American consumers spent a record $11.8 billion online during Black Friday, according to data from Adobe Analytics. This marks a significant increase from the $10.8 billion spent last year, signaling a continued shift toward e-commerce dominance in the holiday shopping season.
E-Commerce Momentum
The surge in online spending underscores a clear trend: Black Friday is no longer solely about brick-and-mortar crowds. Between 10 a.m. and 2 p.m., online shoppers collectively spent $12.5 million per minute. Adobe’s data, tracked across over a trillion visits to U.S. retail sites, confirms that many consumers now prefer the convenience of shopping from home for Black Friday deals.
The shift is driven by increased comfort with online shopping, growing accessibility of deals, and retailers actively pushing promotions via digital channels. This trend isn’t just about more shoppers; it’s about how people shop.
Cyber Monday Expectations
Analysts predict that Cyber Monday, just two days away, will surpass Black Friday’s numbers with an expected $14.2 billion in online sales. This projection reinforces the idea that the entire holiday shopping period is becoming increasingly digitized.
Broader Holiday Spending Outlook
Adobe forecasts total holiday spending to reach $253.4 billion this year, up from $241.1 billion in 2023. This growth, however, isn’t necessarily driven by increased consumer demand alone. Salesforce data indicates that prices have risen by an average of 7%, while order volumes have actually decreased by 1%. This suggests that rising costs are inflating the total spending figures.
The Rise of AI in Retail
Both Adobe and Salesforce highlight the growing influence of artificial intelligence on holiday shopping. Salesforce reports that AI-driven tools influenced $22 billion in global sales between Thanksgiving and Black Friday. Though the exact definition of “influence” is broad, this indicates that AI is playing a larger role in product recommendations, personalized deals, and overall shopping experiences.
Mixed Signals from Physical Stores
Data on in-store traffic is mixed. RetailNext reports a 3.4% nationwide decline in foot traffic, while Pass_by shows an overall increase of 1.17% with a remarkable 7.9% surge in department stores. The discrepancy suggests that while overall in-store shopping might be down, certain retail segments are still benefiting from traditional Black Friday crowds.
The growth in online spending and the rise of AI in retail underscore a fundamental shift in how consumers approach holiday shopping. While brick-and-mortar stores still play a role, the convenience and personalization of e-commerce are becoming increasingly dominant.
