Black Friday returned
with brand new challenges

It was another unusual Black Friday. How have 2021’s difficult market conditions impacted sales and what can we learn from this year’s results?
Find out in our infographic

Facts, figures and trends for Black Friday 2021

Each year brings its own issues, with 2021’s supply chain disruptions, inflation-fueled price rises and the ongoing challenges of Covid-19 hitting retailers and manufacturers.

The return of in-store shopping saw retailers needing to pivot their Black Friday strategies once again. However, online sales remained prominent. Key stats and trends included:

  • Overall performance slightly weaker than 2020 Sales in Black Friday week were down by 1%, but there was still marginal growth in the three weeks before the event.
  • Online shopping continued to dominate Like in 2020, the focus remained on online sales which accounted for 56% of tech and durable revenues in 2021.
  • Moderate discounting softened demand Many retailers chose not to discount heavily in 2021. Just 35% of sold products were reduced by 15% or more – 6% less than in 2019.

View our infographic below to learn how consumers shopped during Black Friday 2021, how the event compared to the previous years and which categories where most in demand.


Contact us

Download the infographic as PDF

The insights to win

This infographic builds on the most up-to-date weekly insights from GfK’s Market Intelligence: Sales Tracking and trend monitoring from Consumer Life. These insights help you adapt and react faster to recent market developments, placing success at your fingertips this peak season and beyond. Looking for weekly market intelligence about your product, category, and market during the busy weeks ahead?