- Nearly two-fifths of Black Friday dollars were spent online this year, up 11.5 points from 2020 and 18.7 points from 2019.
- Amazon was the top Black Friday retailer for the second year in a row, capturing 17.7% of Black Friday dollars, growing its lead over #2 Walmart, whose share declined slightly.
- Target also gained share this Black Friday versus last, growing share in both their online and in-store divisions.
The cyber shift continued on Black Friday 2021.
Black Friday 2021 looked different across consumer groups.
- Amazon was the top Black Friday retailer for all racial and ethnic groups, but was nearly tied with Costco among Asian shoppers and tied with Walmart for Hispanic/Latino shoppers. Black / African American consumers showed the largest share growth year-over-year at Amazon, gaining 7 points of share in 2021.
- Walmart was the top retailer for Gen Z shoppers on Black Friday, while Amazon held the top spot for all other generations. Both Walmart and Target’s elevated share numbers with Gen Z were driven by their in-store divisions.
- Online shopping was the most prevalent among High Income shoppers, who spent 44% of their Black Friday dollars online. These shoppers also saw the most growth online this year over last, gaining 14 points of share, compared to Low Income shoppers who only gained 6 points online.
Ethnicity
Generation
Income Level
Ethnicity
Generation
Income Level
Full Cyber Weekend insights coming soon!
Check back soon for a complete view of Cyber Weekend from Thanksgiving through Cyber Monday. Dive into share insights, top retailers, in-store vs. online sales splits, and added consumer context including generation, income level, and race & ethnicity.
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