Black Friday statistics: sales worldwide, by country and by segment

What is coming: Adobe forecasts US online spend of $275.1 billion for the 2026 season, with $12.9 billion on Black Friday and $15.1 billion on Cyber Monday. A forecast is an expectation and not a result. Whatever the totals turn out to be, the emails for those days go to the list you have now, so any duplicate profiles go with them.

Black Friday is the Friday after US Thanksgiving. The US law that lists federal holidays, 5 U.S.C. 6103, puts Thanksgiving Day on the fourth Thursday in November, so the date moves from year to year. Adobe counts Cyber Week as the five days from Thanksgiving to Cyber Monday, which puts Cyber Monday on the Monday after Black Friday. Adobe’s 2026 forecast gives the same Cyber Monday date.

For 2026, Adobe forecasts deals throughout the season and stronger Black Friday growth because of earlier discounts. That is a forecast. Each store chooses its own start time, and we found no source that lists start times by retailer.

What the sources say:

• Germany. HDE, the German retail association, gave Black Friday as 28 November and Cyber Monday as 1 December in 2025. That is the Friday after the fourth Thursday of November and the Monday after it, the same rule as in the US.
• Australia. Australia Post reported online spend for the Black Friday and Cyber Monday 2025 weekend.
• United Kingdom. Salesforce’s UK release uses a seven-day window from November 25 to December 1 in 2025.
• Where Shopify merchants sold most. Shopify lists the US, the UK, Australia, Germany and Canada.

We found no source that lists the countries that take part or says that every country uses the US date. Australia Post’s page gives no dates, so read the country table below for what each figure measures.

Shopify counts gross merchandise volume across its merchants worldwide, online and offline, net of refunds and in US dollars. It calls the figure approximate and unaudited, and says its method may change from year to year, so a comparison with earlier years is not direct.

More from Shopify’s BFCM 2025 data for the same weekend:

• Peak sales: $5.1 million per minute at 12:01 p.m. EST on the Friday.
• Average cart: $114.70.
• Cross-border orders: 16% of all orders.
• Customers: Shopify says more than 81 million customers bought from Shopify-powered businesses, counted by unique buyer email. Its page says nothing about how it counts one person who used two email addresses.

Within that window Salesforce put Black Friday at $79 billion in global sales, up 6%, and Cyber Monday at $53 billion in global online sales, up 7%.

Criteo’s purchases by region, where the article does not state the baseline:

• Europe: up 18%.
• Emerging markets: up 11%.
• Asia-Pacific: up 12%.
• Latin America: up 5%.
• North America: up 3%.

For US shoppers, Criteo’s average path from first product page view to purchase reached 17 days, up from 14 days.

Each row below comes from a different organisation, counts something different and covers different days. Country figures cannot be compared with each other or ranked. Shopify lists the US, the UK, Australia, Germany and Canada as the countries where its merchants sold most over the weekend, and gives no values.

Canada and Brazil reached us only as press coverage of company data, and we found no primary figure for Japan or India, so those countries have no row.

For Germany, HDE based its forecast on a survey of over 1,000 online shoppers run by IFH in Cologne in October 2025, and 48% of them said they planned to shop on Black Friday. We found no HDE result for the days themselves.

Adobe’s Cyber Monday report splits US online spend for Cyber Week 2025 into days: $6.4 billion on Thanksgiving, $11.8 billion on Black Friday, up 9.1%, and $14.25 billion on Cyber Monday, up 7.1%.

Salesforce’s UK release reports sales by UK shoppers of over £6 billion ($8.4 billion), up 3%, while order volume fell 1%. We did not find a primary UK figure for Black Friday alone.

Australia Post reported $1.5 billion in online spend over the Black Friday and Cyber Monday 2025 weekend. It lists category growth of 42% for athleisure, 24.7% for books and stationery and 18% for women’s fashion. The page names neither the currency nor the data behind its figures, so read them as campaign headlines.

Adobe’s Cyber Monday report gives US online spend by category for Cyber Monday 2025:

Adobe’s season report covers US online spend from November 1 to December 31, 2025, which came to $257.8 billion, up 6.8%. By category:

Adobe also tracked the deepest discounts off list price on Cyber Monday: 31% on electronics, 28% on toys and 25% on apparel (Adobe’s Cyber Monday report).

Three sources measure mobile, and each uses a different base:

• Adobe counted mobile as 57.5% of US online spend on Cyber Monday 2025, or $8.2 billion. Across the season it was 56.4%, up from 54.5% (Adobe’s season report).
• Salesforce reported that mobile devices drove 70% of online orders, globally and in the US.
• NRF reported that 46.9 million of the 75.9 million US shoppers who bought online on Cyber Monday 2025 used a mobile device, in a survey.

