# Black Friday statistics 2026, online sales in the US, UK and France

> Black Friday statistics for 2026, with 2025 online sales in the US, UK and France, Adobe's 2026 forecast, discounts, mobile, AI.

By Amber Doyon, web writer at [Hikoo](https://www.tryhikoo.com/en/?utm_source=storeplatforms.com&utm_medium=black-friday-statistics). Updated 2026-11-01. Store Platforms, https://storeplatforms.com/en/black-friday-statistics

## Key takeaways

- Adobe measured $11.8 billion in US online spending on Black Friday 2025, up 9.1%, and $14.25 billion on Cyber Monday, up 7.1%.
- For 2026, Adobe forecasts $12.9 billion on Black Friday (November 27), $15.1 billion on Cyber Monday (November 30) and $47.5 billion over Cyber Week.
- The NRF counted a record 202.9 million US shoppers from Thanksgiving to Cyber Monday 2025, and 134.9 million of them bought online.
- In the UK, the ONS put the online share of retail sales at 28.6% in November 2025. In France, BPCE found that 47% of Black Week card spending went online, against 29% the rest of the year.
- Mobile carried 57.5% of US online sales on Cyber Monday 2025 according to Adobe, and Salesforce says AI and agents influenced 20% of global Cyber Week orders.

The latest Black Friday statistics show US shoppers spent $11.8 billion online on Black Friday 2025, up 9.1%, according to Adobe. Adobe expects $12.9 billion on Black Friday 2026, which falls on November 27. In the UK and France the day is smaller, but it still moves a lot of revenue online.

## Key Black Friday statistics for 2026

The numbers below are the most recent published figures for the 2025 event, plus Adobe's forecast for 2026. They come from an official statistics office, bank card data, a consumer survey (NRF) or companies that track online sales (Adobe, Salesforce, which adds market assumptions).

| Indicator | Value | Scope | Period | Source |
|---|---|---|---|---|
| Online spending on Black Friday | $11.8 billion, up 9.1% | US retail sites | November 28, 2025 | [Adobe](https://news.adobe.com/news/2025/12/adobe-cyber-monday-hits-record) |
| Online spending on Cyber Monday | $14.25 billion, up 7.1% | US retail sites | December 1, 2025 | Adobe |
| Online spending over Cyber Week | $44.2 billion, up 7.7% | US retail sites | Thanksgiving to Cyber Monday 2025 | Adobe |
| Black Friday forecast | $12.9 billion, up 9.2% | US retail sites | November 27, 2026 | [Adobe](https://news.adobe.com/news/2026/09/adobe-us-holiday-shopping-season-to-hit-record) |
| Cyber Week forecast | $47.5 billion, up 7.4% | US retail sites | Thanksgiving to Cyber Monday 2026 | Adobe |
| Shoppers over the five days | 202.9 million (134.9 million online) | US adults | Thanksgiving to Cyber Monday 2025 | [NRF](https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers) |
| Global Cyber Week sales | $336.6 billion, up 7% | 18 markets | November 25 to December 1, 2025 | [Salesforce](https://investor.salesforce.com/news/news-details/2025/Salesforce-Data-AI-and-Agents-Propel-Cyber-Week-to-Record-336-6B-in-Global-Spend/default.aspx) |
| Online share of retail sales | 28.6% | Great Britain | November 2025 | [ONS](https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/november2025) |
| Share of Black Week card spending made online | 47%, against 29% the rest of the year | France, 10 sectors | November 24 to 28, 2025 | [BPCE L'Observatoire](https://www.groupebpce.com/en/economic-research/black-friday-2025-highly-favored-by-senior-citizens/) |

## When is Black Friday 2026?

Black Friday 2026 is on Friday, November 27, 2026. Thanksgiving falls on Thursday, November 26, and Cyber Monday on Monday, November 30, 2026, the date Adobe uses in its forecast.

Adobe defines Cyber Week as the five days from Thanksgiving to Cyber Monday. In France, retailers often stretch the event into a "Black Week", and BPCE's card data shows deals starting well before that. In the two weeks before Black Friday 2025, two French consumers in three were already drawn in by promotions.

