Record $11.8 billion in Black Friday Online Spending in the US
U.S. shoppers spent a record $11.8 billion online, up 9.1% from 2024 on the year’s biggest shopping day, according to Adobe Analytics, which tracks 1 trillion visits that shoppers make to online retail websites.
AI-powered shopping tools helped drive a surge in U.S. online spending on Black Friday, as shoppers bypassed crowded stores and turned to chatbots to compare prices and secure discounts amid concerns about tariff-driven price hikes. U.S. shoppers spent a record $11.8 billion online, up 9.1% from 2024 on the year’s biggest shopping day, according to Adobe Analytics, which tracks 1 trillion visits that shoppers make to online retail websites.
- Black Friday online sales hit $11.8 billion, up 9.1% from last year, Adobe Analytics says
- AI tools help consumers find deals, boosting online shopping
- Physical store traffic subdued due to inflation, trade policy concerns
- Cyber Monday projected to hit $14.2 billion in online sales, Adobe says
Despite wider economic uncertainty hovering above this year’s holiday season, shoppers turned out in big numbers for Black Friday — spending billions of dollars both in stores and online.
Adobe Analytics, which tracks e-commerce, said U.S. consumers spent a record $11.8 billion online Friday, marking a 9.1% jump from last year. It was a slight increase from the company’s spending estimate of $11.7 billion.
Traffic particularly piled up between the hours of 10 a.m. and 2 p.m. local time nationwide, when $12.5 million passed through online shopping carts every minute. Mobile shopping was estimated to drive more than half of all sales, according to Adobe.
Consumers also spent a record $6.4 billion online on Thanksgiving Day, per Adobe. Top categories that saw an uptick in sales across both days included video game consoles, electronics and home appliances. Shopping services powered by artificial intelligence and social media advertising have also particularly influenced what consumers choose to buy, the firm said.
Meanwhile, software company Salesforce estimated that Black Friday online sales totaled $18 billion in the U.S. and $79 billion globally. And e-commerce platform Shopify said its merchants raked in a record $6.2 billion in sales worldwide on Black Friday. At its peak, sales reached $5.1 million per minute – with top categories including cosmetics and clothing, according to the Canadian company.
As a result, in-store traffic has continued to dwindle. Initial data from RetailNext, which measures real-time foot traffic in physical stores, found that U.S. Black Friday traffic fell 3.6% from 2024.
Black Friday vs. Cyber Monday: What’s the difference?
| Feature | Black Friday | Cyber Monday |
|---|---|---|
| Typical focus | In-store + online; doorbusters; big appliances, TVs | Online-only; gadgets, wearables, personal tech |
| Peak discounts | Strong early; 20–28% range | Highest of the week: 30% off electronics, 26% off apparel |
| Shopping behavior | Mix of mobile + desktop | Mobile-dominated (56.1% of purchases this year) |
| Cultural meaning | Kickoff to holiday shopping | “Last call” for ultimate deals |
‘White Friday’ Reflection in the UAE and MENA
In the UAE, the event is also referred to as “White Friday”. This is in recognition of the region revering Fridays as a day of worship and a time for gatherings of friends and family.
Across the MENA region, November online purchases rose 10%, but White Friday drove the real climb: GMV — the total value of everything bought online before discounts and fees — jumped 40%, and the number of orders increased 20%. Within this surge, UAE residents stood out for making higher-value purchases without falling into impulse spending.
Average order value, or AOV (the average amount shoppers spend per order), rose across MENA from $33.5 (Dh123) to $38 (Dh140). In the UAE, AOV moved from $95 (Dh349) to $103 (Dh378) — 2.7 times higher than the regional average. Bigger spends here reflect a preference for well-considered purchases that hold up longer and reduce replacement costs.
Electronics spending rose 22%, while fashion climbed 21%. Many residents used White Friday to upgrade work devices, refresh wardrobes or tick off items they’ve planned to buy.
The sharpest growth came from categories tied to daily life. Instead of grabbing eye-catching deals, shoppers focused on home, family and wellbeing. This shift shows a mindset that treats White Friday as a chance to make the coming months smoother and more affordable.
Many UAE residents also use the White Friday period to organise upcoming travel, especially with long booking windows and seasonal rate drops. One example this year includes hotel discounts of up to 50% on Expedia.ae between November 20 and December 2, with stays allowed until December 30, 2026 — a timeline that appeals to travellers planning well in advance.