Black Friday statistics
Sourced figures for Black Friday, Cyber Monday and the month-long Black November across the UK, US, EU and Canada. You get the 2025 results, the 2026 forecasts published so far, and a check on the numbers that get quoted wrongly every year.
Data to November 2026 · Last reviewed 7 November 2026
01
Black November
Demand is spreading across the month. The day is a spike, not the season.
The share of the season
Estimated
about 4.6%
Black Friday's share of US online spend, November and December 2025
$11.8bn on the day against $257.8bn for 1 November to 31 December. We worked it out from two Adobe figures. (derived)
Source: Adobe
Estimated
about 4.3%
Black Friday's share of UK online spend, November and December 2025
£1.16bn on the day against £26.9bn for the two months. Derived from Adobe's UK figures. (derived)
Source: Adobe Analytics
How we derived it
Share of season = Black Friday online spend divided by online spend for 1 November to 31 December. US: 11.8 / 257.8 = 4.6%. UK: 1.16 / 26.9 = 4.3%. Both numerators and denominators are Adobe online figures, so the shares are like for like. Adobe's pre-season US forecast was $253.4bn; the 2025 base of $257.8bn is the figure implied by Adobe's 2026 forecast of $275.1bn at +6.7%.
The Netherlands: the week before beat the day
Estimated
37.8m
iDEAL payments in the seven days before Black Friday
2025, against 6.25m on Black Friday itself. That is about 5.4m a day in the week before, so the day ran only about 15% above an ordinary pre-week day. 2024: 36.3m in the week and about 5.8m on the day. (press relay of iDEAL data)
Source: NL Times
Italy: the day against the month
Estimated
+3%
Italian online sales growth on Black Friday
28 November 2025, by value. The same NielsenIQ data shows +5% for the week and +14% for November as a whole. (press relay of NielsenIQ)
Source: NielsenIQ via ItaliaOggi
Retailers start earlier
Estimated
8
Electrical retailers already live with Black Friday deals by 29 October 2025
In IMRG's tracking, as quoted by Manhattan Associates. IMRG's review of Black Friday week 2025 also found traffic up on almost every day, while revenue fell on five of the eight days. (press quote of IMRG); Confirmed for the five-of-eight-days finding
Source: IMRG and RevLifter
The 2026 discount curves
Forecast
US: up to 14% off in early November, up to 21% just before Thanksgiving, up to 30% in Cyber Week
Adobe forecast, published 28 September 2026. Also expects $95.8bn of US online spend in October 2026 (+8%), including $9.9bn on Prime Day on 6 and 7 October.
Source: Adobe
Forecast
UK: about 12% off in early November, about 18% just before Black Friday, about 25% at the start of Cyber Weekend
Adobe forecast reported by Retail Times on 5 November 2026. (press relay of Adobe)
Source: Adobe via Retail Times
What it means for you
The growth is in the days around Black Friday. In the US, Black Friday has grown faster than Cyber Monday two years running (+10.2% against +7.3% in 2024, +9.1% against +7.1% in 2025). If your promotions and ads only start in the last week, you are missing the month.
02
United States
Adobe measures online spend. NRF measures shoppers by survey. Mastercard measures all channels.
Online spend (Adobe)
Confirmed
$14.25bn
Cyber Monday online spend
2025, up 7.1%. Peak spend was $16m a minute between 20:00 and 22:00.
Source: Adobe
Confirmed
$44.2bn
Online spend, Thanksgiving to Cyber Monday
2025, five days, up 7.7%. Thanksgiving Day was $6.4bn (+5.3%) and the weekend $11.8bn (+8.7%).
