Shopify Black Friday 2024 Stats & Trends: Your Roadmap for 2025 Success

Each section combines statistical analysis with practical insights, helping you transform these learnings into actionable strategies for your business. Let's dive into the data and discover what drove this year's unprecedented success!

Shopify has become synonymous with Black Friday and Cyber Monday (BFCM), empowering millions of merchants and shaping global shopping patterns. With over 76 million consumers shopping worldwide, the impact of these sales events is undeniable. This growth reflects not only the platform’s scalability but also its ability to adapt to shifting consumer behaviors.

As we step into another year of evolving consumer behavior, the trends shaping shopping patterns during Black Friday and Cyber Monday (BFCM) reveal significant shifts. Here’s an overview of the key performance highlights from Shopify Black Friday 2024, providing a snapshot of the sales data and growth trends before diving into the detailed analytics:

• Over 76 million customers worldwide made purchases from Shopify-powered brands.
• Sales peaked at $4.6 million per minute at 12:01 PM EST on Black Friday.
• The average cart value was $108.56.
• More than 16,500 entrepreneurs made their first sale on the platform.
• Over 67,000 merchants experienced their highest-selling day ever on Shopify.

Let’s take a detailed look at the key transformations.

The holiday shopping season now kicks off much earlier than it once did. In 2023, 55% of shoppers took advantage of pre-Thanksgiving sales, with 35% purchasing items just before Thanksgiving week and 24% even earlier (Source: NRF). This shift demonstrates how early promotions are not only attracting consumers but also becoming the norm for retailers looking to extend their revenue period.

Mobile devices have cemented their place as the primary channel for online shopping. In 2024:

• 57% of all U.S. online sales on Cyber Monday occurred via mobile devices.
• Globally, 70% of online spending during Cyber Week was made on mobile devices, up from 67% in 2023

The convenience of mobile shopping, coupled with seamless app experiences and mobile-friendly websites, has fueled this surge, transforming smartphones into the ultimate shopping tool.

Consumers enjoyed significantly steeper discounts across various categories in 2023 compared to previous years (source):

• Electronics saw an average discount of 31%, up from 25% in 2022
• Furniture discounts more than doubled, rising from 8% in 2022 to 21% in 2023

These trends underline retailers’ focus on capturing consumer attention by offering compelling deals earlier and across more categories.

Flexible payment options have gained traction, with $991.20 million spent via BNPL on Cyber Monday 2024 alone. 

Shopify has embraced this trend through Shop Pay Installments, which provides seamless BNPL integration for merchants. This method appeals to budget-conscious shoppers by making high-ticket items more accessible, driving higher average order values and enabling Shopify-powered businesses to capture more sales during the shopping frenzy.

While online shopping continues to dominate, physical stores are showing signs of a comeback: 87.3 million Americans made online purchases on Black Friday 2024, compared to 81.7 million in-store.

However, Cyber Week saw a slight resurgence of in-store shopping, with 126 million people visiting physical stores, up from 121.4 million in 2023.

Black Friday and Cyber Monday continue to set new records for Shopify merchants, solidifying their place as the cornerstone of global online shopping events:

• In global, $13.3 billion was spent online on Cyber Monday 2024, a 7% increase from 2023.
• Shopify Black Friday saw its own incredible peak at 12:01 PM EST with record-breaking sales and over 91M packages tracked globally via the Shop App.

These achievements reinforce Shopify’s position as a leader in enabling merchants to thrive during the busiest shopping weekend of the year.

Consumer confidence showed signs of recovery, with 31.1% of Americans planning to spend more during Black Friday 2024 compared to the previous year. Meanwhile, 49.3% expected their spending to remain consistent with 2023 levels. (Source)

Shopify merchants experienced some of their most successful days ever, with over 67,000 merchants having their highest-selling day on Black Friday. This renewed willingness to splurge indicates a positive outlook on personal finances and highlights the effectiveness of platforms like Shopify in empowering merchants to meet demand.

During Black Friday Cyber Monday 2024, several marketing channels demonstrated exceptional performance and played a pivotal role in driving sales:

• Email marketing delivered an outstanding ROI of 4400%, reinforcing its effectiveness as a key channel for BFCM campaigns and a top driver of conversions.
• Paid search proved to be another strong performer, accounting for 29.4% of online sales throughout Cyber Week, highlighting its significance in attracting high-intent shoppers.
• AI-powered marketing strategies, including personalized email campaigns, influenced $51 billion in global online sales, representing 17% of all holiday orders, underlining the growing impact of data-driven personalization.

These trends showcase the evolving landscape of digital marketing and underscore the importance of leveraging the right channels to maximize sales during peak shopping seasons like Shopify Black Friday.

