US shoppers spent $11.8 billion online on Black Friday in 2025, up 9.1% year over year, according to Adobe Analytics. A record 202.9 million consumers shopped during the five-day holiday weekend from Thanksgiving Day through Cyber Monday, the National Retail Federation (NRF) reported. Cyber Monday still led the week at $14.25 billion, up 7.1%. Read together, these Black Friday statistics show online dollars rising faster than store crowds.
Adobe expects Black Friday to bring in $12.9 billion online in 2026, up 9.2%. The figures below cover online sales, shopper counts, spending, payment methods and store traffic. They draw on retail platforms, payment networks and survey publishers, then close with the 2026 forecasts.
Key Takeaways
- Black Friday online growth outpaced Cyber Monday for a second season in a row, at 9.1% against 7.1% in 2025, after 10.2% against 7.3% in 2024.
- Black Friday drew 80.3 million in-store and 85.7 million online shoppers in 2025, slightly below 2024’s 81.7 million and 87.3 million.
- Buy Now Pay Later (BNPL) contributed $20 billion in online spend over the 2025 holiday season, up 9.8%.
- Mastercard SpendingPulse measured US retail sales excluding autos up 4.1% on Black Friday 2025, with e-commerce sales up 10.4%.
- Black Friday drove $79 billion in global sales, up 6%, and $18 billion in the US, up 3%, according to Salesforce.
- Average selling prices across Cyber Week rose 6%, while order volumes grew 2% globally and 1% in the US.
- Adobe forecasts Black Friday 2026 online spend growing 9.2% to $12.9 billion, faster than Cyber Monday’s 6.2% to $15.1 billion.
Editor’s Choice
- US online spend over Cyber Week 2025: $44.2 billion, up 7.7%.
- US online spend over the 2025 holiday season: $257.8 billion, up 6.8%.
- Global Cyber Week sales in 2025: $336.6 billion.
- Shopify merchant sales over Black Friday-Cyber Monday 2025: $14.6 billion.
- Average holiday spend per Thanksgiving weekend shopper in 2025: $337.86.
- Adobe’s forecast for US online holiday spend in 2026: $275.1 billion.
Black Friday Statistics: Online Spending in the US
- Black Friday set a record for US online spend in 2025 at $11.8 billion, up 9.1% year over year.
- It was the second holiday season in a row where Black Friday growth outpaced Cyber Monday, as shoppers embraced early, competitive deals.
- Black Friday online spend rose 20.4% in two years, from $9.8 billion in 2023 to $11.8 billion in 2025.
- Adobe expects Black Friday to be the second biggest day of the 2026 season at $12.9 billion, up 9.2%.
- Adobe Analytics covers over 1 trillion visits to US retail sites and 18 product categories.
| Year | Black Friday online spend ($ billions) | Growth year over year (%) |
|---|---|---|
| 2023 | 9.8 | 7.5 |
| 2024 | 10.8 | 10.2 |
| 2025 | 11.8 | 9.1 |
| 2026 (forecast) | 12.9 | 9.2 |
Source: Adobe Analytics Cyber Week releases 2023 to 2025, Adobe 2026 holiday forecast
Was Black Friday 2025 a success?
On spending, yes. Black Friday set a record $11.8 billion in US online spend, and Mastercard SpendingPulse measured US retail sales excluding autos up 4.1% against Black Friday 2024. Shopper counts were the soft spot: Black Friday drew slightly fewer in-store and online shoppers than the year before.
Online dollars tell one half of the story; the NRF’s head counts tell the other.
About This Data
Compiled from 18 documents published by 9 organizations. They include 15 company press releases and reports from Adobe, Salesforce, Shopify, Mastercard, Sensormatic Solutions, Deloitte, PwC and Amazon, plus 3 NRF survey releases. Coverage runs from Adobe’s November 2023 Cyber Week release to Amazon’s September 2026 event announcement. Only figures each organization reports from its own platform, network or survey qualify, except Deloitte’s figures, which are forecasts. All are reviewed on a rolling basis as sources publish new editions.
Thanksgiving Weekend Shopper Statistics
- The NRF Thanksgiving weekend survey set a high: A record 202.9 million consumers shopped from Thanksgiving Day through Cyber Monday in 2025, up from 197 million shoppers the year before.
- The total exceeded NRF’s initial expectations of 186.9 million shoppers.
- Online drew 134.9 million shoppers, up 9%, against 129.5 million in-store shoppers, up 3%.
- Weekend shopper counts rose by 6.2 million over three years, with 2024 the only dip.
- The NRF and Prosper Insights & Analytics survey of 3,099 adults ran from November 26 to November 30, 2025, with a margin of error of plus or minus 1.8 percentage points.
