According to new data released by Adobe Analytics, U.S. consumers spent $8.6 billion online on Black Friday, reflecting a significant shift toward digital shopping as people preferred browsing on laptops and smartphones rather than braving long queues and cold weather during the holiday shopping weekend.
The report highlights that more Americans are choosing the comfort and convenience of online deals, especially as retailers rolled out aggressive discounts across major categories such as electronics, fashion, home appliances, and toys.
Adobe Inc.’s statistics and insights division, which evaluates e-commerce activity across more than 1 trillion visits to U.S. retail websites, reported that online spending surged 9.4% year over year through 6:30 p.m. ET (1130 GMT). This jump indicates strong engagement in digital shopping platforms and higher consumer responsiveness to holiday promotions.
Despite expectations that shoppers would pack physical stores on Friday morning after Thanksgiving, the usual rush was surprisingly subdued. Analysts suggest that many consumers remained cautious due to inflation pressures, economic uncertainty, changing trade policies, and concerns about employment stability. These factors contributed to a more conservative approach to in-store purchases, even though online deals remained attractive.
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Record Online Spending Marks a Strong Black Friday
However, Adobe’s final projections show a more optimistic picture. The research firm estimates that total Black Friday online spending will range from $11.7 billion to $11.9 billion, setting a new record for the major shopping day. This reflects vigorous last-minute spending activity, as many retailers extended offers into the late evening.
The report also pointed out that high discounts continue to motivate shoppers throughout the long weekend.
As a result, Adobe predicts that online spending on Saturday will reach $5.5 billion, up 3.8% from last year, while Sunday spending is expected to reach $5.9 billion, up 5.4%. Popular categories driving this growth include consumer electronics, gaming consoles, smart home devices, and winter fashion.
Looking ahead, Adobe forecasts that Cyber Monday will once again be the biggest online shopping day of the season, generating an impressive $14.2 billion, a 6.3% increase from the previous year.
Cyber Monday Expected to Dominate Holiday Shopping
Retailers are preparing deeper discounts and time-limited flash deals to capture strong consumer interest.
Despite the positive numbers for Black Friday and Cyber Monday, Adobe also reiterated its earlier outlook that overall U.S. holiday online sales growth may slow this year.
The company expects a more moderate rise in total seasonal spending compared to last year, partly due to shifting consumer priorities and a more uncertain economic climate.
