American consumers embraced digital bargain hunting this Black Friday, spending a massive $8.6 billion online as the traditional rush to physical stores gave way to scrolling for deals on smartphones and laptops. According to data from Adobe Analytics, this represented a significant 9.4% increase compared to the previous year, signaling a strong shift in consumer behavior during the crucial holiday shopping weekend.
Record-Breaking Digital Sales
The online spending spree continued throughout Friday, with Adobe Analytics reporting that most shopping activity at major retailers occurred between 10 am and 2 pm ET. The data firm, which tracks over 1 trillion visits to US retail sites, anticipates the final Black Friday tally to reach between $11.7 billion and $11.9 billion, setting a new record for online sales on this traditionally busy shopping day.
The momentum is expected to continue through the weekend, with projections of $5.5 billion in online sales on Saturday and $5.9 billion on Sunday. Both figures would surpass last year's numbers as retailers maintain elevated discount levels to attract budget-conscious shoppers.
What's Driving the Digital Shift?
Several factors contributed to the robust online spending. Deeper-than-expected discounts played a crucial role in attracting shoppers, according to Adobe analysts. The very nature of Black Friday has also evolved, with promotions now stretched over several weeks rather than concentrated on a single day, diluting the event's traditional significance.
Vivek Pandya, director of Adobe Digital Insights, told Reuters that shoppers are increasingly relying on promotional codes shared by social media influencers to extract extra discounts during what's now known as Cyber Week. This strategy has become essential for consumers looking to maximize their savings.
The specter of economic challenges also influenced shopping patterns. Persistent inflation, trade policy uncertainty, and a weakening labor market made shoppers more cautious about overspending. According to the non-profit Tax Foundation, President Donald Trump's tariffs have contributed approximately 4.9 percentage points to retail prices, adding to the financial pressure on consumers.
Quiet Scene at Physical Stores
While digital channels buzzed with activity, physical stores experienced a noticeably different Black Friday. Marshal Cohen, chief retail adviser at Circana, described this year's shopping day as transformed after visiting stores and malls across New York and New Jersey.
"The era of early-morning rushes and long lines outside retailers is largely over," Cohen told Reuters. Among the retailers he visited, Target attracted the most early shoppers by offering swag bags to the first 100 customers, while Walmart saw increased footfall later in the day.
The changing dynamics were evident in places like Atlanta, where Quantavius Shorter, a 40-year-old diesel engine mechanic, was among only a dozen people waiting in freezing temperatures at a local Walmart before sunrise. Shorter managed to purchase a Roku flat-screen smart TV for $298 - a significant discount from its usual $500 price tag that fit perfectly within his constrained Christmas budget.
Looking ahead, Adobe Analytics expects Cyber Monday to generate $14.2 billion in online sales, a 6.3% increase from last year, potentially making it the biggest online shopping day of the year as the holiday shopping season continues to evolve toward digital dominance.
