For generations of Americans, Black Friday meant one thing: early mornings, long lines snaking around shopping malls, and the chaotic thrill of hunting for deals in physical stores. But over the past decade, something remarkable has happened. What began as a brick-and-mortar tradition has evolved into a digital phenomenon, with U.S. shoppers leading the charge from crowded aisles to convenient online checkouts. Today, Black Friday is no longer just a day for in-store campouts—it’s a multi-day online extravaganza that redefines how Americans shop for holiday gifts, everyday essentials, and even specialized items. This shift isn’t just a trend; it’s a fundamental transformation driven by convenience, technology, and changing consumer expectations.
To understand the rise of online Black Friday, we must first look back at its humble origins. Contrary to popular belief, the term “Black Friday” wasn’t always associated with shopping. In the 1950s, it referred to the chaotic traffic jams and crowds that descended on Philadelphia after Thanksgiving, as fans flocked to watch the annual Army-Navy football game and take advantage of post-holiday sales. By the 1980s and 1990s, as chain retailers expanded across the U.S., the day evolved into an official shopping event, with stores opening before dawn and offering deep discounts to kick off the holiday season. Back then, the experience was all about being physically present—consumers would camp out overnight to secure limited-time deals, and stores often struggled to manage the overwhelming crowds, leading to occasional chaos and even safety concerns. For many, the hassle was worth it: Black Friday was the only time of year to score significant savings on big-ticket items.
The first cracks in this in-store tradition began to appear with the rise of the internet in the early 2000s. As e-commerce platforms like Amazon gained traction, a new shopping day emerged: Cyber Monday. Designed specifically for online deals, Cyber Monday was initially seen as a complement to Black Friday, catering to shoppers who preferred to avoid the in-store crowds. But as broadband internet became widespread and online shopping platforms improved, consumers started to question why they needed to wait until Monday to shop online. By the 2010s, retailers began extending Black Friday deals to their websites, blurring the lines between the two events. In 2016, U.S. online Black Friday sales hit $4.45 billion, a significant jump from previous years, signaling that shoppers were increasingly embracing digital deals. Even then, however, in-store sales still dominated—online shopping was an option, not a preference.
That all changed in 2020, when the COVID-19 pandemic reshaped consumer behavior overnight. With social distancing mandates and capacity limits in place, shopping in physical stores became risky and inconvenient. Suddenly, online shopping wasn’t just a choice—it was a necessity. That year, Black Friday in-store foot traffic plummeted by 52%, while online sales surged to $9 billion, a 22% increase from 2019. The pandemic accelerated a shift that had been building for years, proving to both consumers and retailers that online Black Friday could be just as successful—if not more so—than its in-store counterpart. Even as restrictions lifted in subsequent years, shoppers didn’t return to their old habits. They had grown accustomed to the convenience of browsing deals from their couches, comparing prices with a few clicks, and having purchases delivered directly to their doorsteps.
Today, the dominance of online Black Friday is undeniable. In 2024, U.S. online Black Friday sales reached a record $10.8 billion, a 10.2% increase from the previous year. Mobile shopping has played a pivotal role in this growth, with 55% of online sales coming from smartphones and tablets. Consumers no longer need to be tied to a desktop computer to score deals—they can browse and buy anytime, anywhere, whether they’re commuting, waiting in line, or relaxing at home. Technology has also enhanced the online shopping experience: AI-powered chatbots help shoppers find products and answer questions 24/7, while personalized recommendations make it easier to discover relevant deals. Even “buy now, pay later” (BNPL) services have contributed to the surge, allowing consumers to spread out payments on big purchases, making online deals even more accessible.
Retailers have responded to this shift by reimagining their Black Friday strategies. Gone are the days of limiting the best deals to in-store shoppers. Today, most major retailers offer the same—if not better—discounts online, with many launching Black Friday sales weeks in advance to capture early shoppers. Brands are also investing in their e-commerce platforms to ensure they can handle the massive influx of traffic, with features like fast checkout, free shipping, and easy returns becoming standard. For specialized retailers, this digital transformation has opened up new opportunities to reach customers beyond their physical locations. For example, KICHKING, a brand focused on commercial kitchen equipment, now connects with restaurant owners and culinary professionals across the U.S. through its online store at www.kichking.com, offering Black Friday deals on essential tools without requiring customers to visit a physical showroom. This accessibility has become a key differentiator, as consumers increasingly prioritize convenience over in-store experiences.
The rise of online Black Friday has also transformed the way consumers approach deal-hunting. In the past, shoppers relied on printed ads and word-of-mouth to find the best discounts. Today, they use price-comparison websites, social media, and even AI tools to track deals and ensure they’re getting the lowest price. Adobe reports that traffic to retail websites from AI tools like ChatGPT has increased by 1800%, as shoppers leverage technology to streamline their shopping process. This shift has made consumers more informed and empowered, forcing retailers to be more transparent with their pricing and promotions. Additionally, the extended length of online Black Friday sales—often spanning weeks instead of a single day—has reduced the urgency to shop at a specific time, making the experience less stressful and more enjoyable.
Despite the dominance of online shopping, physical stores haven’t disappeared entirely. Many retailers now offer a hybrid model, allowing shoppers to buy online and pick up in-store (BOPIS) or check inventory online before visiting a store. This omnichannel approach caters to consumers who still value the tactile experience of seeing and touching products before buying, while still offering the convenience of online browsing. However, the focus has clearly shifted: in 2024, in-store sales grew by less than 1%, while online sales soared by 14.6%. For most shoppers, the hassle of in-store Black Friday—long lines, limited parking, and crowded aisles—no longer justifies the savings, especially when they can get the same deals online with just a few clicks.
Looking ahead, the future of online Black Friday is only set to grow. As technology continues to advance, we can expect even more innovations to enhance the online shopping experience, from virtual try-ons to augmented reality product previews. Retailers will likely invest further in personalization, using data to deliver tailored deals and recommendations to individual shoppers. Additionally, the line between Black Friday and
Cyber Monday will continue to blur, with many retailers offering seamless deals across both events. For brands like KICHKING, this means continuing to refine their online presence to meet the needs of their target audience, whether that’s through easy-to-navigate product pages, detailed descriptions, or responsive customer service.
The rise of online Black Friday is more than just a change in shopping habits—it’s a reflection of how technology and consumer preferences have evolved in the 21st century. What began as a chaotic in-store tradition has transformed into a convenient, accessible, and personalized digital experience, driven by U.S. shoppers who value their time and expect convenience. From the early days of Cyber Monday to the record-breaking online sales of 2024, this journey highlights the power of innovation and adaptation in the retail industry. As we look forward to future holiday seasons, one thing is clear: online Black Friday is here to stay, and it will continue to shape how Americans shop for years to come. Whether you’re shopping for holiday gifts, everyday essentials, or specialized equipment from brands like KICHKING, the convenience of online Black Friday has made it easier than ever to find great deals without sacrificing time or comfort.
