A record 202.9 million people shopped in the US over the five days from Thanksgiving to Cyber Monday 2025, according to the National Retail Federation, up from 197 million the year before. More of them shopped online than in stores, and online spending set new highs on both Black Friday and Cyber Monday.
The records hide a thinner kind of growth. Over Cyber Week 2025, Salesforce found that average selling prices rose 6% while US order volumes grew just 1%, so more of the extra spending came from higher prices than from extra orders.
Who bought changed too. At the 144 retail brands Bluecore tracked, repeat buyers made up 53% of Black Friday buyers, a year after new shoppers had been the majority. For a brand planning its own sale, that matters more than any headline total.
This page brings together the Black Friday and Cyber Monday (BFCM) statistics worth knowing for 2026, from the 2025 results to the latest 2026 forecasts, to give you the full picture of what BFCM means to the industry.
Black Friday and Cyber Monday 2026 at a glance
Black Friday 2026 falls on Friday, November 27, and Cyber Monday on November 30, with Thanksgiving on November 26 opening the five days Adobe calls Cyber Week. Here's how the main 2025 results compare with the forecasts for 2026:
| Measure | 2025 result | 2026 forecast | Source |
|---|---|---|---|
| US online spending, Cyber Week | $44.2 billion, up 7.7% | $47.5 billion, up 7.4% | Adobe |
| US online spending, November and December | $257.8 billion, up 6.8% | $275.1 billion, up 6.7% | Adobe |
| Mobile share of US online holiday spending | 56.4% | 57.4% | Adobe |
| Buy now, pay later spending, November and December | $20 billion, up 9.8% | $21.3 billion, up 6.6% | Adobe |
| Growth in AI traffic to US retail sites, holiday season | 693.4% | 130% | Adobe |
| US holiday retail sales in stores and online, November and December | $972 billion, up 3.1% | $1.013 trillion, up 4.2% | NRF |
How much did shoppers spend online over Black Friday and Cyber Monday 2025?
US shoppers spent $44.2 billion online over Cyber Week 2025, the five days from Thanksgiving on November 27 to Cyber Monday on December 1, according to Adobe Digital Insights. That was up 7.7% on 2024.
Cyber Monday was again the biggest online shopping day of the year, at $14.25 billion, up 7.1%, and Black Friday brought in $11.8 billion, up 9.1%. In the peak hours of 8 p.m. to 10 p.m. on Cyber Monday, shoppers spent $16 million a minute.
Black Friday has now grown faster than Cyber Monday for two seasons in a row, as retailers start their deals earlier. In 2024, Black Friday grew 10.2% against 7.3% for Cyber Monday. Adobe's Cyber Monday recaps for 2023, 2024 and 2025, and its 2026 forecast, show the trend day by day:
| US online spending | 2023 | 2024 | 2025 | 2026 forecast |
|---|---|---|---|---|
| Thanksgiving | $5.6 billion | $6.1 billion | $6.4 billion | $6.9 billion |
| Black Friday | $9.8 billion | $10.8 billion | $11.8 billion | $12.9 billion |
| Saturday and Sunday | $10.3 billion | $10.9 billion | $11.8 billion | Not given |
| Cyber Monday | $12.4 billion | $13.3 billion | $14.25 billion | $15.1 billion |
| Cyber Week total | $38 billion | $41.1 billion | $44.2 billion | $47.5 billion |
How much will shoppers spend over Cyber Week 2026?
Adobe expects US shoppers to spend $47.5 billion online over Cyber Week 2026, up 7.4%, according to its forecast published on September 28, 2026. Cyber Monday should pass $15 billion in a single day for the first time.
Black Friday should again grow faster, helped by the season's biggest discounts on TVs, apparel and appliances:
$6.9 billion
Expected US online spending on Thanksgiving 2026, up 8.5%
$12.9 billion
Expected US online spending on Black Friday 2026, up 9.2%
$15.1 billion
Expected US online spending on Cyber Monday 2026, up 6.2%
17.3%
Share of the 2026 holiday season's online spending expected during Cyber Week
The season has started close to Adobe's numbers. During Amazon's Prime Big Deal Days on October 6 and 7, US retailers took $9.86 billion in online sales, up from $9.09 billion in 2025, according to Adobe data reported by Retail Dive. Adobe had forecast $9.9 billion.
