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: Sophia Brooks