuel prices and slow wage growth squeeze budgets. Cyber Monday should still pass $15 billion for the first time, and Black Friday should grow fastest again.

What’s behind our numbers

• Online spending is holding steady. Sales at online and other non-store retailers were up 9.9% in August, about the same as a year earlier, and Adobe’s figures put online spending up about 6% for the year so far.
• Shoppers are getting squeezed. Gas costs 43% more than a year ago, wages are rising more slowly than prices, consumer sentiment has fallen 13% in a year, and the Fed raised interest rates in September. That should slow growth by about a point.
• Prices aren’t massively rising. Core goods prices are up just 0.7% on a year ago, and big retailers like Walmart are putting their tariff refunds into lower prices. Growth this year has to come from people buying more, not paying more.
• When money is tight, deals matter more. Shoppers on tight budgets wait for the biggest discounts, and that favors Black Friday most. Friday has grown faster than Cyber Monday for two years running, and we expect it to again.
• Independent brands keep winning more of the market share. Sales by Shopify merchants grew 32% in the second quarter, so we expect another big BFCM for them, up about 28%.

Sources: US Census Bureau, Adobe, EIA, BLS, University of Michigan, Federal Reserve, Walmart and Shopify

How our predictions compare

Our numbers are a little more cautious than Adobe’s, which expects $47.5 billion over Cyber Week and $275.1 billion over the season. Forecasts for all holiday retail, in stores and online, range from 4% to 5.5% growth, with online growing roughly twice as fast.

Sources: Adobe, Deloitte, Bain & Company and Mastercard Economics Institute

We’ll compare these predictions with the results once BFCM 2026 is over. Check back here (or subscribe for free to the Retention Edge newsletter, where we’ll share the latest Black Friday/Cyber Monday statistics as soon as they come out).

Frequently asked questions

Sources