This exponential growth was driven entirely by digital channels, with 69% of purchases occurring on mobile devices and "Buy Now, Pay Later" (BNPL) options seeing an 8.8% rise in online spending.

These numbers paint a clear picture: consumers are flocking online at an unprecedented rate. Does this mean the end is near for brick-and-mortar stores? This report will analyze the 2024 data to answer this core question about the future of retail.

Key Statistics (2024-2025)

Black Friday 2024 online sales hit $10.8 billion, a 10.2% increase year-over-year (YoY).
Global Black Friday spending reached $74.4 billion, up 5% YoY.
87.3 million people shopped online, while 81.7 million people visited stores.
On Saturday, in-store shopping (61.1 million) numbers surpassed online shopping (53.9 million).
Mobile shopping accounted for 69% of all global purchases.
Walmart's Black Friday sales surpassed $1.77 billion.
Target's Black Friday sales exceeded $500 million.
Black Friday 2025 online sales are projected to reach $11.7 billion.

Online vs. Brick-and-Mortar: Data Analysis

The Ten-Year Leap in Online Sales

U.S. Black Friday sales have grown at a phenomenal rate. The $10.8 billion in sales from 2024 is more than double the $5.0 billion from 2017. This growth is sustained and robust. Sales for 2025 are projected to grow by 8.33% to reach $11.7 billion.

Here is a table of Black Friday sales over the years.

Year	Black Friday Sales (U.S.)
2025* (Projected)	$11.7 billion
2024	$10.8 billion
2023	$9.8 billion
2022	$9.12 billion
2021	$8.92 billion
2020	$9.03 billion
2019	$7.4 billion
2018	$6.2 billion
2017	$5 billion

Source: Adobe

Stores Are Not Dead: 81.7 Million Still Showed Up

Despite the rapid growth of online channels, the idea that stores are dead is incorrect. On Black Friday, 81.7 million shoppers went to physical stores, only slightly trailing the 87.3 million who shopped online. This was the narrowest gap between online and in-store for the entire weekend.

The Saturday Reversal: In-Store Traffic Beats Online

The trend shifted on Saturday. More people went to physical stores (61.1 million) compared to those who shopped online (53.9 million). This bucks the online-dominant narrative from Black Friday and shows that the physical experience still holds a powerful appeal.

Here is a comparison of shopper turnout during the 2024 Holiday Season.

Date	Online Shoppers	In-Store Shoppers
Thanksgiving	28.6M	26.1M
Black Friday	87.3M	81.7M
Saturday	53.9M	61.1M
Sunday	32.8M	25.6M
Cyber Monday	64.4M	23.2M

Source: NRF

The Omnichannel Victory of "Brick-and-Mortar" Giants

The 2024 data proves that the biggest winners are the "brick-and-mortar" retailers who have successfully integrated online and offline. Target's Black Friday sales surpassed $500 million, a significant increase. Walmart's total sales on Black Friday exceeded $1.77 billion. These traditional giants used their vast store networks as fulfillment centers and pickup points while driving sales through robust online platforms.

Source: Facteus

Shopify's Corroboration: The Digital Engine is Strong

At the same time, growth in pure-digital channels remains strong. Shopify merchants achieved $4.1 billion in sales on Black Friday, a 22% increase from 2023. This shows that whether for large retailers or independent merchants, digital channels are the core engine of growth.

Source: Shopify

Conclusion: Brick-and-Mortar Is Not Dead, It Is Evolving

The 2024 data clearly answers the question in the headline. The astounding 294% growth in online sales from 2015 to 2025 has not led to the death of physical stores. The 81.7 million in-store shoppers and the Saturday traffic reversal prove that physical retail is still vibrant.

The future of retail is not "online" or "offline"; it is in the integration of both. The success of Walmart and Target shows that "omnichannel" is the true winner. As we head toward a projected $11.7 billion online sales day for Black Friday 2025, physical stores will continue to exist as vital hubs for experience, pickup, and immediate fulfillment.

2015 vs. 2025: Black Friday Online Sales Grew 294% (from $2.7B to $10.8B). Are Brick-and-Mortar Stores Officially Dead?