Black Friday sets online spending record of $11.8B, Adobe says

On Black Friday, American shoppers made a remarkable online spending leap, reaching $11.8 billion, as reported by Adobe Analytics. This figure not only sets a new record but also marks an increase from the $10.8 billion recorded last year. Adobe, which analyzes over 1 trillion visits to U.S. retail sites, noted that between 10 am and 2 pm, consumers were spending a staggering $12.5 million every minute. According to Forbes, Adobe emphasized that the data reflects how Black Friday has emerged as a significant moment in e-commerce. More shoppers are choosing to shop from home, taking advantage of attractive deals available online. Looking ahead, Adobe predicts that Cyber Monday, just two days away on December 1, will surpass this year's Black Friday, with anticipated online spending hitting $14.2 billion. Insights from Adobe and Salesforce provide valuable indicators of holiday shopping trends. Adobe estimates total holiday spending for the year could reach $253.4 billion, a rise from the $241.1 billion spent in 2024. Salesforce's data reveals that global spending on Black Friday reached $79 billion, with the U.S. accounting for $18 billion, representing year-over-year increases of 6% and 3%, respectively. However, this increase in spending may not solely be due to heightened consumer demand. Salesforce also reported a 7% rise in prices, alongside a 1% decline in order volumes, suggesting that inflation could be influencing these numbers. Both companies have noted a growing role for artificial intelligence in shaping holiday shopping behaviors. Salesforce highlighted that during the period from Thanksgiving to Black Friday, AI tools contributed to $22 billion in global sales, although specifics on the definition of this influence remain vague. The comparison between online shopping trends and in-store traffic presents a mixed picture. RetailNext indicated that in-person traffic has decreased by 3.4% nationwide, while Pass_by reported a slight overall increase of 1.17%, with department stores seeing a notable rise of 7.9%. This complex landscape highlights the evolving dynamics of consumer behavior during the holiday shopping season.