American consumers spent $11.8 billion online on Black Friday, according to data from Adobe Analyticswhich says it tracks more than 1 trillion visits to U.S. retail websites.
That’s a new record, and up from $10.8 billion spent on Black Friday last year, Adobe says. Between 10 a.m. and 2 p.m., online shoppers were said to spend $12.5 million every minute. reports Forbes that Adobe said in a statement that the numbers show that Black Friday has become “an important time for e-commerce as more shoppers choose to stay home and take advantage of deals.”
The company predicts that Cyber Monday (coming up in two days, 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 indication of broader holiday shopping trends. Adobe predicts a total of $253.4 billion in holiday spending this year, compared to $241.1 billion in 2024.
Salesforce said it tracked $79 billion in global spending on Black Friday, with $18 billion of that in the United States, up 6% and 3% year-over-year, respectively. But that growth may have less to do with increased consumer demand and instead reflect higher prices — Salesforce data also shows prices rose an average of 7%, while order volumes fell 1%.
And both Adobe and Salesforce claim to see a growing influence of artificial intelligence in holiday shopping. For example, Salesforce said that between Thanksgiving and Black Friday, AI and AI agents affected $22 billion in global sales, though it’s unclear how broadly that’s defined.
The data is less clear on how online trends compare to in-person shopping in 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 an even more impressive 7.9% in department stores.
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