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Black Friday 2022 statistics and key figures 📊: The phenomenon Black Friday has been invading Europe for several years now. In a short time, this “Black Friday” has become a day when the offers defy all competition, in the same way as the summer and winter sales periods.
It is indeed a period of sales allowing traders to make a hell of a turnover before the holidays, and consumers to benefit from good shopping deals.
The phenomenon of Black Friday comes to us from the United States. Can be translated as “Black Friday”, it is a period of exceptional promotions, taking place one month before Christmas. If in France, the date of Black Friday seems to fall like a hair on the soup (this year Black Friday in France is scheduled for Friday, November 25), in the United States, it is fixed the day after Thanksgiving, a holiday as important as Christmas. (if not more) for Americans, falling on the 4th Thursday in November.
Read our in-depth study to learn more about Black Friday 2022 key figures, statistics on this event in France and around the world, as well as consumer behavior and the products requested.
Table of contents
The origins of Black Friday
The term Black Friday first appeared in the 1960s to designate the Friday immediately after Thanksgiving, the fourth Thursday in November: a day when Americans flock to stores to do their Christmas shopping. Some time later, this expression was taken up by a large number of traders to express the "exit from the red".
In the United States, Black Friday is so important that some employers give their employees a day off. When this is not the case, Americans generally take their day off so as not to miss the event.
According to legend, traders who made their accounts by hand used red ink during periods of deficits and black when the accounts were in surplus. It is said that throughout the year the accounts were globally in deficit except for that famous Friday, the day during which the businesses became profitable. It is precisely for this reason that we speak of "Black Friday" or Black Friday.
Black Friday figures: The dates that marked the event
The date of Black Friday is variable, each year it takes place the day after Thanksgiving, therefore following the fourth Thursday of November.
Here are the dates that marked Black Friday:
- Black Friday is scheduled for the following dates: Friday, November 25, 2022. Friday, November 24, 2023. Friday, November 29, 2024.
- The launch of Black Friday takes place on Friday November 25 and ends Monday 28, i.e. 4 days of promotions and reductions.
- Black Friday ends on Friday evening, November 25, 2022, when the shops close, i.e. between 18 p.m. and 20 p.m. on average.
- Le Cyber Monday will be held the following Monday on Black Friday.
- In the 1800 years, the term "Black Friday" was used in reference to stock market disasters.
- It's onlyin 2001 that Black Friday was officially recognized as the busiest day of the year for shopping.
Black Friday 2022 key figures around the world
In 2021, the U.S. Black Friday online sales hit $8,9 billion, down 1,3% from the $9 billion spent in 2020. Businesses are estimated to have made $30-40 billion in revenue on Black Friday 2021.
According to analysts, this decrease is explained by the lingering effects of the pandemic, including supply chain disruptions, as well as earlier online offerings getting some of the momentum.
Some online sellers, however, have received a boost. The Shopify merchants saw $2,9 billion in sales worldwide during Black Friday, an increase of 21% compared to 2020.
Indeed, Black Friday is undoubtedly the mountain of bargains for in-store and online shoppers. Take a look at the latest Black Friday facts and stats from the past few years around the world.
- Companies have made a turnover of 30 to 40 billion dollars during Black Friday 2021.
- Near 13% of all sales retail in the United States take place between Black Friday and Christmas.
- There have been 155 million buyers in the United States on Black Friday 2021.
- US $ 100 billion : US e-commerce sales for November 2020
- US online shopping in 2020 has increased by 32,2% compared to 2019.
- 37% of Cyber Monday digital sales were made on mobile devices.
- Smartphones have been increasingly used for online sales, up 25,3% to $3,6 billion.
- 70% of sales made on Shopify during Black Friday were carried out via smartphones.
- Black Friday 2021 saw 88 million Americans make purchases online.
- Average savings on Black Friday specials were around 24%.
- Near 43% of Black Friday sales were performed on mobile phones.
- Millennials have been the biggest consumers/spenders.
- About 29% of women intended to shop during Black Friday 2021.
- Amazon made 17,7% of all Black Friday sales.
- The average adult spent 430 dollars during the trade event.
- 66,5 million Americans shopped in-store during Black Friday 2021.
- American consumers have spent $8,9 billion online during Black Friday 2021.
- In 2021, Black Friday online retail sales in Brazil generated approximately 4,2 billion Brazilian reals, an increase of approximately five percent compared to the same period the previous year.
- In 2021, the largest group of respondents in Italy planned to spend between 251 and 500 euros during Black Friday (30 %). Additionally, 22% of respondents in Italy said they planned to spend between 151 and 250 euros.
