TOP 20 FASHION BLACK FRIDAY SALES STATISTICS 2025
Let’s be honest—when Black Friday rolls around, most of us are looking for the best deals on tech, maybe a few home gadgets… and definitely socks. But if this year’s numbers tell us anything, it’s that fashion stole the spotlight. These fashion Black Friday sales statistics don’t just show what people bought—they reveal how shopping behavior has shifted, what channels consumers prefer, and just how competitive the fashion space has become. From Gen Z gravitating toward clothing as their top pick to mobile shopping becoming the default, fashion retailers had a lot to celebrate this year. Whether you’re a brand, a data geek, or just someone who went a little overboard with sock bundles this Black Friday, there’s something in these stats for you.
Top 20 Fashion Black Friday Sales Statistics 2025 (Editor's Choice)
| Category | Stat | Black Friday 2024 Insight |
|---|---|---|
| Fashion Sales Share | 41% | Fashion accounted for the highest sales category by volume on Black Friday 2024. |
| U.S. Clothing Purchase Intent | 47% | Nearly half of American shoppers aimed to buy fashion items during the event. |
| Apparel Discount Range | 11–23% | Fashion saw some of the steepest average discounts across all retail categories. |
| Gen Z Preference | #1 category | Gen Z ranked clothing as their top planned purchase above electronics. |
| In-store Fashion Buys | 81% | More than 4 in 5 physical Black Friday shoppers bought fashion/apparel. |
| Online U.S. Sales | $10.8 Billion | Apparel drove a large share of total Black Friday online purchases. |
| Global Online Spending | $74.4 Billion | Global sales surged, with fashion contributing heavily across regions. |
| Mobile Shopping | 69% | Most purchases were made via mobile, a key channel for fashion brands. |
| BNPL Usage | $686.3 Million | Buy Now, Pay Later became a go-to payment method for fashion shoppers. |
| Social Media Discovery | 36% | More than a third found fashion deals through Instagram or TikTok. |
| Online vs In-store Growth | +14.6% vs +0.7% | Online fashion shopping surged much more than in-store during Black Friday. |
| Impulsive Purchases | 33% | One-third of shoppers made unplanned buys, especially in fashion. |
| Thanksgiving Day Start | 34% | Fashion deals launched early, with over a third shopping before Friday. |
| Top Brand Buzz | Skechers | Ranked highest for fashion-related brand buzz during Black Friday week. |
| Retailer Discount Example | Up to 75% | Macy’s offered huge discounts on Nike, Ralph Lauren, and more. |
| Forever 21 & Others | Up to 50% off | Big fashion retailers boosted sales with deep markdowns. |
| AI Conversion Boost | +9% | Fashion brands using AI during Black Friday saw higher conversion rates. |
| High-Spending Shoppers | 20% | 1 in 5 Black Friday consumers spent over $1,000—fashion included. |
| Online Shopper Share | 75% | The vast majority preferred to shop online, especially for fashion items. |
| Digital Revenue Impact | +30% | Retailers integrating Black Friday fashion deals online saw big boosts in revenue. |
Top 20 Fashion Black Friday Sales Statistics 2025
Fashion Black Friday Sales Statistics#1 – Fashion Accounted for 41% of All Sales
Fashion dominated Black Friday 2024 by contributing a massive 41% of total sales volume, outpacing all other product categories. This demonstrates the industry's central role during promotional events. Shoppers gravitated toward fashion due to steep discounts, gifting needs, and seasonal wardrobe upgrades. Brands that prioritized apparel saw surges in both traffic and conversions. The stat affirms that fashion remains the primary drawcard during holiday retail moments.
Fashion Black Friday Sales Statistics#2 – 47% of U.S. Shoppers Bought Clothing
Almost half (47%) of U.S. consumers planned to purchase clothing or apparel during Black Friday. This made fashion the most popular product category, even surpassing electronics. The consistent demand for clothing highlights its year-round relevance, especially during gift-giving seasons. Retailers that focused their promotions on apparel reaped significant attention. It reinforces the idea that fashion is not just style—it’s strategy.
Fashion Black Friday Sales Statistics#3 – Fashion Discounts Ranged from 11% to 23%
Discounts for fashion and accessories hovered between 11% and 23%, making it one of the most heavily discounted product categories. Retailers used this tactic to clear inventory and attract price-sensitive consumers. Steep markdowns on stylish items drew large volumes of both planned and impulse buys. The range reflects a tactical balance—offering just enough to stimulate demand without devaluing products. In a competitive market, such discounting proved to be highly effective.
