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1. Shard Calculation

Query:

Response:

Calculated Shard: 49 (from laksa116)

2. Crawled Status Check

Query:

curl -X POST \
  'http://laksa049.int.ahrefs:8124/' \
  -H 'Content-Type: text/plain' \
  -H 'X-ClickHouse-Database: crawler3' \
  -H 'Authorization: Basic YXBpOg==' \
  -d 'SELECT getAhrefsURLFromUnparsed(src_unparsed) AS found_url, ifNull(toUnixTimestamp(download_stamp), 0) AS crawl_time, ifNull(toUnixTimestamp(props_url_first_seen), 0) AS first_indexed_time, download_http_code AS http_code, src_unparsed AS src_unparsed, src_root_hash AS src_root_hash, history_drop_reason AS history_drop_reason, meta_title AS meta_title, meta_descriptions AS meta_descriptions, attrs_boilerpipe_text AS attrs_boilerpipe_text, attrs_markdown AS attrs_markdown, attrs_readable_markdown AS attrs_readable_markdown, meta_canonical AS meta_canonical FROM crawler3.page_info_local FINAL PREWHERE (src_root_hash, src_unparsed) IN ((getAhrefsRootHashFromUnparsed(getAhrefsUnparsedNoserviceFromURL(\'https://www.nosto.com/blog/black-friday-statistics/\')), getAhrefsUnparsedNoserviceFromURL(\'https://www.nosto.com/blog/black-friday-statistics/\'))) FORMAT JSONEachRow'

Response:

{"found_url":"https:\/\/www.nosto.com\/blog\/black-friday-statistics\/","crawl_time":1775974864,"first_indexed_time":1597835778,"http_code":200,"src_unparsed":"com,nosto!www,\/blog\/black-friday-statistics\/ s443","src_root_hash":"12043467271772501249","history_drop_reason":null,"meta_title":"Global Black Friday Statistics for 2021: What You Need to Know - Nosto","meta_descriptions":["From past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year."],"attrs_boilerpipe_text":"From past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year.\nBlack Friday 2021 was one for the books. After the shift to digital that COVID spurred, we expected there to be a bigger number of consumers finally stepping out of their homes to shop IRL this year, and for mobile to make a comeback as more people adjust to using social media for discovering and browsing products online. \nPredictions aside, we know all too well the volatility 2020 brought to the shopping market, leaving many of us unsure what Black Friday would look like this year. After all, in 2020, some industries unexpectedly saw a\nsurprising rise in ecommerce sales\n—while other, historically successful verticals, struggled to stay afloat. \nEven if the picture was unclear going into Black Friday 2021, we made sure to capture every last bit of data to bring you a detailed Black Friday statistics report that doesn’t miss a beat. Read on to get some of the highlights:\nStatistics and Trends Overview\nBlack Friday 2021 performance\nData by region\nData by industry\nData by device\nBlack Friday U.S. vs. UK sales\nUS sales history\nUK sales history\nBlack Friday vs Cyber Monday by year\n2021 statistics\n2020 statistics\n2019 statistics\n2018 statistics\nBlack Friday retail trends\nFree shipping\nSocial media discovery\nSales momentum beyond Black Friday\nBlack Friday 2021 performance by region, industry, and device\nOur team knuckled down to track performance across millions of Nosto-powered interactions in multiple regions, industries, and device types. We highlight the differences in this data compared to 2020.\nHere are the Black Friday statistics for year-over-year performance:\nPerformance Data by Region\nMedian percentage differences (2021 vs. 2020)  as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\nREGION\nAOV\nCONVERSION RATE\nSALES\nTRAFFIC\nNorth America\n+17%\n-3%\n+21%\n+.5%\nUnited Kingdom\n+12%\n-8%\n-4%\n-12%\nEurope\n+9%\n-4%\n+1%\n-9%\nAPAC\n+7%\n+3%\n+17%\n+5%\nLATAM\n+6%\n+12%\n-6%\n-16%\nPerformance data by industry\nMedian percentage differences (2021 vs. 2020)  as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\nINDUSTRY\nAOV\nCONVERSION RATE\nSALES\nTRAFFIC\nFashion & Accessories\n+11%\n-8%\n+6%\n-1%\nHealth & Beauty\n+9%\n-3%\n+5%\n-5%\nHome & Garden\n+10%\n-5%\n+3%\n-13%\nSporting Goods & Hobbies\n+11%\n+38%\n+1%\n-9%\nPet Supplies\n+6%\n-1%\n+9%\n-31%\nPerformance data by device\nMedian percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\nDEVICE\nCONVERSION RATE\nTRAFFIC SHARE\nSALES SHARE\nORDERS SHARE\nMobile\n+4%\n+13%\n+49%\n+45%\nDesktop\n+3%\n+67%\n+52%\n+55%\nOur full data analysis spanned 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29.\nOnline Black Friday statistics: a comparison of U.S. and UK sales\nBlack Friday originated the U.S. and not only do sales still dominate here, but the U.S. occupied\nthe highest online search interest\nfor Black Friday in 2021.\nWhile it’s true that the shopping holiday began in North America and remains the largest in the U.S. market, it caught wind in other countries and spread across the globe in recent years.\nU.S. Black Friday online sales\nU.S. retailers generated over $9 billion in online Black Friday sales from 2013 to 2019, with growth percentages increasing year-over-year. The growth was so dramatic, in fact, that sales in 2020 surged 22% (from 2019) to a record $9 billion for that year alone. \nHowever, 2021 told a different story. For the first time ever,\nAdobe Analytics reported a drop\nin Black Friday sales to 8.9 billion—just shy of the 2020 record. Some theorize this was the result of lingering pandemic effects (out-of-stock items, longer shipping times, etc) in addition to earlier online deals perhaps stealing some of the momentum.\nSource: Adobe, 2021\nUK Black Friday online sales\nWhile the U.S. has seen exponential Black Friday sales growth over the years, nations like the UK have seen a slower rise when we look back. For instance, the UK’s total Black Friday online sales for 2018 amount to less than the U.S.’ total sales 5 years prior in 2013. Nevertheless, with every new year, shoppers spend an increasing amount in the UK.\nSource: IMRG, 2018\nBlack Friday vs. Cyber Monday year-by-year\nBlack Friday is not a one-day affair, and shoppers who want to snag some extra virtual deals also leverage Cyber Monday. But how do the two days compare to one another? We analyzed both Black Friday and Cyber Monday performance, split by:\nBlack Friday\/Cyber Monday sales statistics\nBlack Friday\/Cyber Monday traffic statistics\nBlack Friday vs. Cyber Monday – 2021 performance\nBlack Friday vs Cyber Monday – 2020 Performance\nBlack Friday vs Cyber Monday – 2019 Performance\nBlack Friday vs Cyber Monday – 2018 Performance\nThe retail trends that drive Black Friday & peak season sales\nBearing in mind the\npost-pandemic shifts in consumer behavior\n, it is more important than ever for retailers to provide consumers with online experiences that delight. \nUnderstanding the online trends that push shoppers toward action can make a difference in things like bounce rate, time on site, and more. During this critical shopping period it’s essential to be proactive in how consumers are experiencing your brand not just for Black Friday, but throughout peak season, 2022, and beyond!\nCustomers value free shipping\nEveryone loves a little free shipping incentive when dishing out the big bucks during the holidays—especially during times like these (Amazon has been known to go as far as offering every customer free shipping during the holiday season).\nOffering free shipping is a small but effective way to establish brand loyalty and drive better conversion and retention.\nOne thing to keep in mind: while free shipping is a major perk in the eyes of most consumers, most do not consider it a promotion. An estimated 38% of shoppers won’t actually shop somewhere if the brand isn’t offering free shipping.\nTo maximize average order value over the course of the holiday season, consider offering free shipping to shoppers who hit a specific dollar amount. You can even personalize your shoppers’ cart page by showing them product recommendations so they reach the threshold.\nSocial media has risen to become a dominant source of product and brand discovery all year round. Naturally, it is also key in driving visibility for those exclusive peak season deals.\nYear after year, shoppers flock to social media to suss the best bargains, look for gift inspiration, and to stumble upon the odd find they never knew existed. To convert all the extra eyes that peak season brings, you will want to leverage as much user-generated-content (UGC) on your social channels as possible—especially since\n79% of people say UGC highly impacts their purchasing decisions.\n \nBy using and publishing content from enthusiastic customers, you will almost certainly acquire\nnew\ncustomers during peak season (and get even more UGC content to boot). Hurrah! Just remember to have someone dedicated at keeping up with all of the buzz it starts to generate (share, like, comment, repost—you know the drill) so featured customers feel noticed and motivated to create even more content thereon.\nQuick tip:\nDon’t forget those holiday themed hashtags! Oh, and if you create a campaign hashtag, consider a name that can live on beyond peak season to give any trending traction more longevity.\nWatch for Black Friday sales momentum\nafter\nBlack Friday weekend\nRemember, Black Friday does not live in a vacuum. The Black Friday (and Cyber Monday) sales weekend marks the start of the holiday sales season.