Black Friday's global spending in 2024 increased by 5% from last year
Once synonymous with elbow-to-elbow crowds in brick-and-mortar stores, Black Friday has fully transformed into a global e-commerce fiesta.
This year, it shattered records, with worldwide spending climbing to unprecedented levels. In just 24 hours, Salesforce reported a staggering $74.4 billion spent globally, a 5% increase over last year's $70.9 billion.
Meanwhile, in the U.S. alone, Adobe Analytics tracked an eye-popping $10.8 billion in online sales—a 10.2% jump from 2023. The $10.8 billion milestone marked a critical moment for e-commerce, outpacing last year’s $9.8 billion. Salesforce's estimate was even higher, citing $17.5 billion spent nationwide.
Adobe observed peak sales between 10 AM and 2 PM Eastern, with spending surging at an astonishing rate of $11.3 million per minute during these hours
Mobile devices took center stage, accounting for 55% of all purchases and contributing $5.9 billion—a 12.1% increase from last year. Discounts, unsurprisingly, were another major factor driving sales, particularly in categories popular for early holiday shopping. Toys, electronics, and TVs saw markdowns of 27.8%, 27.4%, and 24.2% respectively.
While the U.S. remains the engine of Black Friday’s growth, the global numbers tell an equally compelling story. International spending climbed to unprecedented heights, though at a slightly slower pace. This modest growth outside the U.S. reflects the evolving role of Black Friday as a marketing-driven event in many parts of the world rather than the cultural juggernaut it is in America. Yet, its global adoption underscores the borderless appeal of great deals, with retailers successfully exporting the day’s allure.
Adding a new layer to the Black Friday experience was the explosive rise of AI-driven shopping tools. Traffic to retail sites powered by chatbots surged by 1,800%, with 20% of surveyed U.S. consumers reporting they used these tools to find deals. This marked a pivotal moment for generative AI, which is reshaping how people discover and interact with products.
As Black Friday sets new records, it’s clear that the day has evolved far beyond its origins. What once meant long lines and crowded stores has become a more convenient, global e-commerce event defined by speed, accessibility, and innovation. Meanwhile, the innovations that have fueled this growth—mobile-first strategies, chatbot integrations, and eye-watering pricing models—are likely to continue reshaping how consumers shop.