U.S. shoppers allocated $11.8 billion online during Black Friday, as reported by Adobe Analytics, which monitors over 1 trillion visits to retail sites in the U.S.

This figure sets a new high, increasing from the $10.8 billion spent on Black Friday last year, according to Adobe. During the period from 10am to 2pm, online buyers were estimated to be spending $12.5 million each minute. Forbes mentions that Adobe indicated in a statement that these figures illustrate how Black Friday has evolved into “a significant e-commerce occasion, with more consumers choosing to remain home and capitalize on sales.” 

The firm anticipates that Cyber Monday (occurring in two days, on December 1) will be even larger, with $14.2 billion projected to be spent online, as stated by Reuters.

Black Friday statistics from organizations like Adobe and Salesforce can act as an early signal of wider holiday shopping patterns. Adobe forecasts a total of $253.4 billion in holiday expenditure for this year, in contrast to $241.1 billion in 2024.

Salesforce reported tracking $79 billion in worldwide spending on Black Friday, including $18 billion in the U.S., reflecting year-over-year growth of 6% and 3% respectively. However, this increase may be less about surging consumer demand and more about higher prices — Salesforce’s data also indicates an average price rise of 7%, while order volumes decreased by 1%.

Additionally, both Adobe and Salesforce assert that the impact of AI on holiday shopping is on the rise. For instance, Salesforce stated that between Thanksgiving and Black Friday, AI and AI agents contributed to $22 billion in global sales, although the scope of this definition remains ambiguous.

The data offers less clarity regarding how online trends stack up against in-store shopping at physical locations, with RetailNext informing Forbes that overall in-store traffic seems to have declined by 3.4% nationwide, while Pass_by reported an overall uptick in foot traffic of 1.17%, and a remarkable increase of 7.9% in department stores.