U.S. consumers spent $11.8 billion online on Black Friday, according to data from Adobe Analytics, which says it tracks more than 1 trillion visits to U.S. retail websites.
This is a new record, up from the $10.8 billion spent on Black Friday last year, according to Adobe. Between 10 a.m. and 2 p.m., online shoppers spent $12.5 million every minute. Forbes reports that Adobe said in a statement that figures show Black Friday has become “a major time for e-commerce as more shoppers choose to stay home and take advantage of deals.”
The company predicts that Cyber ​​Monday (which is two days from now, on December 1) will be even bigger, with $14.2 billion spent online, according to Reuters.
Black Friday data from companies like Adobe and Salesforce can provide an early indicator of broader holiday shopping trends. Adobe is forecasting a total of $253.4 billion in holiday spending this year, up from $241.1 billion in 2024.
Salesforce said it tracked $79 billion in global spending on Black Friday, including $18 billion in the U.S., representing year-over-year increases of 6% and 3%, respectively. But that growth may have less to do with increased consumer demand and more to do with rising prices: Salesforce data also shows that prices increased by an average of 7%, while order volumes decreased by 1%.
And Adobe and Salesforce say they’re seeing AI’s growing influence on holiday shopping. For example, Salesforce said that between Thanksgiving and Black Friday, AI and AI agents influenced $22 billion in global sales, although it’s unclear how much of that is defined.
The data is less clear on how online trends compare to in-person shopping at brick-and-mortar stores, with RetailNext telling Forbes that in-store traffic appears to be down 3.4% nationally, while Pass_by said foot traffic is up 1.17% overall and up an even more impressive 7.9% at department stores.
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