Mastercard: U.S. Black Friday Sales Rise 4.1%, E-Commerce Soars 10.4%
U.S. retail sales on Black Friday grew 4.1% year-over-year, according to preliminary insights from Mastercard SpendingPulse, which tracks in-store and online retail transactions across all payment types. Excluding auto sales, the results signal strong holiday momentum as consumers seek value, convenience and festive experiences.
E-commerce led the charge, with online retail sales rising 10.4% compared to 2024, while in-store sales increased more modestly by 1.7%. Apparel emerged as a standout category, climbing 5.7% overall (online +6.1%, in-store +5.4%), driven by seasonal deals and chilly weather. Jewellery sales also grew 2.75%, reflecting shoppers’ continued focus on gifts that sparkle. Restaurants saw a 4.5% increase, highlighting the importance of dining experiences during the holiday season.
“Consumers are showing incredible savvy this season,” said Michelle Meyer, Chief Economist at the Mastercard Economics Institute. “They are shopping early, leveraging promotions and prioritizing wish-list items, navigating an uncertain environment while maximizing value and convenience.”
Regional trends showed strong performance in New England, the Midwest, and the Southeast, where colder temperatures likely boosted apparel sales.
The surge in online shopping underscores how technology continues to transform holiday retail. From smartphones to connected home assistants, seamless checkout experiences are making shopping faster, safer and more intuitive. However, with increased online activity comes greater risk of fraud. Mastercard research indicates that 72% of consumers shop on unfamiliar websites, yet one in four try to avoid them. Common warning signs include prices that seem too good to be true (52%), poor spelling or grammar (48%), and requests for unnecessary personal information (49%). Nearly 20% of shoppers report having items fail to arrive, and 16% have received counterfeit goods in past seasons.
Mastercard advises consumers to shop with trusted retailers, use secure payment methods and report suspicious activity immediately. Combined with Mastercard’s advanced fraud prevention tools, these measures help ensure holiday shopping remains safe and enjoyable.
