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11 Black Friday and Cyber Monday Online Retail Stats

11 Black Friday and Cyber Monday Online Retail Stats


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Black Friday and Cyber Monday online retail stats from 2013 to 2020.

Looking at past performance patterns within Black Friday sales data allows you to make the busiest sales day of the year much more effective. We’ve looked into 11 core Black Friday statistics and trends from 2020 to help you prepare your Black Friday ecommerce strategy.

We provide statistics on shopping cart abandonment and we have also compiled sections around fashion ecommerce statistics and online travel trends

We analyse ecommerce trends such as online traffic, sales, add-to-cart rates, popular products and much more. SaleCyle has also launched our latest Ebook, which you can download now:

Download the SaleCycle 2021 Black Friday Ecommerce Strategy & Stats Report  

Key Black Friday Stats 

  • 70% of online traffic on Black Friday was from mobile devices 
  • Cart Abandonment on Black Friday was 76.63% 
  • 21:00 was the peak time for Add-To-Cart rates on Black Friday 
  • 21:00 is the peak time for online sales on Black Friday 
  • Online traffic increased 31% overnight in the fashion sector from the day before Black Friday 
  • Airline and luxury fashion had the highest cart abandonment rates. 
  • Online traffic in the retail segment saw a 38% increase compared to the previous week.
  • Airline online traffic on Black Friday was 48% greater than Hotel online sessions. 
  • On Cyber Monday 22:00 was the lowest cart abandonment rate of the day at 77.31%
  • The peak time for online traffic on Cyber Monday was 20:00
  • 54% of online products were sold via a mobile device on Cyber Monday

Black Friday & Cyber Monday Online Sales Stats 

Black Friday 2020 surpassed all previous records, by hitting $9bn, up from $7.4bn in 2019 and $6.2bn in 2018.m

Black Friday Online Sales 2013 - 2020

Cyber Monday 2020 was an even bigger day for online shopping than Black Friday. Sales reached $10.8bn, up from 2019 sales volume of $9.2bn.

The Black Friday 2021 Outlook 

The global pandemic has caused many physical stores to close and move their business model online. According to research by pwc over 17,500 UK stores closed their doors for the last time in 2020. This has resulted in the worst decline on record. This is almost a third higher than 2019. 

What does this mean? Some companies have changed their business model to trade online only. This could have an impact on Black Friday 2021 because retailers are now for the most part set up online and more customers are choosing to shop online in general. We know this because the amount of online traffic has increased year on year. 

What Can We Learn From Black Friday & Cyber Monday 2020 Data?

The benefits of Black Friday for retailers outweigh the negatives and here we will explore why. According to the SaleCycle 2021 Black Friday Ecommerce Strategy & Stats Report we found there is a significant increase in online traffic volumes. Not only this, but the extra online traffic also showed more intent to buy. 

For example the cart abandonment rate dropped from the yearly average of 81.01% to 76.68% and this was with much more volume. 

There is also a major opportunity for promotional material to reach a new audience and new customers. This is important because retailers are able to store new customer data and nurture them for repeat business.

And finally, in 2020 Black Friday sales volume was 9bn, which is almost 20% more than 2019. If we analyse the trend we can see that since 2013 Black Friday sales have grown each year with no signs of slowing down. In fact, Black Friday and Cyber Monday have become more of an online shopping event, providing a huge opportunity for retailers to introduce conversion rate optimisation tactics and other ecommerce marketing strategies.   

Countdown Timers & Black Friday

Ecommerce countdown timers can be very powerful in busy retail periods, and time-limited sales events like Black Friday.

To show this, we studied clients both before and during Black Friday. These retailers were using countdown timers, some in cart recovery and cross-sell emails, others in on-site messages.

There are also other powerful conversion rate optimisation tools, such as using promo codes in emails during the Black Friday event and implementing a browse abandonment solution to capture data from the increased traffic, which will allow you to convert more browsers into sales. It’s also important to introduce the right microcopy around your website and in emails to convey the right messages to your audience.

Across the clients we studied, the results proved the value of using countdown timers:

The average uplift in click-through rates from emails and messages was 30.49%.

Click-through rates increased by an average of 231%.

Conversion rates increased by 200%.

11 Black Friday Statistics

In this section we outline some core Black Friday statistics taken from our most recent data report. 

The insights from the Black Friday ecommerce strategy report have been harnessed from almost 500 million total online sessions. Analysing statistics can help map the most effective strategy. For example, understanding the cart abandonment rates at certain times and days could lead to a more effective email campaign. Also, understanding when users add items to their cart, when they are most likely to purchase and when there will be a high amount of online traffic can lead to better decision making.   

Online Traffic 

The majority of online consumers use their mobile device to browse during Black Friday. During Black Friday 2020 we tracked over 500 million online sessions and from them we found 70% were mobile sessions. 

