American consumers spent $11.8 billion online this Black Friday, setting a new record for digital sales, according to data from Adobe Analytics, which tracks more than one trillion visits to U.S. retail websites. The figure represents an increase from $10.8 billion recorded during Black Friday last year. Adobe estimates that between 10 a.m. and 2 p.m., shoppers were spending an average of $12.5 million every minute.
In a statement cited by Forbes, Adobe said the numbers show that Black Friday has become “a major e-commerce moment, as more shoppers opt to stay home and take advantage of deals.” The company projects an even larger spending surge on Cyber Monday, forecasting online sales of $14.2 billion, according to Reuters.
Black Friday performance from analytics firms such as Adobe and Salesforce often serves as an early indicator of broader holiday shopping behavior. Adobe expects overall U.S. holiday spending to reach $253.4 billion this year, up from $241.1 billion in 2024.
Salesforce reported $79 billion in global Black Friday spending, including $18 billion from the United States — year-over-year increases of 6% and 3%, respectively. However, Salesforce noted that rising prices may be driving revenue growth more than demand, with average prices up 7%, while overall order volume declined 1%.
Both Adobe and Salesforce also point to a rising role of artificial intelligence in holiday shopping. Salesforce estimates that AI-driven tools and recommendation agents influenced $22 billion in global sales between Thanksgiving and Black Friday, although the scope of this definition remains unclear.
Data on physical retail activity remains mixed. RetailNext, quoted by Forbes, reported a 3.4% decline in in-store traffic nationwide, while Pass_by recorded a 1.17% increase overall, with department stores seeing a more significant 7.9% rise in foot traffic.
