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U.S. consumers spent a record $11.8 billion online during Black Friday, marking a 9.1% increase from last year, according to Adobe Analytics. Despite economic uncertainties, including high inflation and unemployment nearing a four-year high, shoppers turned to online deals, with peak spending reaching $12.5 million per minute between 10 a.m. and 2 p.m. local time.
Mastercard SpendingPulse reported a 10.4% growth in e-commerce sales, while in-store sales rose only 1.7% compared to 2024. Newsday noted that AI-driven shopping services and social media advertising significantly influenced consumer choices, with electronics, video game consoles, and home appliances being top categories.
In contrast, in-store traffic saw a decline, with RetailNext reporting a 3.6% drop compared to last year. Despite this, the National Retail Federation estimates that U.S. holiday spending will surpass $1 trillion for the first time, although growth is slowing.
Amid economic challenges, many consumers are adopting budget-conscious behaviors. A Deloitte survey noted that 85% of Americans plan to spend the same or less than last year, with many using "buy now, pay later" options. As shoppers navigate tighter budgets, they are increasingly waiting for significant promotions to make purchases.