Source: Adobe
Estimated
$257.8bn
Online spend, 1 November to 31 December
2025, up 6.8%, the first season above $250bn. Cyber Week was 17.1% of it. (implied by Adobe's 2026 forecast base)
Source: Adobe
All channels (Mastercard SpendingPulse)
Estimated
+4.1%
US retail sales on Black Friday, excluding autos
28 November 2025, preliminary, not adjusted for inflation. Online +10.4%, in-store +1.7%, apparel +5.7%. (primary page blocked automated access; text seen in search results)
Source: Mastercard SpendingPulse
Salesforce's wider measure
Estimated
$79.6bn
US Cyber Week sales, Salesforce
25 November to 1 December 2025, up 5%. A modelled industry total over seven days, so it is far larger than Adobe's five-day online figure of $44.2bn. Salesforce also reports Black Friday at $18bn (+3%) and Cyber Monday at $13.6bn (+6%). (modelled)
Source: Salesforce
Shoppers (NRF and Prosper)
Confirmed
202.9m
Americans who shopped over Thanksgiving weekend
2025, a record, up from 197m in 2024. 129.5m shopped in stores and 134.9m online. Survey of 3,099 adults, 26 to 30 November 2025. (survey)
Source: NRF
Confirmed
$337.86
Average spend per shopper over the weekend
2025, up from $315.56. $225.74 went on gifts. (survey)
Source: NRF
Mobile, BNPL, AI and social (Adobe)
Confirmed
57.5%
Mobile share of Cyber Monday online spend
2025, $8.2bn, against 41.4% in 2020. Thanksgiving Day reached 61.6%.
Source: Adobe
Confirmed
$1.03bn
Buy now, pay later spend on Cyber Monday
2025, the first time over $1bn, up 4.2%. 79.4% was on mobile. Season to 1 December: $10.1bn.
Source: Adobe
Confirmed
+760%
Growth in AI-referred traffic to US retail sites
1 November to 1 December 2025 (+670% on Cyber Monday). Adobe notes the base of users is still modest.
Source: Adobe
Confirmed
3.6%
Social media's share of Cyber Monday revenue
2025, up 56.5%. Affiliates and partners took 21.8%.
Source: Adobe
Estimated
20%
Share of global orders Salesforce says AI and agents influenced
Cyber Week 2025, worth $67bn. Salesforce defines "influenced" broadly, so read it as the vendor's own estimate. (vendor definition)
Source: Salesforce
Categories and discounts (Adobe, Cyber Monday 2025)
Confirmed
$3.7bn
Electronics online spend
Up 12.8%. Apparel was $2.6bn (+5.2%) and furniture $1.8bn (+5.4%).
Source: Adobe
Confirmed
31%
Peak electronics discount
Off listed price. Toys 28%, apparel 25%, computers 23%, TVs 22%.
Source: Adobe
Published 2026 forecasts (US)
Forecast
$275.1bn
Adobe's forecast for online spend, 1 November to 31 December 2026
Up 6.7%. Cyber Week $47.5bn (+7.4%), Thanksgiving $6.9bn (+8.5%), Black Friday $12.9bn (+9.2%), Cyber Monday $15.1bn (+6.2%, the first $15bn day). Published 28 September 2026.
Source: Adobe
Forecast
$21.3bn
Adobe's forecast for BNPL spend in November and December 2026
Up 6.6%. $1.09bn on Cyber Monday and $807m on Black Friday.
Source: Adobe
Forecast
+130%
Adobe's forecast for growth in AI traffic to US retail sites, 2026
Black Friday +95%, Cyber Monday +88%.
Source: Adobe
Forecast
$1.013tn
NRF's forecast for retail sales, November and December 2026
Up 4.2% on $972bn (+3.1%) in 2025. Excludes cars, petrol stations and restaurants. Published 15 October 2026.
Source: NRF
03
United Kingdom
Measured online spend, survey forecasts of planned spend, and why the "total" differs by source.
Measured online spend (Adobe)
Estimated
£1.16bn
Online spend on Black Friday
2025, the biggest online day of the UK year. (press relay of Adobe)
Source: Adobe Analytics
Estimated
£3.8bn
Online spend over Cyber Weekend
2025, Friday to Monday, up 4.6%. This is also the figure Adobe forecast before the event. (press relay of Adobe)
Source: Adobe Analytics
Estimated
£26.9bn
Online spend, 1 November to 31 December
2025, up 4.1%. Consistent with Adobe's 2026 forecast, which implies a 2025 base of about £26.85bn.
Source: Adobe Analytics
The total spend problem
Three different "total Black Friday spend" numbers circulate for 2025. They measure different things, so pick one and name it.
Forecast
£6.4bn (+1.5%)
PwC UK: forecast of Black Friday spend, all channels
Survey of 2,000 adults, 31 October to 4 November 2025. About 80% online, 20% in store. A forecast of planned spend. (survey)
Source: PwC UK
Forecast
£10.2bn+
Barclays: forecast of spending across the Black Friday sales
Based on shoppers' stated plans. Barclays does not publish the sample or method on its page, and "the sales" is not defined as a set of days. A forecast. (survey)
Source: Barclays
Estimated
£1.16bn and £3.8bn
Adobe: measured online spend, the day and Cyber Weekend
Actual online transactions, online only. (press relay of Adobe)
Source: Adobe Analytics
How to use them: lead with Adobe for what was spent online, and describe PwC and Barclays as what shoppers planned to spend.
