In the United States, 84 percent of Millennial online shoppers bought more or at least the same during Black Friday as the year prior. Additionally, 78 percent of Gen Z online shoppers decided to buy more during the mega sale day. Baby Boomers were the generational cohort less likely to buy during Black Friday, with 38 percent of online shoppers within this generation buying less or nothing during the shopping event.
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DHL Group. (June 15, 2025). Amount of online purchases made on Black Friday in the United States compared to the year prior as of 2025, by generational cohort [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1617692/online-shoppers-purchases-on-black-friday-by-generation-us/
DHL Group. "Amount of online purchases made on Black Friday in the United States compared to the year prior as of 2025, by generational cohort." Chart. June 15, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1617692/online-shoppers-purchases-on-black-friday-by-generation-us/
DHL Group. (2025). Amount of online purchases made on Black Friday in the United States compared to the year prior as of 2025, by generational cohort. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1617692/online-shoppers-purchases-on-black-friday-by-generation-us/
DHL Group. "Amount of Online Purchases Made on Black Friday in The United States Compared to The Year Prior as of 2025, by Generational Cohort." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 Jun 2025, /statistics/1617692/online-shoppers-purchases-on-black-friday-by-generation-us/
DHL Group, Amount of online purchases made on Black Friday in the United States compared to the year prior as of 2025, by generational cohort ÌÇÐÄÆƽâ°æ, /statistics/1617692/online-shoppers-purchases-on-black-friday-by-generation-us/ (last visited July 29, 2026)
Amount of online purchases made on Black Friday in the United States compared to the year prior as of 2025, by generational cohort [Graph], DHL Group, June 15, 2025. [Online]. Available: /statistics/1617692/online-shoppers-purchases-on-black-friday-by-generation-us/
