In 2024, the US Black Friday e-commerce sales reached 10.8 billion US dollars, a year-on-year increase of 10.2%.

It is learned that on November 28, according to foreign media reports, on Black Friday in 2024, US e-commerce sales hit a new high of US$10.8 billion, a year-on-year increase of 10.2%, setting a new record.

According to Adobe Analytics, this year's Black Friday e-commerce sales performance was outstanding, with total sales increasing by $1 billion over last year, and the growth rate was significantly faster than in 2023. In addition, this achievement also exceeded the e-commerce sales of Thanksgiving Day on November 28 (US$6.1 billion, an increase of 8.8% year-on-year), becoming the highlight of this year's US holiday shopping season. Compared with the US$5.03 billion on Black Friday in 2017, consumer online spending has more than doubled.

Data shows that between 10 a.m. and 2 p.m. that day, consumers spent $11.3 million online every minute, fully demonstrating the shopping boom. Mobile devices made a particularly significant contribution to Black Friday, with sales increasing by 12.1% year-on-year, contributing 55% of online sales, totaling $5.9 billion.

In terms of categories, toys became the main growth driver, with sales increasing by 622% compared to the daily average in October. Online sales of jewelry, home appliances, personal care, clothing and electronics also increased by 561%, 476%, 440%, 374% and 334% respectively. Consumers' sensitivity to discounts also drove the overall sales increase. Adobe pointed out that this year's Black Friday promotional discounts peaked in multiple categories: toys (27.8%), electronics (27.4%), televisions (24.2%), clothing (22.2%), computers (22%), and sporting goods (19.5%).

It is worth noting that the "buy now, pay later" (BNPL) payment method showed an upward trend, with related transaction volume reaching US$686.3 million on the day, an increase of 8.8% year-on-year. Adobe analysts said that although retailers launched promotions a month in advance, consumers still tend to complete most of their shopping on Black Friday, highlighting the appeal of this traditional shopping festival.

Author ✎Rayna/

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