Black Friday online sales grew 8%

December 7, 2023 by
Frank Calviño

Black Friday online sales grew 8% globally, according to a Salesforce report. Salesforce data is based on over a billion different e-commerce sites that work with their CRM. These were the sectors that presented the best online sales performance on Black Friday: 

Highest growth in online sales (Global)

Footwear: +23%.

Health and Beauty: +21%.

Skin Care: +20

Highest online sales growth (Europe)

Health & Beauty: +22% Health & Beauty: +22% Footwear and women's handbags: +21

Women's Shoes & Bags: +21% Home & Decoration: +10% Home & Decoration: +10% Home & Decoration: +21

Home & Decor: +10% Home & Decoration: +10% Home & Decoration: +10% Home & Decoration: +10

Black Friday online sales boosted by discounts

Discounts increased to an average of 28% globally, the highest so far this shopping season. The verticals with the highest discount rates during Black Friday were:

Highest discount rate (global)

Makeup: 40% off

Sportswear: 34

General apparel: 34

Highest discount rate (Europe)

General apparel: 27

Sportswear and footwear: 26

Luxury goods: 26%

Consumers used their cell phones to shop online this Black Friday. After a respite during the pandemic (a time when consumers at home traded the convenience of cell phones for a better computing experience), mobile traffic hit a record high on Black Friday this year:

2017 - 61% of digital traffic

2018 - 67% of digital traffic

2019 - 76% of digital traffic

2020 - 75% of digital traffic

2021: 75% of digital traffic

2022: 76% of digital traffic

2023: 79% of digital traffic

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