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Is Black Friday a dying trend?
In 2025, the weekend grew while Black Friday’s own crowd thinned slightly. A record 202.9 million people shopped the five-day weekend in 2025, while Black Friday itself drew slightly fewer shoppers than in 2024. Online, Adobe still expects Black Friday to grow faster than Cyber Monday in 2026.
Recent Developments
- October 6, 2026: Amazon’s Prime Big Deal Days 2026 ran October 6 to 7, with Today’s Big Deals dropping three times daily at up to 55% or more off.
- September 28, 2026: In its 2026 holiday forecast, Adobe forecast US online holiday sales of $275.1 billion, up 6.7%, with Cyber Week at $47.5 billion.
- September 28, 2026: Adobe expected $95.8 billion in US online spend in October 2026, including $9.9 billion during the Prime Day event.
- September 10, 2026: In its holiday retail forecast, Deloitte projected holiday retail sales of $1.70 trillion to $1.71 trillion for November 2026 through January 2027, up 4.0% to 4.8%.
- September 8, 2026: PwC’s Holiday Outlook 2026 projected gift spending to dip 2%, with consumers expecting to spend $708 on gifts on average and about 40% of planned gift spending in the 5 days from Thanksgiving to Cyber Monday.
Black Friday vs Cyber Monday vs Thanksgiving Online Sales
- Cyber Monday spending stayed ahead: Cyber Monday 2025 drew $14.25 billion in US online spend, up 7.1% after 7.3% growth in 2024, and remains the biggest online shopping day of all time.
- Cyber Monday outspent Black Friday by $2.45 billion in 2025.
- Thanksgiving brought in $6.4 billion, up 5.3%, and the weekend of November 29 and 30, 2025 another $11.8 billion, up 8.7%, as Cyber Week reached $44.2 billion, up 7.7%.
- Black Friday accounted for 26.7% of the $44.2 billion spent online over Cyber Week 2025.
- For 2026, Adobe forecasts $15.1 billion on Cyber Monday, up 6.2%, and $6.9 billion on Thanksgiving, up 8.5%.
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Black Friday In-Store vs Online Shoppers
- Black Friday remained the top shopping day for both in-store and online, attracting 80.3 million in-store shoppers and 85.7 million online.
- Black Friday’s in-store and online totals came in slightly below 2024’s 81.7 million and 87.3 million.
- The Sunday after Thanksgiving drew a record 32.6 million in-store shoppers, a 27% increase over the 25.6 million who shopped in 2024.
- Cyber Monday attracted 75.9 million online shoppers, up from 64.4 million in 2024, with 46.9 million shopping on a mobile device.
- Before the weekend, 70% of expected shoppers (130.4 million) planned to shop on Black Friday, and 40% (73.9 million) on Cyber Monday.
- Saturday carries the small business shopping push: Of the 36% (67 million) of potential Saturday shoppers, 80% said they were considering shopping to support local businesses and Small Business Saturday.
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Black Friday Spending Per Shopper
- Thanksgiving weekend shoppers spent $337.86 on average on holiday items, up from $315.56 in 2024.
- That average was the highest since 2019’s record of $361.90.
- Approximately 67% ($225.74) of that spending went on gifts, and 96% of weekend shoppers made a holiday-related purchase.
- Supermarkets (47%) and online (45%) were the top Thanksgiving weekend shopping destinations.
- Clothing and accessories (51%) and toys (32%) led gift purchases, while books and other media (28%) passed gift cards (26%).
- NRF expected total gift card spending to reach $29.1 billion for the holidays, with an average of $171.32 per person.
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Black Friday Retail Sales Growth by Channel and Category
- US retail sales excluding autos were up 4.1% on Black Friday, November 28, 2025, compared with Black Friday 2024, according to Mastercard SpendingPulse.
- E-commerce retail sales excluding autos jumped 10.4%.
- Apparel climbed 5.7%, with online up 6.1% and in-store up 5.4%.
- Spending outperformed in New England, the Midwest and the Southeast.
- SpendingPulse measures in-store and online retail sales across all payment types and is not adjusted for inflation.
| Segment | Growth vs Black Friday 2024 (%) |
|---|---|
| Total retail sales excluding autos | 4.1 |
| E-commerce | 10.4 |
| In-store | 1.7 |
| Apparel | 5.7 |
| Restaurants | 4.5 |
| Jewelry | 2.75 |
Source: Mastercard SpendingPulse, Black Friday 2025
Global Black Friday and Cyber Week Sales
- Salesforce put 2025 Cyber Week global sales at $336.6 billion, up 7%, with the US accounting for $79.6 billion, up 5%, over seven days from November 25 to December 1, 2025, a wider window than Adobe’s five-day online total of $44.2 billion.
