Black Friday statistics 2020

Americans plan to spend $148.5 billion on Black Friday and Cyber Monday this year.

While in-store doorbuster sales may not be happening in 2020, that’s not going to stop Americans from spending on the biggest shopping holiday of the year. Adults in the US are expected to drop a total of $148.5 billion on Black Friday and Cyber Monday, according to the latest survey data from Finder.

The amount Americans are planning to spend in 2020 is up $285 million compared to 2019, with American consumers expected to spend on average $664.77 in 2020. The number of Americans planning to take advantage of the pre-Christmas sales period is also expected to rise from 86% in 2019 to 88% in 2020.

Furniture items are at the top of shopping lists in 2020, with Americans expected to spend $253 on average. Major appliances closely follow at $234 and electronics at an average of $223.

Interestingly, COVID-19 hasn’t seemed to dampen Americans’ desire to travel, with US adults planning to spend an average of $217 on trips.

CategoriesAverage spend
Major appliances$234
Clothes and shoes$127
Sporting and outdoor quipment$104
Beauty and makeup$63

Men to spend more than women on Black Friday

While approximately 87% of each gender population are planning to shop for deals on Black Friday, men are planning to spend over $100 more than women, with American men to spend an average of $724.46 compared to $610.71 for women.

GenderAmount spent
There are, however, disparities. Women plan to spend an average of $278.15 on major appliances compared to men, who plan to spend an average of $213.57. On furniture, the average spend for women comes in at $299.14 compared to $226.77 for men.
Clothes and shoes$123.92$130.52$127.46
Major applicanes$213.57$278.15$233.62
Beauty and makeup$60.14$65.24$63.36
Sporting and outdoor equipment$105.43$99.75$103.54

Millennials plan to spend big on Black Friday

While Gen Z will most likely take advantage of Black Friday deals in 2020 — with 92.43% saying they’re buying something in the pre-Christmas shopping bonanza — it’s millennials who will be spending the most. The 91.88% who plan to buy something will shell out $851.79 on average.

At the other end of the spectrum is the Silent Generation, who is not only the generation least likely to participate in Black Friday shopping at 72%, but the lowest-spending at an average of $403.62.

GenerationAverage spend
Gen Z$594.56
Gen X$679.18
Baby Boomers$577.81
Silent Gen$403.62
While those in the Silent Generation are spending the least on average, their generation will spend the most on furniture at $493.91, with the Baby Boomers next at $409.33.

Interestingly, the biggest generational discrepancy for spending is major appliances, with Baby Boomers planning to spend an average of
$449.86 and millennials planning to spend the next closest average amount at $266.35.

The South to spend the most

Southerners plan to spend an average of $717.05 on Black Friday. Those from the Northeast are expected to spend the least at an average of $559.17.

RegionAverage expected to spend

The more you earn, the more you’ll spend

Generally speaking, the more you earn, the more you’ll likely spend on Black Friday deals, with only one income group ($100K-$119,999) bucking the trend. Those earning $120K and over plan to spend the most on average at $869.52. Those planning to spend the least are earning less than $20K and plan to spend $447.86.

How does income affect spending habits?

Annual incomeAverage expected spend
Less than $20,000$447.86
$20,000 to $39,999$582.31
$40,000 to $59,999$758.86
$60,000 to $79,999$797.20
$80,000 to $99,999$815.22
$100,000 to $119,999$689.44
$120,000 or over$869.52

Regrettable purchases are inevitable

While it feels great to snag a deal, buying something just because it was cheap leads many to regret their purchase. That feeling of buyer’s remorse is fairly universal, with 64% of Americans saying they’ve bought something on sale that they later regretted, which is up from 49% in 2019.

At the top of the list of regrets are clothing and shoes, with 77.27% of purchasers making regrettable decisions. While clothing and shoes were the most commonly regretted purchases, the average cost of those items was quite low at $72.02 — whereas household appliances were the most costly regrets at an average of $255.11.

Past Black Friday Stats

For media inquiries:

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Allan Givens
Public Relations Manager

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Nicole Gallina
Communications Coordinator

Black Friday Deals

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2 Responses

    Default Gravatar
    PatrickNovember 27, 2018

    What can I do to be cool?

      Avatarfinder Customer Care
      nikkiangcoNovember 28, 2018Staff

      Hi Patrick,

      Thanks for getting in touch! You are cool in your own unique way. Don’t feel like you have to try hard to please everyone.:) You do you! :)


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