San Francisco — Global online spending on Black Friday rose to $74.4 billion this year, up about 5% from $71 billion in 2023, but furniture order volume lagged, despite some modest discounting.
Salesforce, a software company that tracks online spending, found U.S. online sales grew by 7% on Black Friday, rising to $17.5 billion, while Thanksgiving Day produced $8.1 billion in U.S. sales for an 8% increase.
The report breaks home out in 3 categories: Appliances, Furniture and Dining/Art/Décor.
The Dining/Art/Décor sector was an aggressive discounter, offering deals that averaged a 36% discount rate on Thanksgiving and 30% on Black Friday. Online sales were up 39% on Thanksgiving for this category and 17% on Black Friday.
Despite heavy discounting, that category saw its numbers fall slightly during Cyber Week 2024, with AOV of $113 off by 0.4% and units sold per transaction down 1% to 5.1.
In the aggregate, the combined 3 home verticals saw the highest growth on Black Friday, up 17%, following by general footwear and handbags (+13%) and general apparel (+10%). The combined home goods group had the third highest discount rate (27%) among the categories.
The Salesforce holiday findings are based on global shopping data from more than 1.5 billion consumers.