Black Friday 2024 Shatters Records: $74.4B in Global Online Sales
Record-Breaking Growth in Holiday Shopping
Black Friday 2024 has set a new benchmark for e-commerce, with global online sales reaching an unprecedented $74.4 billion—a 5% increase from 2023. In the U.S. alone, consumers spent a staggering $10.8 billion (Adobe) to $17.5 billion (Salesforce), marking a 7-10.2% year-over-year growth.
Key Highlights:
- Global sales: $74.4 billion (up 5% YoY)
- U.S. sales: \(10.8 billion (Adobe) / \)17.5 billion (Salesforce)
- Mobile dominance: 55% of purchases ($5.9 billion) via smartphones
Comparing the Numbers
- 2023 Benchmark: U.S. online spend was \(9.8 billion (Adobe); globally, \)70.9 billion (Salesforce).
- Q3 2024 Context: U.S. e-commerce grew 6-8% (U.S. Census Bureau), making Black Friday’s spike even more notable.
What Drove the Surge?
1. Mobile Shopping Boom
Mobile transactions accounted for 55% of all online sales, totaling $5.9 billion—a 12.1% increase from 2023. Shoppers are increasingly comfortable with mobile checkout and digital wallets.
2. Deep Discounts
Retailers lured buyers with steep markdowns:
- Toys: 27.8% off
- Electronics: 27.4% off
- TVs: 24.2% off
3. AI-Powered Shopping
Chatbots played a pivotal role:
- Traffic from GenAI chatbots surged 1,800% YoY.
- 20% of U.S. shoppers used chatbots to hunt for deals (Adobe survey).
The Analytics Behind the Numbers
- Salesforce: Tracked 1.5 billion consumers via Commerce Cloud, Marketing Cloud, and Service Cloud.
- Adobe: Analyzed 1 trillion visits to U.S. retail sites, covering 100 million SKUs.
Peak Shopping Frenzy
At its busiest (10 a.m.–2 p.m. ET), shoppers spent $11.3 million per minute—a testament to the day’s explosive demand.
Why This Matters
Black Friday marks the kickoff of the holiday retail season, a make-or-break period for businesses worldwide. The shift from in-store to online shopping continues to accelerate, fueled by:
- Mobile adoption
- AI-driven personalization
- Aggressive promotions
“Crossing the $10 billion mark is a milestone for Black Friday, which was once dominated by brick-and-mortar,” said Vivek Pandya, Adobe Digital Insights lead analyst. “Tailwinds like mobile shopping and chatbots will sustain this growth.”
Looking Ahead
As chatbots and AI reshape how consumers discover products, retailers must adapt to stay competitive. One thing’s clear: Black Friday’s digital revolution is just getting started.
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