U.S. Black Friday Sales Climb +4.1% from last year as e‑commerce surges

Apparel Leads as Shoppers Refresh Wardrobes This year’s Black Friday story is one of comfort, connection, and practical indulgence, with shoppers preparing for gatherings while keeping an eye on value.

Apparel spending proved especially strong, with overall apparel sales climbing +5.7% — including +6.1% online and +5.4% in-store, helped by chilly weather and aggressive fashion promotions.

Jewelry also delivered growth, with sales up around +2.75% and online jewelry spending rising +4.2%, as shoppers chose “gifts that shine” for the holidays. Michelle Meyer, chief economist at the Mastercard Economics Institute, said, “Consumers are showing incredible savviness this season.

They’re navigating an uncertain environment by shopping early, leveraging promotions, and investing in wish-list items.” That mix of caution and confidence is shaping how and where shoppers spend, with many prioritizing wardrobe updates and meaningful gifts while sticking closely to advertised deals…