American consumers shopped online at a record pace this Black Friday, with spending reaching an impressive $11.8 billion, according to Adobe Analytics. This figure marks a significant increase from last year’s $10.8 billion, highlighting a growing trend in e-commerce as more shoppers opt for online shopping over in-person visits. During the peak hours between 10 a.m. and 2 p.m., online spending averaged around $12.5 million per minute, underscoring the event’s importance in the holiday shopping landscape.
Looking ahead, Adobe projects that Cyber Monday, occurring in just two days on December 1, will surpass these numbers, with anticipated online sales climbing to $14.2 billion. Analysts from both Adobe and Salesforce indicate that Black Friday’s sales serve as a key indicator of overall holiday spending trends. This year, Adobe estimates total holiday sales could reach $253.4 billion, a noticeable increase from $241.1 billion in 2022.
Salesforce’s analysis echoed these findings, reporting a global spending total of $79 billion on Black Friday, with U.S. consumers contributing $18 billion—a rise of 6% and 3% year-over-year, respectively. However, some of this growth may be attributed to higher prices, as Salesforce noted a 7% increase in average prices alongside a 1% decline in order volume.
Additionally, both Adobe and Salesforce have highlighted the significant role of artificial intelligence in shaping consumer behavior this holiday season. Salesforce reported that AI and AI-driven agents influenced approximately $22 billion in global sales from Thanksgiving through Black Friday, though the specific impact remains somewhat ambiguous.
While online shopping trends continue to evolve, the relationship between e-commerce and traditional brick-and-mortar sales is still being assessed. RetailNext reported a 3.4% decline in in-store traffic nationwide, contrasting with data from Pass_by, which indicated an overall foot traffic increase of 1.17%, and a notable 7.9% rise in department stores. This information points to an ongoing shift in consumer preferences and shopping behaviors during the holiday season.
