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Black Friday stats: everything you need to know (updated 2023)

Maximize your Black Friday and Cyber Monday campaigns with our statistics on SMS, social media, peak shopping hours, Gen Z trends, and more.
Person shopping on a couch looking at Black Friday 2023 deals.

The holiday shopping season is here, and it’s time for marketers to step up their game. The day that kickstarts it all is Black Friday – that yearly sales phenomenon where eager customers go on a shopping spree and retailers and marketers roll out their most enticing deals. To help you capitalize on the Black Friday sales, we’ve put together an all-encompassing list of essential Black Friday statistics for 2023. 

Black Friday statistics for 2023

SMS is a channel on the up with a 34% increase in messages sent over the Black Friday weekend

Dotdigital delivered 11,377,565 SMS over Black Friday to Cyber Monday (BFCM) weekend in 2022, and we’re expecting even higher volumes this year. With a delivery rate of 99.51%, it’s a key channel to use, especially when time is of the essence. November and December see a rise in SMS sends every year as the holiday season takes off, making it a crucial channel to incorporate into your Black Friday strategy.

Impressively, during this same period, SMS saw a substantial 34% increase in messages sent over the Black Friday weekend. Furthermore, the volume of SMS messages experienced a 14.8% rise compared to the week before. This remarkable growth shows the importance of incorporating SMS into your marketing strategy throughout the holiday season.

Mobile devices dominate with 76% of Cyber Week ecommerce traffic

Social media has undoubtedly become a game-changer in the Black Friday shopping experience. A Salesforce study revealed that in 2022, mobile devices made up a staggering 76% of Cyber Week ecommerce traffic. Not only that, but social media was responsible for driving almost 10% of referrals – marking a 22% year-on-year increase and setting a new all-time high in referral rates for the holiday season.

With these trends predicted to continue into 2023 and beyond, it’s more important than ever to fully embrace social media marketing. Get proactive with sharing enticing offers, recommending must-have products, and connecting with customers.

$9.12 billion spent online during Black Friday

Online shopping is the star of Black Friday. In 2022, Adobe Analytics showed that shoppers spent an impressive $9.12 billion on Black Friday, which is 2.3% more than the previous year. With this growth expected to continue in 2023, ecommerce marketers need to make sure their online stores are ready for the extra customers.

31% of Black Friday shoppers start early

Timing can make all the difference. One in four shoppers will hit the stores between 5 AM and 10 AM on Friday 24 November. In 2022, 31% of customers started their Black Friday spree on Thursday, while 15% aimed to begin shopping for gifts between midnight and 5 AM on Friday. With this in mind, it’s smart to align your email marketing and social media campaigns with these busy periods to fully engage shoppers and boost your results.

If you’re a Dotdigital customer you’re able to utilize our logical and flexible campaign builder to create beautiful, responsive, and engaging campaign designs without needing to rely on a team of designers or coders. This is especially valuable during the busy holiday period where all teams are incredibly busy and you might have to create a last-minute email from scratch.

Black Friday appeals to 75% of Gen Z shoppers

When planning your Black Friday marketing strategy, don’t forget to consider the purchasing power of Gen Z. In 2022, a remarkable 75% of Gen Z shoppers intended to take advantage of Black Friday sales, compared to just 53% of the entire surveyed population.

Moreover, 84% of Gen Z consumers believe that Black Friday sales offer good value. This tech-savvy and bargain-conscious generation holds remarkable potential for boosting your Black Friday sales performance. Ensure your marketing campaigns resonate with this younger audience by understanding their preferences, providing great value, and delivering an exceptional shopping experience tailored to their unique tastes.

Email deals boost sales by 138%

Did you know that customers who make purchases through email promotions typically spend a remarkable 138% more than those who don’t receive such offers? Provide your email subscribers with exclusive deals, and enhance their experience with promotions like free shipping. This way you can effectively use email marketing over Cyber Week to drive more revenue.

15% of global orders are cross-border sales

In today’s global market, sales know no borders. While the US dominates the Black Friday and Cyber Monday (BFCM) landscape, Shopify says Canada and the UK follow closely behind in terms of total sales. Notably, London, UK is among the leading cities worldwide for BFCM shoppers, joining the ranks of Los Angeles and New York City.

Cross-border orders make up an impressive 15% of all global orders, with the most popular routes being Canada-United States, United States-Canada, and United Kingdom-United States. Capitalizing on this international trend is vital; thus, customizing your Black Friday offers to appeal to online consumers in various regions and wholeheartedly embracing BFCM promotions will significantly boost your sales potential.

Remember to provide transparent and competitive shipping costs for your international customers. By making international shipping more accessible and affordable, you can tap into the global market and enhance your customers’ shopping experience.


To wrap things up, the holiday shopping season, especially Black Friday and Cyber Monday, is an exciting time for both shoppers and marketers. By getting creative with SMS and social media, keeping an eye on peak shopping hours, and connecting with different demographics like Gen Z, you’ll set yourself up for success during this festive shopping frenzy. Don’t forget, the world is your oyster – so let’s take advantage of the ever-growing global market and expand our reach internationally. As you gear up for Black Friday 2023, remember these essential insights to boost your sales like never before.

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