Record $8.6 Billion in Black Friday Online Sales as Digital Shopping Surpasses In-Store Visits in 2025

United States:

American consumers generated $8.6 billion in online sales during Black Friday, according to Adobe Analytics, as many opted for the convenience of digital shopping rather than venturing out in cold weather to secure holiday deals.

Online spending increased by 9.4% through 6:30 pm ET (1130 GMT) compared to the previous year's Black Friday. This data comes from Adobe Inc's analytics division, which monitors e-commerce transactions across more than a trillion visits to retail websites across the United States.

While retailers anticipated substantial in-store foot traffic, the morning shopping activity following Thanksgiving was notably restrained. Shoppers appeared cautious about excessive spending amid ongoing inflation concerns, trade policy uncertainties, and a challenging labor market environment.

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The analytics firm projects total Black Friday online spending to reach between $11.7 billion and $11.9 billion once final figures are tallied, setting a new record for digital sales on this shopping holiday.

Adobe forecasts consumer spending to reach approximately $5.5 billion on Saturday, representing a 3.8% increase from last year, and $5.9 billion on Sunday, showing growth of 5.4%, as retailers continue to offer substantial discounts throughout the weekend.

Cyber Monday is anticipated to maintain its position as the season's premier online shopping day, with Adobe projecting $14.2 billion in spending, marking a 6.3% increase compared to last year's figures.

Adobe, which had initially forecast Black Friday online sales to grow by 8.3% to $11.7 billion, indicated last month that U.S. holiday online sales are expected to experience more moderate growth this year compared to previous seasons.