The 2024 Shopify Black Friday Cyber Monday season highlighted remarkable shifts in shopping behaviors and record-breaking achievements. 

As Shopify merchants navigated these transformative trends, the hottest product categories and best-selling items of BFCM 2024 revealed what captured consumer interest most, offering deeper insights into evolving preferences. Let’s check them out!

This year’s Black Friday revealed valuable insights into shifting shopping patterns that every Shopify merchant should pay attention to. By understanding which product categories and items took the lead, merchants can better align their offerings with evolving consumer demands.

From popular apparel choices to wellness essentials, the trends seen this year highlight the importance of staying agile and proactive. Keeping a close eye on these top sellers can help merchants not only capture more sales during key shopping events but also refine their strategies for sustained growth year-round.

Apparel led the charge in Shopify’s top-selling categories, with clothing tops and pants dominating sales. The global apparel market size was valued at $1.5 trillion in 2023 and is projected to grow at a 5.5% CAGR (Compound Annual Growth Rate) from 2024 to 2030 (source).

Electronics continued to reign supreme among Shopify merchants, as shoppers took advantage of early promotions and competitive pricing. Apple products, including AirPods and Apple Watches, were consistent best-sellers, reflecting the global demand for high-quality tech.

Beauty enthusiasts flocked to Shopify stores for cosmetics, which ranked as one of the hottest categories. The global cosmetics market is projected to reach nearly $132 billion by 2029, showcasing a strong and sustained growth trajectory.

Health-conscious consumers showed strong interest in fitness and nutrition products. From protein powders to workout gear, Shopify merchants tapped into the ongoing focus on personal wellness, driving robust sales.

Activewear also saw impressive traction, blending style and functionality for consumers embracing athleisure trends. 64% of U.S. millennials and Generation Y reported purchasing athletic shoes, highlighting the growing integration of activewear into everyday fashion. Shopify brands offering versatile and comfortable options capitalized on this growing demand.

While entire categories saw booming sales, a few specific Black Friday items emerged as the heroes of this year’s shopping frenzy:

• Mighty Patch: A top skincare pick, reflecting the rising demand for quick-result beauty products.
• NeeDoh Squeeze Toy Cube: A favorite for stress relief, catering to the growing interest in sensory items.
• AirPods 4: Apple’s popular wireless earbuds remained a must-have tech item.
• Bissell Little Green Vacuum: This portable cleaner became a household favorite for its convenience.
• Insignia Fire TV F20: A budget-friendly smart TV, popular for its value and performance.

The success of these categories and products highlights a balance between practicality and indulgence, with shoppers embracing tech upgrades, home comforts, and wellness-driven choices while indulging in creative and playful pursuits. 

For Shopify merchants, closely tracking top-selling products and categories is more than just an exercise in reflection - it’s a strategic tool. By analyzing these trends, merchants can pinpoint what resonates most with consumers and refine their inventory or marketing strategies accordingly.

The remarkable sales of these top-selling items on Shopify Black Friday stats reflect not only the diversity of consumer preferences but also the broader shifts in purchasing behavior. To gain deeper insights into these trends, let’s explore the consumer behavior data and analysis that shaped this year’s shopping frenzy.

The 2024 Shopify Black Friday Cyber Monday shopping event saw unprecedented engagement, with consumer behavior underscoring significant trends in shopping patterns and discount sensitivity. 

This analysis highlights how consumers interacted with Shopify-powered brands during the weekend, revealing key insights into the evolving landscape of global commerce.

Shopify merchants hit a staggering $11.5 billion in Shopify Black Friday sales, a 24% increase compared to Shopify Black Friday 2023. This demonstrates a robust appetite for online shopping and a steady shift toward e-commerce as a dominant shopping channel.

Sales peaked at $4.6 million per minute at 12:01 PM EST on Black Friday, with over 76 million consumers worldwide making purchases. Leading markets included the U.S., U.K., Australia, Canada, and Germany, with cities like Los Angeles, New York, and London leading the charge.

Global commerce flourished, with 16% of orders being cross-border, reflecting consumers’ willingness to shop internationally for the best deals and unique products.

Consumers showed heightened sensitivity to discounts and value for money, as reflected in:

The average cart price of Shopify Black Friday stood at $108.56, signaling that shoppers were willing to spend more, likely influenced by deeper discounts on high-ticket items like electronics and fashion.

Sales through Shop Pay increased by 58% year-over-year, indicating that convenience and quick checkout options play a crucial role in influencing purchasing decisions during high-stakes shopping events.