What shoppers planned (surveys)
Forecast
£262
PwC: planned spend per head
2025, up 13% from £232 and the highest since before the pandemic. Men £309, women £216. The record total was £7.9bn in 2019. (survey)
Source: PwC UK
Forecast
£430
Barclays: average planned spend
2025, £91 more than the year before. 43% of UK adults planned to hunt for deals (up six points) and 76% of Gen Z. 26% had been saving for the sales. (survey)
Source: Barclays
Trust and AI (Barclays survey)
Confirmed
68%
Sceptical about the real value of Black Friday and Cyber Monday deals
2025. 65% think the events encourage unnecessary spending. (survey)
Source: Barclays
Confirmed
8%
Will use AI tools such as ChatGPT or Gemini to find and compare deals
2025. 17% of Gen Z. (survey)
Source: Barclays
Card data and the IMRG panel
Estimated
62%
Black Friday card transactions above an average day
2025, Barclays card data. It was the busiest card day of the year to that point. (press relay)
Source: Barclays via press reports
Confirmed
5 of 8
Days of Black Friday week 2025 on which online revenue fell
Traffic was up on almost every day. IMRG panel of 250+ retailers.
Source: IMRG and RevLifter
Published 2026 forecasts (UK)
Forecast
£28.52bn
Adobe's forecast for UK online spend, 1 November to 31 December 2026
Up 6.2%. Cyber Weekend (27 to 30 November) £4.05bn (+6.6%), Black Friday £1.24bn (+7.1%), and Cyber Monday growth of +7.6%, passing £1bn for the first time. Published 5 November 2026. (press relay of Adobe)
Source: Adobe via Retail Times
Forecast
+214%
Adobe's forecast for growth in AI-driven traffic to UK retail sites, November and December 2026
Black Friday +158%, Cyber Monday +226%. (press relay of Adobe)
Source: Adobe via Retail Times
04
European Union
There is no EU-wide Black Friday total. The best data is national, and mostly from payment and card panels.
A note on coverage
We found no EU-wide measured figure for Black Friday sales. Germany has an association forecast but no measured result, France has panel data that disagrees, and the Netherlands, Spain and Italy have payment or card data. Do not add the national figures together.
Germany
Forecast
€5.8bn
HDE forecast for Black Friday and Cyber Monday sales
2025, down just under 2%, the first fall expected since tracking began in 2016. A forecast. The HDE release does not say whether it covers online only or all channels, and no measured result followed. HDE also forecast €5.8bn in 2023 (+3%) and €5.9bn in 2024.
Source: HDE
Confirmed
48%
Online shoppers planning to shop on Black Friday
IFH Koeln survey for HDE, October 2025, 1,000+ online shoppers. More than a third planned to shop on Cyber Monday. 54% use Black Friday for Christmas shopping. About €1.6bn of the forecast is Christmas shopping. (survey)
Source: HDE
Netherlands
Estimated
6.25m
iDEAL payments on Black Friday
2025, up from about 5.8m in 2024 but below the 7.1m record of 2023. (press relay of iDEAL data)
Source: NL Times
Estimated
37.8m
iDEAL payments in the seven days before Black Friday
2025, up from 36.3m in 2024 and 28.6m in 2023. Five of the seven days beat the previous year. NL Times also quotes 44.1m for the "full week before", without saying how that differs. (press relay of iDEAL data)
Source: NL Times
Spain
Estimated
+24%
Card spending against the rest-of-year average
22 November to 5 December 2025, CaixaBank Research. Online +42%, in-store +17%. Growth was very similar to 2024. (press relay of CaixaBank Research)
Estimated
+63.2%
Digital card spending against the last week of previous months
Black Friday week 2025, BBVA Research. Real consumption overall +12.3%. (press relay of BBVA Research)
Source: BBVA Research via The Objective
Italy
Estimated
+3%
Online sales growth on Black Friday, by value
28 November 2025, NielsenIQ. +5% for the week and +14% for November. In-store footfall +5.6% over the period. (press relay of NielsenIQ)
Source: NielsenIQ via ItaliaOggi
Estimated
€4.9bn
Black Week 2025 spend, Confcommercio
Up 19.5%: €2.6bn online (+23.8%) and €2.3bn in store (+15.0%). A survey-based model using the lower-bound share of shoppers (52% of 18 to 70-year-olds), with Black Friday defined broadly. (survey-based model)
Source: Confcommercio
Forecast
€4.3bn
Netcomm and Politecnico di Milano forecast of Italian online spend, 19 November to 1 December 2026
Up 6%, with about 44.3m parcels (+6.6%). Published 4 November 2026. Netcomm's 2025 forecast was €2.2bn for the ten days from Black Friday to Cyber Monday, so the two are not comparable.
