Black Friday sets online spending record of $11.8B, Adobe says

US consumers spent $11.8 billion online on Black Friday data from Adobe Analyticswhich says it tracks more than 1 trillion visits to US retail websites.

That’s a new record, compared to the $10.8 billion spent on Black Friday last year, Adobe says. Between 10am and 2pm, online shoppers are said to spend $12.5 million every minute. Forbes reports Adobe said in a statement that the numbers show Black Friday “has become a key time for e-commerce as more shoppers choose to stay home and take advantage of deals.”

The company predicts that Cyber ​​Monday (in two days, on December 1) will be even bigger, with $14.2 billion spent online. according to Reuters.

Black Friday data from companies like Adobe and Salesforce can be an early indicator of broader holiday shopping trends. Adobe expects a total of $253.4 billion in holiday spending this year, compared to $241.1 billion in 2024.

Salesforce said it tracked $79 billion in global spending on Black Friday, including $18 billion in the United States, year-over-year increases of 6% and 3%, respectively. But this growth may have less to do with increased consumer demand and instead reflects higher prices. Salesforce data also shows that prices increased by an average of 7%, while order volumes fell by 1%.

And both Adobe and Salesforce claim to see a growing influence of AI on holiday shopping. For example, said Salesforce that between Thanksgiving and Black Friday, AI and AI agents influenced $22 billion in global sales, although it’s not clear how broadly that is defined.

The data is less clear on how online trends compare to in-person shopping at brick-and-mortar stores. RetailNext tells Forbes that retail traffic appears to be down 3.4% nationally, while Pass_by says foot traffic is up 1.17% overall, with an even more impressive 7.9% increase in department stores.