Fashion Black Friday Sales Statistics#4 – Gen Z Ranked Clothing as Their #1 Purchase
Gen Z shoppers ranked clothing and fashion items as their top priority during Black Friday. This generation values self-expression and trends, making fashion a natural choice. Unlike older groups, Gen Z preferred apparel over electronics or home goods. Social media-driven discovery played a big role in these purchasing decisions. The data underscores fashion's cultural relevance for younger consumers.
Fashion Black Friday Sales Statistics#5 – 81% of In-Store Shoppers Bought Fashion
A staggering 81% of in-store shoppers purchased fashion items during Black Friday 2024. This illustrates the tactile appeal of clothing, where shoppers prefer trying before buying. Apparel racks and fitting rooms saw consistent traffic all day. Despite the rise of e-commerce, physical locations offered fashion deals worth stepping out for. Retailers that combined in-store exclusives with engaging displays performed best.
Fashion Black Friday Sales Statistics#6 – U.S. Online Sales Hit $10.8 Billion
Total online sales in the U.S. during Black Friday 2024 hit $10.8 billion, with fashion playing a significant role. Apparel was a top-selling category thanks to wide-scale markdowns and influencer-driven promotions. Consumers turned to mobile-first platforms and marketplaces to explore fashion deals. This milestone reflects how digital fashion retail has matured. Major platforms like Amazon and brand-specific stores shared in this windfall.
Fashion Black Friday Sales Statistics#7 – Global Sales Reached $74.4 Billion
Globally, Black Friday online sales reached an eye-popping $74.4 billion. A sizable chunk of this came from fashion transactions across Europe, Asia, and North America. The stat signals the globalization of fashion commerce during major events. Even regional brands saw cross-border interest thanks to improved shipping and localized promotions. Black Friday is now a worldwide stage for fashion.
Fashion Black Friday Sales Statistics#8 – 69% of Sales Came from Mobile
Mobile devices accounted for 69% of Black Friday purchases, including a majority of fashion sales. Mobile commerce proved essential, especially for Gen Z and Millennials. Brands optimized their mobile UX and social integrations to capture traffic and drive conversions. Tap-to-shop and in-app deals made shopping seamless. It confirms that mobile is no longer optional for fashion retailers—it's the main stage.
Fashion Black Friday Sales Statistics#9 – BNPL Reached $686.3 Million in Sales
Buy Now, Pay Later (BNPL) solutions contributed $686.3 million to total Black Friday online sales. Many of these purchases came from fashion items, especially higher-priced pieces. BNPL eased affordability concerns and encouraged shoppers to buy more. Retailers promoting flexible payment options saw basket sizes grow. This stat highlights how modern payment flexibility fuels fashion demand.
Fashion Black Friday Sales Statistics#10 – 36% of Shoppers Found Deals via Social Media
36% of Black Friday fashion shoppers discovered deals through platforms like TikTok and Instagram. Influencer content, video hauls, and targeted ads drove clicks to product pages. Social media has become both the discovery engine and sales funnel for fashion brands. Savvy retailers used countdowns, swipe-ups, and live streams to engage audiences. This shift reinforces that content is commerce in fashion.
Fashion Black Friday Sales Statistics#11 – Online Sales Grew 14.6%, In-store Only 0.7%
Online sales during Black Friday grew by 14.6%, while in-store sales increased only 0.7%. This sharp contrast shows where consumer energy is flowing—largely into digital platforms. Fashion brands with strong e-commerce setups saw the biggest returns. Convenience, speed, and broader product access drove online fashion purchases. Physical retail, while still relevant, took a clear back seat.
Fashion Black Friday Sales Statistics#12 – 33% of Buyers Made Impulse Fashion Purchases
Roughly one-third of shoppers made impulse purchases, with fashion being the most common category. Emotional appeal, time-limited deals, and aesthetic product displays contributed to spontaneous buys. Items like jackets, shoes, and accessories led in this category. Brands that created urgency with timers or “only X left” tags performed especially well. Fashion’s visual allure plays perfectly into this behavioral trigger.
