
Black Friday Sales Rise 3.4% in the U.S., Led by Strong E-Commerce Growth
Preliminary data from Mastercard SpendingPulse™ reveals a 3.4% year-over-year increase in U.S. retail sales (excluding automotive) on Black Friday, November 29. This metric, which accounts for in-store and online retail sales across all payment types, highlights consumer resilience during the holiday shopping season despite economic uncertainties. Notably, the figures are not adjusted for inflation.
Strategic Shoppers Shape Black Friday Trends
“Consumers are opening their wallets but with more intentional distribution,” remarked Steve Sadove, senior advisor for Mastercard and former CEO of Saks Incorporated. The shift reflects shoppers’ focus on securing meaningful deals that maximize value during one of the busiest shopping days of the year.
While Black Friday has traditionally been a one-day event, it has evolved into a multi-day shopping window. Early promotions leading up to Thanksgiving attracted shoppers, but Black Friday itself retained its stature as a key day in the holiday season.
Key Black Friday Highlights
- E-commerce Outpaces In-Store Growth: Online retail sales surged by 14.6% compared to last year, underscoring the convenience and appeal of digital shopping. In contrast, in-store sales rose modestly by 0.7%.
- Popular Gift Categories: Jewelry, electronics, and apparel remained dominant sectors for holiday gifting. E-commerce showed particular strength in apparel sales on Black Friday, reflecting consumer preference for online bargains.
- Seasonal Insights: Michelle Meyer, chief economist at the Mastercard Economics Institute, noted, “Black Friday was a good indicator of how the holiday season is positively shaping up. Price reductions and deals across sectors are supporting consumer budgets and fueling the gift-giving spirit.”
Two-Week Holiday Trends Leading to Black Friday
A broader look at the two weeks ending on Black Friday reveals several emerging themes that could shape the remainder of the holiday season:
- Value-Driven Shopping: Shoppers prioritized deals that aligned with their needs, capitalizing on promotions rolled out on Black Friday. This strategic approach highlights a shift toward intentional spending.
- Apparel and Footwear Shine: Cooler weather after an unseasonably warm fall helped drive robust sales in the apparel sector. While in-store activity remained strong, online sales for apparel were particularly impressive. Footwear spending also tracked higher than last year, completing the seasonal wardrobe refresh.
- Food-Centric Celebrations: Grocery spending grew in the lead-up to Thanksgiving, reflecting at-home feasting traditions. On Black Friday, restaurant spending showed strong gains as consumers balanced gift shopping with dining experiences.
- Regional Variations: Certain regions, including Massachusetts, Washington D.C., and Colorado, experienced stronger retail sales growth, demonstrating regional differences in shopping behavior.
Broader Implications for the Holiday Season
The Black Friday sales performance underscores a positive outlook for the holiday season. Consumers are finding a balance between experiential spending and gift purchases while leveraging seasonal discounts to maximize their budgets.
Mastercard’s SpendingPulse™ data also indicates that early holiday promotions have blurred the lines of the traditional shopping calendar. This expansion has transformed Black Friday from a standalone event into a focal point within a larger, ongoing shopping season.
About Mastercard SpendingPulse
Mastercard SpendingPulse tracks national retail sales using aggregated and anonymized data from Mastercard transactions, reflecting all payment methods. Insights encompass retail sales across a variety of merchants and exclude services like travel. While the data provides valuable industry-wide trends, it does not reflect Mastercard’s company-specific performance.
As the holiday shopping season progresses, this data offers a glimpse into evolving consumer habits, highlighting the interplay between value-driven shopping and the ongoing shift to e-commerce. Retailers and analysts will continue monitoring these trends to assess the broader economic and retail implications for the coming year.