Adobe says Black Friday sets a record $11.8 billion in online spending

American consumers spent $11.8 billion online on Black Friday, according to a report Data from Adobe Analyticswhich says it tracks more than a trillion visits to retail websites in the United States.

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

The company expects Cyber ​​Monday (coming two days later, on December 1) to be even bigger, with $14.2 billion spent online. According to Reuters.

Black Friday data from companies like Adobe and Salesforce can provide an early indicator of broader holiday shopping trends. Adobe expects to spend a total of $253.4 billion on holidays 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 U.S., a year-over-year increase of 6% and 3%, respectively. But this growth may have less to do with increased consumer demand and rather reflect rising prices — Salesforce data also shows that prices rose 7% on average, while order volumes fell 1%.

Both Adobe and Salesforce claim they are seeing an increasing impact of AI on holiday shopping. For example, Salesforce said Between Thanksgiving and Black Friday, AI and AI agents impacted $22 billion in global sales, though it’s not clear how broadly that should be defined.

The data is less clear on how online trends compare to in-person shopping at brick-and-mortar stores, with RetailNext telling Forbes that in-store traffic appears to be down 3.4% nationwide, while Pass_by said foot traffic was up 1.17% overall, and a more impressive 7.9% at department stores.