Black Friday 2024: The U.S. Favorites & What's Ahead in 2025

Black Friday 2024 just wrapped up as the most successful shopping day in U.S. history, with online sales hitting a record-breaking $10.8 billion – a 10.2% jump from 2023. The growth wasn’t just about deep discounts — it reflected how Americans are shopping, what they’re buying, and how technology is reshaping the entire experience. This massive shopping event revealed fascinating insights about what Americans are buying, how they're shopping, and what we can expect for 2025. Let's dive into the data and trends that shaped this milestone year.

Top-Selling Categories of Black Friday 2024

Black Friday has evolved well beyond its electronics-first reputation. While gadgets still lead the charge, home, lifestyle, and beauty categories were some of the biggest gainers. Based on aggregated reports from Adobe, Reuters, and retailer data, here’s what dominated shopping carts in 2024:

1. Apple AirPods Pro 2 – The undisputed electronics favorite, fueled by steep markdowns.

2. Amazon Fire TV Stick 4K – Streaming demand surged as shoppers upgraded home entertainment.

3. Anker Power Banks - Mobile accessories captured significant market share as smartphone dependency grows

4. Coffee Machines & Kitchen Appliances – KitchenAid mixers and Nespresso machines topped kitchen wishlists.

5. K-Beauty Skincare – Viral products like CosRx Snail Mucin Serum kept beauty in the spotlight.

6. Compact Vacuums – Bissell Little Green and Shark handheld models cleaned up in sales.

7. Smart Home Devices – Amazon Smart Plugs, Nest thermostats, and connected lighting saw strong demand.

8. Self-Care & Beauty Items - Laneige sleeping masks and premium beauty treatments gained traction

9. Home Comfort Essentials - Memory foam pillows, spin mops, and artificial Christmas trees flew off virtual shelves

10. Premium Gifts & Toys – Smartwatches, weighted blankets, designer handbags, LEGO sets, and Pokémon collectibles.

The diversity of these items reflects how Black Friday has evolved beyond traditional electronics to encompass lifestyle, wellness, and home improvement categories.

Key 2024 Shopping Insights

Mobile Shopping Leads

Mobile accounted for 52.3% of Black Friday purchases and 54.5% of all holiday-season online spending.

BNPL Keeps Growing

Shoppers used Buy Now, Pay Later for $686.3 million in purchases, an 8.8% increase YoY — with most BNPL orders made on mobile devices.

Online Outpaces In-Store

Mastercard SpendingPulse data shows online sales up 14.6%, compared to a modest 0.7% in-store growth.

From Black Friday to Cyber Monday

The full Cyber Week (Thanksgiving to Cyber Monday) generated $41.1 billion in U.S. online sales — 8.2% higher than 2023.

Cyber Monday alone hit $13.3 billion, up 7.3% YoY, making it the single biggest online shopping day of 2024.

What to Expect for Black Friday 2025

While official projections are still developing, early indicators suggest:

• Mobile will dominate further – Potentially exceeding 55–57% share as retailers refine mobile-first UX.
• BNPL adoption will rise – Especially among Gen Z and Millennials for mid- to high-ticket items.
• Early promotions – October deals are likely to expand, extending the holiday shopping window.
• Sustainability messaging – Expected to play a larger role, particularly for Gen Z shoppers.
• Premium electronics and smart home devices – Likely to see the strongest growth again.
  

Tactical Takeaways

For Brands

• Optimize mobile checkout speed — slow pages lose sales.
• Offer BNPL options — shoppers are more likely to convert with flexible payments.
• Plan early campaigns — capture shoppers before the big day.
• Highlight eco-friendly products — align with conscious consumer trends.
  

For Shoppers

• Build wishlists in advance — top items sell out quickly.
• Enable app notifications — flash deals often appear in retailer apps first.
• Use BNPL responsibly — great for big buys, but stick to a budget.
  

Conclusion

Black Friday 2024 proved that U.S. shoppers are more connected, mobile-first, and value-driven than ever. Record-breaking $10.8 billion online sales weren’t just about deep discounts — they reflected a shift in how and when people shop, the growing role of BNPL, and the importance of seamless post-purchase experiences.

As we head into 2025, success will hinge on mobile optimization, early engagement, payment flexibility, and authentic sustainability messaging. The brands that win won’t just sell — they’ll build trust, deliver reliably, and turn one-time shoppers into loyal customers.

Black Friday may last a day, but the relationships you create with customers can last all year.

Powering E-commerce Success with Carriyo

The explosive growth in Black Friday online sales highlights the critical importance of seamless post-purchase experiences. As retailers processed record-breaking volumes of mobile orders and navigated complex fulfillment challenges, the need for intelligent shipping and customer experience platforms became more apparent than ever.

Carriyo's comprehensive post-purchase platform helps e-commerce brands deliver the seamless experiences that modern consumers expect. With automated shipping operations that integrate with 100+ carriers across 220 countries, brands can ensure their Black Friday success translates into customer satisfaction and loyalty.

Our logistics automation and branded tracking experiences are particularly valuable during high-volume periods like Black Friday, when customer expectations for fast, transparent fulfillment reach their peak. Major retailers using Carriyo have seen 30% reductions in customer service calls and 95% delivery rate improvements – exactly the kind of operational excellence that turns holiday shoppers into year-round customers.

Ready to transform your post-purchase experience for Black Friday 2025? Discover how Carriyo can help you deliver the fast, transparent, and branded shipping experiences that today's mobile-first consumers demand.