2023 Black Friday Shopping & Spending Data Unpacked
See Where & How Consumer Shopping & Retail Sales Increased
Black Friday spending data for 2023 shows who spent money the day after Thanksgiving, where consumers were spending, and which retailers saw growth in Black Friday sales and revenues.
Using our new Ultra data panel, Factues created an extraordinarily informative Black Friday Spend Tracker, revealing key findings from more than 120 million consumer debit and credit cards, representing approximately 5% to 6% of consumer spending nationwide.
Offering real-time insights on holiday shopping, our Black Friday Spend Tracker highlights some winners and losers among retailers and how consumer spending behaviors aligned with — and departed from — previous years, as well as experts’ expectations and forecasting.
2023 Black Friday Sales & Spending Growth
According to Facteus Ultra Consumer Spending Data Panel and our 2023 Black Friday Spend Tracker:
Total Black Friday sales in 2023 grew about 6% year over year (YOY).
Online Black Friday sales in 2023 increased by roughly 13% YOY.
In-store Black Friday sales grew slightly too, climbing by approximately 1% YOY.
Black Friday shoppers as a group also grew, with about 5% more consumers participating in this spending holiday in 2023 versus 2022.
Black Friday spending per shopper also increased slightly this year, when compared to last, with the average retail shopper spending roughly 1% more on their 2023 Black Friday purchases.
So, where did all that spending happen and how did retailers fare over Black Friday this year?
Let’s find out who the winners and losers were among retailers, looking at card transaction data and analyses.
Amazon Black Friday 2023
Amazon was one of the biggest winners in terms of consumer spending and holiday shopping over 2023 Black Friday.
In fact, this ecommerce titan not only kicked off the holiday shopping season with October Big Deals Day on 10/10 and 10/11, but Amazon also led the pack in 2023 Black Friday sales.
That’s because, this year, Amazon Black Friday sale increased roughly 17.3% when compared to last year’s sales.
With card transaction data showing some of the most dramatic growth in online sales over the 2023 Black Friday shopping holiday — and with Amazon October sales serving as an unofficial kickoff of the holiday shopping season — it’s no surprise to some that Amazon has taken the cake and really won out with holiday sales growth this year.
Costco, TJ Maxx & Walmart Black Friday 2023
Discount retailers also saw more customer purchases over Black Friday 2023, with:
Costco Black Friday sales surging ~7.9% YOY.
Walmart Black Friday sales growing by ~5.1% YOY.
TJ Maxx Black Friday sales increasing by ~4.3% YOY.
Offering early deals and extended Black Friday specials, these and other discount retailers were go-to spending “destinations” for many holiday shoppers.
Home Depot Black Friday 2023
Home Depot Black Friday sales also grew in 2023, rising about 4.3% this year.
Like discount retailers, Home Depot jumped at early discounts to attract Black Friday shoppers. With this year’s growth in Home Depot Black Friday spending, it looks like that strategy may have paid off and put this home improvement store a step or two ahead for end-of-year sales, particularly when compared to the competition.
Dick’s Sporting Goods Black Friday 2023
Also coming in for the win on Black Friday spending in 2023, Dick’s Sporting Goods saw roughly 1.5% YOY growth in consumer shopping at its stores nationwide.
Retailer Black Friday 2023 Losers
While many retailers enjoyed sales and revenue growth over 2023 Black Friday, others didn’t. Some of those “losers” for Black Friday 2023 sales and consumer spending are featured below, showing YOY losses.
Best Buy: ↓ 7.4%
Kohls: ↓ 8.1%
Macy’s: ↓ 8.5%
Target: ↓ 9.7%
Did these retailers lose out on Black Friday sales because they didn’t offer enough deals?
A deeper dive into card transaction data could reveal more market and competitive insights for retailers looking to get more answers about consumer spending and shopping for the 2023 holiday season.
And, perhaps, the better question is this — will Black Friday shopping data be a harbinger or albatross for retailers when it comes to end-of-year consumer spending?
Only time — and future Facteus data — may have those answers.
More Consumer Spending Data & Shopping Trends
