Mobile Minute

Mobile Minute: Black Friday To Reach New Heights on Mobile

Lexi Sydow

Shoppers expected to spend 2.2 billion hours globally across shopping apps this holiday season.

What’s Happening: 

With a shortened holiday shopping season on the horizon and consumers in a hurry to purchase gifts, the week of Black Friday 2019 is poised to set the record for the largest mobile shopping week ever. Outside of China, we are set to see a 25% year-over-year increase in worldwide time spent during the weeks of Black Friday and Cyber Monday reaching over 1.1 billion hours globally. With Black Friday deals starting earlier each year (notably Amazon already kicked off their sales the week before Black Friday) — mobile will play a pivotal role this holiday shopping season streamlining research, transactions and in-store assistance for shoppers. 

As we head into Black Friday 2019, Amazon and Wish were in high demand across the US, UK, France and Germany as measured by shopping app downloads during the week prior to Black Friday 2019. 

Why It Matters: 

This year, time spent in shopping apps is set to reach 2.2 billion hours globally across weeks of Black Friday, Cyber Monday and the two weeks after, marking the biggest holiday shopping season on mobile ever. 


During the busy holiday shopping season, mobile offers a key channel for retailers to directly connect with consumers and ensure shoppers are able to complete purchases during the tight holiday crunch. Retailers such as Nike have integrated innovative technology into their mobile apps to ensure shoppers are able to virtually ‘test’ products through offerings such as its Nike Fit solution. Additionally, Target recently integrated its mobile app with Shipt same-day delivery service to ensure customers are able to receive their gifts in time for the holidays. 

Go Deeper:

Despite its roots as a 24-hour shopping holiday — traditionally marked by long lines and chaos for consumers to get their hands on the hottest holiday gifts — mobile has been a linchpin in the evolutionary growth of Black Friday and the acceleration of holiday shopping. As mobile maturity allows shoppers to seamlessly research and complete purchases, the increased time spent in-app also help retailers continue to build and sustain brand affinity and loyalties. 

For more on the key holiday retail mobile trends, check out our latest blog post: 

Read Our Top Three Holiday Retail Predictions


This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.

November 27, 2019

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