U.S. consumers have spent $8.6 billion online as of 3:30 p.m. Pacific Time on Black Friday, marking a 9.4% increase compared to last year, according to Adobe Analytics. This figure exceeds Adobe’s initial forecast of 8.3% year-over-year growth. Final estimates for the day suggest total online spending could reach between $11.7 billion and $11.9 billion, potentially setting a new record for Black Friday e-commerce.
Online shopping activity has shown unusual peaks this year, with the heaviest traffic occurring between 7 a.m. and 11 a.m. Pacific, followed by a second surge between 5 p.m. and 7 p.m. These periods differ from previous years, when most activity concentrated in the evening. Analysts attribute strong sales to deeper-than-expected discounts across multiple categories, particularly electronics, toys, apparel, and home goods.
Key Categories Driving Online Sales
Electronics have remained a major draw for shoppers, with discounts reaching up to 29% off listed prices. Toys, apparel, televisions, computers, appliances, furniture, and sporting goods have also seen elevated discounts ranging from 18% to 28%. An Adobe survey of over 1,000 U.S. consumers conducted in November 2025 found that half of respondents planned to purchase apparel and accessories online on Black Friday. Toys were the next most popular category at 40%, followed by computers and electronics at 36%, with books, digital content, and home appliances rounding out the top categories.
Popular items on Black Friday so far include televisions, Nintendo Switch 2 consoles, Apple AirPods 4, Oura Ring 4, e-readers, kitchen storage items, jewelry, gift cards, Fisher-Price toys, plush toys, fragrance sets, KitchenAid stand mixers, washers and dryers, bicycles, and basketball hoops.
AI and BNPL Influence Holiday Shopping Trends
Generative AI has become a significant factor in holiday shopping. Adobe expects AI-driven traffic to U.S. retail websites to grow by 600% year-over-year on Black Friday. Nearly half of surveyed consumers said they had used or planned to use AI for online shopping this season, primarily to find deals, research products, and receive recommendations.
Buy Now Pay Later (BNPL) also played a key role in online spending. Estimated BNPL transactions reached $761.8 million on Black Friday, an 11% increase compared to last year. Most BNPL purchases were made on mobile devices, accounting for 82.4% of transactions, with electronics, apparel, toys, and furniture being the most common categories for BNPL use.
Mobile Shopping Continues to Dominate
Mobile devices remained the primary channel for Black Friday purchases. As of mid-afternoon, 58.6% of online sales were completed via smartphones or tablets, totaling $5.1 billion and showing an 11.3% increase year-over-year. This follows record-setting mobile activity on Thanksgiving, which saw 61.6% of online sales made through mobile devices.
Weekend and Cyber Monday Outlook
Adobe anticipates strong online activity to continue through the weekend following Black Friday. Saturday, November 29, is projected to generate $5.5 billion in sales, up 3.8% year-over-year, while Sunday, November 30, is expected to reach $5.9 billion, an increase of 5.4%. Mobile shopping is expected to account for 58% of weekend purchases, representing $6.6 billion in total. Electronics, toys, apparel, computers, televisions, appliances, furniture, and sporting goods are expected to remain the most heavily discounted categories.
Cyber Monday is forecasted to be the largest online shopping day of the season, with projected sales of $14.2 billion, up 6.3% from last year. The five-day Cyber Week period, including Thanksgiving, Black Friday, and Cyber Monday, is expected to generate $43.7 billion, representing 17.2% of overall seasonal online spending, up 6.3% year-over-year.
Source: GamesBeat
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Frequently Asked Questions (FAQs)
How much have U.S. consumers spent online this Black Friday?
As of 3:30 p.m. Pacific Time, online spending reached $8.6 billion, a 9.4% increase compared to last year.
What categories are most popular for online shopping on Black Friday?
Electronics, toys, apparel, computers, televisions, appliances, furniture, and sporting goods are among the top-selling categories.
How is AI affecting online shopping this holiday season?
AI-driven traffic to retail websites is expected to grow 600% YoY, with nearly half of consumers using AI for deal discovery, product research, and recommendations.
What role does BNPL play in Black Friday online sales?
Buy Now Pay Later accounted for $761.8 million in online spending, primarily for electronics, apparel, toys, and furniture, with most transactions completed on mobile devices.
How much of Black Friday shopping is happening on mobile devices?
Mobile purchases represent 58.6% of online sales as of mid-afternoon, highlighting the continued dominance of smartphones and tablets in holiday e-commerce.
What are the expected sales for Cyber Monday and Cyber Week?
Cyber Monday is projected to reach $14.2 billion in online sales, with the full Cyber Week period generating $43.7 billion, up 6.3% YoY.