- In a survey by the site price on the shopping behavior of Dutch consumers during Black Friday in 2021, approximately 4,5% of respondents said they would shop during the event because they believe that retailers offer good value for money.
- Near 20% of Dutch consumers said they would not shop on Black Friday because they think that retailers are raising the price of products before the event.
Black Friday key figures in France
In France, Black Friday 2021 sales increased by 40% compared to the average from November 1 to 7, 2020. In 2020, sales peaked at +51%. Compared to 2020, the increase in online sales has been significant, reaching almost 160% compared to the beginning of November. Top categories include consumer electronics (+185%), apparel (+179%) and jewelry/luxury/eyewear (+174%).
- According to data Criteo, Black Friday 2020 generated a spike in + 127% sales compared to the October average.
- 3 sectors particularly do well during Black Friday in France: tech, fashion, beauty.
- 46% of consumers intend to favor purchases from small online merchants.
- In France, Black Friday 2020 led to a sales peak of +127%.
- Near 60% of French plan to make one or more purchases on the Amazon online sales site.
- 62% of French people make purchases every year on Black Friday.
- 30% of people between the ages of 25 and 34 planned to spend 201 euros and more.
- According to an october poll 2019, more than 54% of men and 52% of women thought it was primarily just another marketing gimmick to get them to spend more.
- 67% of French women say they will buy an item on Black Friday if the price is good enough, compared to 66% of men.
- People whose age is between 35 and 44 years are the most likely to buy an item during sales.
- 33% of consumers believe that COVID-19 has permanently changed consumer habits.
- The add rate is 18,42% on mobile, and 13,31% on desktop.
- In France, during confinement, nearly one in three French people (3%) bought a fashion item on an e-commerce site according to a Kantar study.
Shoppers statistics during Black Friday
Interestingly, Cyber Monday is stronger than Black Friday in the US, with total sales of $10,8 billion vs. $9 billion for Black Friday according to Adobe figures. It seems that a significant number of consumers are waiting until the last day to take advantage of the best prices.
- Shopping cart abandonment for Black Friday 2021 was 76,63%.
- Social channels had the highest abandonment rate (89,3%), followed by email (80,6%), live (78,9%) and search (75,3%). %). research (75,3%).
- 62% of buyers think Black Friday is a scam.
- 88% of buyers compare discounts before buying a product on Black Friday.
- 36% of buyers of Black Friday search for deals on Google.
- Black Friday 2015, US$1.656 million were spent online.
US consumer spending
According to SaleCycle, US consumers spent $8,9 billion online during Black Friday 2021, less than the average spending in 2020, which surpassed all previous records, reaching $9 billion, compared to $7,4 billion in 2019 and $6,2 billion in 2018.
People prefer to shop digitally, so it's no surprise that they also do so on a day when shopping in a physical store is like shopping in hell. At the same time, e-commerce stores and eShops are equipping retailers' Black Friday strategies to gain even more traction.
| Year | Spend per buyer | Total expenditures (in billions of dollars) | Percentage increase |
| 2002 | N/A | $416.40 | 2.1% |
| 2003 | N/A | $437.60 | 5.1% |
| 2004 | N/A | $467.20 | 6.8% |
| 2005 | $734.69 | $496.00 | 6.2% |
| 2006 | $750.70 | $512.10 | 3.2% |
| 2007 | $755.13 | $526.00 | 2.7% |
| 2008 | $694.19 | $501.50 | -4.7% |
| 2009 | $681.83 | $502.67 | 0.2% |
| 2010 | $718.98 | $528.77 | 5.2% |
| 2011 | $740.57 | $553.26 | 4.6% |
| 2012 | $752.24 | $567.65 | 2.6% |
| 2013 | $767.24 | $583.52 | 2.8% |
| 2014 | $802.45 | $611.52 | 4.8% |
| 2015 | $805.65 | $628.17 | 2.7% |
| 2016 | $935.58 | $646.72 | 3.0% |
| 2017 | $967.13 | $679.24 | 5.0% |
| 2018 | $1,007.24 | $691.48 | 1.8% |
| 2019 | $1,047.83 | $718.64 | 3.9% |
| 2020 | $997.79 | $777.35 | 8.2% |
| 2021 | N/A | $886.7 | 14.1% |
The best-selling products during Black Friday
Do you know which products sold the most during Black Friday 2022? To answer this question, we relied on statistics from major brands such as Amazon, Fnac, etc. to establish the list of the most sold 'bestseller' products during Black Friday 2021.