- Black Friday drove $79 billion in global sales, up 6%, and $18 billion in the US, up 3%, above Adobe’s $11.8 billion because Salesforce’s totals include in-store sales while Adobe tracks US online spend only.
- Black Friday accounted for 31% of all in-store sales during Cyber Week, making it the largest in-store shopping day of the week.
- AI and agents influenced 20% of all global orders across Cyber Week and drove $67 billion in sales.
| Metric | Global | US |
|---|---|---|
| Cyber Week sales | $336.6 billion | $79.6 billion |
| Black Friday sales | $79 billion | $18 billion |
| Cyber Monday online sales | $53 billion | $13.6 billion |
| Mobile share of online orders | 70% | 70% |
| Mobile wallet share of orders | 27% | 29% |
| Social share of digital traffic | 15% | 16% |
| Order volume growth | 2% | 1% |
Source: Salesforce Cyber Week results, November 25 to December 1, 2025
Key finding: Salesforce found that the average selling price across Cyber Week 2025 increased 6%, while order volumes grew 2% globally and 1% in the US. Higher prices carried most of the year-over-year growth, a point worth weighing before reading any sales record as a sign of stronger demand.
Shopify Black Friday-Cyber Monday Sales
- Shopify merchants achieved a record $14.6 billion in sales over Black Friday-Cyber Monday 2025, up 27%, or 24% on a constant currency basis.
- More than 81 million customers worldwide bought from Shopify-powered brands, counted by unique buyer emails starting in 2025.
- Sales peaked at $5.1 million per minute at 12:01 p.m. EST on Black Friday.
- More than 94,900 merchants had their highest-selling day ever on Shopify, and cross-border orders made up 16% of all global orders.
- Merchant sales over the weekend rose 57.0% from 2023 to 2025.
- Shopify says the data is approximate and unaudited, and prior year results are not directly comparable to current results.
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Holiday Season Peak Discounts by Category
- Electronics discounts peaked at 30.9% off listed price in the 2025 holiday season, against 30.1% in 2024.
- Toys peaked at 29.6% off and apparel at 25.1%.
- On Cyber Monday 2025, electronics discounts peaked at 31% off listed price.
- For 2026, Adobe expects discounts of up to 30% off listed price during Cyber Week.
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Worth noting: Adobe found that deals drove shoppers to buy higher-ticket items, with the share of units sold for the most expensive goods up 20% compared to the rest of the year. Deeper discounts also moved shoppers up the price ladder in categories including electronics, sporting goods and appliances.
Is Black Friday still worth it?
Adobe expects the best 2026 deals for TVs, toys, apparel, appliances and furniture to land on Black Friday, with the deepest discounts for electronics and computers on Cyber Monday. Electronics discounts peaked at 30.9% off listed price in 2025. For TVs, appliances and furniture, Adobe’s outlook still favors the day.
Black Friday Payment Methods: BNPL, Cards and Wallets
- Holiday Buy Now Pay Later spending reached a new high: The payment method contributed $20 billion in online spend over the 2025 holiday season, up 9.8%.
- Smartphones drove the vast majority (82.2%) of BNPL purchases that season.
- BNPL hit an all-time high on Cyber Monday 2025, driving $1.03 billion in online spend, up 4.2%.
- Planned gift payments still lean on debit and credit cards: Debit cards (44%) remained the most popular payment method for holiday gifts for the fifth consecutive year, followed by credit cards at 37% and cash at 16%.
- Checkout data shows digital wallet adoption rising: Mobile wallets were used for 27% of all global Cyber Week orders and 29% in the US.
- Checkout wallets grew on Shopify’s payments platform as well: 32% of orders placed used Shop Pay, and sales made via Shop Pay rose 39%.
| BNPL measure | Value |
|---|---|
| Holiday season online spend, 2025 | $20 billion |
| Cyber Monday online spend, 2025 | $1.03 billion ($1,030 million) |
| Cyber Monday online spend, 2023 | $940 million |
| Share of BNPL purchases on smartphones, 2025 | 82.2% |
| Holiday season forecast, 2026 | $21.3 billion |
| Black Friday forecast, 2026 | $807 million |
| Cyber Monday forecast, 2026 | $1.09 billion ($1,090 million) |
Source: Adobe Analytics releases 2023 and 2025, Adobe 2026 holiday forecast
Why it matters: Adobe expects BNPL to drive $21.3 billion in 2026 holiday spend, including $807 million on Black Friday and $1.09 billion on Cyber Monday. Split payments push part of the Black Friday bill into the new year as Black Friday debt repaid in installments.