Shopify merchants' BFCM 2025 results
Shopify merchants sold a record $14.6 billion over Black Friday Cyber Monday weekend 2025, up 27% on 2024 (24% at constant currency), according to Shopify:
$14.6 billion
Sales by Shopify merchants over BFCM weekend 2025, online and in store
81 million+
Customers who bought from Shopify merchants over BFCM 2025
$114.70
Average cart on Shopify over BFCM 2025 ($112.29 at constant currency)
16%
Share of Shopify's BFCM 2025 orders that crossed a border
Sales peaked at $5.1 million a minute at 12:01 p.m. Eastern on Black Friday, and more than 94,900 merchants had their highest-selling day ever on Shopify. Shopify's figures are unaudited and its methods change from year to year, so it warns that prior-year results aren't directly comparable.
Global Black Friday and Cyber Monday sales
Global sales over Cyber Week 2025 reached $336.6 billion, up 7%, according to Salesforce, which analyzes the activity of more than 1.5 billion shoppers. US sales accounted for $79.6 billion, up 5%.
Salesforce's Cyber Week runs for seven days, from Tuesday, November 25 to Cyber Monday, December 1, so its totals aren't comparable with Adobe's five-day figure. Cyber Monday 2025 drove $53 billion in global online sales, up 7%, and $13.6 billion in the US, up 6%.
Black Friday was the biggest in-store day of the week, with 31% of Cyber Week's in-store sales. Across the week, average selling prices rose 6%, while order volumes grew 2% globally and 1% in the US.
How many people shop over Black Friday weekend?
A record 202.9 million people shopped over the five days from Thanksgiving to Cyber Monday 2025, according to NRF's annual survey with Prosper Insights & Analytics. That beat the previous record of 200.4 million, set in 2023, and NRF's own expectation of 186.9 million.
Online shopping grew faster than store visits: 134.9 million people shopped online over the weekend, up 9%, and 129.5 million shopped in stores, up 3%. Black Friday was still the busiest day for both, though slightly down on 2024, with 85.7 million online shoppers and 80.3 million in stores:
Online shoppers by day, Thanksgiving weekend 2025
Millions of US adults who shopped online that day. NRF gives no online figure for Thanksgiving Day itself.
Cyber Monday drew 75.9 million online shoppers, up from 64.4 million, and 46.9 million of them shopped on a phone.
Shoppers also spent more. The 96% who made a holiday purchase over the weekend spent $337.86 on average, up from $315.56 in 2024 and the highest since 2019, and about two-thirds of it ($225.74) went on gifts.
By the end of the weekend, 84% of consumers had started their holiday shopping, but they still had 53% of it left to do. NRF surveyed 3,099 adults from November 26 to 30, 2025.
Shoppers expect to lean on the weekend again in 2026. In NRF's pre-season survey of 8,094 adults in early October 2026, 64% said they were likely to wait until Thanksgiving weekend to do most of their holiday shopping, in line with 63% a year earlier. Many still start early: 43% planned to begin before November.
Holiday shopping statistics for 2025 and 2026
US shoppers spent $257.8 billion online over the 2025 holiday season, from November 1 to December 31, according to Adobe, up 6.8%. On 25 days of the season, online spending passed $4 billion, against 18 days in 2024. Each of the main sources measures the season differently, so their totals differ:
| Source | What it measures | 2025 result | 2026 forecast |
|---|---|---|---|
| Adobe | US online spending, November 1 to December 31 | $257.8 billion, up 6.8% | $275.1 billion, up 6.7% |
| Salesforce | Online sales, November 1 to December 31 | $294 billion in the US, up 4%; $1.29 trillion globally, up 7% | No total in its July 2026 predictions |
| NRF | US retail sales in stores and online, excluding car dealers, gas stations and restaurants, November and December | $972 billion, up 3.1% | $1.013 trillion, up 4.2% |
| Deloitte | US ecommerce sales, November to January | About $294 billion, up 7.5% | $316.1 billion to $318.9 billion, up 7.5% to 8.4% |
NRF's total includes store sales, which is why it's several times larger than the online figures. Deloitte's season runs into January, so it includes post-Christmas sales the others leave out. Salesforce's and Deloitte's 2025 US figures both come to about $294 billion, but they cover different months and are calculated differently.
