U.S. Black Friday Online Sales Reach Unprecedented High as Shoppers Spend $11.8 Billion
Record-breaking online spending, rising demand for deals, and shifting consumer behavior shape one of the busiest shopping weekends of the year, even as inflation and economic uncertainty influence buying patterns.
Black Friday in the United States set a new online spending record as shoppers poured an unprecedented $11.8 billion into digital purchases, reflecting strong consumer interest in seasonal discounts despite economic pressures that continue to affect household budgets nationwide.
The latest figures, based on final data from Adobe Analytics, show that online spending surged 9.1% compared to last year, driven by widespread participation across major retail platforms and a significant rise in demand for promotions on electronics, apparel, home goods and personal devices during the peak hours of the holiday weekend.
Adobe, which monitors more than one trillion visits to U.S. retail websites, projects that online spending will remain elevated through the remainder of the shopping weekend, with expectations of $5.5 billion in digital sales on Saturday and another $5.9 billion on Sunday, both representing notable increases over last year’s totals.
In a separate set of findings, Salesforce reported that American consumers spent around $18 billion on Black Friday purchases across digital channels, marking a 3% year-over-year increase and reinforcing the trend of strong momentum in key categories such as luxury apparel, high-end accessories and premium lifestyle products.
Salesforce noted that while overall spending grew, rising prices for many consumer goods resulted in fewer items being purchased per transaction, suggesting that shoppers remain cautious about the number of products they add to their carts even as they look to take advantage of limited-time holiday deals.
At physical retail locations, early morning activity on post-Thanksgiving Friday was steady but more measured than in past years, with some shoppers expressing concerns about overspending amid inflation that continues to elevate prices on everyday necessities and seasonal gifts.
Retail analysts observed that while many stores were busier than during ordinary weekends, foot traffic did not reach pre-pandemic levels, reflecting a continued shift toward online convenience, rapid delivery options and competitive digital pricing that often surpasses what is offered in brick-and-mortar outlets.
Economic uncertainty also influenced in-person shopping habits, with consumers citing worries about inflation, trade policy complications and a soft labor market as factors that encouraged them to shop more selectively, compare deals carefully and prioritize items viewed as essential or high-value.
However, the growing popularity of online discounts, fast checkouts and widespread free-shipping offers contributed significantly to the digital spike, as shoppers used mobile phones and desktops to secure deals from major retailers during peak traffic periods throughout the day.
Cyber Monday, long considered the most important online shopping day of the year, is expected to outperform Black Friday once again, with Adobe forecasting a massive $14.2 billion in online spending, representing a 6.3% increase from last year and reinforcing the enduring strength of the multi-day shopping cycle.
Retail economists anticipate that this year’s extended holiday promotions will continue to draw strong engagement, particularly among younger shoppers who rely heavily on digital platforms, social-media-driven product recommendations and algorithm-curated deals tailored to browsing behavior.
As promotions stretch further into the weekend, retailers are preparing for another surge in demand for electronics, small appliances and personal technology devices that typically dominate Cyber Monday traffic, while categories such as beauty, apparel and gaming are also expected to perform strongly.
The combined data from both Adobe and Salesforce highlight an important shift in U.S. shopping culture, where digital commerce continues to overshadow traditional in-store experiences, reshaping how consumers plan, compare and purchase during one of the most competitive periods on the retail calendar.
With record spending already achieved and additional growth projected, the 2025 holiday season is shaping up to be a defining moment for online retail, illustrating the resilience of digital shopping patterns and the increasing reliance on virtual storefronts to drive consumer activity across the country.
