Adobe Analytics reports $8.6 billion in online sales on US Black Friday

U.S. consumers poured $8.6 billion into online purchases on Black Friday, according to a report by Adobe Analytics, as many preferred shopping via computers and smartphones over facing cold weather to grab deals in stores. Online spending increased 9.4% by 6:30 p.m. ET (1130 GMT) compared to last year, based on Adobe's analysis of over 1 trillion visits to U.S. retail websites.

Despite expectations of heavy in-store traffic, the post-Thanksgiving morning shopping rush was muted, as shoppers showed caution over overspending amid ongoing inflation, trade uncertainties, and a soft job market.

Adobe projects total Black Friday online spending could reach $11.7 billion to $11.9 billion, potentially setting a new record. The company also anticipates $5.5 billion in online sales on Saturday, up 3.8% from last year, and $5.9 billion on Sunday, a 5.4% increase, thanks to continued high discounts.

Looking ahead, Cyber Monday is expected to remain the top online shopping day of the season, with projected spending of $14.2 billion, marking a 6.3% rise from the previous year. Earlier, Adobe had forecast Black Friday online sales to grow 8.3% to $11.7 billion, and it now anticipates a slightly slower growth rate for U.S. holiday e-commerce overall.

Author's Commentary: Online Shopping Dominates Black Friday

The latest Adobe Analytics report confirms a clear shift in consumer behavior this Black Friday, with $8.6 billion spent online by 6:30 p.m. ET. The 9.4% year-over-year increase highlights the growing preference for digital shopping, as buyers avoided in-store crowds and cold weather.

In-store traffic fell short of expectations, reflecting cautious consumer sentiment amid inflation pressures, trade uncertainties, and a soft labor market. This cautious approach tempered physical retail activity, while online platforms captured the bulk of holiday spending.

Adobe's projections suggest total Black Friday online sales could hit $11.7–$11.9 billion, potentially establishing a new record. Weekend e-commerce remains strong, with Saturday and Sunday sales expected to rise 3.8% and 5.4%, respectively. Looking ahead, Cyber Monday is set to surpass Black Friday, with $14.2 billion in projected online spending, a 6.3% increase from last year.

These figures underscore that while traditional in-store shopping faces challenges, digital channels continue to drive holiday retail growth, shaping both consumer expectations and retailer strategies for the remainder of the season.

Sources:

• US Black Friday online sales hit $8.6 billion, says Adobe Analytics