How much Black Friday shopping happens on mobile?
Most online holiday spending now happens on mobile. On Cyber Monday 2025, 57.5% of US online sales came through a mobile device, or $8.2 billion, according to Adobe, up from 41.4% five years earlier, in 2020.
Thanksgiving is the most mobile day of Cyber Week: its mobile share passed 60% for the first time in 2025, at 61.6%.
57.5%
Share of US online sales on Cyber Monday 2025 made on a mobile device
70%
Share of online orders placed on mobile devices over Cyber Week 2025, globally and in the US
63%
Expected mobile share of US online spending on Thanksgiving 2026, a record
The figures measure different things. Adobe counts the share of spending, while Salesforce counts the share of orders, and its 70% covers its seven-day Cyber Week. Over the whole 2025 holiday season, Adobe put mobile at 56.4% of US online spending and expects 57.4% in 2026.
Phones carry an even larger share of browsing. In its July 2026 holiday predictions, Salesforce said mobile now accounts for three-quarters of all online traffic and cart abandonment sits at 82%. Our cart abandonment statistics show how abandonment rates differ by device and why shoppers leave.
How big are Black Friday discounts?
Black Friday deals top out at about 30% off listed prices online. Adobe expects discounts of up to 30% during Cyber Week 2026, on par with the 2025 season, when online discounts peaked at 30.9% for electronics, the deepest of the categories it reports, according to its season recap.
Every category's expected 2026 peak is within about two points of its 2025 high:
| Category | 2025 peak discount | Expected 2026 peak |
|---|---|---|
| Electronics | 30.9% | 30% |
| Toys | 29.6% | 29% |
| Apparel | 25.1% | 23% |
| Televisions | 24.3% | 23% |
| Computers | 23.4% | 23% |
| Sporting goods | 20.3% | 19% |
| Appliances | 20.2% | 18% |
| Furniture | 18.8% | 18% |
Adobe expects the deals to build through the season: up to 14% off in early November, up to 21% just before Thanksgiving, the peak of up to 30% during Cyber Week and 10% to 15% through December.
It expects the deepest discounts on electronics and computers on Cyber Monday, and the best deals on TVs, toys, apparel, appliances and furniture on Black Friday.
Deeper discounts weren't what drove growth at the brands on Klaviyo. Klaviyo found that discounts fell 10% year over year over BFCM 2025, while sales at its brands rose 11%, and the brands offering the smallest discounts grew fastest, at 14%.
Average daily discounts across Klaviyo brands never went above 30%. The two sources measure different things, though: Adobe tracks the deepest discount in each category, and Klaviyo the average across its brands.
Discounts also pushed shoppers toward pricier products. Over the 2025 season, Adobe found that the share of units sold for the most expensive goods rose 20% compared with the rest of the year, and 56% in electronics.
For 2026, Adobe expects many shoppers to use the deals to stock up on essentials, with Cyber Week sales of personal hygiene products expected to rise 150% and clothing basics 210% against September averages.
Where do Black Friday shoppers come from?
Paid search and email remain reliable drivers of Black Friday traffic and sales, according to Adobe, but AI assistants and social media are growing far faster, from a much smaller base. Both now show up clearly in the BFCM data.
How much traffic do AI assistants send to retailers?
Traffic to US retail sites from generative AI tools rose 670% year over year on Cyber Monday 2025 and 693.4% across the holiday season, according to Adobe, which counts shoppers clicking a link from an AI chat service or browser. Adobe notes that the base of users remains modest.
For 2026, Adobe expects AI traffic over the holiday season to rise another 130%, with the biggest jump on Thanksgiving:
Expected growth in AI traffic to US retail sites, 2026 holiday season
Year-over-year growth in visits from generative AI chat services and browsers
Shoppers say they'll use AI too. In Shopify's 2026 Global Holiday Retail Report, a July 2026 survey of 18,000 shoppers in nine countries, 65% said they were likely to use AI for at least one shopping task over the holidays (60% in the US), with finding deals the top task.
Salesforce measures AI's role more broadly. It found that AI and agents influenced 20% of global orders over Cyber Week 2025, worth $67 billion, counting product recommendations and customer service conversations as well as AI search.