Fashion Black Friday Sales Statistics#13 – 34% Began Shopping on Thanksgiving Day
34% of Black Friday fashion shoppers actually started purchasing on Thanksgiving. Pre-sales and early-access events drove this behavior. Retailers opened up digital storefronts before midnight to get a head start. Shoppers looking to avoid website crashes and stock-outs were quick to act. Fashion brands that staggered their promotions benefited from sustained interest.
Fashion Black Friday Sales Statistics#14 – Skechers Led Brand Buzz Rankings
Skechers ranked as the #1 fashion brand for positive buzz during Black Friday. Its wide range of deals and strong omnichannel strategy helped it stand out. The brand’s appeal to both comfort and affordability played well with multiple demographics. Strong collaborations and seasonal releases also supported its buzz. It serves as a case study in how traditional brands can still dominate.
Fashion Black Friday Sales Statistics#15 – Macy’s Offered Up to 75% Off Fashion
Macy’s went all in by offering up to 75% off fashion items, including top brands. The aggressive discounting strategy drew significant footfall and online visits. Shoppers flocked to Macy’s for premium fashion at budget-friendly rates. Items like coats, dresses, and branded accessories sold quickly. The stat exemplifies how bold markdowns remain a potent tool.
Fashion Black Friday Sales Statistics#16 – Major Brands Offered Up to 50% Off
Retailers like Forever 21, Urban Outfitters, and Loft slashed prices by up to 50%. These mid-range fashion brands capitalized on young consumer demand. Deep discounts were paired with smart merchandising and influencer promotions. Their hybrid presence (in-store + online) allowed for a wider reach. As a result, these stores saw surges in both revenue and engagement.
Fashion Black Friday Sales Statistics#17 – AI Boosted Conversions by 9% for Fashion Retailers
Retailers leveraging AI and smart chatbots during Black Friday saw ~9% higher conversion rates. Personalized recommendations and quick support boosted customer satisfaction. AI-powered visuals helped match products with shopper preferences. These features are especially effective in fashion, where fit and style are subjective. The stat shows that technology is now a driver—not just a support—for sales.
Fashion Black Friday Sales Statistics#18 – 20% of Shoppers Spent $1,000+ on Fashion and Gifts
One in five shoppers spent over $1,000 during the Black Friday period. Many of these high-ticket spends included luxury or bulk fashion purchases. This reflects both inflation-adjusted budgets and a willingness to splurge during sales. Fashion bundles, gift sets, and premium outerwear contributed to higher average order values. Retailers that offered tiered discounts incentivized larger baskets.
Fashion Black Friday Sales Statistics#19 – 75% Preferred Shopping Online for Fashion
75% of shoppers preferred online platforms for Black Friday shopping, especially for clothing and shoes. E-commerce convenience, variety, and delivery options contributed to this trend. With features like size guides and virtual try-ons, fashion e-commerce narrowed the gap with in-store. Physical crowds and long lines were no match for one-click buying. Fashion clearly thrives in the digital-first model.
Fashion Black Friday Sales Statistics#20 – Fashion Retailers Saw Digital Revenue Grow by 30%
Fashion brands that promoted online Black Friday deals saw digital revenue spikes of around 30%. Strategic use of email marketing, remarketing ads, and influencer campaigns drove repeat and new customer orders. Cross-device funnels played a crucial role in final conversions. Brands that bundled discounts with free shipping added even more incentive. The stat reinforces how crucial online strategy has become for fashion retailers.
What These Stats Say About the Future of Fashion and Black Friday
Fashion Black Friday sales statistics paint a clear picture: fashion isn’t just part of the Black Friday mix—it is the mix. The dominance of apparel, the rise in mobile purchases, and the early holiday rush all point toward a more fast-paced, digital-first shopping culture. The data tells us that shoppers are impulsive yet intentional, discount-driven yet brand-conscious. Whether it’s luxury outerwear or a cozy new pair of socks, fashion continues to define consumer behavior during peak sale periods. For brands that are paying attention, these trends are more than numbers—they’re a roadmap for next year’s success.
SOURCES
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https://www.criteo.com/blog/2024-black-friday-recap-sales-trends-from-around-the-globe/
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https://www.driveresearch.com/market-research-company-blog/black-friday-holiday-shopping-statistics/
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https://www.retaildive.com/news/winners-losers-black-friday-2024-online-store-sales/734236/
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https://nypost.com/shopping/macys-early-black-friday-sale-deals-2024/