## How much was spent online on Black Friday 2025 in the US?

US shoppers spent $11.8 billion online on Black Friday 2025, a record and 9.1% more than in 2024, according to [Adobe's Cyber Monday release](https://news.adobe.com/news/2025/12/adobe-cyber-monday-hits-record) of December 2, 2025. Adobe tracks direct online transactions through Adobe Analytics, across more than 1 trillion visits to US retail sites, 100 million products and 18 categories. Thanksgiving Day added $6.4 billion, up 5.3%, and Cyber Monday brought $14.25 billion, up 7.1%, which Adobe calls the biggest online shopping day of all time. Over the full Cyber Week, the total reached $44.2 billion, up 7.7%. Black Friday grew faster than Cyber Monday, a pattern Adobe expects to continue in 2026. Our reading is that earlier November promotions pull some spending forward to the Friday.

Other trackers give higher totals because they measure differently. Salesforce reports $18 billion in US sales on Black Friday 2025 and $79.6 billion over its Cyber Week, built from first-party and third-party data plus market assumptions. Adobe's narrower count of US retail sites is the better reference when you compare one year with the next.

### How many people shopped from Thanksgiving to Cyber Monday?

The National Retail Federation counted a record 202.9 million US shoppers over the five days in 2025, in a survey of 3,099 adults run with Prosper Insights & Analytics from November 26 to 30, 2025. Online shoppers rose 9% to 134.9 million, from 124.3 million in 2024, while 129.5 million people shopped in stores.

Black Friday stayed the busiest day, with 85.7 million online shoppers and 80.3 million in stores. Cyber Monday drew 75.9 million online shoppers, against 64.4 million in 2024. Respondents spent $337.86 on average over the weekend on gifts and seasonal purchases.

### How did Shopify merchants do over Black Friday Cyber Monday?

Merchants on Shopify sold $14.6 billion worldwide over the 2025 Black Friday Cyber Monday weekend, up 27%, or 24% in constant currency, according to [Shopify's own figures](https://www.shopify.com/news/bfcm-data-2025). More than 81 million buyers took part, the average cart was $114.70, and sales peaked at $5.1 million per minute at 12:01 p.m. EST on Black Friday. Shopify says the data is unaudited and its method changes from year to year.

## What does Adobe forecast for Black Friday 2026?

Adobe expects $12.9 billion in US online spending on Black Friday 2026, up 9.2%, and $15.1 billion on Cyber Monday, up 6.2%. Cyber Week as a whole should reach $47.5 billion, up 7.4%, or 17.3% of the season.

![Adobe newsroom page announcing a $275.1 billion US holiday forecast, with a bar chart of 2019 to 2026 spending](https://storeplatforms.com/images/black-friday/adobe-2026-holiday-forecast.webp "Adobe's 2026 US holiday forecast, with the chart of online spending since 2019. Source: Adobe, page viewed on 2026-11-01")

These forecasts come from [Adobe's release of September 28, 2026](https://news.adobe.com/news/2026/09/adobe-us-holiday-shopping-season-to-hit-record). For the full November and December season, Adobe forecasts $275.1 billion in US online spending, up 6.7%. The chart in the same release puts the 2025 season at $257.8 billion, up 6.8%. Thanksgiving Day 2026 is expected to bring $6.9 billion, up 8.5%.

The comparison with 2025 holds because both years come from the same Adobe method. Cyber Week should go from $44.2 billion in 2025 to $47.5 billion in 2026, the 7.4% rise Adobe announces.

## How did Black Friday 2025 go in the UK?

In Great Britain, the online share of retail sales rose from 28.4% in October 2025 to 28.6% in November 2025, the month that included Black Friday, according to the [ONS retail sales bulletin](https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/november2025) of December 19, 2025. Online sales values grew 0.7% over the month after seasonal adjustment. Black Friday fell on November 28, 2025, inside the ONS November reporting period, which ran from November 2 to 29. In the raw data, which the ONS does not adjust for Black Friday, retail sales volumes jumped 11.9% over the month, against 4.4% in October 2025. The ONS called this a fairly typical Black Friday effect. In 2024 the day fell in the December reporting period, so any comparison between the two Novembers needs care. The ONS advises readers to rely on seasonally adjusted figures for trend analysis.

