Consumers across the United States spent an unprecedented $10.8 billion online during Black Friday, according to data from Adobe Analytics, as reported by *The News*. This marks a major milestone in the holiday shopping season, as online spending increased 10.2% compared to last year.
Black Friday, which traditionally signals the start of the holiday shopping period, sees fierce competition among retailers aiming to lure budget-conscious consumers with attractive discounts. The rise in online shopping has particularly benefited e-commerce powerhouses like Amazon and Walmart, the latter of which has leveraged its expansive network of 4,700 locations and enhanced store-to-home delivery services to capture a greater share of holiday spending.
Adobe’s analysis, based on tracking more than one trillion visits to retail sites in the US, highlighted strong demand for toys, beauty products and home appliances. Online game sales rose 622% compared to average daily sales in October, while jewelry and hardware sales rose 561% and 476%, respectively. Other popular items included makeup, skin care, Bluetooth speakers, and espresso machines.
Shoppers like 58-year-old Corey Cucione have embraced the shopping craze online and in stores, searching for gifts for family members and taking advantage of Black Friday deals.
Despite the strong online performance, department stores and big box retailers may face weak overall sales this season due to the short shopping window, with only 26 days between Thanksgiving and Christmas.
Adobe also noted a steady growth trend in online Black Friday sales, which totaled $9.8 billion in 2023 and $9.1 billion in 2022. This year’s numbers underscore the growing dominance of online platforms in shaping consumer behavior during the holiday season.