The Black Friday Statistics You Need to Know for Better Online Holiday Sales in 2019

The Halloween decorations are already on store shelves, heralding the arrival of the most anticipated holiday of the retail year—BFCM (Black Friday Cyber Monday).

According to TechCrunch, Black Friday alone raked in over $5 billion in online sales in 2017. For retailers looking to grab a piece of that action, the time to start BFCM marketing campaigns is, eh hem…today. indicates that at least 19% of shoppers will start making holiday purchases by late September or early October.

In addition to starting holiday shopping early this year, here are 5 more statistics e-commerce retailers should pay attention to in order to increase online sales during the 2019 BFCM holiday shopping event:

1) Black Friday Beats Cyber Monday for Retailers & Shoppers

Even though Cyber Monday is referred to as an “online shopping holiday,” consumers still prefer to brave the lines at dawn on Black Friday and shop in their pajamas later on their preferred retailers’ sites. In fact, eMarketer reveals that the period between Thanksgiving and Cyber Monday is claiming an increasingly larger share of online holiday spending year after year, accounting for 17.7% of e-commerce sales in 2017.

Last year, retailers pumped up the volume of their marketing campaigns starting on Thanksgiving Day and peaking on Black Friday.

“Ecommerce marketers sent more campaigns around Black Friday than any other day of the year in 2018,” says Retail Dive. “Despite having a lower open and click-through rate, however, Black Friday counted nearly double the number of orders that Cyber Monday had in 2018.”

What Retailers Can Do:

The best way to take advantage of this information, suggests Retail Dive, is to make sure Black Friday marketing campaigns feature the biggest and best promotions retailers plan to offer during the shopping season. That’s because fewer customers will be ready to purchase on Cyber Monday.

2) Consumers Shopping Across Multiple Channels

Not unlike 2018, the 2019 Thanksgiving weekend will see a lot of consumers shopping across a variety of channels—online, offline, through mobile devices, etc. In fact, the number of multi-channel shoppers increased 40% from the prior year.

“People who shop all channels also tend to be more valuable—spending about $93 more on average than single channel shoppers,” points out Mspark.

What Retailers Can Do:

While Instagram is an effective way to reach millennial and gen z shoppers, retailers shouldn’t underestimate traditional printing methods.

“There are many ways to incorporate print into a multi-channel strategy,” says Mspark. “Integrated direct mail and digital campaigns elicit 39% more attention (time spent) than single media campaigns. Response rates increase by an average of 30% when direct mail is paired with digital targeting. You can achieve a 10% higher brand recall than single-media campaigns.”

“There is a 60% increase in customer value when at least two marketing channels are used together. Use print and digital media together – we’ll show you how.”

~ Mspark

3) Men Procrastinate Holiday Shopping

By December 2018, 13.5% of men hadn’t started their holiday shopping. Men simply don’t track sales as mindfully as women do where holiday spending is concerned. 

Interestingly, though, men frequently spend more than women during the holiday shopping season, in part because they don’t track sales and because they usually shop for high-dollar products such as electronics and tools. 

Additionally, men tend to shop Super Saturday (the last Saturday before Christmas) more than women do. Last year, for example, 19.6% of men surveyed shopped Super Saturday compared to only 12.2% of women.

What Retailers Can Do

Retailers that sell electronics and other high-dollar tools and equipment need to stay top of mind. Don’t make the assumption that men will scan the newspaper for ads. Instead, send them ads to remind them of the items they’ve been viewing on the company website.

Personalize ads and offer deals they can’t pass up. Remember, a high percentage of shoppers choose a retailer based on available promotions or sales—men included.

4) People Are Less Pressured

Thanksgiving weekend has typically been the main kickoff event for holiday shopping. However, today many consumers begin spending earlier in the year and continue throughout November. Since sales and discounts often last until Christmas, shoppers are under less pressure to buy within a limited timeframe.

What Retailers Can Do

Start promotions early and create a sense of urgency to shop on certain days for particular deals throughout the holiday shopping season. Also, create marketing campaigns targeting multi-channel shoppers to provide them with multiple opportunities to enjoy great deals on the holiday items they love.

5) SMS Gaining Traction as Viable Marketing Channel

About 94% of all SMS messages are read within the first 5 minutes of being received, and more people are opting-in for SMS marketing with each passing day.

In 2018, many Omnisend marketers that adopted SMS during the Black Friday/Cyber Monday shopping period saw a 2000% ROI from this channel, when combined with email marketing.

What Retailers Can Do

Consider combining SMS and email marketing automation this holiday season to get the most out of holiday shopping campaigns. Test SMS campaigns early to discover the right mix for customers in preparation for Black Friday.


Because the BFCM shopping season can impact retail profits over the entire year, it’s never too early to prepare for it!

Use the statistics and suggestions above to boost online sales during the 2019 holiday season.

By ramping up marketing efforts earlier, offering great deals, and expanding advertising and selling channels used, retailers can reap amazing results from the Black Friday holiday weekend.

Find out how retailers like you are saving time and making money with the Rain POS system. POS, E-commerce, and Marketing all in one.

Sherene Funk is the author of the contemporary romance Autumn in Your Arms and two small business e-books. She is a voracious reader who owns more books than she can ever read in this lifetime. A graduate of Brigham Young University, she worked in advertising for many years before moving to her current writing position at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with small business owners.