American consumers unleashed their purchasing power in a massive digital shopping frenzy on Black Friday, spending an unprecedented $8.6 billion online as millions opted to skip traditional brick-and-mortar store stampedes in favor of clicking “add to cart” from the comfort of their homes.
The staggering figure represents a remarkable 9.4 percent surge compared to last year’s Black Friday performance, according to comprehensive data released by Adobe Analytics. The research firm’s findings paint a vivid picture of America’s evolving shopping habits, tracking consumer behavior across more than one trillion visits to U.S. retail websites through 6:30 p.m. Eastern Time on the biggest shopping day of the year.
This monumental shift toward digital commerce reflects a broader transformation in how Americans approach holiday shopping. Rather than bundling up against brisk November weather and navigating crowded mall corridors, savvy shoppers increasingly turned to their laptops, tablets, and smartphones to hunt for the season’s best deals.
Adobe’s analytics division, which serves as the data and insights powerhouse for Adobe Inc., maintains one of the most comprehensive views of American e-commerce activity. Their tracking system monitors online transactions across a vast network of retail platforms, providing real-time insights into consumer spending patterns during critical shopping periods.
The explosive growth in online Black Friday sales underscores the permanent changes that have reshaped American retail over recent years. What once required early morning wake-up calls and strategic store-hopping plans has evolved into a seamless digital experience where consumers can compare prices, read reviews, and secure deals with just a few taps or clicks.
This year’s record-breaking performance signals that the convenience factor of online shopping continues to outweigh the traditional appeal of in-store Black Friday experiences. As retailers adapt to these changing preferences, the focus has shifted toward creating compelling digital storefronts and mobile-optimized shopping experiences that can capture and convert the growing army of online bargain hunters.
The $8.6 billion milestone achieved on Black Friday 2025 sets an impressive tone for what retailers and analysts expect will be a robust holiday shopping season, with Cyber Monday and the remaining weeks leading up to Christmas likely to build upon this strong digital foundation.
