Record $11.8B online Black Friday sales exceed in-store shopping

Nov. 29 (UPI) -- The nation's consumers spent a record $11.8 billion on Black Friday, which exceeded the amount spent during in-store visits on the day after Thanksgiving.

Adobe Analytics data show a combined total of more than 1 trillion online visits to retailers' websites, during which consumers spent the record amount that exceeded 2024's Black Friday spending by 9.1%, Forbes reported.

Consumers also spent $6.4 billion online on Thanksgiving, according to Adobe Analytics.

The final numbers for Black Friday in-store spending were not available on Saturday, but analysts said it is less than the online total.

"Cyber Week is off to a strong start, with online spending on Thanksgiving and Black Friday both coming in above Adobe's initial forecasts," Adobe Digital Insights lead analyst Vivek Pandya said, as reported by Forbes.

"This was driven in large part by competitive deals across categories, like electronics, toys and apparel," Pandya said.

"Discounts are set to remain elevated through Cyber Monday, which we expect will remain the biggest online shopping day of the season and year."

Adobe Analytics had predicted an 8.3% rise for ecommerce retailers, but online buyers spent an average of $12.5 million per minute to break the 9% mark for online sales.

Mastercard SpendingPulse reported even more robust year-to-year increases in Black Friday sales, with 10.4% for online and 1.7% for in-store purchases.

Jewelry and apparel ranked among the leading product categories for online and traditional retailers, according to Mastercard SpendingPulse.

While the total spent in stores on Black Friday was up from 2024, foot traffic was down.

Black Friday foot traffic was down by 3.6% from 2024, according to RetailNext.

Shoppers are changing how they go about making holiday purchases and are spending less time inside stores than they did during prior holiday seasons.

Many online shoppers were aided by artificial intelligence to locate online deals, with Adobe Analytics reported an 805% increase in AI-driven traffic to retail sites in the United States when compared to 2024.

The Black Friday numbers help the National Retail Federation to assess the impact of the holiday season, which runs throughout November and December.

The NRF is scheduled to update its holiday spending outlook on Tuesday.