Discount-driven sales also resulted in over 16,500 entrepreneurs making their first sale during Shopify Black Friday globe 2024, emphasizing that small businesses leveraged price competitiveness effectively.

Top-selling categories included clothing tops, activewear, cosmetics, and fitness products - reflecting the ongoing trends in wellness, casual wear, and self-care. The popularity of these categories suggests that consumers are increasingly prioritizing products that align with health, wellness, and personal care, particularly during a time when people are looking to balance indulgence with self-improvement.

Shopify merchants can tap into this trend by curating collections or launching marketing campaigns focused on these themes, emphasizing the long-term benefits of investing in personal health and comfort.

The Shopify Black Friday Cyber Monday 2024 weekend was a testament to how consumer behavior continues to evolve. From embracing international commerce to prioritizing value-packed purchases, shoppers showcased a mix of global connectedness and individual priorities.

With record-breaking sales, Shopify-powered brands showcased their ability to thrive in both online and in-store environments, highlighting the evolving synergy between digital and physical retail. As the shopping landscape continues to transform, businesses must adapt to these nuanced behaviors, leveraging both e-commerce innovations and in-store experiences to remain competitive in an increasingly dynamic market.

Shopify Black Friday dashboard has delivered valuable insights into consumer behavior and strategic opportunities for merchants. By analyzing data from this major shopping event, we can identify clear trends in purchasing habits and effective strategies to maximize success. 

This year, shoppers came prepared, with many planning their spending well before the official start of Black Friday. According to a survey by Hostinger, 31% of Americans expressed an intent to spend more this season compared to 2023.

For Shopify merchants, these insights present a clear action plan:

• Promote premium offerings: Highlight high-value products or premium bundles to cater to shoppers willing to invest more.
• Emphasize value in deals: Showcase the exclusivity, quality, or long-term benefits of your products to align with consumers’ expectations of meaningful purchases.
• Segment audience by demographics: Use analytics to personalize promotions and refine ad messaging to resonate with different consumer groups, maximizing engagement and conversions.
• Upsell and cross-sell smartly: Leverage upselling strategies for shoppers already prepared to spend more, bundling complementary products to enhance perceived value.

Online shopping continued its reign, with 50% of consumers choosing to shop exclusively online and another 32% opting for a mix of in-store and online shopping, as noted by Bare International. This dual approach highlights the importance of integrating online and offline channels for merchants to remain competitive.

Social media emerged as a critical tool for discovering deals, with 61% of shoppers turning to platforms like TikTok, Instagram, and Facebook. For younger shoppers, TikTok alone influenced over 35% of purchasing decisions. This underscores the necessity of engaging, platform-specific content:

• Craft platform-specific Black Friday campaigns: Tailor your content to each platform - use TikTok for engaging short-form videos showcasing deals and Instagram for visually striking posts or Stories featuring your products.
• Collaborate with influencers: Partner with creators who resonate with your target audience to amplify reach and credibility during Black Friday campaigns.
• Enable seamless shopping: Integrate Shopify features with social platforms, such as Instagram Shopping or TikTok Shop, for a frictionless buying experience.
• Leverage user-generated content: Encourage customers to share unboxing videos or reviews of your Black Friday deals, amplifying trust and reach.

Mobile shopping showed no signs of slowing down. In Spain, it was reported that 76% of Shopify Black Friday sale were conducted on mobile devices, a sharp contrast to 24% via desktop. Globally, mobile transactions accounted for approximately 70% of all e-commerce sales on Shopify Black Friday. 

These figures make mobile optimization an undeniable priority for retailers:

• Optimize for mobile performance: Ensure your Shopify store is mobile-friendly with fast-loading pages, intuitive navigation, and a seamless checkout experience to prevent cart abandonment.
• Focus on mobile-centric marketing: Craft campaigns specifically for mobile platforms, such as SMS marketing, push notifications, and social media ads optimized for mobile consumption.
• Enable mobile payments: Offer diverse payment options like Apple Pay, Google Pay, and PayPal to cater to mobile shoppers’ preferences.

Merchants adopting an omnichannel approach emerged as clear winners this year. Brands that seamlessly integrated online and offline experiences saw heightened engagement and sales. 

Additionally, launching early Shopify Black Friday campaigns proved effective. By capturing the attention of deal-hunters weeks before the event, merchants secured early revenue spikes and built momentum leading into the holiday season.

The timing of campaigns played a significant role in success this year. Launching campaigns in mid-October can attract early shoppers and build momentum leading up to Shopify Black Friday. By the end of November, these early adopters had captured a significant share of the holiday shopping budget.