Over the full season, shoppers referred by AI search channels such as ChatGPT and Perplexity converted nine times more often than shoppers referred by social media, and the share of traffic from those channels doubled.
Salesforce's prediction that AI chat agents will originate 20% of 2026 holiday ecommerce traffic counts bots, backend agents and price scrapers as well as people, so it isn't comparable with Adobe's click-based measure. Our AI in ecommerce statistics breakdown explains more about the various definitions in AI commerce.
Social media and affiliate sales
Social media drove 4.6% of US online holiday revenue in 2025, a share that grew 40.3% year over year, according to Adobe, and 3.6% on Cyber Monday. Affiliates and partners, a group that includes influencers, drove 20.4% over the season and 21.8% on Cyber Monday.
Social media's share of traffic is larger. Over Cyber Week 2025, social media drove 15% of global and 16% of US digital traffic to retailers' sites, according to Salesforce, and TikTok drove 9% of global social traffic, a 55% increase on 2024.
For 2026, Adobe expects the share of revenue from social media to grow 17% and from affiliates 12%, against 4% for paid search.
How do shoppers pay on Black Friday and Cyber Monday?
Buy now, pay later passed $1 billion in a single day for the first time on Cyber Monday 2025, when it drove $1.03 billion of US online spending, up 4.2%, according to Adobe. Adobe expects another record in 2026:
Buy now, pay later spending on Cyber Monday, US
In billions of dollars.
Over the full 2025 season, BNPL drove $20 billion of US online spending, up 9.8%, and 82.2% of BNPL purchases were made on phones. Adobe expects $21.3 billion in 2026, including $1.09 billion on Cyber Monday and $807 million on Black Friday.
Mobile wallets are the other fast-growing way to pay. Over Cyber Week 2025, they were used for 29% of US orders and 27% of global orders, according to Salesforce. On Shopify, 32% of BFCM 2025 orders went through Shop Pay, and sales made with it grew 39% year over year.
Email and SMS statistics for Black Friday and Cyber Monday
Brands on Klaviyo sent more than 22.7 billion messages over BFCM 2025, up 25%, and generated more than $3.8 billion in attributed revenue from them, up 27%, according to Klaviyo. Attentive's brands sent 5.7 billion SMS and email messages during Cyber Week 2025, up 46%:
22.7 billion
Messages sent by brands on Klaviyo over BFCM 2025, up 25%
42%
Share of total revenue driven by email and text at Klaviyo brands over BFCM 2025
5.7 billion
SMS and email messages sent by Attentive brands during Cyber Week 2025, up 46%
$143
Average SMS order at Attentive brands during Cyber Week 2025, up 13%
Email and text drove 42% of total revenue across Klaviyo customers over BFCM 2025, rising to 43% on peak days. Klaviyo counts an order placed within five days of an email being sent, as long as the email was opened or clicked, or within 24 hours of a text.
Text revenue grew 25% while the number of texts sent grew 34%, a gap our SMS marketing statistics look at in more detail. Attentive's brands generated nearly $2 billion in revenue over Cyber Week 2025.
Shoppers who heard from a brand on more than one channel were more engaged. Klaviyo found that shoppers who received a brand's emails and texts placed 11% more orders than those reached on one channel, and Attentive found that SMS sent alongside email converted 18.4% better than SMS alone.
For the messages themselves, see our Black Friday email examples. Our guide to post-Black Friday email strategy covers what to send once the sale ends.
How many Black Friday purchases are returned?
About one in seven online holiday purchases is returned. Salesforce found that more than $181 billion of global online purchases made in November and December 2025, 14% of the total, had already been returned by early January 2026, up 10% on the year before. The three big sources measure returns in different ways:
| Source | What it covers | 2025 holiday figure |
|---|---|---|
| Salesforce | Global online purchases from November 1 to December 31 that were returned | $181 billion, 14% of purchases, up 10% |
| Adobe | Online returns at US retailers over the holiday season | Down 1.2%, with one in seven returns made from December 26 to 31 |
| NRF and Happy Returns | Survey of 358 ecommerce professionals at US merchants with more than $500 million in revenue, October 2025 | 17% of holiday sales expected to be returned |
Shoppers buy on phones but return on computers. In Adobe's 2025 holiday data, 38.8% of returns were made on a mobile device, against 56.4% of spending.
