Black Friday Shoppers Break Online Spending Records in 2025/ Newslooks/ WASHINGTON/ J. Mansour/ Morning Edition/ Despite economic uncertainty, U.S. shoppers spent a record $11.8 billion online during Black Friday 2025. In-store traffic declined slightly, but retailers still saw major gains. Experts credit AI tools, high prices, and targeted promotions for fueling the surge.
Black Friday Spending Trends Quick Look
- U.S. online Black Friday sales hit $11.8 billion (Adobe)
- Thanksgiving Day online spending reached $6.4 billion
- Shopify merchants sold $6.2 billion worldwide
- In-store traffic dropped 3.6% vs. 2024 (RetailNext)
- Shoppers spent $12.5 million/minute during peak hours
- Fewer items bought per order, but prices rose 7%
- Consumers relied more on buy now, pay later options
- Cyber Monday expected to reach $14.2 billion
- Tariffs, inflation, and debt add pressure to holiday budgets
Shoppers Spend Big on Black Friday Despite Economic Jitters, Online Sales Hit Record Highs
Deep Look
Despite growing economic concerns and inflationary pressure, Americans came out in force for Black Friday, pushing consumer spending to new highs—particularly online. Eager to take advantage of holiday deals, shoppers shelled out billions both in stores and across e-commerce platforms, making this year’s Black Friday a record-setter for digital sales even as in-store traffic showed signs of strain.
Record Online Sales Dominate the Day
According to Adobe Analytics, U.S. consumers spent an unprecedented $11.8 billion online on Black Friday—marking a 9.1% increase from 2024. The busiest shopping window was between 10 a.m. and 2 p.m., during which online shoppers collectively spent $12.5 million per minute.
Even Thanksgiving Day saw a surge in digital traffic, with $6.4 billion in e-commerce sales. Popular product categories included:
- Video game consoles
- Home electronics
- Kitchen appliances
Adobe noted that AI-powered product recommendations and targeted ads on social media platforms played a major role in shaping buyer decisions.
Other notable Black Friday tallies include:
- $18 billion in U.S. online sales (Salesforce estimate)
- $79 billion in global online sales (Salesforce)
- $6.2 billion in global sales from Shopify merchants, with a peak of $5.1 million in sales per minute, driven by high demand for cosmetics and apparel.
In-Store Traffic Down — But Not Out
While digital platforms raked in dollars, physical retail locations saw another year of decline. Initial numbers from RetailNext show Black Friday in-store traffic fell 3.6% compared to 2024.
However, Joe Shasteen, global analytics manager at RetailNext, noted the nuance: “Shoppers didn’t just stay home—they changed how and when they shop.” According to Shasteen, today’s consumers are more intentional and less impulsive, with many stretching out their purchases across extended promotions instead of converging in droves on a single day.
That said, the foot traffic drop was smaller than earlier in the week: RetailNext recorded a 6.2% decline in physical retail visits in the days leading up to Thanksgiving, suggesting that big promotional events still draw crowds—just more selectively than in years past.
Cyber Week Momentum and Price Pressures
The shopping surge is expected to continue through the weekend. Adobe projects:
- $5.5 billion in online spending on Saturday
- $5.9 billion on Sunday
- A projected $14.2 billion on Cyber Monday, potentially breaking yet another record
However, experts caution that inflated prices may be fueling some of the gains. Salesforce reported that even though total spending rose, shoppers bought fewer items, with checkout volumes down 2% year-over-year and order counts dipping by 1%. The average selling price jumped by 7%, suggesting that price hikes, not necessarily demand, are inflating totals.
Economic Headwinds Loom
Holiday spending is happening against a backdrop of economic strain:
- Tariffs imposed by President Trump on imports have raised costs for businesses and consumers alike.
- Lingering effects of the 43-day government shutdown and rising layoff fears have created widespread uncertainty.
- Credit card debt and delinquencies are rising, pushing more consumers toward “buy now, pay later” (BNPL) plans.
Despite those red flags, the National Retail Federation (NRF) estimates total U.S. consumer spending during the 2025 holiday season will exceed $1 trillion for the first time. However, the rate of growth is slowing: The NRF projects a 3.7%–4.2% increase over 2024’s spending, which saw a 4.3% jump.
Key Takeaways
- Online retail is king: Consumers continue shifting away from in-person Black Friday shopping.
- Inflation is real: Higher prices are a significant contributor to revenue records.
- Shoppers are cautious: The move to BNPL, fewer items purchased, and careful comparison shopping reflect a more conservative consumer.
- Cyber Monday could break more records: With consumer behavior shifting online, all eyes are now on the next big digital milestone.
As the holiday shopping season continues, the real test will be whether consumers can maintain this pace amid broader financial challenges—or whether the season’s early rush was a front-loaded burst before wallets tighten in December.
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