\nHistorically, about 37% of all U.S. holiday retail sales are made during the BFCM period, yet only about 18% of consumers say that they finish their holiday shopping by this time.\nEver heard of Cyber Week II? This is the period after Christmas when consumers are armed with gift cards and ready for shopping bonanza round two. It is traditionally the most popular sales period across several markets worldwide.\nYou can incentivize people to continue making holiday purchases by creating personalized offers. This could mean displaying holiday-specific products as someone explores the website, or sending an email reminder of items a shopper browsed but did not purchase. It goes a long way in maximizing the chances of increasing your sales during peak season.","attrs_markdown":"- [EN](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/ \"Switch to EN(EN)\")\n  - [DE](https:\/\/www.nosto.com\/de\/blog\/black-friday-statistics\/ \"Switch to DE(DE)\")\n  - [FR](https:\/\/www.nosto.com\/fr\/blog\/black-friday-statistiques\/ \"Switch to FR(FR)\")\n\n- [Platform](https:\/\/www.nosto.com\/commerce-experience-platform\/)\n  - [Nosto Experience.AI™](https:\/\/www.nosto.com\/commerce-experience-platform\/experience-ai\/)\n    - [![](https:\/\/www.nosto.com\/wp-content\/uploads\/2026\/01\/icon-data-engine.svg)Data Engine](https:\/\/www.nosto.com\/commerce-experience-platform\/data-engine\/)\n    - [![](https:\/\/www.nosto.com\/wp-content\/uploads\/2026\/01\/icon-artificial-intelligence.svg)Artificial Intelligence](https:\/\/www.nosto.com\/commerce-experience-platform\/artificial-intelligence\/)\n      - [Predictive AI](https:\/\/www.nosto.com\/commerce-experience-platform\/artificial-intelligence\/predictive-ai\/)\n      - 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[DE](https:\/\/www.nosto.com\/de\/blog\/black-friday-statistics\/ \"Switch to DE(DE)\")\n  - [FR](https:\/\/www.nosto.com\/fr\/blog\/black-friday-statistiques\/ \"Switch to FR(FR)\")\n\n![Global Black Friday Statistics for 2021: What You Need to Know](https:\/\/www.nosto.com\/wp-content\/uploads\/2023\/12\/Hero-Banner.png)\n\n# Global Black Friday Statistics for 2021: What You Need to Know\nFrom past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year.\n***\nBlack Friday 2021 was one for the books. After the shift to digital that COVID spurred, we expected there to be a bigger number of consumers finally stepping out of their homes to shop IRL this year, and for mobile to make a comeback as more people adjust to using social media for discovering and browsing products online.\n\nPredictions aside, we know all too well the volatility 2020 brought to the shopping market, leaving many of us unsure what Black Friday would look like this year. After all, in 2020, some industries unexpectedly saw a [surprising rise in ecommerce sales](https:\/\/www.nosto.com\/ecommerce-statistics\/#globalsales)—while other, historically successful verticals, struggled to stay afloat.\n\nEven if the picture was unclear going into Black Friday 2021, we made sure to capture every last bit of data to bring you a detailed Black Friday statistics report that doesn’t miss a beat. Read on to get some of the highlights:\n\n**Statistics and Trends Overview**\n\n1. [Black Friday 2021 performance](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#2020)\n   - [Data by region](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#region)\n   - [Data by industry](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#industry)\n   - [Data by device](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#device)\n2. [Black Friday U.S. vs. UK sales](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#usuksales)\n   - [US sales history](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#ushistory)\n   - [UK sales history](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#ukhistory)\n3. [Black Friday vs Cyber Monday by year](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfvcm)\n   - [2021 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2021)\n   - [2020 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2020)\n   - [2019 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2019)\n   - [2018 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2018)\n4. [Black Friday retail trends](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bftrends)\n   - [Free shipping](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#freeshipping)\n   - [Social media discovery](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#socialdiscovery)\n   - [Sales momentum beyond Black Friday](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#salesafterbf)\n***\n## Black Friday 2021 performance by region, industry, and device\nOur team knuckled down to track performance across millions of Nosto-powered interactions in multiple regions, industries, and device types. We highlight the differences in this data compared to 2020.\n\nHere are the Black Friday statistics for year-over-year performance:\n\n#### **Performance Data by Region**\nMedian percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\n\n|   |   |   |   |   |\n|---|---|---|---|---|\n| **REGION** | **AOV** | **CONVERSION RATE** | **SALES** | **TRAFFIC** |\n| North America | \\+17% | \\-3% | \\+21% | \\+.5% |\n| United Kingdom | \\+12% | \\-8% | \\-4% | \\-12% |\n| Europe | \\+9% | \\-4% | \\+1% | \\-9% |\n| APAC | \\+7% | \\+3% | \\+17% | \\+5% |\n| LATAM | \\+6% | \\+12% | \\-6% | \\-16% |\n#### Performance data by industry\nMedian percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\n\n|   |   |   |   |   |\n|---|---|---|---|---|\n| **INDUSTRY** | **AOV** | **CONVERSION RATE** | **SALES** | **TRAFFIC** |\n| Fashion & Accessories | \\+11% | \\-8% | \\+6% | \\-1% |\n| Health & Beauty | \\+9% | \\-3% | \\+5% | \\-5% |\n| Home & Garden | \\+10% | \\-5% | \\+3% | \\-13% |\n| Sporting Goods & Hobbies | \\+11% | \\+38% | \\+1% | \\-9% |\n| Pet Supplies | \\+6% | \\-1% | \\+9% | \\-31% |\n#### Performance data by device\nMedian percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\n\n|   |   |   |   |   |\n|---|---|---|---|---|\n| DEVICE | **CONVERSION RATE** | **TRAFFIC SHARE** | **SALES SHARE** | **ORDERS SHARE** |\n| Mobile | \\+4% | \\+13% | \\+49% | \\+45% |\n| Desktop | \\+3% | \\+67% | \\+52% | \\+55% |\n\nOur full data analysis spanned 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29.\n***\n## Online Black Friday statistics: a comparison of U.S. and UK sales\nBlack Friday originated the U.S. and not only do sales still dominate here, but the U.S. occupied [the highest online search interest](https:\/\/www.statista.com\/statistics\/1276241\/black-friday-online-searches-country\/) for Black Friday in 2021.\n\nWhile it’s true that the shopping holiday began in North America and remains the largest in the U.S. market, it caught wind in other countries and spread across the globe in recent years.\n\n### U.S. Black Friday online sales\nU.S. retailers generated over \\$9 billion in online Black Friday sales from 2013 to 2019, with growth percentages increasing year-over-year. The growth was so dramatic, in fact, that sales in 2020 surged 22% (from 2019) to a record \\$9 billion for that year alone.   \n  \nHowever, 2021 told a different story. For the first time ever, [Adobe Analytics reported a drop](https:\/\/www.engadget.com\/black-friday-sales-drop-adobe-151855092.html) in Black Friday sales to 8.9 billion—just shy of the 2020 record. Some theorize this was the result of lingering pandemic effects (out-of-stock items, longer shipping times, etc) in addition to earlier online deals perhaps stealing some of the momentum.\n\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/1.-US-Chart.png)\n\nSource: Adobe, 2021\n### UK Black Friday online sales\nWhile the U.S. has seen exponential Black Friday sales growth over the years, nations like the UK have seen a slower rise when we look back. For instance, the UK’s total Black Friday online sales for 2018 amount to less than the U.S.’ total sales 5 years prior in 2013. Nevertheless, with every new year, shoppers spend an increasing amount in the UK.\n\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/1.-UK-Chart.png)\n\nSource: IMRG, 2018\n## Black Friday vs. Cyber Monday year-by-year\nBlack Friday is not a one-day affair, and shoppers who want to snag some extra virtual deals also leverage Cyber Monday. But how do the two days compare to one another? We analyzed both Black Friday and Cyber Monday performance, split by:\n\n- Black Friday\/Cyber Monday sales statistics\n- Black Friday\/Cyber Monday traffic statistics\n### Black Friday vs. Cyber Monday – 2021 performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2021.png)\n\n### Black Friday vs Cyber Monday – 2020 Performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2020.png)\n\n### Black Friday vs Cyber Monday – 2019 Performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2019.png)\n\n### Black Friday vs Cyber Monday – 2018 Performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2018.png)\n\n## The retail trends that drive Black Friday & peak season sales\nBearing in mind the [post-pandemic shifts in consumer behavior](https:\/\/stackla.com\/resources\/reports\/post-pandemic-shifts-in-consumer-shopping-habits-authenticity-personalization-and-the-power-of-ugc\/), it is more important than ever for retailers to provide consumers with online experiences that delight.