U.S. consumers spent $11.8 billion online this Black Friday, according to Adobe Analytics, which monitors more than one trillion visits to American retail sites. The figure marks a new online spending record, rising from $10.8 billion recorded last year. Between 10 a.m. and 2 p.m. alone, shoppers were spending an estimated $12.5 million per minute.
Adobe said in a statement, reported by Forbes, that the numbers reflect Black Friday’s evolution into “a major e-commerce moment, as more shoppers opt to stay home and take advantage of deals.”
The company expects Cyber Monday, arriving on December 1, to be even larger, forecasting $14.2 billion in online sales, according to Reuters.
Data from firms like Adobe and Salesforce often provide an early look at broader holiday shopping patterns. Adobe predicts total U.S. holiday spending this season will reach $253.4 billion, compared to $241.1 billion in 2024.
Salesforce reported $79 billion in global Black Friday sales, including $18 billion from the United States — increases of 6% and 3% year over year. However, Salesforce noted that this growth is likely driven by higher prices, not increased demand; average prices rose 7%, while order volumes fell by 1%.
Both Adobe and Salesforce also highlighted the rising impact of AI on holiday shopping behavior. Salesforce estimates that AI tools and agents influenced $22 billion in global sales between Thanksgiving and Black Friday — though the company did not specify how broadly that influence is defined.
Meanwhile, data on in-store shopping trends remains mixed. RetailNext told Forbes that brick-and-mortar traffic is down 3.4% nationwide. In contrast, Pass_by reported a 1.17% increase in overall foot traffic, with department stores seeing a notable 7.9% surge.