These are a share of spend, a share of orders and a count of shoppers, so the three cannot be compared.

On channel, NRF’s survey counts people, not sales:

• Thanksgiving Day to Cyber Monday 2025: 129.5 million shopped in store and 134.9 million online.
• Black Friday: 80.3 million in store and 85.7 million online.
• Overlap: the two counts add up to more than the total of 202.9 million, so many shoppers appear in both.
• Spend: NRF also reported average holiday-related spend of $337.86 per person, up from $315.56.

Adobe measured traffic from generative AI tools to US retail sites up 670% on Cyber Monday 2025 against the year before, and up 693.4% across the season (Adobe’s season report).

Salesforce says AI and agents drove $67 billion in sales and influenced 20% of global orders in its window. Salesforce sells AI products, so read that as a vendor claim.

Before the season, Shopify’s holiday survey found 64% of shoppers planning to use AI tools. It covered 18,000 shoppers in nine countries in August and September 2025.

• Adobe forecasts US online spend of $275.1 billion for November 1 to December 31, 2026, up 6.7%. It expects $47.5 billion over Cyber Week, up 7.4%, with $6.9 billion on Thanksgiving, up 8.5%, $12.9 billion on Black Friday, up 9.2%, and $15.1 billion on Cyber Monday, up 6.2%. It forecasts mobile at 57.4% of season spend. Adobe published this on September 28, 2026.
• NRF forecasts that US retail sales in November and December 2026 will rise 4.2% to $1.013 trillion, against $972 billion in 2025, when sales rose 3.1%. That covers all retail and not online only, and it excludes automobile dealers, gasoline stations and restaurants. NRF published this on October 15, 2026.
• Deloitte forecasts US holiday retail sales of $1.70 trillion to $1.71 trillion for November 2026 through January 2027, up 4.0% to 4.8%, and US e-commerce of $316.1 billion to $318.9 billion, up 7.5% to 8.4%. Its window is three months, so it is not comparable with Adobe’s two-month window. Deloitte published this on September 10, 2026.

• The name. Ben Zimmer on Vocabulary.com traces it to traffic-weary police officers in Philadelphia in the early 1960s and cites Public Relations News of December 18, 1961, which reported that officers had taken to calling the days after Thanksgiving Black Friday and Black Saturday. The tidy story that shops went “back in the black” that day, Zimmer notes, does not start appearing until the 1980s.
• Big Friday. In a 1994 piece republished by the Inquirer, Joseph P. Barrett says the term came out of the Philadelphia Police Department’s traffic squad. He writes that after he and a fellow reporter used “Black Friday” in a front-page story, the police commissioner’s press release the following year called the day “Big Friday”, and the reporters carried on writing Black Friday.
• A German trade mark. Murgitroyd, a law firm, reports that Super Union Holdings, a Chinese company, registered “Black Friday” as a trade mark in Germany, with the application filed in October 2013, and that its appeal to the Federal Court of Justice was rejected and the decision became final. The source is a law firm’s blog post and not the court’s decision.
• The evening rush. Cyber Monday 2025 spending at US online shops peaked between 8 p.m. and 10 p.m., when Adobe measured $16 million of spend per minute.
• Logs. Shopify Engineering posted that at peak it processed 11TB of logs per minute.

Klaviyo’s figures over BFCM 2025, for its customers only:

• Email and text drove 42% of total revenue across its customers.
• Its customers sent 22.7 billion messages, up 25%.
• Revenue from repeat customers grew 13.5%, in a sample of 10,000 Klaviyo brands.

Customer counts depend on what counts as one customer, which is the question a duplicate profile raises. Shopify counts its more than 81 million weekend shoppers by unique buyer email (Shopify’s BFCM 2025 data).

Results and forecasts are kept apart. A survey counts people, a panel measures change and a sales index measures dollars, so a number from one is never set against a number from another.

What we do not know:

• No source we read gives a duplicate-profile rate at peak.
• We found no HDE result for Germany’s days, no primary UK figure for Black Friday alone, and no primary figure for Canada, Brazil, Japan or India.
• Salesforce’s 2026 predictions and Mastercard’s pages would not load for us, and we found no Shopify forecast for 2026, so none of them appears.
• Australia Post does not name the currency or the data behind its figures.
• No source we read lists the countries that take part in Black Friday or says that every country uses the US date.

Publishers revise their pages, so check the source if a figure matters to a decision.