Updated: Dec 28, 2020
Over one million e-commerce merchants set records once again this Black Friday/Cyber Monday weekend. From the start of Black Friday in New Zealand, through the end of Cyber Monday in California, merchants across more than 175 countries sold $2.9+ billion, up from last year’s $1.8+ billion^. These unprecedented sales demonstrate the power of borderless commerce and how independent businesses and direct-to-consumer brands around the world have become the heroes of Black Friday/Cyber Monday.
From the kick off of Black Friday to the close of Cyber Monday ET, over 25.5 million consumers* made a purchase from an online merchant, showing that more shoppers now bypass third-party retailers to seek out BRANDS directly. Black Friday still reigns supreme, with peak sales of more than $1.5 million per minute at 3:01 PM ET.
While Black Friday/Cyber Monday remains a priority for U.S. shoppers, this sales holiday has transformed into a global phenomenon. Consumers spent an average of $83.05 per order, with Canadian consumers spending the most on average ($96.30), while shoppers in France ($66.86) and the UK ($67.01) were more conservative with their purchases.
London and Toronto ranked in the top-selling cities, while the UK, Germany, France and Spain were amongst the top-selling countries worldwide. Cross-border shopping also grew, with 19 percent of all checkouts shipping from one country to another.
Mobile remains the preferred shopping channel this year for online commerce, with 69% of sales made on phones or tablets, while just 31% occurred on desktop. Apparel and accessories saw the most orders during the weekend, with consumers purchasing Makeup, Mobile Phone Accessories and Coats & Jackets the most. According to the Black Friday/Cyber Monday Shopping Index - a proprietary index that looks at orders, products added-to-cart, and pageviews across our merchants - trending products included ColourPop’s Bare Necessities Shadow Palette, Raycon’s E25 True Wireless Earbuds and Drunk Elephants’ Protini™ Polypeptide Cream, a strong indicator of what retailers can expect consumers to purchase as we move into the holidays.
^VLT worldwide data is based on sales by its more than one million businesses in approximately 175 countries around the world from November 29, 2019 at 12:01 AM UTC +13 to December 2, 2019 at 11:59 PM PT
*VLT Black Friday/Cyber Monday data is based on sales by its more than one million businesses in approximately 175 countries around the world from November 29 at 12:01 AM ET to December 2, 2019 at 11:59 PM ET, unless otherwise stated.
All data presented here (including worldwide sales) is approximate and is based on various assumptions. All data is unaudited and is subject to adjustment. All financial figures are in USD.