American consumers spent 11.8 billion online this Black Friday, setting a new record for digital sales, according to data from Adobe Analytics, which tracks more than one trillion visits to U.S. retail websites. The figure represents an increase from 10.8 billion recorded during Black Friday last year. Adobe estimates that between 10 a.m. and 2 p.m., shoppers were spending an average of 12.5 million every minute.
In a statement cited by , Adobe said the numbers show that Black Friday has become a major e-commerce moment, as more shoppers opt to stay home and take advantage of deals. The company projects an even larger spending surge on Cyber Monday, forecasting online sales of 14.2 billion, according to .
Black Friday performance from analytics firms such as Adobe and Salesforce often serves as an early indicator of broader holiday shopping behavior. Adobe expects overall U.S. holiday spending to reach 253.4 billion this year, up from 241.1 billion in 2024.
