On Black Friday, U.S. shoppers spent a stunning $11.8 billion online, marking a 9.1% jump from the previous year. Adobe Analytics reported this figure after analyzing 1 trillion visits to online retail sites. Many shoppers opted for the convenience of online shopping over crowded stores, fueled by worries about rising prices driven by tariffs.
This year’s shopping season comes as consumers face tighter budgets. Unemployment is nearing a four-year high, and confidence among shoppers has dropped to a seven-month low. As a result, people are being more careful about their spending.
According to Mastercard SpendingPulse, online sales rose significantly, up 10.4% on Black Friday compared to in-store sales, which grew just 1.7%. Many shoppers used AI tools to navigate sales, making it easier to compare prices and find good deals. AI traffic to retail sites surged by 805% compared to last year, highlighting the growing role of technology in shopping.
“Consumers are using new tools to get to what they need faster,” said Suzy Davidkhanian from eMarketer. “Gift giving can be stressful, and AI makes the discovery process quicker.”
Popular items this Black Friday included LEGO sets, Pokémon cards, and gaming consoles like the Nintendo Switch and PlayStation 5.
Globally, AI helped influence $14.2 billion in online sales, with $3 billion coming from the U.S., according to Salesforce. This includes both luxury items and everyday goods. Interestingly, while spending increased, many shoppers bought fewer items due to rising prices.
Salesforce reported that the average selling price went up by 7%, which deters consumers from making multiple purchases. The pressures of inflation and trade-driven uncertainty have left shoppers feeling anxious about overspending, affecting physical store traffic on Black Friday.
As we look ahead to Cyber Monday, experts expect sales to reach $14.2 billion, a 6.3% rise from the previous year. Electronics are expected to see the biggest discounts. This shift toward online shopping and reliance on new technologies might be here to stay, shaping how we approach holiday shopping in the future.
For more insights from Adobe Analytics and Salesforce, you can visit Adobe and Salesforce.
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