According to data from Adobe Analytics, which tracks more than a trillion visits to US retail websites, US consumers spent $11.8 billion shopping online on Black Friday.
Adobe said it was a new record, up from $10.8 billion spent on Black Friday last year. From 10am to 2pm, online shopping customers spent 12.5 million USD per minute.
Adobe also said in a statement that the data shows Black Friday has become "an important e-commerce time, as more and more shoppers choose to stay home and take advantage of the deals."
Black Friday data from companies like Adobe and Salesforce could provide early signals of overall holiday shopping trends. Adobe forecasts total spending for this year's holiday season in the US to reach 253.4 billion USD, compared to 241.1 billion USD in 2024.
However, this growth may not be related to increased consumer demand but reflects increased prices - Salesforce data also shows that prices increase by an average of 7%, while order volume decreases by 1%.
Both Adobe and Salesforce have confirmed that they see an increasing influence of AI on shopping during the holiday. For example, Salesforce said that from Thanksgiving to Black Friday, AI and AI agents have impacted global sales of $22 billion, although it is unclear how widely this number is defined.
Adobe said AI-powered traffic to US retail websites has skyrocketed by 805% compared to last year. According to experts, consumers have used new AI tools to quickly access what they need. Large language models make user requests faster and easier.