Mobile Shopping on Black Friday Weekend
- US consumers spent $257.8 billion online over the 2025 holiday season, up 6.8%, and smartphones handled the majority of online transactions (56.4%), up from 54.5% in 2024.
- Thanksgiving Day 2025 reached a 61.6% mobile share, against 59.3% in 2024.
- Mobile devices took 57.5% of Cyber Monday 2025 online sales, or $8.2 billion, against 41.4% in 2020.
- Adobe expects a record 63% of Thanksgiving 2026 online spend to come through mobile devices, and 57.4% of full-season spend.
- Mobile devices drove 70% of online orders during Cyber Week 2025, both globally and in the US, Salesforce found, a count of orders on all mobile devices that differs from Adobe’s 56.4% smartphone share of US online transactions over the full season.
AI Shopping Traffic on Black Friday and Cyber Week
- Traffic to US retail sites from generative AI tools increased by 693.4% over the 2025 holiday season compared to the year prior.
- On Cyber Monday 2025, AI traffic to US retail sites increased by 670%.
- Adobe expects AI traffic to US retail sites to rise 130% in the 2026 holiday season, with the biggest uptick on Thanksgiving at 159%.
- In an Adobe survey of 5,000 consumers, 77% of respondents who have used AI for online shopping reported feeling more confident in their purchase.
- PwC found 29% of consumers plan to use AI somewhere in their holiday shopping, up from 22% a year earlier.
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Black Friday In-Store Foot Traffic
- US in-store traffic on Black Friday 2025 was down 2.1% compared with Black Friday 2024, on par with the 2025 year-to-date trend of -2.2%, according to Sensormatic Solutions.
- Shopper traffic on Black Friday exceeded the previous Friday by 248.9%.
- UK footfall across the Black Friday weekend of November 29 and 30, 2025 was up 0.7% year on year.
- PwC found 60% of consumers expect to purchase gifts in-store, compared with 38% on brand or retailer websites.
| Market and measure | Change in store traffic (%) |
|---|---|
| US, Black Friday vs Black Friday 2024 | -2.1 |
| US, 2025 year to date | -2.2 |
| US, Black Friday week vs prior week | 56.7 |
| US, Black Friday vs previous Friday | 248.9 |
| UK, Black Friday weekend vs 2024 | 0.7 |
| UK, Sunday vs 2024 | 5 |
| UK, Saturday vs 2024 | -1.9 |
Source: Sensormatic Solutions ShopperTrak Analytics US and UK releases, 2025
What is an interesting fact about Black Friday?
Black Friday shoppers still favor the afternoon: In-store traffic peaked between 2 and 4 p.m., with 3 p.m. the busiest hour for retailers. The bigger change came two days later, when the Sunday after Thanksgiving drew a record 32.6 million in-store shoppers.
Black Friday 2026 Forecasts
- Adobe expects US online sales of $275.1 billion from November 1 to December 31, 2026, up 6.7%.
- Cyber Week is set to drive $47.5 billion online, up 7.4%, or 17.3% of full-season spend.
- Cyber Monday, on November 30, 2026, is expected to set a new US e-commerce milestone at $15.1 billion.
- Deloitte forecasts holiday e-commerce sales of $316.1 billion to $318.9 billion, growing 7.5% to 8.4%.
- Deloitte projects disposable personal income to grow 4.5% to 5.2% during the holiday season.
| Forecast | Value |
|---|---|
| Adobe, US online holiday sales, November to December 2026 | $275.1 billion |
| Adobe, Cyber Week online sales | $47.5 billion |
| Adobe, Cyber Monday online sales | $15.1 billion |
| Adobe, Black Friday online sales | $12.9 billion |
| Adobe, Thanksgiving online sales | $6.9 billion |
| Adobe, US online spend in October 2026 | $95.8 billion |
| Deloitte, holiday retail sales, November 2026 to January 2027 | $1.70 trillion to $1.71 trillion |
| Deloitte, holiday e-commerce sales | $316.1 billion to $318.9 billion |
Source: Adobe 2026 holiday forecast, Deloitte 2026 holiday retail forecast
Conclusion
Black Friday reached a record $11.8 billion in US online spend in 2025, and a record 202.9 million people shopped the five-day weekend. The pattern across the data is consistent: More people shop the weekend, fewer crowd the stores on the Friday itself, and the money moves online, onto phones and into split payments.
Adobe forecasts $12.9 billion for Black Friday 2026 and $15.1 billion for Cyber Monday on November 30, 2026. Whether Black Friday closes more of that gap will show first in the online totals Adobe publishes after Thanksgiving weekend.
