U.S. consumers spent a record $11.8 billion online on Black Friday, up 9% year-over-year, according to Adobe Analytics. AI-driven shopping and mobile purchases dominated, while in-store traffic continued to decline.
Black Friday 2025 marked a historic milestone for e-commerce. U.S. shoppers spent $11.8 billion online, a 9.1% increase from last year and the highest single-day total ever recorded, according to Adobe Analytics. Spending peaked between 10 am and 2 pm, with consumers shelling out $12.5 million per minute during the busiest hours.
Early projections from Adobe had estimated $11.7 billion, but strong demand pushed totals beyond expectations. Mobile shopping accounted for more than half of all transactions, while Buy Now, Pay Later services and AI-powered deal finders surged in popularity. Adobe reported an 805% increase in AI-driven traffic compared to 2024, underscoring the growing role of artificial intelligence in holiday shopping.
Top-selling categories included electronics, video game consoles, and home appliances, with standout products such as the Nintendo Switch 2, Apple AirPods 4, and Oura Ring 4. Discounts were steep: electronics saw markdowns of up to 29%, toys 28%, and apparel 25%.
Sporting goods performance
Sporting goods also featured prominently, with discounts averaging 19% to 23% off list prices. Adobe highlighted strong demand for fitness equipment, bicycles, and basketball hoops, reflecting consumers’ continued investment in health and active lifestyles. This category’s performance aligns with broader trends favoring wellness and outdoor activities.
While online sales soared, in-store traffic continued to decline. RetailNext data shows foot traffic fell 3.6% year-over-year, reinforcing the shift toward digital-first shopping experiences.
Adobe Analytics
Adobe Analytics tracks over 1 trillion visits to U.S. retail sites and analyzes transactions from more than 100 million SKUs (Stock Keeping Units) across 18 product categories. Its data is widely regarded as the industry benchmark for measuring online retail performance during major shopping events.
