Wunderman Thompson: US Black Friday 2023 Report

Black Friday spending will rise slightly in 2023.

The average U.S. Black Friday shopper will spend $397.64 this year (up from $390.19 in 2022).

This is an online-first event.

By 2023, 66% of Black Friday spending will take place online.

Despite the extended Black Friday period, it’s still a great day to buy.

It is estimated that 63% of consumption during Black Friday will occur on Black Friday itself.

Christmas presents are the main driver of Black Friday shopping, but spontaneous buying and gift-giving also play a role.

62% of American shoppers use Black Friday to buy Christmas gifts.

Consumers are skeptical about who benefits from Black Friday.

12% of Americans believe that consumers are the main beneficiaries of "Black Friday", while 23% believe that Amazon benefits the most. 17% choose Walmart.

Consumers don't trust Black Friday to give them the best deals.

51% of US consumers believe they get the best deal of the year on Black Friday.

The big winner was Amazon, but Walmart didn't make it easy.

In the United States, 41% of Black Friday purchases were made on Amazon, followed by Walmart at 25%.

Retailers and brands must work to offer better discounts, improved availability, better delivery and returns to entice consumers to spend more money.

70% of US consumers said bigger discounts would encourage them to spend more on Black Friday.

Environmental influences on purchases remain limited, but consumers are willing to choose sustainable options.

60% of US shoppers said they would choose sustainable delivery options such as Amazon same-day delivery on Black Friday.