\n\nUnderstanding the online trends that push shoppers toward action can make a difference in things like bounce rate, time on site, and more. During this critical shopping period it’s essential to be proactive in how consumers are experiencing your brand not just for Black Friday, but throughout peak season, 2022, and beyond\\!\n\n### Customers value free shipping\nEveryone loves a little free shipping incentive when dishing out the big bucks during the holidays—especially during times like these (Amazon has been known to go as far as offering every customer free shipping during the holiday season).\n\nOffering free shipping is a small but effective way to establish brand loyalty and drive better conversion and retention.\n\nOne thing to keep in mind: while free shipping is a major perk in the eyes of most consumers, most do not consider it a promotion. An estimated 38% of shoppers won’t actually shop somewhere if the brand isn’t offering free shipping.\n\nTo maximize average order value over the course of the holiday season, consider offering free shipping to shoppers who hit a specific dollar amount. You can even personalize your shoppers’ cart page by showing them product recommendations so they reach the threshold.\n\n### Social media as a discovery channel\nSocial media has risen to become a dominant source of product and brand discovery all year round. Naturally, it is also key in driving visibility for those exclusive peak season deals.\n\nYear after year, shoppers flock to social media to suss the best bargains, look for gift inspiration, and to stumble upon the odd find they never knew existed. To convert all the extra eyes that peak season brings, you will want to leverage as much user-generated-content (UGC) on your social channels as possible—especially since [79% of people say UGC highly impacts their purchasing decisions.](https:\/\/stackla.com\/wp-content\/uploads\/2021\/08\/Stackla-Post-Pandemic-Shifts-in-Consumer-Shopping-Habits-Data-Report_FINAL_compressed.pdf)\n\nBy using and publishing content from enthusiastic customers, you will almost certainly acquire *new* customers during peak season (and get even more UGC content to boot). Hurrah! Just remember to have someone dedicated at keeping up with all of the buzz it starts to generate (share, like, comment, repost—you know the drill) so featured customers feel noticed and motivated to create even more content thereon.\n\n**Quick tip:** Don’t forget those holiday themed hashtags! Oh, and if you create a campaign hashtag, consider a name that can live on beyond peak season to give any trending traction more longevity.\n\n### Watch for Black Friday sales momentum *after* Black Friday weekend\nRemember, Black Friday does not live in a vacuum. The Black Friday (and Cyber Monday) sales weekend marks the start of the holiday sales season.\n\nHistorically, about 37% of all U.S. holiday retail sales are made during the BFCM period, yet only about 18% of consumers say that they finish their holiday shopping by this time.\n\nEver heard of Cyber Week II? This is the period after Christmas when consumers are armed with gift cards and ready for shopping bonanza round two. It is traditionally the most popular sales period across several markets worldwide.\n\nYou can incentivize people to continue making holiday purchases by creating personalized offers. This could mean displaying holiday-specific products as someone explores the website, or sending an email reminder of items a shopper browsed but did not purchase. It goes a long way in maximizing the chances of increasing your sales during peak season.\n\nWritten by: Eve Rouse\n\n![Eve Rouse](https:\/\/secure.gravatar.com\/avatar\/95022fc8237b1c8cdabe8e0f675f6c8b5214871e5ace68b5a1815f0285284a1f?s=96&r=g)\n\n**7 Minute Read**\n\n**Published:** November 28, 2020 **Last Updated:** February 13, 2026\n\n**Article** [Ecommerce](https:\/\/www.nosto.com\/blog\/category\/ecommerce\/)\n\n## Explore more articles\n[![Ford’s accessories success stack: how agentic AI is reshaping ecommerce](https:\/\/www.nosto.com\/wp-content\/uploads\/2026\/04\/Blog-Feature-Ford.png)](https:\/\/www.nosto.com\/blog\/ford-agentic-commerce-ai-techstack-ecommerce\/)\n\nEcommerce  Ford’s accessories success stack: how agentic AI is reshaping ecommerce\n\nWhat does it take to run ecommerce for one of the world’s most iconic brands, with a team of just three marketers? At D-Congress, three people with firsthand answers took the stage together. Jim Lofgren, CEO at Nosto, brought the industry perspective, with a clear message that the era of AI experimentation is over. Keeghan \\[…\\]\n\n[Read more](https:\/\/www.nosto.com\/blog\/ford-agentic-commerce-ai-techstack-ecommerce\/)\n\n[![The Shoptalk Cooldown: 4 Strategic Pillars for Your 2026 Growth](https:\/\/www.nosto.com\/wp-content\/uploads\/2026\/04\/Blog-Feature-Shoptalk.png)](https:\/\/www.nosto.com\/blog\/shoptalk-2026\/)\n\nEcommerce  The Shoptalk Cooldown: 4 Strategic Pillars for Your 2026 Growth\n\nShoptalk brought the heat. But the most valuable insights? They came in the “cooldown.” Poolside conversations. Trackside chats. Champagne Toasts. The moments away from the expo floor, where the pitch decks disappeared, and the real conversations started. After a week connecting with brands like Credo Beauty and partners like Klaviyo, Domaine, Swap, and Tapcart, one \\[…\\]\n\n[Read more](https:\/\/www.nosto.com\/blog\/shoptalk-2026\/)\n\n[![Guiding brands into the future with the Agentic Commerce Alliance ](https:\/\/www.nosto.com\/wp-content\/uploads\/2026\/04\/Blog-Agentic-Commerce-Alliance-Feature-1.png)](https:\/\/www.nosto.com\/blog\/agentic-commerce-alliance\/)\n\nNews & Press  Guiding brands into the future with the Agentic Commerce Alliance\n\nAI is transforming commerce faster than ever. For many merchants, the question is simple: Where do we even start? That’s exactly why the Agentic Commerce Alliance exists, and why Nosto is proud to be a co-founding member. By bringing together AI, retail, and marketplace experts, the Alliance helps merchants turn cutting-edge AI technology into real, \\[…\\]\n\n[Read more](https:\/\/www.nosto.com\/blog\/agentic-commerce-alliance\/)\n\n[![Nosto vs Algolia: which ecommerce search & discovery platform is better for retailers?](https:\/\/www.nosto.com\/wp-content\/uploads\/2026\/03\/Blog-Feature-Nosto-Algolia-Search.png)](https:\/\/www.nosto.com\/blog\/nosto-vs-algolia\/)\n\nEcommerce  Nosto vs Algolia: which ecommerce search & discovery platform is better for retailers?\n\nNosto and Algolia are two leading ecommerce search platforms that help online retailers improve product discovery, search relevance, and merchandising control. When brands evaluate ecommerce search platforms, two names frequently appear on the shortlist: Nosto and Algolia. Algolia has built strong recognition as a developer-first search provider used across multiple industries. Nosto, meanwhile, focuses exclusively \\[…\\]\n\n[Read more](https:\/\/www.nosto.com\/blog\/nosto-vs-algolia\/)\n\n## Meet Huginn: your AI agent for commerce experiences.\nIt coordinates a network of purpose-built AI agents that work autonomously to expand your team’s capacity, boost efficiency, and elevate customer experiences.\n\n[Learn more](https:\/\/www.nosto.com\/agentic-commerce\/)\n\n## Book a demo with  our team\nMake all your commerce experiences personalized and memorable. Book a demo with our commerce experience team today and see how we can help.\n\n[Get a demo](https:\/\/www.nosto.com\/book-a-demo\/)\n\n![agentic-ai-commerce, agentic-ai-e-commerce, ai-agent-for-e-commerce, ai-agent-commerce](https:\/\/www.nosto.com\/wp-content\/uploads\/2023\/12\/Footer_VA_Mockup_Asset-scaled-1.png)\n\nThank you for subscribing\n\n[![twitter](https:\/\/www.nosto.com\/wp-content\/themes\/bunker\/src\/media\/socials\/twitter.svg)](https:\/\/twitter.com\/nostosolutions)   [![facebook](https:\/\/www.nosto.com\/wp-content\/themes\/bunker\/src\/media\/socials\/facebook.svg)](https:\/\/www.facebook.com\/NostoSolutions)   [![linkedin](https:\/\/www.nosto.com\/wp-content\/themes\/bunker\/src\/media\/socials\/linkedin.svg)](https:\/\/www.linkedin.com\/company\/nosto\/)\n\n- [Contact](https:\/\/www.nosto.com\/contact\/)\n- [Legal Center](https:\/\/www.nosto.com\/legal\/)\n- [Book a Demo](https:\/\/www.nosto.com\/book-a-demo\/)","attrs_readable_markdown":"From past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year.\n***\nBlack Friday 2021 was one for the books. After the shift to digital that COVID spurred, we expected there to be a bigger number of consumers finally stepping out of their homes to shop IRL this year, and for mobile to make a comeback as more people adjust to using social media for discovering and browsing products online.