User-generated content (UGC) proved to be a game-changer for Shopify merchants during Black Friday 2024. By incorporating customer reviews and testimonials into their marketing strategies, many merchants saw a notable boost in conversions. Studies suggest that displaying reviews can increase conversion rates by up to 270%, while replacing landing page reviews with video testimonials can boost conversion rates by 80%. 

As shoppers increasingly look for authenticity in their buying experiences, UGC is emerging as an essential element of Shopify Black Friday marketing strategies, particularly for brands aiming to capture Gen Z and Millennial audiences.

Shopify merchants saw notable trends emerge in product categories during Black Friday 2024, reflecting evolving consumer preferences.

On the tech front, smart home devices and wireless headphones continued to thrive as high-growth categories. According to Parks Associates, 45% of U.S. households now own at least one smart home device, with 18% owning six or more, showcasing a steady increase in demand for home automation products.

Similarly, the wireless headphones market has been projected to grow by $8.23 billion between 2020 and 2024, underscoring their enduring popularity during shopping events like Black Friday.

By understanding these shifts, Shopify merchants can tailor their inventory to maximize sales during future peak shopping periods.

Shopify Black Friday 2024 highlighted critical shifts in consumer behavior and provided actionable strategies for merchants. 

By focusing on early and omnichannel promotions, leveraging social media and UGC, and optimizing for mobile, businesses can capitalize on these trends. Additionally, understanding category-specific demand ensures merchants stay aligned with consumer interests. Embracing these insights will help merchants thrive in future sales events and beyond.

Black Friday has evolved from a single day of frenzied in-store shopping to a multi-week, omnichannel extravaganza. As we look ahead to Shopify Black Friday 2025, it's clear that several key trends will shape the future of this crucial retail event. Based on current data and emerging technologies, here's a glimpse into what we can expect:

As Shopify Black Friday 2025 approaches, sustainability will continue to shape purchasing decisions. Eco-conscious shopping has become a priority for many consumers, with 80% willing to pay up to 5% more for sustainably produced products. This trend is especially pronounced among Gen Z, who are not only advocating for but also actively seeking out sustainable goods.

If your brand offers sustainable products, Black Friday 2025 is the perfect time to spotlight them. You can highlight eco-friendly features, such as reduced packaging or biodegradable materials, and leverage your brand’s commitment to sustainability. 

To stay ahead, integrate sustainability into your product offerings and messaging to capture the attention of conscientious shoppers this Black Friday.

Gen Z and millennials are leading the charge in mobile advertising, with these groups making purchases through social media at four times the rate of older generations. In fact, over a third of Gen Zers and millennials have confirmed they made a purchase via social media in the last three months, and this trend will likely intensify during the Black Friday rush.

What to do about it: As you prepare for Black Friday, make sure your social media ad strategy is aligned with where your target audience spends their time. Focus on platforms where your ideal customers are most active or where you've had success with organic marketing. Start with smaller campaigns, test different approaches, and optimize to make the most of your Black Friday ad budget.

Voice search and chatbots are revolutionizing the way customers shop. 

You can optimize product pages for voice search queries like “Black Friday deals on [your product]” and use Shopify-compatible chatbots to offer instant support, ensuring a smooth customer journey.

Live commerce is gaining traction, offering brands an interactive way to showcase deals and answer questions in real time. With Shopify integrations, you can connect your store to live shopping platforms and replicate successes like POPFLEX, which saw record-breaking sales during a livestream event.

Augmented reality and 3D product visuals are becoming mainstream, helping customers visualize products as if they were holding them. Shopify merchants like Rebecca Minkoff have seen conversions increase by 27% with 3D models - perfect for showcasing Black Friday deals on big-ticket items like electronics or furniture.

Shopify Black Friday 2025 promises to be a dynamic and transformative event, driven by technological advancements, evolving consumer preferences, and the ongoing quest for a seamless and personalized shopping experience. Retailers who embrace these trends will be best positioned to succeed in the future of holiday shopping.

Shopify Black Friday and Cyber Monday (BFCM) offer an incredible opportunity to attract new customers and boost revenue, but the real power lies in what comes next. To maximize your post-BFCM success, consider the following next steps:

• Evaluate sales data, conversion rates, and traffic to measure success and uncover areas for improvement.
• Use the insights gained to refine your approach for upcoming sales events and promotions.
• Implement personalized email campaigns and loyalty programs to turn one-time buyers into long-term customers.
• Keep customers engaged year-round with exclusive offers, seasonal content, and ongoing communication.
• Foster connections that keep your brand top of mind and encourage repeat purchases.

By leveraging the momentum of BFCM and refining your Shopify store’s approach, you can set your business up for sustained success well beyond the holiday rush.