Adobe: Online November spending approaches $80B
The first 23 days of the official holiday shopping season show solid growth from the same period in 2024.
From Nov. 1-23, 2025, Adobe Analytics e-commerce data reveals that U.S. consumers have spent $79.7 billion online, up 7.5% year over year. Twenty-two days so far have seen consumers spend over $3 billion online in a single day, setting a new record and compared to 20 days in the year-ago period.
For the first 23 days of the season, online discounts for electronics peaked at 12% (off listed price) but is expected to hit 29% on Cyber Monday. In other categories, Cyber Monday is set to have the biggest online discounts for apparel at 25% (vs. 12.2% in the first 23 days of the season), and computers at 23% (vs. 12.9%).
Black Friday is set to have the biggest online discounts for televisions at 23% (vs. 11.1%), toys at 27% (vs. 16.3%), and appliances at 18% (vs. 13.4%). And Thanksgiving is expected to have the biggest online discounts for sporting goods at 19% (vs. 12.3%).
Forecast for Cyber Week
Estimates for Cyber Week show the five-day period including Thanksgiving, Black Friday and Cyber Monday is expected to drive $43.6 billion in online spend (up 6.3%) and representing 17.2% of the overall holiday season.
Cyber Monday will remain the biggest online shopping day of the season — and year — according to Adobe, at $14.2 billion (up 6.3% year over year). However, Black Friday is expected to see higher growth for the season, rising 8.3% year-over-year at $11.7 billion. On Thanksgiving Day, consumers are expected to spend $6.4 billion online (up 4.9% year over year).
[READ MORE: Cyber Monday online sales hit new record of $13.3 billion]
Other November findings
Buy now, pay later soars
In the first 23 days of November, the flexible ‘buy, now pay later’ (BNPL) payment method has driven $6.1 billion in online spend, up 10.3% year over year. This represents almost $600 million more than the comparable period in 2024.
Based on historical trends, Adobe expects BNPL usage to ramp up during Cyber Week and hit a new milestone on Cyber Monday by crossing the $1 billion mark ($1.04 billion, up 5% year over year).
Adobe data also indicates BNPL has been predominantly driven by mobile shopping, with its share of spend hitting 82.4% (compared to desktop) so far this season. An Adobe consumer survey reveals BNPL is being used most in categories including electronics, apparel, toys, grocery, and furniture/home goods.
Generative AI
Adobe observed what it says was the first material surge in generative AI to U.S. retail sites (measured by shoppers clicking on a link) during the 2024 season, with traffic increasing 1,300% year-over-year.
In the first 23 days of the season, AI traffic rose by 830% year over year. Adobe also observed that shoppers who landed on a U.S. retail site from an AI service were 30% more likely to convert.
Adobe consumer survey results show that 32% of respondents reported having used AI to aid in their online shopping journeys, and nearly half (48%) said they have used or plan to use AI specifically for holiday shopping.
Mobile shopping
In the first 23 days of November, 51.9% of online spend (up from 51.6% in the comparable prior-year period) happened through a mobile device. This represents $41.3 billion in online spend, up 8% year-over-year. Adobe predicts mobile spending is set to hit a record $142.7 billion for the full holiday season (Nov. 1 - Dec. 31), at 8.5% year-over-year growth.
Social media influencers
Social media platforms have been a substantial growth driver so far this holiday season, with Adobe tracking its share of online revenue (purchases attributed to social traffic) up 29% year over year. This marks a significant increase from the comparable period in the 2024 holiday season where year-to-year growth reached 5%.
In affiliates and partners — which includes social media influencers — growth reached 15% year over year. Adobe survey data indicates 53% of shoppers have considered or purchased a product based on a recommendation from a celebrity or social media influencer.
Based on Adobe Analytics data, Adobe provides a view into U.S. e-commerce by analyzing commerce transactions online, covering over 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories.