\n\nPredictions aside, we know all too well the volatility 2020 brought to the shopping market, leaving many of us unsure what Black Friday would look like this year. After all, in 2020, some industries unexpectedly saw a [surprising rise in ecommerce sales](https:\/\/www.nosto.com\/ecommerce-statistics\/#globalsales)—while other, historically successful verticals, struggled to stay afloat.\n\nEven if the picture was unclear going into Black Friday 2021, we made sure to capture every last bit of data to bring you a detailed Black Friday statistics report that doesn’t miss a beat. Read on to get some of the highlights:\n\n**Statistics and Trends Overview**\n\n1. [Black Friday 2021 performance](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#2020)\n   - [Data by region](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#region)\n   - [Data by industry](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#industry)\n   - [Data by device](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#device)\n2. [Black Friday U.S. vs. UK sales](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#usuksales)\n   - [US sales history](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#ushistory)\n   - [UK sales history](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#ukhistory)\n3. [Black Friday vs Cyber Monday by year](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfvcm)\n   - [2021 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2021)\n   - [2020 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2020)\n   - [2019 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2019)\n   - [2018 statistics](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bfcm2018)\n4. [Black Friday retail trends](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#bftrends)\n   - [Free shipping](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#freeshipping)\n   - [Social media discovery](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#socialdiscovery)\n   - [Sales momentum beyond Black Friday](https:\/\/www.nosto.com\/blog\/black-friday-statistics\/#salesafterbf)\n***\n## Black Friday 2021 performance by region, industry, and device\nOur team knuckled down to track performance across millions of Nosto-powered interactions in multiple regions, industries, and device types. We highlight the differences in this data compared to 2020.\n\nHere are the Black Friday statistics for year-over-year performance:\n\n#### **Performance Data by Region**\nMedian percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\n\n|   |   |   |   |   |\n|---|---|---|---|---|\n| **REGION** | **AOV** | **CONVERSION RATE** | **SALES** | **TRAFFIC** |\n| North America | \\+17% | \\-3% | \\+21% | \\+.5% |\n| United Kingdom | \\+12% | \\-8% | \\-4% | \\-12% |\n| Europe | \\+9% | \\-4% | \\+1% | \\-9% |\n| APAC | \\+7% | \\+3% | \\+17% | \\+5% |\n| LATAM | \\+6% | \\+12% | \\-6% | \\-16% |\n#### Performance data by industry\nMedian percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\n\n|   |   |   |   |   |\n|---|---|---|---|---|\n| **INDUSTRY** | **AOV** | **CONVERSION RATE** | **SALES** | **TRAFFIC** |\n| Fashion & Accessories | \\+11% | \\-8% | \\+6% | \\-1% |\n| Health & Beauty | \\+9% | \\-3% | \\+5% | \\-5% |\n| Home & Garden | \\+10% | \\-5% | \\+3% | \\-13% |\n| Sporting Goods & Hobbies | \\+11% | \\+38% | \\+1% | \\-9% |\n| Pet Supplies | \\+6% | \\-1% | \\+9% | \\-31% |\n#### Performance data by device\nMedian percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021.\n\n|   |   |   |   |   |\n|---|---|---|---|---|\n| DEVICE | **CONVERSION RATE** | **TRAFFIC SHARE** | **SALES SHARE** | **ORDERS SHARE** |\n| Mobile | \\+4% | \\+13% | \\+49% | \\+45% |\n| Desktop | \\+3% | \\+67% | \\+52% | \\+55% |\n\nOur full data analysis spanned 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29.\n***\n## Online Black Friday statistics: a comparison of U.S. and UK sales\nBlack Friday originated the U.S. and not only do sales still dominate here, but the U.S. occupied [the highest online search interest](https:\/\/www.statista.com\/statistics\/1276241\/black-friday-online-searches-country\/) for Black Friday in 2021.\n\nWhile it’s true that the shopping holiday began in North America and remains the largest in the U.S. market, it caught wind in other countries and spread across the globe in recent years.\n\n### U.S. Black Friday online sales\nU.S. retailers generated over \\$9 billion in online Black Friday sales from 2013 to 2019, with growth percentages increasing year-over-year. The growth was so dramatic, in fact, that sales in 2020 surged 22% (from 2019) to a record \\$9 billion for that year alone.\n\nHowever, 2021 told a different story. For the first time ever, [Adobe Analytics reported a drop](https:\/\/www.engadget.com\/black-friday-sales-drop-adobe-151855092.html) in Black Friday sales to 8.9 billion—just shy of the 2020 record. Some theorize this was the result of lingering pandemic effects (out-of-stock items, longer shipping times, etc) in addition to earlier online deals perhaps stealing some of the momentum.\n\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/1.-US-Chart.png)\n\nSource: Adobe, 2021\n### UK Black Friday online sales\nWhile the U.S. has seen exponential Black Friday sales growth over the years, nations like the UK have seen a slower rise when we look back. For instance, the UK’s total Black Friday online sales for 2018 amount to less than the U.S.’ total sales 5 years prior in 2013. Nevertheless, with every new year, shoppers spend an increasing amount in the UK.\n\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/1.-UK-Chart.png)\n\nSource: IMRG, 2018\n## Black Friday vs. Cyber Monday year-by-year\nBlack Friday is not a one-day affair, and shoppers who want to snag some extra virtual deals also leverage Cyber Monday. But how do the two days compare to one another? We analyzed both Black Friday and Cyber Monday performance, split by:\n\n- Black Friday\/Cyber Monday sales statistics\n- Black Friday\/Cyber Monday traffic statistics\n### Black Friday vs. Cyber Monday – 2021 performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2021.png)\n\n### Black Friday vs Cyber Monday – 2020 Performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2020.png)\n\n### Black Friday vs Cyber Monday – 2019 Performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2019.png)\n\n### Black Friday vs Cyber Monday – 2018 Performance\n![](https:\/\/www.nosto.com\/wp-content\/uploads\/2.-BF-v-CM-2018.png)\n\n## The retail trends that drive Black Friday & peak season sales\nBearing in mind the [post-pandemic shifts in consumer behavior](https:\/\/stackla.com\/resources\/reports\/post-pandemic-shifts-in-consumer-shopping-habits-authenticity-personalization-and-the-power-of-ugc\/), it is more important than ever for retailers to provide consumers with online experiences that delight.\n\nUnderstanding the online trends that push shoppers toward action can make a difference in things like bounce rate, time on site, and more. During this critical shopping period it’s essential to be proactive in how consumers are experiencing your brand not just for Black Friday, but throughout peak season, 2022, and beyond\\!\n\n### Customers value free shipping\nEveryone loves a little free shipping incentive when dishing out the big bucks during the holidays—especially during times like these (Amazon has been known to go as far as offering every customer free shipping during the holiday season).\n\nOffering free shipping is a small but effective way to establish brand loyalty and drive better conversion and retention.\n\nOne thing to keep in mind: while free shipping is a major perk in the eyes of most consumers, most do not consider it a promotion. An estimated 38% of shoppers won’t actually shop somewhere if the brand isn’t offering free shipping.\n\nTo maximize average order value over the course of the holiday season, consider offering free shipping to shoppers who hit a specific dollar amount. You can even personalize your shoppers’ cart page by showing them product recommendations so they reach the threshold.\n\nSocial media has risen to become a dominant source of product and brand discovery all year round. Naturally, it is also key in driving visibility for those exclusive peak season deals.\n\nYear after year, shoppers flock to social media to suss the best bargains, look for gift inspiration, and to stumble upon the odd find they never knew existed. To convert all the extra eyes that peak season brings, you will want to leverage as much user-generated-content (UGC) on your social channels as possible—especially since [79% of people say UGC highly impacts their purchasing decisions.](https:\/\/stackla.com\/wp-content\/uploads\/2021\/08\/Stackla-Post-Pandemic-Shifts-in-Consumer-Shopping-Habits-Data-Report_FINAL_compressed.pdf)\n\nBy using and publishing content from enthusiastic customers, you will almost certainly acquire *new* customers during peak season (and get even more UGC content to boot). Hurrah! Just remember to have someone dedicated at keeping up with all of the buzz it starts to generate (share, like, comment, repost—you know the drill) so featured customers feel noticed and motivated to create even more content thereon.\n\n**Quick tip:** Don’t forget those holiday themed hashtags! Oh, and if you create a campaign hashtag, consider a name that can live on beyond peak season to give any trending traction more longevity.\n\n### Watch for Black Friday sales momentum *after* Black Friday weekend\nRemember, Black Friday does not live in a vacuum. The Black Friday (and Cyber Monday) sales weekend marks the start of the holiday sales season.\n\nHistorically, about 37% of all U.S. holiday retail sales are made during the BFCM period, yet only about 18% of consumers say that they finish their holiday shopping by this time.\n\nEver heard of Cyber Week II? This is the period after Christmas when consumers are armed with gift cards and ready for shopping bonanza round two. It is traditionally the most popular sales period across several markets worldwide.\n\nYou can incentivize people to continue making holiday purchases by creating personalized offers. This could mean displaying holiday-specific products as someone explores the website, or sending an email reminder of items a shopper browsed but did not purchase. It goes a long way in maximizing the chances of increasing your sales during peak season.","meta_canonical":null}

