Black Friday sets online spending record of $11.8B, Adobe says

American Consumers Spend Record $11.8 Billion Online on Black Friday

According to data from Adobe Analytics, American consumers set a new record by spending $11.8 billion online on Black Friday. This figure represents a significant increase from the $10.8 billion spent during the same shopping event last year. Adobe Analytics, which tracks over 1 trillion visits to U.S. retail websites, reported that between 10am and 2pm on Black Friday, online shoppers were spending an astounding $12.5 million every minute. Forbes further elaborated on Adobe’s statement, highlighting how Black Friday has evolved into a major e-commerce event, with more shoppers choosing to take advantage of online deals from the comfort of their homes.

Looking ahead, Adobe projects that Cyber Monday, scheduled for December 1, will surpass Black Friday’s online spending with an estimated $14.2 billion. This data, reported by Reuters, suggests a continued trend of robust online shopping activity during the holiday season.

Analysis from companies like Adobe and Salesforce provides valuable insights into broader holiday shopping trends. Adobe forecasts a total holiday spending of $253.4 billion this year, up from $241.1 billion in 2024. Similarly, Salesforce tracked $79 billion in global spending on Black Friday, with $18 billion originating from the United States. While these figures reflect year-over-year growth of 6% and 3%, respectively, Salesforce notes that the increase may be influenced by higher prices rather than heightened consumer demand. In fact, Salesforce data shows a 7% increase in prices alongside a 1% decrease in order volumes.

Both Adobe and Salesforce also highlight the growing impact of artificial intelligence (AI) on holiday shopping trends. For instance, Salesforce reported that AI and AI agents influenced $22 billion in global sales between Thanksgiving and Black Friday. The extent of AI’s influence on consumer behavior underscores the evolving landscape of retail and e-commerce.

While online shopping continues to thrive, the data regarding in-person retail trends remains mixed. RetailNext reported a 3.4% decrease in nationwide in-store traffic, whereas Pass_by observed a 1.17% overall increase in foot traffic, with a notable 7.9% surge in department store visits.