According to Adobe Analytics, a record $9.8 billion was spent online in the U.S. for Black Friday, up 7.5 percent year-over-year (YoY). Adobe had estimated this year’s Black Friday sales at $9.6 billion.

Adobe reported that on Thanksgiving Day, U.S. consumers spent $5.6 billion online, an increase of 5.5 percent from last year.

Among categories on Black Friday, electronics were a major growth driver, with online sales up 152 percent compared to average daily sales in October 2023. Smart watches were up +577 percent, TVs, 484 percent and audio equipment, up 376 percent.

Other hot sellers on Black Friday included KidKraft playsets, Barbie Fashionista dolls and Mini Brands Toys. Gaming remained popular with consumers snatching up PlayStation5, Xbox Series X and Nintendo Switch gaming consoles, along with the games Call of Duty: Modern Warfare III, Spiderman 2 and Super Mario Bros. Wonder. 

Other top sellers included Bluetooth headphones, smartphones, skin care products, cookware sets, and coffee makers.

As online spending increased, consumers used the flexible payment method Buy Now Pay Later (BNPL), with orders rising 72 percent from November 18-24 compared to November 11-17 as holiday shopping accelerated going into Black Friday. BNPL revenue was up $79 million (47 percent growth) in the same period.

Weekend Outlook, Cyber Monday
This past weekend through Cyber Monday, Adobe expects consumers to spend $10 billion ($4.8 billion on November 25 and $5.2 billion on November 26). 

Adobe still expects Cyber Monday to be the season’s and year’s biggest online shopping day, driving a record $12 billion in spend and growing 5.4 percent YoY.

Deep discounts are still ahead, with the season’s best bargains on toys (up to 35 percent) and apparel (25 percent) expected on November 26. Cyber Monday, November 27, will have the best deals for electronics (30 percent) and furniture (19 percent). Those looking for the best appliance deals (20 percent) will find them on November 30. The biggest discounts for sporting goods (24 percent) are expected on Monday (Dec. 4).

Additional Adobe Analytics Insights

  • Mobile Shopping: Smartphones accounted for $5.3 billion of all online sales on Black Friday, up 10.4 percent YoY and 54 percent of online sales. Adobe expects mobile to overtake desktop sales for the first time this holiday season, with more than half (51.2 percent) of consumers spending online to take place on mobile.
  • Surging Categories: Online sales of electronics were up 152 percent compared to pre-holiday levels of October, apparel (up 136 percent), toys (up 132 percent), jewelry (up 114 percent), appliances (112 percent), furniture and bedding (up 94 percent), and personal care products (up 88 percent).
  • Cheaper Fulfillment Methods: On Black Friday, 80.5 percent of all online orders used standard shipping. Standard shipping is expected to peak during Cyber Week at 80 percent to 85 percent of orders. Curbside pickup also continued to be a popular fulfillment option. On November 24, it was used in 13.1 percent of all online orders (for retailers who offer the service), slightly higher than on Thanksgiving (12.3 percent).
  • Forecast for Cyber Week: Adobe expects Cyber Week (the five days from Thanksgiving to Cyber Monday) will generate $37.2 billion in online spending, up 5.4 percent YoY, representing a 16.8 percent share of the full holiday season. Cyber Monday will remain the season’s and year’s biggest online shopping day at $12 billion, up 6.1 percent YoY. Thanksgiving Day saw $5.6 billion in online spending (up 5.5 percent YoY), and Black Friday generated $9.8 billion (up 7.5 percent YoY). Cyber Monday is still expected to be the season’s and year’s biggest online shopping day, driving a record $12 billion in spending.
  • Impact of Inflation: Strong consumer spending online continues to be driven by net-new demand and not higher prices. Adobe’s Digital Price Index shows e-commerce prices fell consecutively for 14 months (down 6 percent YoY in October 2023). Adobe figures are not adjusted for inflation, but if online deflation were factored in, growth in consumer spending would be stronger.

“Black Friday re-asserted its dominance this season with record spend of $9.8 billion driven by new demand for the major sales day,” said Vivek Pandya, lead analyst, Adobe Digital Insights. “The decline in online prices over the last year has created a favorable environment for consumers with strong discounts this season that are tempting even the most price-conscious consumers.”