Black Friday 2024 has shattered records once again, with global online sales reaching $74.4 billion, a 5% increase compared to last year, according to Salesforce. U.S. consumers also contributed significantly to this milestone, spending between $10.8 billion (Adobe estimate) and $17.5 billion (Salesforce estimate), marking a year-over-year increase of 7%-10.2%. These figures highlight the growing dominance of online shopping during what has traditionally been an in-store shopping event.
One of the most notable trends this year was the surge in mobile shopping. Adobe reported that 55% of all online purchases—amounting to $5.9 billion—were made via mobile devices, a 12.1% increase from 2023. Mobile shopping’s growing convenience, coupled with consumer comfort using features like chatbots, has played a pivotal role in this shift.
At its peak, shoppers were spending $11.3 million per minute between 10 AM and 2 PM Eastern time on Black Friday, showcasing the intense demand for deals during these hours. The sales boom was fueled by aggressive discounts, particularly in categories associated with holiday gifting. Toys were marked down by an average of 27.8%, electronics by 27.4%, and TVs by 24.2%, making them among the most sought-after items.
Chatbots: The New Shopping Ally
Artificial intelligence is reshaping how consumers shop. Adobe revealed a staggering 1,800% increase in traffic to retail sites from generative AI chatbots compared to last year. In a survey of 5,000 U.S. consumers, 20% said they used chatbots for finding deals and shopping recommendations. This trend not only signals a shift in consumer behavior but also raises questions about how chatbots may disrupt traditional discovery channels like search engines.
While Black Friday is still largely a U.S.-centric phenomenon, global spending reached record levels, emphasizing the holiday’s expanding influence. Salesforce’s methodology tracked data from 1.5 billion consumers across its platforms, while Adobe analyzed 1 trillion visits to U.S. retail sites, encompassing 18 product categories and 100 million SKUs.
Despite the global success, Adobe noted that growth outside the U.S. was slightly slower, reflecting cultural differences in how Black Friday is perceived.
Black Friday 2024 has set a high bar for e-commerce and holiday sales. From mobile shopping to the integration of AI-driven tools like chatbots, the trends seen this year are likely to shape the future of online retail. As discounts and technological innovation continue to fuel this evolution, the question remains: how far can e-commerce go in redefining the shopping experience?
