U.S. shoppers spent a record $10.8 billion online this Black Friday, marking a 10.2% increase from last year, according to Adobe Analytics.
Black Friday, the traditional start of the holiday shopping season, saw fierce competition among retailers vying for budget-conscious consumers hunting discounts.
E-commerce giants like Amazon and Walmart were major beneficiaries, with Walmart leveraging its extensive store network to boost store-to-home delivery options.
The growth in online spending reflects a steady upward trend; shoppers spent $9.8 billion online in 2023 and $9.1 billion in 2022, Adobe reported.
Corey Coscioni, a 58-year-old shopper, shared that he sought deals both online and in stores, buying gifts for his family and himself.
Popular items included makeup, skincare, and haircare products, along with Bluetooth speakers and espresso machines, Adobe noted.
Toy sales skyrocketed 622% compared to October averages, while jewelry sales surged 561%, and appliances rose 476%, highlighting strong demand across categories.
Salesforce, which monitors thousands of online retailers, offered a separate estimate, reporting U.S. online sales at $17.5 billion—a 7% increase from last year.
Salesforce also noted heightened demand for home appliances and furniture, indicating a shift in shopper priorities during the season.
Department stores like Macy’s and Kohl’s, along with retailers like Target, may face challenges with a shorter shopping window this year—just 26 days between Thanksgiving and Christmas.
With the holiday season now in full swing, analysts expect online retail to continue driving strong sales as consumers seek convenience and competitive prices.