Black Friday Online Sales Explode to Record $11.8B

U.S. consumers drove online spending to an unprecedented $11.8 billion on Black Friday, as shoppers increasingly bypassed physical storefronts to secure digital deals, according to retail tracking data released by Adobe Analytics.

A Historic Surge in Digital Commerce

This massive digital haul represents a significant year-over-year increase from the $10.8 billion spent during the same period last year. Digital storefronts experienced intense activity during peak hours; between 10 a.m. and 2 p.m., consumers spent an astonishing $12.5 million every single minute. As reported by Forbes, Adobe highlighted that these metrics solidify Black Friday as a premier e-commerce event, driven by a growing consumer preference to hunt for bargains from the comfort of home.

Cyber Monday Projections and Holiday Outlook

The digital buying frenzy is not expected to slow down. Adobe projects that Cyber Monday will surpass Black Friday records, with online spending forecasted to reach $14.2 billion, according to Reuters. This early holiday data serves as a crucial barometer for overall seasonal retail health, with Adobe forecasting total holiday season spending to climb to $253.4 billion, up from $241.1 billion in 2024.

Inflation vs. Real Demand: The Salesforce Perspective

While overall spending numbers look robust, alternative data suggests that inflation, rather than raw consumer demand, might be driving these record-breaking figures. Salesforce tracked $79 billion in global Black Friday spending, with $18 billion originating from the United States—representing year-over-year gains of 6% and 3%, respectively. However, Salesforce also noted that average prices rose by 7% while actual order volumes dipped by 1%, indicating that consumers are paying more for fewer items.

The Rising Impact of AI on Retail

Artificial intelligence also played a vital role in directing holiday traffic this season. Both Adobe and Salesforce reported a surge in AI-driven shopping assistance. Specifically, Salesforce revealed that AI tools and agents influenced $22 billion in global sales between Thanksgiving and Black Friday, though the exact parameters of this influence remain broadly defined.

The Brick-and-Mortar Dilemma: Mixed Foot Traffic

While online retail continues to thrive, the status of physical brick-and-mortar stores remains highly debated. RetailNext reported to Forbes that physical store traffic saw a 3.4% decline nationwide. Conversely, location data firm Pass_by reported a 1.17% increase in overall foot traffic, including a substantial 7.9% surge specifically within department stores, painting a complex picture of modern hybrid shopping habits.