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Boilerpipe Text	From past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year. Black Friday 2021 was one for the books. After the shift to digital that COVID spurred, we expected there to be a bigger number of consumers finally stepping out of their homes to shop IRL this year, and for mobile to make a comeback as more people adjust to using social media for discovering and browsing products online. Predictions aside, we know all too well the volatility 2020 brought to the shopping market, leaving many of us unsure what Black Friday would look like this year. After all, in 2020, some industries unexpectedly saw a surprising rise in ecommerce sales —while other, historically successful verticals, struggled to stay afloat. Even if the picture was unclear going into Black Friday 2021, we made sure to capture every last bit of data to bring you a detailed Black Friday statistics report that doesn’t miss a beat. Read on to get some of the highlights: Statistics and Trends Overview Black Friday 2021 performance Data by region Data by industry Data by device Black Friday U.S. vs. UK sales US sales history UK sales history Black Friday vs Cyber Monday by year 2021 statistics 2020 statistics 2019 statistics 2018 statistics Black Friday retail trends Free shipping Social media discovery Sales momentum beyond Black Friday Black Friday 2021 performance by region, industry, and device Our team knuckled down to track performance across millions of Nosto-powered interactions in multiple regions, industries, and device types. We highlight the differences in this data compared to 2020. Here are the Black Friday statistics for year-over-year performance: Performance Data by Region Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. REGION AOV CONVERSION RATE SALES TRAFFIC North America +17% -3% +21% +.5% United Kingdom +12% -8% -4% -12% Europe +9% -4% +1% -9% APAC +7% +3% +17% +5% LATAM +6% +12% -6% -16% Performance data by industry Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. INDUSTRY AOV CONVERSION RATE SALES TRAFFIC Fashion & Accessories +11% -8% +6% -1% Health & Beauty +9% -3% +5% -5% Home & Garden +10% -5% +3% -13% Sporting Goods & Hobbies +11% +38% +1% -9% Pet Supplies +6% -1% +9% -31% Performance data by device Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. DEVICE CONVERSION RATE TRAFFIC SHARE SALES SHARE ORDERS SHARE Mobile +4% +13% +49% +45% Desktop +3% +67% +52% +55% Our full data analysis spanned 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29. Online Black Friday statistics: a comparison of U.S. and UK sales Black Friday originated the U.S. and not only do sales still dominate here, but the U.S. occupied the highest online search interest for Black Friday in 2021. While it’s true that the shopping holiday began in North America and remains the largest in the U.S. market, it caught wind in other countries and spread across the globe in recent years. U.S. Black Friday online sales U.S. retailers generated over $9 billion in online Black Friday sales from 2013 to 2019, with growth percentages increasing year-over-year. The growth was so dramatic, in fact, that sales in 2020 surged 22% (from 2019) to a record $9 billion for that year alone. However, 2021 told a different story. For the first time ever, Adobe Analytics reported a drop in Black Friday sales to 8.9 billion—just shy of the 2020 record. Some theorize this was the result of lingering pandemic effects (out-of-stock items, longer shipping times, etc) in addition to earlier online deals perhaps stealing some of the momentum. Source: Adobe, 2021 UK Black Friday online sales While the U.S. has seen exponential Black Friday sales growth over the years, nations like the UK have seen a slower rise when we look back. For instance, the UK’s total Black Friday online sales for 2018 amount to less than the U.S.’ total sales 5 years prior in 2013. Nevertheless, with every new year, shoppers spend an increasing amount in the UK. Source: IMRG, 2018 Black Friday vs. Cyber Monday year-by-year Black Friday is not a one-day affair, and shoppers who want to snag some extra virtual deals also leverage Cyber Monday. But how do the two days compare to one another? We analyzed both Black Friday and Cyber Monday performance, split by: Black Friday/Cyber Monday sales statistics Black Friday/Cyber Monday traffic statistics Black Friday vs. Cyber Monday – 2021 performance Black Friday vs Cyber Monday – 2020 Performance Black Friday vs Cyber Monday – 2019 Performance Black Friday vs Cyber Monday – 2018 Performance The retail trends that drive Black Friday & peak season sales Bearing in mind the post-pandemic shifts in consumer behavior , it is more important than ever for retailers to provide consumers with online experiences that delight. Understanding the online trends that push shoppers toward action can make a difference in things like bounce rate, time on site, and more. During this critical shopping period it’s essential to be proactive in how consumers are experiencing your brand not just for Black Friday, but throughout peak season, 2022, and beyond! Customers value free shipping Everyone loves a little free shipping incentive when dishing out the big bucks during the holidays—especially during times like these (Amazon has been known to go as far as offering every customer free shipping during the holiday season). Offering free shipping is a small but effective way to establish brand loyalty and drive better conversion and retention. One thing to keep in mind: while free shipping is a major perk in the eyes of most consumers, most do not consider it a promotion. An estimated 38% of shoppers won’t actually shop somewhere if the brand isn’t offering free shipping. To maximize average order value over the course of the holiday season, consider offering free shipping to shoppers who hit a specific dollar amount. You can even personalize your shoppers’ cart page by showing them product recommendations so they reach the threshold. Social media has risen to become a dominant source of product and brand discovery all year round. Naturally, it is also key in driving visibility for those exclusive peak season deals. Year after year, shoppers flock to social media to suss the best bargains, look for gift inspiration, and to stumble upon the odd find they never knew existed. To convert all the extra eyes that peak season brings, you will want to leverage as much user-generated-content (UGC) on your social channels as possible—especially since 79% of people say UGC highly impacts their purchasing decisions. By using and publishing content from enthusiastic customers, you will almost certainly acquire new customers during peak season (and get even more UGC content to boot). Hurrah! Just remember to have someone dedicated at keeping up with all of the buzz it starts to generate (share, like, comment, repost—you know the drill) so featured customers feel noticed and motivated to create even more content thereon. Quick tip: Don’t forget those holiday themed hashtags! Oh, and if you create a campaign hashtag, consider a name that can live on beyond peak season to give any trending traction more longevity. Watch for Black Friday sales momentum after Black Friday weekend Remember, Black Friday does not live in a vacuum. The Black Friday (and Cyber Monday) sales weekend marks the start of the holiday sales season. Historically, about 37% of all U.S. holiday retail sales are made during the BFCM period, yet only about 18% of consumers say that they finish their holiday shopping by this time. Ever heard of Cyber Week II? This is the period after Christmas when consumers are armed with gift cards and ready for shopping bonanza round two. It is traditionally the most popular sales period across several markets worldwide. You can incentivize people to continue making holiday purchases by creating personalized offers. This could mean displaying holiday-specific products as someone explores the website, or sending an email reminder of items a shopper browsed but did not purchase. It goes a long way in maximizing the chances of increasing your sales during peak season.
