Black Friday 2025: US Online Sales Surge to $8.6 Billion

United States: This year's Black Friday saw an impressive $8.6 billion spent online as shoppers opted to purchase from home rather than brave the cold and crowds. Adobe Analytics reported a 9.4 percent increase in online sales through 6:30 pm ET compared to last year, highlighting the growing preference for digital retail during the holiday season. The data reveals that an increasing number of shoppers are turning to their laptops and smartphones to find the best bargains.

While many anticipated bustling retail locations over the Thanksgiving weekend, in-store shopping was noticeably subdued. Consumers remained hesitant due to inflation concerns, trade uncertainties, and a sluggish job market. Nevertheless, Adobe estimates that total online spending on Black Friday could reach between $11.7 billion and $11.9 billion, setting the stage for record-breaking online sales.

The trend of online shopping is projected to persist through the weekend. Adobe predicts that Saturday's spending will hit $5.5 billion—a 3.8 percent rise from last year—and Sunday is anticipated to bring in $5.9 billion, marking a 5.4 percent increase, aided by attractive online discounts. Cyber Monday is expected to peak with sales potentially hitting $14.2 billion, up 6.3 percent from last year.

Major US retailers are witnessing a significant uptick in online traffic, adapting their logistics to meet increased demand. Experts contend that the rise in digital shopping is a trend fueled by the dual factors of convenience and safety, along with shifting consumer behavior. Although early forecasts suggested a possible slowdown in holiday online sales growth, Adobe’s findings illustrate that e-commerce continues to lead Black Friday spending.

As consumers dive into this competitive holiday shopping landscape, they are advised to remain vigilant to avoid scams and practice safe online shopping methods.