Black Friday reaches new peak in online sales with $11.8 billion, according to Adobe

Record-Breaking Black Friday Online Sales in the U.S.

According to Adobe Analytics, which monitors over a trillion visits to American retail websites, shoppers in the United States spent $11.8 billion online during Black Friday. This marks a new all-time high, surpassing last year's $10.8 billion in online sales for the same event.

During the peak hours between 10 a.m. and 2 p.m., online consumers were reportedly spending at a rate of $12.5 million per minute. Adobe highlighted that Black Friday has firmly established itself as a pivotal day for e-commerce, with more people choosing to shop from home and take advantage of digital deals.

Cyber Monday Expected to Surpass Black Friday

Looking ahead, Adobe anticipates that Cyber Monday, which falls on December 1, will see even greater online spending, projecting a total of $14.2 billion, as reported by Reuters.

Insights Into Broader Holiday Shopping Patterns

Figures from Adobe and Salesforce offer an early glimpse into overall holiday shopping behaviors. Adobe forecasts that total online holiday sales will reach $253.4 billion this year, up from $241.1 billion in 2024.

Salesforce reported that global Black Friday spending hit $79 billion, with $18 billion coming from U.S. shoppers. These represent year-over-year increases of 6% globally and 3% domestically. However, Salesforce notes that this growth may be driven more by rising prices than by increased demand, as average prices climbed 7% while the number of orders actually dipped by 1%.

The Growing Role of Artificial Intelligence

Both Adobe and Salesforce have observed that artificial intelligence is playing an increasingly significant role in holiday shopping. Salesforce, for instance, noted that AI and AI-powered agents influenced $22 billion in global sales between Thanksgiving and Black Friday, though the exact scope of this influence remains somewhat unclear.

Comparing Online and In-Store Shopping Trends

When it comes to physical retail, the data is mixed. RetailNext told Forbes that in-store visits across the country dropped by 3.4%. In contrast, Pass_by reported a 1.17% overall increase in foot traffic, with department stores experiencing a notable 7.9% rise.