2023 BFCM Benchmark Data by Vertical
BFCM benchmark data by industry. Featuring CVR, add-to-cart rate, and revenue per session data from The Elevar Index™.

Shopify merchants smashed BFCM records this year with a 24% increase in sales over 2022!
We understand how vital it is for you to benchmark your success, not just against internal metrics but also in comparison to your specific vertical.
This article provides a high-level view of BFCM benchmark data by vertical. Focusing on conversion rate, add-to-cart rate, and revenue per session [The Elevar Index™].
Black Friday Conversion Rate
Across all industries, we found that the median conversion rate on Black Friday (November 24, 2023) is 6.42%.

Average Conversion Rate by Vertical
Vertical | Conversion Rate |
Clothing | 5.15% |
Accessories & Jewelry | 6.67% |
Footwear | 5.41% |
Beauty | 8.55% |
Home & Furniture | 3.92% |
Electronics | 5.54% |
Baby & Kids | 5.14% |
Toys & Games | 4.03% |
Arts & Crafts | 4.29% |
Sporting Goods | 3.36% |
Luggage | 2.88% |
Books & Music | 6.37% |
Pet Supplies | 5.72% |
Food & Drinks | 9.30% |
Supplements | 9.92% |
Black Friday Add to Cart Rate
Across all industries, we found that the median number for add-to-cart rate on Black Friday (November 24, 2023) is 39.63%.

Average Add-to-Cart Rate by Vertical
Vertical | Add to Cart |
Clothing | 41.16% |
Accessories & Jewelry | 44.47% |
Footwear | 21.72% |
Beauty | 65.03% |
Home & Furniture | 19.63% |
Electronics | 10.74% |
Baby & Kids | 44.16% |
Toys & Games | 31.33% |
Arts & Crafts | 41.75% |
Sporting Goods | 21.58% |
Luggage | 11.79% |
Books & Music | 37.32% |
Pet Supplies | 32.73% |
Food & Drinks | 58.42% |
Supplements | 48.24% |
Black Friday Revenue per Session
Across all industries, we found that the median number for revenue per session on Black Friday (November 24, 2023) is $7.30.

Average Revenue per Session by Vertical
Vertical | Rev per Session |
Clothing | $6.80 |
Accessories & Jewelry | $5.84 |
Footwear | $6.50 |
Beauty | $7.79 |
Home & Furniture | $7.67 |
Electronics | $4.99 |
Baby & Kids | $8.04 |
Toys & Games | $4.10 |
Arts & Crafts | $8.75 |
Sporting Goods | $7.42 |
Luggage | $7.32 |
Books & Music | $3.73 |
Pet Supplies | $4.82 |
Food & Drinks | $8.53 |
Supplements | $9.25 |
Final Thoughts
While the insights above provide a snapshot, we invite you to review the full data available for a more granular understanding of your vertical.
The Elevar Index™ is a one-of-a-kind benchmark that provides actionable benefits from a brand network totaling over $10 billion in gross merchandise value (GMV.)
Staying up-to-date, testing, and adapting is crucial for brands in e-commerce. Subscribe to The Conversion Tracking Playbook on Spotify or Apple for regular tracking, analytics, and conversion optimization episodes.
New to Elevar? We automate server-side conversion tracking for Shopify. Check us out, or book a call with us!
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