Using this information it’s evident that online retailers must test their mobile user-journey and they must adopt a mobile-first approach by focusing on their mobile user experience. 

Black Friday online sales value for gaining new customers, returning customers and filling your pipeline full of potential customers is huge and it’s an opportunity not to be missed. When retailers understand their peak times for online shopping and best days for online sales they are able to hit record-high sales volume by creating far more effective marketing plans.

Black Friday 2020 online traffic by device

Cart Abandonment 

Shopping cart abandonment is something that retailers have to learn to deal with. However, there are solutions and tools that can be used to recover online sales. But before implementing a solution it’s important to understand when cart abandonment is more likely to happen and in some cases we can find out why. 

During Black Friday cart abandonment dropped dramatically from an average of 81.01% to 76.63% which equals a lot of missed opportunities given the significant volume of users. When implementing a cart abandonment strategy, research the best time to send abandoned cart emails, it could be the difference between high conversion rates and low.

Add-To-Cart Rates 

When a user adds an item to their cart they are showing clear buying intent. Some may go on and purchase and some may abandon. Retailers may also be able to gain visibility on the peak time during Black Friday for add-to-cart rates. 

The SaleCycle Black Friday data found 21:00 was the peak for buying intent and add-to-cart rates. 

Online Sales Value 

Retailers are most interested in Black Friday online sales statistics. Here we can see that mobile conversion rate is high with online sales resulting in 57% whereas desktop online sales accounted for 43%. 

Of them online sales the first peak in online sales is 10:00 which then dips slightly until the daily peak at 21:00.

Popular Products 

The product category with the lowest cart abandonment rate on Black Friday was consumer electronics with cosmetics a close second. 

However, the highest abandoned product category was airline and luxury fashion. 

black friday cart abandonment by sector

Sector by Sector 

SaleCycle tracks three core sectors: retail, fashion and travel. In this section we will look at a range of insights and statistics from each. 

Fashion

The total amount of sessions dramatically increased from the days before Black Friday to the actual event. For example, if we compare the Monday before Black Friday compared to the event, there was a 38% increase in online traffic. If we take the growth in online traffic from Thursday (day before Black Friday) we see a 31% increase overnight. 

This is a significant growth in potential customers within the fashion sector. And we have already established, buyers around this time are prepared to complete their purchase as abandonment drops.

It’s important for fashion retailers to understand this is a prime opportunity for their business. Using Black Friday or Cyber Monday promo codes, for example, could be a good tactic to use. 

black friday online traffic in fashion

Retail

Online traffic insights by product category shows us that Sports & Outdoor saw the highest traffic volume on Black Friday, while Baby & Child saw the least.  

Online traffic in the retail segment saw a 38% increase in online sessions on Black Friday compared to the previous week.

Travel 

Within the travel sector Airline online sessions on Black Friday was 48% greater than Hotel online sessions. 

hotel vs airline black friday online traffic

Cyber Monday 

Total Cart Abandonment

On Cyber Monday the 22:00 saw the lowest cart abandonment rates of the day at 77.31%, which is a slightly higher total abandonment rate than Black Friday. 

Cyber Monday Cart Abandonment by Hour

Online Traffic 

The peak time for online traffic on Cyber Monday was 20:00. If we look at sessions by device we can see that mobile traffic also peaked at 20:00, whereas desktop traffic peaked at 16:00.

Cyber Monday Online Traffic by Hour

Products Sold 

54% of online products were sold via a mobile device on Cyber Monday, which is slightly less than Black Friday mobile sales at 57%. 

Black Friday and Cyber Monday (US)

In the US, Black Friday online sales beat all previous records, reaching $7.4bn, up from $6.2bn on Black Friday 2018.

Cyber Monday 2019 was an ever bigger day for online shopping than Black Friday, with sales totalling $9.2bn, up 16.9% from $7.9bn in 2018.

Online shoppers spent an estimated $11 million per minute between 11 pm (E.T.) and midnight.

According to Adobe, Cyber Monday is expected to become the first day when consumers spend more than $3 billion on their smartphones.

Black Friday Online Sales (UK)

2019 Black Friday sales in Britain jumped 16.5% compared with the previous, according to data from Barclaycard, which processes nearly one in every three pounds spent in the UK.

Barclaycard said the volume of transactions on the Black Friday 2019 was up 7.2% year-on-year, while the volume of transactions on Cyber Monday rose by 6.9%.

Some retailers, including Boohoo and John Lewis enjoyed record sales periods, thanks to interest in their Black Friday promotions. These record sales periods also include an increased level of online traffic. When retailers understand their peak times for online shopping and best days for online sales they are able to hit record-high sales volume by creating far more effective marketing plans.

According to data from Love the Sales, more retailers than ever before promoted Black Friday deals. (6% more than 2018).

