Black Friday online sales break records
Black Friday online sales reached a new milestone, with continued strong performance expected through Cyber Monday.
According to Adobe Analytics data, consumers spent a record $10.8 billion online during Black Friday (Nov. 29), up 10.2% year-over-year from $9.8 billion and more than double the $5.03 billion consumers spent online during Black Friday 2017.
Categories that performed particularly well online during Black Friday included toys (online sales up 622% compared to average daily sales in October 2024), jewelry (online sales up 561%), appliances (up 476%), personal care (up 440%), apparel (up 374%) and electronics (up 334%).
In toys, discounts peaked at 27.8% (off listed price). Strong deals across other categories included electronics (27.4%), televisions (24.2%), apparel (22.2%), computers (22%) and sporting goods (19.5%).
In addition, Adobe tracked an 1,800% increase in Black Friday traffic to retail sites from generative AI chatbots compared to Black Friday 2023.
Additional Adobe insights for Black Friday include:
- More than half (55%) of online sales came through a mobile device compared to a desktop. This represented $5.9 billion in spend, up 12.1% year-over-year.
- Buy now, pay later (BNPL) flexible payment purchases drove $686.3 million in online spend, up 8.8% year-over-year. Based on Adobe data, consumers tend to utilize BNPL for categories such as electronics, clothing, video games, and groceries. This flexible payment service is also being used predominantly via mobile devices, which hold a 79.3% share of BNPL purchases so far this holiday season.
Black Friday weekend
Salesforce tracked continuing strong e-commerce performance during Saturday, Nov. 30 and Sunday, Dec. 1, commonly referred to as "Black Friday weekend." Global online sales grew 8% year-over-year, with U.S. online sales rising 9% during the two-day period.
Discounts over the weekend averaged 26% globally, down 3% from 2023. In the U.S., discounts averaged 28%, down 2% from 2023. Order volume grew 7.5% globally and 8% in the U.S.
Discounts over the weekend averaged 26% globally, down 3% from 2023. In the U.S., discounts averaged 28%, down 2% from 2023. Order volume grew 7.5% globally and 8% in the U.S.
The use of AI-enabled online chat services grew 12% year-over-year. During Saturday, Nov. 30, Salesforce data shows that retailers using generative AI and agents saw a 15% higher conversion rate compared to retailers who did not.
In addition, one in five online orders placed during the weekend used buy online, pickup in store (BOPIS) fulfillment.
Adobe reported similar performance, with consumers spending $10.9 billion (up 5.8% year-over-year) from Nov. 30-Dec. 1. Adobe data also indicates consumers spent $6.1 billion on Thanksgiving Day (Nov. 28), up 8.8% year-over-year.
Cyber Monday online sales expected to hit $13.2 billion
Adobe expects consumers will spend a record $13.2 billion on Cyber Monday, Dec. 2, up 6.1% year-over-year from $12.4 billion. BNPL usage is expected to reach $993 million, a 5.6% year-over-year increase.
On Cyber Monday, Adobe predicts mobile devices will drive 54% of online sales, representing $7.1 billion in spend and up 14.5% year-over-year.
Meanwhile, Salesforce expects Cyber Monday will drive $51 billion in global sales and $13.5 billion in the U.S., up 5.3% from $48.4 billion globally and a 7.1% jump from $12.6 billion in the U.S in 2023.
"Discounts have exceeded expectations beginning on Thanksgiving, and Cyber Monday has essentially become 'last call' for shoppers looking to get the best deals this season," said Vivek Pandya, lead analyst, Adobe Digital Insights. "We are on track for a Cyber Week, the five-day period between Thanksgiving and Cyber Monday, that crosses the $40 billion mark online and sets a new record for U.S. e-commerce."
[READ MORE: Adobe: Initial holiday e-commerce spending up 10%, passes $77 billion]
