Black Friday 2019 occurred on Friday, November 29, 2019. As the day immediately following Thanksgiving in the United States, it served as the unofficial kickoff to the holiday shopping season. In 2019, Black Friday fell on the fifth Friday of the month, making it one of the latest possible dates for the event and creating a significantly shorter shopping window between Thanksgiving and Christmas. This specific timing forced retailers to launch “Pre-Black Friday” sales earlier than usual, with many major discounts appearing as early as the first week of November.
This comprehensive guide takes a retrospective look at Black Friday 2019, examining the specific dates, record-breaking digital spending, and the most popular products that defined the year. Whether you are researching retail history, comparing year-over-year growth, or looking for the statistical benchmarks set during this $7.4 billion shopping day, the following sections provide a deep, factual dive into one of the most successful retail events of the decade.
Black Friday 2019 Core Dates
In 2019, the shopping “weekend” extended far beyond the Friday itself, transforming into a five-day event known as the “Cyber Five.” Because Thanksgiving fell on November 28, Black Friday landed on November 29, followed by Small Business Saturday on November 30, Museum Store Sunday on December 1, and Cyber Monday on December 2.
The late date in 2019 was mathematically significant because it reduced the traditional holiday shopping season by six days compared to the previous year. To combat this shorter timeframe, retailers like Amazon, Walmart, and Target shifted their strategies, offering “Black Friday Month” promotions. This shift effectively blurred the lines of the traditional one-day sale, making the 24 hours of November 29 the peak of a month-long discount cycle.
Record-Breaking Online Spending Stats
Black Friday 2019 set massive new benchmarks for the e-commerce industry, particularly within the United States. Consumers spent a staggering $7.4 billion online on Black Friday alone, representing a nearly 20% increase over the previous year. This made it the second-largest online shopping day in history at that time, surpassed only by the following Cyber Monday.
A pivotal trend in 2019 was the explosion of mobile commerce. For the first time, smartphone transactions accounted for over $2.9 billion of total Black Friday sales. Shoppers became increasingly comfortable making high-value purchases on their phones, with 39% of all e-commerce sales originating from mobile devices. This shift pushed retailers to optimize their mobile apps and checkout processes, a legacy that continues to define modern digital retail.
Most Popular Products of 2019
The 2019 shopping season was dominated by specific electronics and toys, driven by major cultural releases and technological advancements. One of the top-selling items was the Nintendo Switch, which saw significant bundles and discounts across all major retailers. Other high-demand electronics included Apple AirPods, the 10.2-inch iPad, and various smart home devices like the Amazon Echo Dot and Google Home Mini.
In the toy category, products related to the release of Frozen 2 and Star Wars: The Rise of Skywalker led the charts. Specifically, LEGO Star Wars sets and L.O.L. Surprise! dolls were among the most frequently purchased items. Household appliances also saw a surge, with the Instant Pot Duo80 and iRobot Roomba vacuum cleaners becoming “must-have” items for homeowners looking to capitalize on deep discounts.
The Rise of “BOPIS” Trends
2019 marked the mainstream adoption of “BOPIS”—Buy Online, Pick Up In-Store. This strategy allowed shoppers to secure Black Friday deals from the comfort of their homes while avoiding shipping delays and costs. Retailers reported a 43% year-over-year increase in BOPIS orders on Black Friday 2019.
This trend was a win-win for both consumers and brick-and-mortar stores. For shoppers, it guaranteed the item was in stock before they made the trip to the store. For retailers, it drove foot traffic into physical locations, often leading to additional “impulse” purchases once the customer arrived to collect their online order. This hybrid shopping model was a precursor to the massive reliance on curbside pickup that would follow in 2020.
Practical Information and Planning
Standard Store Opening Hours
In 2019, many retailers opened their doors on Thanksgiving evening (November 28) around 5:00 PM or 6:00 PM. However, the traditional early-morning Black Friday openings usually occurred between 12:00 AM and 6:00 AM on November 29.
Average Discount Ranges
Shoppers in 2019 saw average discounts ranging from 20% to 60% across various categories. Electronics typically featured the deepest discounts (30-50%), while apparel and home goods often saw “buy one, get one” offers or flat 40% off sitewide promotions.
How to Get the Best Deals
The best deals in 2019 were often found by using price-tracking tools and signing up for loyalty programs. Retailers prioritized their app users, often releasing “app-exclusive” deals hours before they went live on websites or in physical stores.
What to Expect on the Day
Shoppers visiting physical stores encountered “doorbuster” lines and high-traffic environments. Conversely, online shoppers had to navigate occasional site crashes and “out of stock” notifications for high-demand items like the latest consoles or limited-edition toys.
FAQs
What day of the week was Black Friday 2019?
Black Friday 2019 fell on a Friday, as it always does. Specifically, it was Friday, November 29, 2019.
Why was Black Friday so late in 2019?
Black Friday is always the day after Thanksgiving. Since Thanksgiving 2019 fell on November 28 (the fourth Thursday), Black Friday landed on the 29th, which was the latest possible date for the holiday.
How much did Americans spend on Black Friday 2019?
Online spending reached a record $7.4 billion in the U.S. alone. When including brick-and-mortar sales, the total economic impact was significantly higher.
What was the best deal of Black Friday 2019?
Many experts pointed to the Apple AirPods (often discounted to $129) and the Nintendo Switch Joy-Con bundles as the best value deals of the year.
Was Cyber Monday 2019 bigger than Black Friday?
Yes. Cyber Monday 2019 (December 2) surpassed Black Friday with a record-setting $9.4 billion in online sales.
Did stores open on Thanksgiving in 2019?
Yes, major retailers like Walmart, Target, and Best Buy opened on Thanksgiving evening, though this practice has become less common in subsequent years.
What time did Black Friday start online in 2019?
Most online sales began at midnight on Thanksgiving (November 28), though “Pre-Black Friday” deals were available throughout the entire week.
How many people shopped on Black Friday 2019?
Approximately 189.6 million Americans shopped during the five-day period from Thanksgiving through Cyber Monday in 2019.
Were there any major site crashes in 2019?
While major retailers remained largely stable, several smaller e-commerce sites experienced intermittent downtime due to the massive influx of traffic on Friday morning.
Is Black Friday 2019 still relevant for research?
Absolutely. It is considered a benchmark year for the transition to mobile-first shopping and the widespread success of the “Buy Online, Pick Up In-Store” model.
Black Friday 2019 was a historic moment for retail, proving that even a shorter holiday window couldn’t slow down the momentum of digital commerce. As we look at how these trends have evolved, it’s clear that 2019 set the stage for the mobile-dominant, hybrid shopping world we live in today.
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