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Black Friday Breaks Online Records Amid Shifting Shopper Habits
Despite a cloud of economic uncertainty, American consumers flocked to both digital and physical storefronts this Black Friday, with online spending reaching unprecedented levels.
Adobe Analytics, a leading e-commerce tracker, reported that U.S. consumers spent a staggering $11.8 billion online on Friday, marking a 9.1% increase from last year and slightly surpassing initial estimates. The busiest shopping period occurred between 10 a.m. and 2 p.m. local time, during which an astonishing $12.5 million flowed through online shopping carts every minute. Mobile devices accounted for over half of all online sales.
Thanksgiving Day also saw record online spending, with $6.4 billion transacted. Popular categories across both days included video game consoles, electronics, and home appliances. The influence of artificial intelligence-powered shopping services and social media advertising played a significant role in consumer purchasing decisions, Adobe noted.
In-Store Traffic Continues to Decline as Online Dominates
While online sales soared, in-store traffic continued its downward trend. Salesforce estimated U.S.
Black Friday online sales at $18 billion, with global figures reaching $79 billion. Shopify merchants also experienced a record-breaking Black Friday, raking in $6.2 billion worldwide, peaking at $5.1 million per minute in sales, with cosmetics and clothing leading the charge.
Black Friday has evolved considerably from its chaotic, doorbuster-driven past. Consumers increasingly prefer the convenience of online deals, opting to shop from home or take advantage of extended promotional periods offered by retailers.
As a result, physical store foot traffic has continued to dwindle. Initial data from RetailNext, which monitors real-time in-store activity, indicated a 3.6% decrease in U.S. Black Friday traffic compared to 2024.
“The story isn’t just that shoppers stayed home; it’s that they’re changing how and when they shop,” explained Joe Shasteen, global manager of advanced analytics at RetailNext. He highlighted that consumers are now spreading out their purchases over longer periods and entering stores with more specific shopping missions than in previous holiday seasons.
Despite the decline, Black Friday remains a crucial date for retailers. Shasteen noted that Friday’s 3.6% drop was “notably better” than the sharper 6.2% decline observed in the days leading up to Thanksgiving, suggesting that while shoppers are cautious, they are still responsive to major promotional events.
Experts anticipate the heightened holiday spending to persist through the weekend. Adobe projects an additional $5.5 billion in online spending for Saturday and $5.9 billion for Sunday, culminating in an estimated record-breaking $14.2 billion on Cyber Monday.
Tariffs and Economic Strain Impact Consumer Behavior
However, rising prices may be contributing to some of these spending figures. The impact of U.S. President Donald Trump’s tariffs on foreign imports has created strain for both businesses and households over the past year, with the federal government collecting $195 billion in customs duties for the fiscal year ending September 30.
Salesforce reported that despite a higher overall spend, U.S. shoppers purchased fewer items at checkout on Black Friday (down 2% from last year), and order volumes slipped by 1%, largely due to a 7% increase in average selling prices.
This year’s holiday shopping season unfolds amidst heightened economic uncertainty for consumers. Beyond tariffs, workers across various sectors are grappling with job security concerns, influenced by corporate layoffs and the lingering effects of the 43-day government shutdown.
For the entire November-December holiday season, the National Retail Federation projects U.S. shoppers will spend over $1 trillion for the first time. However, the rate of growth is slowing, with an anticipated year-over-year increase of 3.7% to 4.2%, compared to 4.3% in the 2024 holiday season.
Concurrently, credit card debt and delinquencies on other short-term loans have been on the rise. An increasing number of shoppers are also utilizing “buy now, pay later” plans, allowing them to defer payments on holiday decorations, gifts, and other purchases.