U.S. consumers spent more online this Black Friday than ever before, even as early indicators show an uncertain picture for brick-and-mortar retailers during the official start of the holiday shopping season.
What Happened
Adobe, which tracks more than one trillion U.S. retail site visits through Adobe Analytics, reported that online Black Friday sales reached $11.8 billion, marking a 9.1% year-over-year increase and surpassing the firm’s 8.3% growth forecast.
The strongest buying window came between 10 a.m. and 2 p.m., when shoppers spent roughly $12.5 million every minute.
Adobe said the spending surge reflects Black Friday’s continued shift into a dominant e-commerce event, with more consumers preferring online deals over in-store crowds.
“Cyber Week is off to a strong start,” said Vivek Pandya, lead analyst at Adobe Digital Insights, citing heavy discounts across electronics, toys, and apparel. Adobe expects Cyber Monday to retain its position as the biggest e-commerce day of the year.
Salesforce, which monitors activity from 1.5 billion shoppers across global e-commerce platforms, reported similar momentum. The company said global online spending reached $79 billion on Black Friday, up 6%, while U.S. sales totaled $18 billion, rising 3% from last year.
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AI Becomes A Major Driver Of Holiday Spending
Both Adobe and Salesforce highlighted a striking surge in AI-driven traffic. Adobe reported an 805% increase in AI-generated visits to U.S. retail sites compared to last year’s Black Friday. Salesforce said AI agents influenced $14.2 billion in global sales and $3 billion in U.S. sales during the day.
“This holiday season proves that AI is no longer just a cost-saver—it’s now a major revenue engine,” said Caila Schwartz, Director of Consumer Insights at Salesforce.
Higher Prices, Lower Volumes Show Tariff And Inflation Pressures
Salesforce data suggested price pressures played a role in buyer behavior. Average selling prices were up 7%, while overall order volumes fell by 1%, underscoring the continued impact of inflation and tariffs on consumer budgets.
“Black Friday delivered an important signal,” Schwartz said. “Sales were solid at $18 billion, up 3%, but higher prices show shoppers are still feeling inflation’s impact.”
In-Store Performance Remains Unclear
While online spending reached new highs, the picture for physical retail remains mixed. Tracking firms reported conflicting results on Black Friday foot traffic, with one showing a slight rise and another reporting a notable decline.
A complete assessment won’t be possible until major retailers release fourth-quarter earnings in early 2026, when the industry will have a clearer view of how much of the holiday budget went to stores versus digital platforms.
For now, Black Friday reinforces a broader shift in U.S. holiday shopping, where e-commerce, heavy discounting and the rising influence of artificial intelligence are playing a larger role in how consumers search, compare and ultimately make their purchases.
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