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[EN](https://www.nosto.com/blog/black-friday-statistics/ "Switch to EN(EN)") - [DE](https://www.nosto.com/de/blog/black-friday-statistics/ "Switch to DE(DE)") - [FR](https://www.nosto.com/fr/blog/black-friday-statistiques/ "Switch to FR(FR)") ![Global Black Friday Statistics for 2021: What You Need to Know](https://www.nosto.com/wp-content/uploads/2023/12/Hero-Banner.png) # Global Black Friday Statistics for 2021: What You Need to Know From past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year. * Black Friday 2021 was one for the books. After the shift to digital that COVID spurred, we expected there to be a bigger number of consumers finally stepping out of their homes to shop IRL this year, and for mobile to make a comeback as more people adjust to using social media for discovering and browsing products online. Predictions aside, we know all too well the volatility 2020 brought to the shopping market, leaving many of us unsure what Black Friday would look like this year. After all, in 2020, some industries unexpectedly saw a [surprising rise in ecommerce sales](https://www.nosto.com/ecommerce-statistics/#globalsales)—while other, historically successful verticals, struggled to stay afloat. Even if the picture was unclear going into Black Friday 2021, we made sure to capture every last bit of data to bring you a detailed Black Friday statistics report that doesn’t miss a beat. Read on to get some of the highlights: Statistics and Trends Overview 1. [Black Friday 2021 performance](https://www.nosto.com/blog/black-friday-statistics/#2020) - [Data by region](https://www.nosto.com/blog/black-friday-statistics/#region) - [Data by industry](https://www.nosto.com/blog/black-friday-statistics/#industry) - [Data by device](https://www.nosto.com/blog/black-friday-statistics/#device) 2. [Black Friday U.S. vs. UK sales](https://www.nosto.com/blog/black-friday-statistics/#usuksales) - [US sales history](https://www.nosto.com/blog/black-friday-statistics/#ushistory) - [UK sales history](https://www.nosto.com/blog/black-friday-statistics/#ukhistory) 3. [Black Friday vs Cyber Monday by year](https://www.nosto.com/blog/black-friday-statistics/#bfvcm) - [2021 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2021) - [2020 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2020) - [2019 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2019) - [2018 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2018) 4. [Black Friday retail trends](https://www.nosto.com/blog/black-friday-statistics/#bftrends) - [Free shipping](https://www.nosto.com/blog/black-friday-statistics/#freeshipping) - [Social media discovery](https://www.nosto.com/blog/black-friday-statistics/#socialdiscovery) - [Sales momentum beyond Black Friday](https://www.nosto.com/blog/black-friday-statistics/#salesafterbf) * ## Black Friday 2021 performance by region, industry, and device Our team knuckled down to track performance across millions of Nosto-powered interactions in multiple regions, industries, and device types. We highlight the differences in this data compared to 2020. Here are the Black Friday statistics for year-over-year performance: #### Performance Data by Region Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. \| \| \| \| \| \| \|---\|---\|---\|---\|---\| \| REGION \| AOV \| CONVERSION RATE \| SALES \| TRAFFIC \| \| North America \| \+17% \| \-3% \| \+21% \| \+.5% \| \| United Kingdom \| \+12% \| \-8% \| \-4% \| \-12% \| \| Europe \| \+9% \| \-4% \| \+1% \| \-9% \| \| APAC \| \+7% \| \+3% \| \+17% \| \+5% \| \| LATAM \| \+6% \| \+12% \| \-6% \| \-16% \| #### Performance data by industry Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. \| \| \| \| \| \| \|---\|---\|---\|---\|---\| \| INDUSTRY \| AOV \| CONVERSION RATE \| SALES \| TRAFFIC \| \| Fashion & Accessories \| \+11% \| \-8% \| \+6% \| \-1% \| \| Health & Beauty \| \+9% \| \-3% \| \+5% \| \-5% \| \| Home & Garden \| \+10% \| \-5% \| \+3% \| \-13% \| \| Sporting Goods & Hobbies \| \+11% \| \+38% \| \+1% \| \-9% \| \| Pet Supplies \| \+6% \| \-1% \| \+9% \| \-31% \| #### Performance data by device Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. \| \| \| \| \| \| \|---\|---\|---\|---\|---\| \| DEVICE \| CONVERSION RATE \| TRAFFIC SHARE \| SALES SHARE \| ORDERS SHARE \| \| Mobile \| \+4% \| \+13% \| \+49% \| \+45% \| \| Desktop \| \+3% \| \+67% \| \+52% \| \+55% \| Our full data analysis spanned 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29. *** ## Online Black Friday statistics: a comparison of U.S. and UK sales Black Friday originated the U.S. and not only do sales still dominate here, but the U.S. occupied [the highest online search interest](https://www.statista.com/statistics/1276241/black-friday-online-searches-country/) for Black Friday in 2021. While it’s true that the shopping holiday began in North America and remains the largest in the U.S. market, it caught wind in other countries and spread across the globe in recent years. ### U.S. Black Friday online sales U.S. retailers generated over \$9 billion in online Black Friday sales from 2013 to 2019, with growth percentages increasing year-over-year. The growth was so dramatic, in fact, that sales in 2020 surged 22% (from 2019) to a record \$9 billion for that year alone. However, 2021 told a different story. For the first time ever, [Adobe Analytics reported a drop](https://www.engadget.com/black-friday-sales-drop-adobe-151855092.html) in Black Friday sales to 8.9 billion—just shy of the 2020 record. Some theorize this was the result of lingering pandemic effects (out-of-stock items, longer shipping times, etc) in addition to earlier online deals perhaps stealing some of the momentum. ![](https://www.nosto.com/wp-content/uploads/1.-US-Chart.png) Source: Adobe, 2021 ### UK Black Friday online sales While the U.S. has seen exponential Black Friday sales growth over the years, nations like the UK have seen a slower rise when we look back. For instance, the UK’s total Black Friday online sales for 2018 amount to less than the U.S.’ total sales 5 years prior in 2013. Nevertheless, with every new year, shoppers spend an increasing amount in the UK. ![](https://www.nosto.com/wp-content/uploads/1.-UK-Chart.png) Source: IMRG, 2018 ## Black Friday vs. Cyber Monday year-by-year Black Friday is not a one-day affair, and shoppers who want to snag some extra virtual deals also leverage Cyber Monday. But how do the two days compare to one another? We analyzed both Black Friday and Cyber Monday performance, split by: - Black Friday/Cyber Monday sales statistics - Black Friday/Cyber Monday traffic statistics ### Black Friday vs. Cyber Monday – 2021 performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2021.png) ### Black Friday vs Cyber Monday – 2020 Performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2020.png) ### Black Friday vs Cyber Monday – 2019 Performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2019.png) ### Black Friday vs Cyber Monday – 2018 Performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2018.png) ## The retail trends that drive Black Friday & peak season sales Bearing in mind the [post-pandemic shifts in consumer behavior](https://stackla.com/resources/reports/post-pandemic-shifts-in-consumer-shopping-habits-authenticity-personalization-and-the-power-of-ugc/), it is more important than ever for retailers to provide consumers with online experiences that delight. Understanding the online trends that push shoppers toward action can make a difference in things like bounce rate, time on site, and more. During this critical shopping period it’s essential to be proactive in how consumers are experiencing your brand not just for Black Friday, but throughout peak season, 2022, and beyond\! ### Customers value free shipping Everyone loves a little free shipping incentive when dishing out the big bucks during the holidays—especially during times like these (Amazon has been known to go as far as offering every customer free shipping during the holiday season). Offering free shipping is a small but effective way to establish brand loyalty and drive better conversion and retention. One thing to keep in mind: while free shipping is a major perk in the eyes of most consumers, most do not consider it a promotion. An estimated 38% of shoppers won’t actually shop somewhere if the brand isn’t offering free shipping. To maximize average order value over the course of the holiday season, consider offering free shipping to shoppers who hit a specific dollar amount. You can even personalize your shoppers’ cart page by showing them product recommendations so they reach the threshold. ### Social media as a discovery channel Social media has