![ONS bar chart of non-seasonally adjusted monthly retail volume changes in Great Britain, October to December, 2021 to 2025](https://storeplatforms.com/images/black-friday/ons-black-friday-effect.webp "November retail volumes jump in the years when Black Friday falls in the November period. Source: ONS, page viewed on 2026-11-01")

Card data tells the same story. Nationwide Building Society counted a record 11.9 million transactions by its members on Black Friday 2025, up 8.7% from 10.9 million in 2024, in its [post-weekend update](https://www.nationwide.co.uk/media/news/black-friday-post-weekend-spending-update). Across the weekend, it recorded more than 31.2 million transactions, up 5.8%.

## How big is Black Friday in France?

Black Friday in France is mainly an online event. BPCE L'Observatoire found that 47% of card spending during Black Week, from November 24 to 28, 2025, went to online stores, against 29% the rest of the year. The bank's barometer is built on anonymized transactions from more than 20 million Banque Populaire and Caisse d'Epargne cards, across ten sectors including electronics, fashion, beauty, travel and marketplaces, according to [BPCE's December 2025 study](https://www.groupebpce.com/en/economic-research/black-friday-2025-highly-favored-by-senior-citizens/). Two consumers in five used Black Week promotions, the same share as in 2024, and the number of purchases stayed flat after a 13% jump in transactions in 2024. The average basket was €62, at €54 in stores and €76 online. More than one purchase in four that week happened on Friday, November 28. Online spending rose 8% in electronics and appliances, 9% in sports equipment and 8% in beauty, while online fashion fell 14%.

Age changed the picture. Shoppers over 55 raised their Black Week spending by 3% to an average of €151, a third of it online, while under-35s cut theirs by 8% to €138.

For context, French e-commerce reached €196.4 billion in 2025, up 7%, with 3.2 billion online transactions and an average basket of €62, down 3%, according to the [Fevad annual report](https://www.fevad.com/bilan-du-e-commerce-en-france-les-francais-ont-depense-pres-de-200-milliards-deuros-sur-internet-en-2025/) of February 11, 2026. The Fevad estimates that e-commerce made up 12% of retail product sales in 2025.

## How big are Black Friday discounts?

US discounts over Cyber Week peak around 30% off listed prices. Adobe recorded maximum Cyber Monday 2025 discounts of 31% on electronics, 28% on toys, 25% on apparel and 23% on computers.

For 2026, Adobe expects discounts of up to 30% during Cyber Week, with the best electronics and computer deals on Cyber Monday and the best TV, toy, apparel, appliance and furniture deals on Black Friday. In early November, Adobe expects discounts of up to 14%.

Stores selling in the EU have a legal limit on how they present those deals. Under [Article 6a added by Directive (EU) 2019/2161](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32019L2161), the prior price shown next to a reduction must be the lowest price the trader applied during at least the 30 days before the reduction. Raising a price in early November to show a bigger cut on Black Friday breaks that rule.

## How much do mobile, BNPL and AI assistants weigh on Black Friday?

Mobile carries most of the peak-week revenue. On Cyber Monday 2025, 57.5% of US online sales came from a mobile device, according to Adobe, and buy now, pay later drove $1.03 billion in spending that day, up 4.2%.

Salesforce, which counts orders rather than dollars, found that mobile devices drove 70% of online orders worldwide and in the US during Cyber Week 2025. Mobile wallets were used for 27% of global orders. Adobe expects mobile to reach 57.4% of all US holiday online spending in 2026, against 56.4% in 2025, and buy now, pay later to reach $21.3 billion over November and December.

Traffic from AI assistants grows far faster than online spending as a whole. Adobe measured a 670% rise in AI traffic to US retail sites on Cyber Monday 2025, counted as clicks on links from AI tools. For the 2026 season it expects a further rise of 130%, and 95% on Black Friday alone. Salesforce reports that AI and agents influenced 20% of global Cyber Week orders in 2025, or $67 billion in sales, through product recommendations and customer service conversations. If you want to know how assistants like ChatGPT pick the products they recommend, our [comparison of GEO tools](/en/best-geo-tools-for-ecommerce) covers how to track it.

## What should an online store prepare before Black Friday 2026?

Prepare checkout, payments and pricing records in early November, because deals now start two weeks before the day itself. The steps below follow directly from the figures above.

