Black Friday spending statistics 2018 |

Black Friday statistics 2018

Expect Americans to drop $90.14 billion on Black Friday and Cyber Monday this year.

Black Friday 2018 is expected to be bigger than ever, with 74% of Americans planning to open their wallets on either Black Friday and Cyber Monday, according to the latest research from

The average adult is expected to drop $483.18 on the shopping holiday of holidays, which equates to $90.14 billion — up $30.57 billion from 2017’s projected spend of $59.57 billion.

Men hunting for a deal

While stereotypes might have you thinking that women are more likely than men to shop ’til they drop, slightly more men say they’ll brave the crowds to hunt for deals this year. Some 77% of men say they plan to shop over Black Friday and Cyber Monday, versus 71% of women.

Despite the mere 6% difference between the genders, men are expected to spend nearly double that of women, budgeting an average $626.44 compared with $342.50 for women.

Gen X is livin’ large

Of the generations, Gen X plans to spend $592.83 on Black Friday and Cyber Monday. That’s higher than the average $560.17 those in Gen Y says they’ll spend in 2018 and more than double the $247.92 reported by baby boomers.

Gen X may plan to spend big on Black Friday and Cyber Monday, but more members of Gen Y say they’ll open their wallets over the retail holiday. Roughly 87% of Gen Y says they’ll buy something on Black Friday or Cyber Monday, versus 79% of Gen Xers and only 55% of boomers who say the same.

Couples plan to spend more

At 78%, those who are married or in a domestic partnership are more likely than other relationship statuses to spend this Black Friday. This year, couples say they plan to spend an average $535.81.

Those who’ve never married are the next group most likely to splurge, with 73% saying they expect to spend an average $468.40, followed by those who are separated, of whom 71% expect to spend an average $406.05. Rounding out relationships are the 61% of divorcees who expect to spend $334.23 and 50% of widows who expect to spend $182.65.

It pays to be an only child

When it comes to families, 84% of parents with one child say they plan to spend $647.37 over the extended retail holiday. It’s not the highest amount people are planning to spend — that mantle is held by those with three kids at $696.85 — but it could mean there’s more money to go around with fewer siblings taking your share.

Paying the rent means less money for shopping

How much you’ll dole out over Black Friday and Cyber Monday may come down to whether you rent or own. About 71% of renters say they plan to spend an average $275.32. Compare that with the 73% of homeowners who plan to spend an average $556.69 this retail holiday.

Perhaps not surprisingly, 83% of those who still live with family say they’ll drop close to double the amount that renters plan to spend — a high $611.94.

Work hard, spend hard

People with full-time jobs say they’re all in on Black Friday 2018, with 85% expecting to spend an average $734.05 on the big sales. Students are just as likely to take advantage of Black Friday sales as those with full-time jobs (85%), but they’ll spend about 60% less — or an average $296.50.

Wisconsin to spend a lot of cheddar

It sounds like those in and around the Great Lakes might have the deepest reservoirs of cash, with Wisconsinites saying they plan to milk Black Friday sales for all they’re worth at an average $1,392.60 each. The folks from America’s Dairyland are followed by Texans ($1,171.91) and New Yorkers ($878.71).

While those from Wisconsin are expected to spend the most on average, it’s New Yorkers who top the list of those who plan to shop the sales, with 85% saying they’ll buying something, followed by Illinois (83%) and California (80%).

Do you regret your shopping spree? You’re not alone!

Sales regret

An estimated 52% of people have purchased something on sale that they later regretted.

The average amount spent per item was $1,006.94, totaling a whopping $132.7 billion in remorseful discounted purchases in just the past year.


Men (58%) are more likely women (48%) to regret a shopping purchase. On average, women regret purchases of about $287.24, while for men, the amount is a staggering $1,589.16.


Of the generations, baby boomers regret the highest amount of purchases — an average $2,181.37. Compared that to Gen Y’s $713.50 and Gen X’s $693.58 in regretted purchases.

Almost 1 in 3 Gen Yers — or 64% — have purchased something they later regretted, compared with 54% of Gen Xers and 37% of boomers.

Household income

When it comes to household income, those with lower incomes tend to be less likely to purchase sale items they regret. And when they do, they are more likely to spend less per item compared to those with higher incomes.

Household income Likelihood of sales purchase regret Amount spent per purchase
$0 to $25,000 41% $192.21
$25,000 to $50,000 46% $656.07
$50,000 to $75,000 52% $564.60
$75,000 to $100,000 57% $1,452.36
$100,000 to $150,000 63% $774.60
$150,000 to $300,000 79% $3,109.83
$300,000+ 65% $1,840.18

Census Bureau monthly retail trade stats

  • Total adjusted retail sales last November were $435.5 billion. That’s a 7.0% increase from November 2016 ($408.1 billion).
  • November total retail sales have grown by $94.39 billion compared to a decade ago — to $453.5 billion in November 2017 from $341.1 billion in November 2007.
  • The average growth in retail sales for November each year since 2010 (after the financial crisis) is 4%.
  • Projected total retail sales for November this year are estimated to be $466.01 billion, according to
  • Americans are expected to spend about $61 billion over the Black Friday and Cyber Monday weekend — or 13.09% of November’s total forecast sales.


Past Black Friday Stats

Ask the Experts

Ana Serafin Smith

Ana Serafin Smith

Senior Director, Media Relations
National Retail Federation

Some of the trends we are seeing this season includes starting Black Friday deals as early as November 1st, special promotions online and in-store unique to those customers that like to shop on both venues or just one!, offering gift cards as an incentive to buy some of the hot items of the season to even special store hours on Thanksgiving and Black Friday for those that want to get into the stores, check off that holiday list and walk off that Turkey.

Thanksgiving weekend is officially the half way mark for the holiday shopping season. Consumers see this weekend as a cultural experience and family tradition that will continue for years to come.

Maggie Baker Psychologist

Maggie Baker

Psychologist, financial therapist and author of Crazy About Money: How Emotions Confuse Our Money Choices and What to Do About it.
President, Baker & Baker Associates

Thanksgiving is a time for gratitude AND it signals the start of the holiday gift seeking and giving.

Who doesn’t like a good deal? Anticipation of those deep price cuts and the rush to get there first heightens the excitement and increases the frenzy to GET THE DEAL, NOW! Excitement clouds this reality: even though you are getting great deals, you are still spending money. You are vulnerable to spending more in the excitement of now. Make a list of what you need or want and stick to it. Later, the bills won’t then seem like such a downer!

For media inquiries:

Nicole Gallina headshot

Nicole Gallina
Communications Coordinator

Black Friday Deals

What is Black Friday?

What is Black Friday?

Get the lowdown on why we celebrate Black Friday, how it got the name and when it's worth it to venture out — or online — for deals. Read more…

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2 Responses

  1. 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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