risen to become a dominant source of product and brand discovery all year round. Naturally, it is also key in driving visibility for those exclusive peak season deals. Year after year, shoppers flock to social media to suss the best bargains, look for gift inspiration, and to stumble upon the odd find they never knew existed. To convert all the extra eyes that peak season brings, you will want to leverage as much user-generated-content (UGC) on your social channels as possible—especially since [79% of people say UGC highly impacts their purchasing decisions.](https://stackla.com/wp-content/uploads/2021/08/Stackla-Post-Pandemic-Shifts-in-Consumer-Shopping-Habits-Data-Report_FINAL_compressed.pdf) By using and publishing content from enthusiastic customers, you will almost certainly acquire new customers during peak season (and get even more UGC content to boot). Hurrah! Just remember to have someone dedicated at keeping up with all of the buzz it starts to generate (share, like, comment, repost—you know the drill) so featured customers feel noticed and motivated to create even more content thereon. Quick tip: Don’t forget those holiday themed hashtags! Oh, and if you create a campaign hashtag, consider a name that can live on beyond peak season to give any trending traction more longevity. ### Watch for Black Friday sales momentum after Black Friday weekend Remember, Black Friday does not live in a vacuum. The Black Friday (and Cyber Monday) sales weekend marks the start of the holiday sales season. Historically, about 37% of all U.S. holiday retail sales are made during the BFCM period, yet only about 18% of consumers say that they finish their holiday shopping by this time. Ever heard of Cyber Week II? This is the period after Christmas when consumers are armed with gift cards and ready for shopping bonanza round two. It is traditionally the most popular sales period across several markets worldwide. You can incentivize people to continue making holiday purchases by creating personalized offers. This could mean displaying holiday-specific products as someone explores the website, or sending an email reminder of items a shopper browsed but did not purchase. It goes a long way in maximizing the chances of increasing your sales during peak season. Written by: Eve Rouse ![Eve Rouse](https://secure.gravatar.com/avatar/95022fc8237b1c8cdabe8e0f675f6c8b5214871e5ace68b5a1815f0285284a1f?s=96&r=g) 7 Minute Read Published: November 28, 2020 Last Updated: February 13, 2026 Article [Ecommerce](https://www.nosto.com/blog/category/ecommerce/) ## Explore more articles [![Ford’s accessories success stack: how agentic AI is reshaping ecommerce](https://www.nosto.com/wp-content/uploads/2026/04/Blog-Feature-Ford.png)](https://www.nosto.com/blog/ford-agentic-commerce-ai-techstack-ecommerce/) Ecommerce Ford’s accessories success stack: how agentic AI is reshaping ecommerce What does it take to run ecommerce for one of the world’s most iconic brands, with a team of just three marketers? At D-Congress, three people with firsthand answers took the stage together. Jim Lofgren, CEO at Nosto, brought the industry perspective, with a clear message that the era of AI experimentation is over. Keeghan \[…\] [Read more](https://www.nosto.com/blog/ford-agentic-commerce-ai-techstack-ecommerce/) [![The Shoptalk Cooldown: 4 Strategic Pillars for Your 2026 Growth](https://www.nosto.com/wp-content/uploads/2026/04/Blog-Feature-Shoptalk.png)](https://www.nosto.com/blog/shoptalk-2026/) Ecommerce The Shoptalk Cooldown: 4 Strategic Pillars for Your 2026 Growth Shoptalk brought the heat. But the most valuable insights? They came in the “cooldown.” Poolside conversations. Trackside chats. Champagne Toasts. The moments away from the expo floor, where the pitch decks disappeared, and the real conversations started. After a week connecting with brands like Credo Beauty and partners like Klaviyo, Domaine, Swap, and Tapcart, one \[…\] [Read more](https://www.nosto.com/blog/shoptalk-2026/) [![Guiding brands into the future with the Agentic Commerce Alliance ](https://www.nosto.com/wp-content/uploads/2026/04/Blog-Agentic-Commerce-Alliance-Feature-1.png)](https://www.nosto.com/blog/agentic-commerce-alliance/) News & Press Guiding brands into the future with the Agentic Commerce Alliance AI is transforming commerce faster than ever. For many merchants, the question is simple: Where do we even start? That’s exactly why the Agentic Commerce Alliance exists, and why Nosto is proud to be a co-founding member. By bringing together AI, retail, and marketplace experts, the Alliance helps merchants turn cutting-edge AI technology into real, \[…\] [Read more](https://www.nosto.com/blog/agentic-commerce-alliance/) [![Nosto vs Algolia: which ecommerce search & discovery platform is better for retailers?](https://www.nosto.com/wp-content/uploads/2026/03/Blog-Feature-Nosto-Algolia-Search.png)](https://www.nosto.com/blog/nosto-vs-algolia/) Ecommerce Nosto vs Algolia: which ecommerce search & discovery platform is better for retailers? Nosto and Algolia are two leading ecommerce search platforms that help online retailers improve product discovery, search relevance, and merchandising control. When brands evaluate ecommerce search platforms, two names frequently appear on the shortlist: Nosto and Algolia. Algolia has built strong recognition as a developer-first search provider used across multiple industries. Nosto, meanwhile, focuses exclusively \[…\] [Read more](https://www.nosto.com/blog/nosto-vs-algolia/) ## Meet Huginn: your AI agent for commerce experiences. It coordinates a network of purpose-built AI agents that work autonomously to expand your team’s capacity, boost efficiency, and elevate customer experiences. [Learn more](https://www.nosto.com/agentic-commerce/) ## Book a demo with our team Make all your commerce experiences personalized and memorable. Book a demo with our commerce experience team today and see how we can help. [Get a demo](https://www.nosto.com/book-a-demo/) ![agentic-ai-commerce, agentic-ai-e-commerce, ai-agent-for-e-commerce, ai-agent-commerce](https://www.nosto.com/wp-content/uploads/2023/12/Footer_VA_Mockup_Asset-scaled-1.png) Thank you for subscribing [![twitter](https://www.nosto.com/wp-content/themes/bunker/src/media/socials/twitter.svg)](https://twitter.com/nostosolutions) [![facebook](https://www.nosto.com/wp-content/themes/bunker/src/media/socials/facebook.svg)](https://www.facebook.com/NostoSolutions) [![linkedin](https://www.nosto.com/wp-content/themes/bunker/src/media/socials/linkedin.svg)](https://www.linkedin.com/company/nosto/) - [Contact](https://www.nosto.com/contact/) - [Legal Center](https://www.nosto.com/legal/) - [Book a Demo](https://www.nosto.com/book-a-demo/)
Readable Markdown	From past performance patterns to potential holiday trends, discover Black Friday statistics to help you conquer the busiest sales day of the year. * Black Friday 2021 was one for the books. After the shift to digital that COVID spurred, we expected there to be a bigger number of consumers finally stepping out of their homes to shop IRL this year, and for mobile to make a comeback as more people adjust to using social media for discovering and browsing products online. Predictions aside, we know all too well the volatility 2020 brought to the shopping market, leaving many of us unsure what Black Friday would look like this year. After all, in 2020, some industries unexpectedly saw a [surprising rise in ecommerce sales](https://www.nosto.com/ecommerce-statistics/#globalsales)—while other, historically successful verticals, struggled to stay afloat. Even if the picture was unclear going into Black Friday 2021, we made sure to capture every last bit of data to bring you a detailed Black Friday statistics report that doesn’t miss a beat. Read on to get some of the highlights: Statistics and Trends Overview 1. [Black Friday 2021 performance](https://www.nosto.com/blog/black-friday-statistics/#2020) - [Data by region](https://www.nosto.com/blog/black-friday-statistics/#region) - [Data by industry](https://www.nosto.com/blog/black-friday-statistics/#industry) - [Data by device](https://www.nosto.com/blog/black-friday-statistics/#device) 2. [Black Friday U.S. vs. UK sales](https://www.nosto.com/blog/black-friday-statistics/#usuksales) - [US sales history](https://www.nosto.com/blog/black-friday-statistics/#ushistory) - [UK sales history](https://www.nosto.com/blog/black-friday-statistics/#ukhistory) 3. [Black Friday vs Cyber Monday by year](https://www.nosto.com/blog/black-friday-statistics/#bfvcm) - [2021 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2021) - [2020 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2020) - [2019 