AI might reduce returns, though so far the evidence is what shoppers say. In an Adobe survey of 5,000 consumers fielded in July 2026, 69% of those who had used AI for online shopping said they were less likely to return an item they bought.
Our ecommerce returns statistics cover return rates and costs beyond the holidays.
What do Black Friday statistics mean for customer retention?
Black Friday increasingly runs on existing customers. Across 144 retail brands, Bluecore found that repeat buyers made up 53% of Black Friday 2025 buyers, a year after new shoppers were the majority:
Share of Black Friday 2025 buyers by type
Buyers at 144 retail brands on November 28, 2025
Bluecore counts as new anyone whose first purchase with the brand came in the 12 months up to Black Friday, and as reactivated anyone who came back that year after at least 12 months away.
Klaviyo saw the same shift in revenue. Across its stable group of 10,000 brands, revenue from repeat customers grew 13.5% over BFCM 2025, faster than revenue from new buyers, as brands leaned on early access, exclusive drops and VIP perks rather than blanket discounts.
Many businesses are building their 2026 plans around repeat buyers. In Shopify's August 2026 survey of 7,500 owners and decision-makers at businesses with fewer than 1,000 employees in nine countries, the top ways to turn holiday shoppers into repeat customers were returning-customer discounts (34%) and loyalty or rewards programs (31%).
The new customers Black Friday does bring in come back less often. In Tresl's study of 106 Shopify stores, 13.95% of new customers from BFCM 2024 ordered again within six months, against 19.2% of those acquired the rest of the year. The BFCM newcomers did spend more on their first order, at $159 against $120.
Put together, the numbers point to a few practical choices:
- Early access for past buyers is best suited to brands with a sizable customer list, since repeat buyers are now most of the Black Friday shoppers at the retailers Bluecore tracks.
- A smaller, simpler offer is a strong fit when your goal is profitable growth rather than clearing stock: Klaviyo's smallest discounters grew fastest in 2025, and Andrew Maff, founder of BlueTuskr, explained on our podcast why steep BFCM discounts often backfire.
- A separate cohort for BFCM newcomers helps you plan a post-purchase series for them and compare their second-order rate with other new customers at day 60, day 90 and six months.
- Mobile-first messages and checkout suit a weekend when phones carry most of the spending and more of the traffic.
Read our Black Friday ecommerce strategy guide to learn more about setting the right offers, and building the ideal strategy for your BFCM.
Final thoughts
Black Friday and Cyber Monday keep setting records, but the 2025 numbers show where the growth comes from: higher prices, phones, earlier deals and customers who've bought before. The 2026 forecasts point the same way.
For a brand, the most useful statistics are the ones about who buys. Repeat buyers were most of the Black Friday shoppers in 2025, and the new customers the weekend brings in need more work to come back. Measure your sale by how many of November's customers are still buying in spring.
Frequently asked questions
When is Black Friday 2026?
Black Friday 2026 is on Friday, November 27, the day after Thanksgiving on Thursday, November 26. Cyber Monday follows on November 30. Adobe's Cyber Week, the five days from Thanksgiving to Cyber Monday, runs from November 26 to 30.
Which is bigger, Black Friday or Cyber Monday?
Cyber Monday is the bigger day for online spending, while Black Friday draws more shoppers. Adobe recorded $14.25 billion of US online spending on Cyber Monday 2025 against $11.8 billion on Black Friday.
But NRF found that 85.7 million people shopped online on Black Friday 2025, compared with 75.9 million on Cyber Monday, and Black Friday was also the busiest day in stores.
What sells best on Black Friday and Cyber Monday?
Electronics, apparel and furniture account for more than half of US online spending on Cyber Monday. In 2025, Adobe found those three categories drove 57% of Cyber Monday's online spending, led by electronics at $3.7 billion.
Among Shopify merchants, the hottest BFCM 2025 categories were cosmetics, activewear and clothing tops and pants, plus fitness and nutrition.
When are Black Friday 2026 results published?
The first Black Friday 2026 results should arrive within a few days of Cyber Monday on November 30, if the sources keep to last year's timing. In 2025, Adobe, Shopify, Klaviyo and NRF all published their BFCM results on December 2, the day after Cyber Monday, and Salesforce followed on December 5.
Adobe's and Salesforce's full holiday season results came out on January 7 and 8, 2026.