49% of all online goods went on sale, while the average discount on a Black Friday deal was 32% off (compared to 31% in 2018).

The UK’s online shoppers spent £1.49bn on Black Friday 2018.

UK Black Friday sales volume stats

Mobile Commerce and Black Friday

Black Friday has gradually become more of a mobile shopping event, and this year the majority of traffic to online retailers came from smartphones.

According to Adobe stats, 58% of traffic came from smartphones, up 7% on 2018 (see chart below).

However, people are still more likely to purchase on desktop, with just 36% of purchases being completed on mobile, compared to 59% on desktop. There is clearly still some work to be done by retailers to convert more mobile users and increase their mobile conversion rate.

Black Friday stats mobile commerce

Sales Patterns and Cart Abandonment on Black Friday

Sales events tend to drive down cart abandonment rates, as shoppers take advantage of deals before promotions end, or products are sold out.

On Black Friday 2018, we saw abandonment rates drop dramatically on the two biggest sales days, to 80.9% on Black Friday, and 82.8% on Cyber Monday.

Black Friday abandonment rates

This year, we saw the same pattern, with cart abandonment rates down to just 80% on Black Friday itself.

Data on sales volumes last November shows the effect that Black Friday has on ecommerce sales.

Sales are consistent throughout the month, before increasing in the few days before Black Friday.

(We’ve overlayed these charts with 2017 data. The data comes from clients in both the US and UK).

Black Friday stats sales volumes.

Sales volumes in 2018 were higher than 2017, but they peaked at similar times of day.

Sales volumes continued to be relatively high on the Saturday following Black Friday, as well as the Tuesday after Cyber Monday. This reflects the fact that retailers continued sales over a longer period.

Countdown Timers and Black Friday

Ecommere countdown timers can be very powerful in busy retail periods, and time-limited sales events like Black Friday.

To show this, we studied clients in the both before and during Black Friday 2018. These retailers were using countdown timers, some in cart recovery and cross-sell emails, others in on-site messages.

There are also other powerful conversion rate optimisation tools, such as using promo codes in emails during the Black Friday event and implementing a browse abandonment solution to capture data from the increased traffic, which will allow you to convert more browsers into sales. It’s also important to introduce the right microcopy around your website and in emails to convey the right messages to your audience.

Black Friday countdown timers

Across the clients we studied, the results proved the value of using countdown timers:

  • The average uplift in click-through rates from emails and messages was 30.49%.
  • Click-through rates increased by an average of 231%.
  • Conversion rates increased by 200%.

Amazon and Black Friday

According to Amazon, Black Friday and Cyber Monday 2018 were the two biggest shopping days in the retailer’s history, at least until Prime Day 2019.

Shoppers ordered more than 180 million items during the five days from Thanksgiving to Cyber Monday.

In the UK, Hitwise stats show that Amazon took a 26% share of visits to UK online retailers around Black Friday 2018.

Black Friday stats top retailers

As our own consumer survey data shows, people use a variety of devices while shopping, moving from one to another depending on factors like convenience and accessibility.

Black Friday Conversions by Channel

Stats from Shopify show the best performing channels in terms of conversion rates over Black Friday weekend 2018.

Search Volumes and Trends

The PI Datametrics report on Black Friday Retail strategy contains some useful stats on search trends from 2018.

These are the top searched electrical products from last year:

The top generic searches around Black Friday:

Over the last 12 years, search volumes for ‘Black Friday’ have steadily increased.

Typically, search volumes begin to build mid-September, peaking in November. According to Google, Back Friday searches have increased by 80% over the last two years.

Online Sales Growth 2018

Online sales growth, of the ‘Cyber 5’ days, according to Internet Retailer.

Major US Retailers’ Share of Black Friday / Cyber Monday Sales

Stats from Rakuten show the dominance of Amazon over Black Friday, with 24.2% of all online sales. The nearest rival was Best Buy on 7%.

Black Friday stats: online retailers' sahre of sales

Amazon attracted a slightly bigger percentage of sales on Cyber Monday, at 25.2%, while Target had a much better Cyber Monday, growing its share of sales to 4.6%.

Cyber Monday stats share of sales for online retailers

Most Popular Product Categories

According to Hitwise stats, the Groceries & Alcohol and House & Garden vertical enjoyed the highest year on year growth on Black Friday week 2018 (12% and 8%, respectively).

Find out How to Tackle Cart Abandonment.

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Reviewed by Brad Ward
Written by Brad Ward
— Updated on 16/11/2021

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Brad Ward

Brad Ward is the SEO & Content Manager at SaleCycle. Brad is a former magazine journalist with over 8 years experience in digital, including SEO, social media and copywriting. Brad has written thousands of articles for a range of different sectors including online gambling, travel, education, sports and ecommerce.