Source: Netcomm via Radio Subasio
France
There is no official measured Black Friday total for France that we could find, and the panel figures in circulation disagree with each other. We have not published a French figure.
05
Canada
No official Black Friday total. Statistics Canada reports monthly, and Moneris publishes card data.
Official data
Confirmed
C$70.4bn
Retail sales in November 2025
Up 1.3% (volume +1.1%), seasonally adjusted, all channels.
Source: Statistics Canada
Confirmed
C$4.0bn
Retail e-commerce sales in November 2025
Down 2.8% month on month, 5.7% of retail trade, seasonally adjusted. Statistics Canada does not isolate Black Friday.
Source: Statistics Canada
Card data (Moneris)
Confirmed
+25%
Black Friday transaction volume against the previous week
2025, with average transaction size up 14%. Year on year, national transaction volume fell 4% and size fell 1%. Moneris does not say whether the year-on-year figures cover the day or the season. (processor data)
Source: Moneris
Confirmed
-8%
Alberta transaction volume year on year
Black Friday 2025, with transaction size down 2%. 53% of Alberta residents planned to cut holiday spending. (processor data and survey)
Source: Moneris
Confirmed
43%
Canadians planning to spend less than last year
Angus Reid survey for Moneris, 2025. 7% planned to spend more. (survey)
Source: Moneris
Surveys
Estimated
C$975
Average planned holiday gift budget
2025, steady on 2024. Retail Council of Canada and Leger survey of 2,500+ shoppers. Alberta C$1,193, British Columbia C$1,129, Ontario C$1,095. (press relay of the survey)
Source: Retail Council of Canada
2026 forecasts (Canada)
We found no published 2026 Black Friday forecast from the Retail Council of Canada, Moneris or Statistics Canada as at 7 November 2026.
07
Dates and 2026 forecasts
What is fixed, what has been forecast, and what is still to come.
08
Commonly quoted figures, checked
Sixteen figures that appear in many Black Friday round-ups, with a verdict and the number to use instead.
09
Methodology and how to cite
Where the figures come from and how far to trust them.
Online-only against total retail
Adobe and IMRG measure online spend. Mastercard SpendingPulse and Statistics Canada measure all channels. PwC, Barclays and HDE are survey-based forecasts. Do not put them in one chart without labels.
Cyber Week definitions
Adobe's Cyber Week is five days (Thanksgiving to Cyber Monday). Salesforce uses seven days and a modelled industry total. IMRG's Black Friday week is eight days. The UK Cyber Weekend is four days (Friday to Monday).
No inflation adjustment
Adobe and Mastercard figures are in current prices.
AI "influence"
Salesforce's AI figures use a broad, vendor-defined meaning of "influenced". Adobe's AI traffic growth comes from a small base.
Survey forecasts against measured spend
PwC, Barclays and HDE forecasts record what shoppers said they planned to spend. Adobe, Moneris and iDEAL record what happened.
Panel and processor data
Moneris covers a share of Canadian card transactions, iDEAL covers Dutch online payments, and CaixaBank, BBVA and NielsenIQ are panels. None is a market total.
Currencies kept as published
We show US dollars, pounds, euros and Canadian dollars as the source published them. We have not converted any figure. Omnisend's Canadian "$" is not labelled as Canadian by the source.
Press relays and blocked sources
Some primary pages blocked automated access or did not load. Where we could not read the primary, we say so in the status (Estimated, press relay).
How to cite this page
Cite the original source for each figure where you can. To cite this page:
Disclaimer
This page gives general information only. It is not financial or professional advice. We checked the figures against the named sources as at 7 November 2026. Forecasts can change, and we will add the 2026 results after the event.
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