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2019) - [2018 statistics](https://www.nosto.com/blog/black-friday-statistics/#bfcm2018) 4. [Black Friday retail trends](https://www.nosto.com/blog/black-friday-statistics/#bftrends) - [Free shipping](https://www.nosto.com/blog/black-friday-statistics/#freeshipping) - [Social media discovery](https://www.nosto.com/blog/black-friday-statistics/#socialdiscovery) - [Sales momentum beyond Black Friday](https://www.nosto.com/blog/black-friday-statistics/#salesafterbf) * ## Black Friday 2021 performance by region, industry, and device Our team knuckled down to track performance across millions of Nosto-powered interactions in multiple regions, industries, and device types. We highlight the differences in this data compared to 2020. Here are the Black Friday statistics for year-over-year performance: #### Performance Data by Region Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. \| \| \| \| \| \| \|---\|---\|---\|---\|---\| \| REGION \| AOV \| CONVERSION RATE \| SALES \| TRAFFIC \| \| North America \| \+17% \| \-3% \| \+21% \| \+.5% \| \| United Kingdom \| \+12% \| \-8% \| \-4% \| \-12% \| \| Europe \| \+9% \| \-4% \| \+1% \| \-9% \| \| APAC \| \+7% \| \+3% \| \+17% \| \+5% \| \| LATAM \| \+6% \| \+12% \| \-6% \| \-16% \| #### Performance data by industry Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. \| \| \| \| \| \| \|---\|---\|---\|---\|---\| \| INDUSTRY \| AOV \| CONVERSION RATE \| SALES \| TRAFFIC \| \| Fashion & Accessories \| \+11% \| \-8% \| \+6% \| \-1% \| \| Health & Beauty \| \+9% \| \-3% \| \+5% \| \-5% \| \| Home & Garden \| \+10% \| \-5% \| \+3% \| \-13% \| \| Sporting Goods & Hobbies \| \+11% \| \+38% \| \+1% \| \-9% \| \| Pet Supplies \| \+6% \| \-1% \| \+9% \| \-31% \| #### Performance data by device Median percentage differences (2021 vs. 2020) as of 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29, 2021. \| \| \| \| \| \| \|---\|---\|---\|---\|---\| \| DEVICE \| CONVERSION RATE \| TRAFFIC SHARE \| SALES SHARE \| ORDERS SHARE \| \| Mobile \| \+4% \| \+13% \| \+49% \| \+45% \| \| Desktop \| \+3% \| \+67% \| \+52% \| \+55% \| Our full data analysis spanned 12:00 AM UTC on Friday, November 26 until 12 PM UTC on Monday, November 29. *** ## Online Black Friday statistics: a comparison of U.S. and UK sales Black Friday originated the U.S. and not only do sales still dominate here, but the U.S. occupied [the highest online search interest](https://www.statista.com/statistics/1276241/black-friday-online-searches-country/) for Black Friday in 2021. While it’s true that the shopping holiday began in North America and remains the largest in the U.S. market, it caught wind in other countries and spread across the globe in recent years. ### U.S. Black Friday online sales U.S. retailers generated over \$9 billion in online Black Friday sales from 2013 to 2019, with growth percentages increasing year-over-year. The growth was so dramatic, in fact, that sales in 2020 surged 22% (from 2019) to a record \$9 billion for that year alone. However, 2021 told a different story. For the first time ever, [Adobe Analytics reported a drop](https://www.engadget.com/black-friday-sales-drop-adobe-151855092.html) in Black Friday sales to 8.9 billion—just shy of the 2020 record. Some theorize this was the result of lingering pandemic effects (out-of-stock items, longer shipping times, etc) in addition to earlier online deals perhaps stealing some of the momentum. ![](https://www.nosto.com/wp-content/uploads/1.-US-Chart.png) Source: Adobe, 2021 ### UK Black Friday online sales While the U.S. has seen exponential Black Friday sales growth over the years, nations like the UK have seen a slower rise when we look back. For instance, the UK’s total Black Friday online sales for 2018 amount to less than the U.S.’ total sales 5 years prior in 2013. Nevertheless, with every new year, shoppers spend an increasing amount in the UK. ![](https://www.nosto.com/wp-content/uploads/1.-UK-Chart.png) Source: IMRG, 2018 ## Black Friday vs. Cyber Monday year-by-year Black Friday is not a one-day affair, and shoppers who want to snag some extra virtual deals also leverage Cyber Monday. But how do the two days compare to one another? We analyzed both Black Friday and Cyber Monday performance, split by: - Black Friday/Cyber Monday sales statistics - Black Friday/Cyber Monday traffic statistics ### Black Friday vs. Cyber Monday – 2021 performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2021.png) ### Black Friday vs Cyber Monday – 2020 Performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2020.png) ### Black Friday vs Cyber Monday – 2019 Performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2019.png) ### Black Friday vs Cyber Monday – 2018 Performance ![](https://www.nosto.com/wp-content/uploads/2.-BF-v-CM-2018.png) ## The retail trends that drive Black Friday & peak season sales Bearing in mind the [post-pandemic shifts in consumer behavior](https://stackla.com/resources/reports/post-pandemic-shifts-in-consumer-shopping-habits-authenticity-personalization-and-the-power-of-ugc/), it is more important than ever for retailers to provide consumers with online experiences that delight. Understanding the online trends that push shoppers toward action can make a difference in things like bounce rate, time on site, and more. During this critical shopping period it’s essential to be proactive in how consumers are experiencing your brand not just for Black Friday, but throughout peak season, 2022, and beyond\! ### Customers value free shipping Everyone loves a little free shipping incentive when dishing out the big bucks during the holidays—especially during times like these (Amazon has been known to go as far as offering every customer free shipping during the holiday season). Offering free shipping is a small but effective way to establish brand loyalty and drive better conversion and retention. One thing to keep in mind: while free shipping is a major perk in the eyes of most consumers, most do not consider it a promotion. An estimated 38% of shoppers won’t actually shop somewhere if the brand isn’t offering free shipping. To maximize average order value over the course of the holiday season, consider offering free shipping to shoppers who hit a specific dollar amount. You can even personalize your shoppers’ cart page by showing them product recommendations so they reach the threshold. Social media has risen to become a dominant source of product and brand discovery all year round. Naturally, it is also key in driving visibility for those exclusive peak season deals. Year after year, shoppers flock to social media to suss the best bargains, look for gift inspiration, and to stumble upon the odd find they never knew existed. To convert all the extra eyes that peak season brings, you will want to leverage as much user-generated-content (UGC) on your social channels as possible—especially since [79% of people say UGC highly impacts their purchasing decisions.](https://stackla.com/wp-content/uploads/2021/08/Stackla-Post-Pandemic-Shifts-in-Consumer-Shopping-Habits-Data-Report_FINAL_compressed.pdf) By using and publishing content from enthusiastic customers, you will almost certainly acquire new customers during peak season (and get even more UGC content to boot). Hurrah! Just remember to have someone dedicated at keeping up with all of the buzz it starts to generate (share, like, comment, repost—you know the drill) so featured customers feel noticed and motivated to create even more content thereon. Quick tip: Don’t forget those holiday themed hashtags! Oh, and if you create a campaign hashtag, consider a name that can live on beyond peak season to give any trending traction more longevity. ### Watch for Black Friday sales momentum after Black Friday weekend Remember, Black Friday does not live in a vacuum. The Black Friday (and Cyber Monday) sales weekend marks the start of the holiday sales season. Historically, about 37% of all U.S. holiday retail sales are made during the BFCM period, yet only about 18% of consumers say that they finish their holiday shopping by this time. Ever heard of Cyber Week II? This is the period after Christmas when consumers are armed with gift cards and ready for shopping bonanza round two. It is traditionally the most popular sales period across several markets worldwide. You can incentivize people to continue making holiday purchases by creating personalized offers. This could mean displaying holiday-specific products as someone explores the website, or sending an email reminder of items a shopper browsed but did not purchase. It goes a long way in maximizing the chances of increasing your sales during peak season.
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