(LOOTPRESS) – American consumers shattered online spending records this Black Friday, shelling out $11.8 billion in a single day, according to new data from Adobe Analytics, which tracks more than one trillion visits to U.S. retail websites. The figure marks a significant jump from last year’s $10.8 billion and underscores the continued shift toward online deal-hunting.
Adobe reported that between 10 a.m. and 2 p.m., shoppers were spending an astonishing $12.5 million every minute. In a statement cited by Forbes, the company said the numbers highlight Black Friday’s evolution into “a major e-commerce moment, as more shoppers opt to stay home and take advantage of deals.”
The surge in online activity is expected to continue. Adobe projects that Cyber Monday, set for December 1, will reach $14.2 billion in online sales — potentially setting yet another record, according to Reuters.
Early Signals for the Holiday Shopping Season
Black Friday metrics from firms like Adobe and Salesforce often serve as indicators for broader holiday retail patterns. This year, Adobe forecasts $253.4 billion in total holiday spending, up from $241.1 billion in 2024.
Salesforce, which tracked global and domestic online activity, reported $79 billion in worldwide Black Friday spending, including $18 billion in the U.S. Those totals represent year-over-year increases of 6% and 3%, respectively. Still, analysts caution that higher spending doesn’t necessarily mean higher demand; Salesforce found average prices were up 7%, while overall order volumes dipped 1%.
AI’s Expanding Role in Holiday Shopping
Both Adobe and Salesforce say artificial intelligence is shaping how consumers discover and evaluate deals. Salesforce estimated that AI and AI-powered agents influenced $22 billion in global sales between Thanksgiving and Black Friday, though the company did not clarify the breadth of that definition.
Mixed Signals for Brick-and-Mortar Stores
While online sales soared, the picture for in-person retail remains murkier. RetailNext told Forbes that national in-store traffic fell 3.4% compared to last year. In contrast, Pass_by reported that overall foot traffic rose 1.17%, with department stores seeing a more robust 7.9% bump.
As retailers head into the final stretch of the holiday season, the divergent data underscores a central trend: e-commerce continues to dominate the shopping landscape, even as traditional stores fight to regain ground.
