US shoppers turned to online platforms in record numbers this Black Friday, spending an estimated $8.6 billion, according to data from Adobe Analytics. The shift to digital shopping continued to strengthen as many consumers preferred browsing deals on laptops and phones rather than heading out in cold weather.
Online spending until early evening on Friday grew 9.4% compared to the same period last year. Despite expectations that shoppers would crowd stores, foot traffic remained lower than anticipated. Concerns about overspending, ongoing inflation, uncertainty linked to trade policies, and a weaker labor market contributed to a more cautious start for in-store purchases.
Adobe projects that final Black Friday online sales will reach between $11.7 billion and $11.9 billion, which would set a new record. The upward trend is expected to continue through the weekend, with $5.5 billion in online sales predicted for Saturday and $5.9 billion for Sunday. Strong discounts are expected to sustain demand.
Cyber Monday is once again forecast to be the biggest online shopping day of the season, with spending projected to reach $14.2 billion, a 6.3% increase from last year. Adobe has noted that overall US holiday online sales are growing, but at a slower pace than previous years.
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