In the line of sight of French online buyers, many high-tech products. In the lead, the Apple bestsellers occupying four places in the ranking.
The consoles are also doing well, since we find in second and third place on the podium thenot found PS5 and the much-loved Nintendo Switch. Televisions and smartphones occupy the remaining places. No wonder these pricey products are especially watched for the biggest promotional event of the year.
- Apple AirPods Pro
- Sony's PS5
- The Nintendo Switch
- LG OLED55C15LA TV
- Apple's iPhone 12
- Apple's 2 AirPods 2019
- The Roborock S7 robot vacuum cleaner
- Apple's iPhone 11
- The Google Pixel 4a
- The Xiaomi Redmi Note 10 Pro
During the next Black Friday, and also for Cyber Monday, the exceptional product that is the smartphone is the number 1 object which must be the subject of a reduction during this period.
High-end game consoles are in the list of flagship electronic items for the Black Friday/Cyber Monday period, as well as all dedicated games and accessories.
Surveillance cameras, which have become indispensable in all interiors, are also a trend to follow.
Most Popular Black Friday 2018 Categories
- Mobile phones
- Game consoles
- Televisions
- Headphones
- Laptop
- Sneakers & casual shoes
- Tablets
- Running shoes
- SLR & mirrorless cameras
- Screens
- Graphics cards (PCI Express)
- PS4 Games
- Portable speakers
- Vacuums
The most sought-after products in France
In 2021, a keyword analysis focused on the most searched products for Black Friday in France, which took place on November 26. According to the results, game consoles were the most popular product with French consumers, accumulating around 140 requests. They were followed by phones and appliances, with 000 and 100 searches, respectively.
| Sideboard | 140 |
| Phone | 100 |
| Appliances | 55 |
| Perfumes | 32 |
| computers | 31 |
| Clothing | 29 |
| Shoes | 25 |
| Television | 22 |
| Toys | 21 |
| Smartphone | 19 |
The most wanted products
The most searched product globally for Black Friday November 2021 was the Nintendo Switch, with 1,22 million searches during the measured period. The Nintendo Switch is a video game console developed by Nintendo that was released in 2017. The next most searched product was the Apple Airpods, ranking second with more than 550 thousand searches during the month.
| nintendo switch | 1.220 |
| airpods | 550 |
| apple watch | 550 |
| dyson | 450 |
| ps5 | 368 |
| iphone | 368 |
| ipad | 368 |
| airpods pro | 368 |
| ps4 | 201 |
| iphone 12 | 135 |
Trends and Opportunities
Here are the top trends and opportunities to watch for Black Friday 2022. Now is the perfect time to turn your Black Friday marketing ideas into a full-fledged strategy.
- Feast days are becoming increasingly important globally; Black Friday is now the most popular holiday in France, Germany and the UK.
- Almost a third of shoppers say they will start their Christmas shopping earlier than last year.
- 40% of consumers have tried new brands during the COVID-19 pandemic.
- An exceptional omnichannel experience is essential for success as shoppers seek an effortless experience, wherever they are.
- Online retail sales grew 93% in 2020, and e-commerce grew three times faster than total sales over the same period. Online retailers have an even bigger growth opportunity this year.
- November, and specifically Black Friday and Cyber Weekend, can drive up to 50% of a brand's sales for the entire year.
- Weeks before the actual moment, search queries show consumers are expressing curiosity about the Black Friday shopping moment, especially when it comes to when it happens and when the discounts begin.
- Overall, this is a search-heavy time when consumers are not yet tied to specific products or brands, and are actively seeking reviews.
- Research interest in technology product specifications increases by 26%.
To read >> Top 17 Best Apple Watch Games to Try in 2023
Is Black Friday worth it?
The French are not really fans of Black Friday. According to a study by the French consumer society UFC-Que Choisir, Only 11% think they could possibly take the opportunity to shop. The remaining 89% are almost certain not to take part in the masquerade. The main reason is that the French do not believe that the prices of sale products are really interesting. They are right: on average, the prices of sale products are not lower than the usual prices.
However, some brands offer attractive discounts during Black Friday. If you are looking for a Christmas present or a festive outfit, it may therefore be worth doing some shopping during this period. Table decorations and stationery are also often on sale during Black Friday.
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If you decide to participate in the Black Friday sales, it is important to do your research before making your purchases. Compare the prices of products in different stores and do not hesitate to use online tools that allow you to compare prices. Finally, don't forget to check the product return conditions before buying them: some sale items cannot be exchanged or refunded.
