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U.S. consumers broke new online shopping records this Black Friday, spending an impressive $8.6 billion digitally, according to fresh data from Adobe Analytics. The report highlights a strong shift toward online retail as more shoppers opted to browse deals from their laptops and mobile devices instead of heading out into the cold for in-store discounts. With e-commerce becoming increasingly central to holiday shopping behavior, this year’s performance reflects both rising consumer confidence and the convenience-led appeal of digital purchasing.
Adobe’s insights—drawn from more than 1 trillion visits across U.S. retail websites—show that online spending was up 9.4% as of 6:30 p.m. ET compared to the same period last year. Analysts attribute this growth to a combination of early holiday promotions, aggressive discounting, and consumers’ preference for seamless mobile shopping experiences. Smartphones in particular played a significant role, continuing their dominance in driving online traffic and a growing share of completed purchases.
Beyond convenience, competitive pricing and widespread promotions across categories such as electronics, toys, apparel, and home goods helped fuel consumer activity throughout the day. Retailers refined their digital storefronts this season, enhancing site performance and simplifying checkout processes—key factors that reduce cart abandonment and encourage higher conversion rates.
The strong Black Friday showing also sets an optimistic tone for the rest of the holiday shopping season. With Cyber Monday expected to draw even higher spending, analysts predict that 2024 could become one of the most profitable years for digital retailers. As inflation concerns ease and shoppers hunt for value-driven deals, the surge in online activity underscores a long-term trend: holiday shopping continues to move steadily toward e-commerce, shaping the future of retail in the United States.
