--- title: Black Friday boomed online - The Hustle description: For a shopping holiday known for overnight campouts and irrational customer behavior, in-person retail was kinda mild. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1091692487-GettyImages-1336669455-scaled.webp --- # Black Friday boomed online ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: December 02, 2022 Updated: October 11, 2023 For a shopping holiday known for overnight campouts and[ irrational customer behavior](https://www.thehustledaily.show/the-tragic-data-behind-black-friday-deaths/), in-person retail was kinda mild. ![online-shopping](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1091692487-GettyImages-1336669455-scaled.webp?width=595&height=400&name=1091692487-GettyImages-1336669455-scaled.webp) Although in-person visits increased [2.9%](https://www.forbes.com/sites/shelleykohan/2022/11/26/black-friday-traffic-up-29-as-shoppers-return-to-stores/?sh=4ab3212463a7) from last year, analysts [told ](https://www.retaildive.com/news/winners-losers-black-friday-2022-electronics-inflation/637241/)*Retail Dive* that the long queues of yore had vanished, while* Business Insider* [shared](https://www.businessinsider.com/we-visited-walmart-ny-ca-quiet-stores-few-shoppers-photos-2022-11#but-when-we-arrived-just-after-9-am-on-black-friday-the-walmart-parking-lot-in-new-york-looked-quite-bare-5) photos of mostly empty Walmart stores. **Ecommerce, however…** … was big. Customers spent a record **$9.1B+** online, [per](https://www.cnbc.com/2022/11/26/black-friday-online-sales-top-9-billion-in-new-record.html)* CNBC*, citing estimates from Adobe Analytics. Some other fun stats: - Electronics, toys, and fitness equipment sales were all up **200%+** compared to an average October day - 48% of online sales were done by phone, up 4% from 2021 - [BNPL](https://thehustle.co/01272022-buy-now-pay-later/) payments were up **78%** from the previous week - Adobe expects **$11.2B** in sales on Cyber Monday, a 5.1% YoY increase Meanwhile, Shopify [announced](https://news.shopify.com/cha-ching-shopify-merchants-break-black-friday-records-with-336-billion-in-sales) its best Black Friday ever, with global sales of $3.3B+, up 17% YoY. Among large retailers, Walmart was the [top dog ](https://www.cnbc.com/2022/11/25/walmart-overtakes-amazon-in-shoppers-search-for-black-friday-bargains.html)online, per data from Captify, which tracks web searches. Amazon, which led last year, dropped to fourth behind Target and Kohl’s. **Why the increase?** [Inflation](https://www.npr.org/2022/11/26/1139274449/black-friday-sales-inflation-online-shopping), for one. Shoppers may have dropped more on less this year. But the strength of online sales likely relied on convenience and a shift in consumer habits: - Consumers now [favor](https://business.adobe.com/blog/basics/black-friday-trends-2022) online shopping, especially millennials and Gen Xers - Salesforce reported BOPIS (buy-online-pickup-in-store) sales, popular during the pandemic, were up 20% compared to other days - Shoppers still [want deals](https://nrf.com/media-center/press-releases/record-1663-million-shoppers-expected-during-thanksgiving-weekend), but also flexible payment options, like BNPL, amid economic uncertainty **Fun fact:** Black Friday is the [busiest day](https://www.businessinsider.com/black-friday-is-the-busiest-day-of-the-year-for-plumbers-2017-11) of the year for plumbers. Why? Clogged sinks and garbage disposals due to Thanksgiving cooking. Topics: [Ecommerce And Retail](https://hs-sbup.thehustle.co/tag/ecommerce-and-retail) ## Follow us on social media prev next - ![Excited about Bed Bath & Beyond’s return? You may feel pretty lonely](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1248390843-19-News-Brief_2023-08-20T225804.606Z.webp) ### Excited about Bed Bath & Beyond’s return? You may feel pretty lonely - ![What can be done about shoplifting — and how bad is it, actually?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1983757125-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-shoplifting-man_20230606222634.webp) ### What can be done about shoplifting — and how bad is it, actually? - ![People love stealing stuff from Target](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/921948562-19-News-Brief_2023-05-22T002028.532Z.webp) ### People love stealing stuff from Target - ![Kiss your free returns goodbye](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/88609367-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesMay2011202023Returns.webp) ### Kiss your free returns goodbye - ![The company that turns rain into drinking water](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1783708216-19-News-Brief_2023-04-17T234232.437Z.webp) ### The company that turns rain into drinking water - ![Fadeaway: Nike’s latest pivot is bad for brick-and- mortar retail](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/139434517-News-Brief_2020-09-01T005347.846Z.webp) ### Fadeaway: Nike’s latest pivot is bad for brick-and- mortar retail - ![Resale’s popping off — for good and bad](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1219657425-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesMarch2027202023Resale.webp) ### Resale’s popping off — for good and bad - ![7-Eleven in Japan dials convenience up to… well, eleven.](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1071715948-HS-News-Brief_2023-03-16T000302.590Z-scaled.webp) ### 7-Eleven in Japan dials convenience up to… well, eleven. - ![Sephora and TikTok team up](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1932755138-HS-News-Brief_2023-03-15T005056.304Z.webp) ### Sephora and TikTok team up - ![Kids can’t get enough of this influencer sports drink](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/903901278-HS-News-Brief_2023-02-28T004230.914Z.webp) ### Kids can’t get enough of this influencer sports drink Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. 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