1. Test product pages and checkout on a mid-range phone. Mobile brought 57.5% of US online sales on Cyber Monday 2025, and slow mobile pages lose orders, as our [ecommerce conversion rate benchmarks](/en/ecommerce-conversion-rate) show.
2. Check that wallets and buy now, pay later work at checkout. Mobile wallets were used for 27% of global Cyber Week orders according to Salesforce. Our [payment gateway comparison](/en/best-payment-gateways-for-ecommerce) lists which providers support them.
3. Keep a dated log of your prices for at least 30 days before your first reduction if you sell in the EU, so you can prove the reference price.
4. Plan stock and staff for the Friday peak. In France, more than one Black Week purchase in four happened on the Friday itself.
5. Compare your results with the same days of the previous year, not with the previous week, and read revenue per session as well as orders.

Black Friday 2026 should set new online records in the US if Adobe's forecast holds. Revisit this page after November 30, 2026, when Adobe, Salesforce, the ONS and BPCE publish their results for this year.

## Frequently asked questions

### When is Black Friday 2026?

Black Friday 2026 falls on Friday, November 27, 2026, the day after Thanksgiving on November 26. Cyber Monday follows on November 30, 2026. Cyber Week covers the five days from Thanksgiving to Cyber Monday.

### How much did Americans spend online on Black Friday 2025?

Adobe measured $11.8 billion in US online spending on Black Friday 2025, up 9.1% on 2024. Salesforce reports $18 billion for the same day, but it blends first-party and third-party data with market assumptions. Adobe's figure counts direct transactions on US retail sites.

### Is Cyber Monday bigger than Black Friday online?

Yes, in the US. Cyber Monday 2025 brought $14.25 billion in online spending against $11.8 billion for Black Friday, according to Adobe. Black Friday grows faster, though, and Adobe expects it to rise 9.2% in 2026 against 6.2% for Cyber Monday.

### How big are Black Friday discounts?

Adobe recorded peak Cyber Monday 2025 discounts of 31% off listed price on electronics, 28% on toys and 25% on apparel. For Cyber Week 2026 it expects discounts of up to 30%. In the EU, any advertised reduction must be calculated from the lowest price of at least the previous 30 days.

### What share of Black Friday sales happens on mobile?

Adobe found that 57.5% of US online sales came from mobile devices on Cyber Monday 2025. Salesforce, which counts orders rather than revenue, puts mobile at 70% of online orders worldwide during Cyber Week 2025. Product pages and checkout should be tested on a phone first.

### Does Black Friday matter in France?

It does, mostly online. BPCE L'Observatoire found that 47% of card spending during Black Week 2025 went to online stores, against 29% the rest of the year. More than one purchase in four that week was made on Friday, November 28, 2025.

## Sources

- [Adobe, Cyber Monday hits record $14.25 billion in online spending (December 2, 2025)](https://news.adobe.com/news/2025/12/adobe-cyber-monday-hits-record)
- [Adobe, U.S. holiday shopping season to hit record $275.1 billion online (September 28, 2026)](https://news.adobe.com/news/2026/09/adobe-us-holiday-shopping-season-to-hit-record)
- [NRF, Thanksgiving holiday weekend draws a record 203 million shoppers (December 2, 2025)](https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers)
- [Salesforce, AI and agents propel Cyber Week to record $336.6B in global spend (December 5, 2025)](https://investor.salesforce.com/news/news-details/2025/Salesforce-Data-AI-and-Agents-Propel-Cyber-Week-to-Record-336-6B-in-Global-Spend/default.aspx)
- [Shopify, merchants generate record-breaking $14.6 billion in Black Friday Cyber Monday sales (December 2, 2025)](https://www.shopify.com/news/bfcm-data-2025)
- [ONS, Retail sales, Great Britain, November 2025 (December 19, 2025)](https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/november2025)
- [Nationwide Building Society, Black Friday post-weekend spending update (December 1, 2025)](https://www.nationwide.co.uk/media/news/black-friday-post-weekend-spending-update)
- [BPCE L'Observatoire, Black Friday 2025, highly favored by senior citizens (December 2025)](https://www.groupebpce.com/en/economic-research/black-friday-2025-highly-favored-by-senior-citizens/)
- [Fevad, e-commerce in France in 2025, nearly 200 billion euros (February 11, 2026)](https://www.fevad.com/bilan-du-e-commerce-en-france-les-francais-ont-depense-pres-de-200-milliards-deuros-sur-internet-en-2025/)
- [EUR-Lex, Directive (EU) 2019/2161, Article 6a on price reductions (November 27, 2019)](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32019L2161)