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Black Friday 2025 set a new benchmark for digital shopping in the United States as online spending surged to an eye-catching $11.8 billion. Shoppers chose smartphones and laptops over long store lines, pushing e-commerce deeper into the center of holiday retail.
Record numbers and what they mean
According to Adobe’s analytics, online buyers spent roughly $12.5 million per minute during peak hours between 10 a.m. and 2 p.m., contributing to a 9.1% year-over-year increase from last year's $10.8 billion. That jump outpaced many early forecasts and underlines how Black Friday has shifted from crowded mall aisles to high-volume web transactions.
- Online Black Friday sales: $11.8 billion (up from $10.8 billion)
- Peak spend rate: ~$12.5 million per minute (10 a.m.–2 p.m.)
- Year-over-year growth: 9.1%
- Adobe’s Cyber Monday projection: $14.2 billion
AI at the center of the shopping rush
Artificial intelligence played an outsized role this season. Salesforce reports an 805% year-over-year increase in AI-driven traffic to retail sites, and its estimates suggest that AI tools and smart agents influenced roughly $22 billion in global sales. 'This holiday season proved that AI is no longer just a cost-saver — it’s a major revenue engine,' said Kayla Schwartz, director of customer insights at Salesforce.
From personalized product recommendations to dynamic pricing and automated chat agents, retailers leaned on intelligent systems to guide buyers, accelerate conversion, and manage high-volume traffic spikes. The result: faster funnels and more confident shoppers landing on the deals they wanted.
Why brick-and-mortar looked different this year
While online malls were booming, in-person foot traffic cooled. RetailNext data shows a 3.6% nationwide dip in store crowding. Analysts say shoppers are no longer browsing impulsively; instead, they arrive knowing precisely which products they want, wait for the best price, and avoid wandering the mall.
Imagine a shopper who pre-checks deals on a phone, reads AI-curated reviews, and only visits a store to pick up an online order — that scenario is becoming the norm. The changing behavior signals a more deliberate, data-informed consumer mindset rather than the old model of spontaneous, bargain-hunting crowds.
Looking ahead: Cyber Monday and the season’s momentum
Adobe expects Cyber Monday to be even bigger, forecasting $14.2 billion in online sales as discounts and AI-driven campaigns carry momentum into the next big retail day. If that projection holds, the holiday shopping window will have reinforced its status as the most significant period for global e-commerce.
For retailers, the takeaway is clear: invest in intelligent systems, optimize peak-hour performance, and meet buyers where they already shop — online. For consumers, the era of scrolling, comparing, and clicking your way to the best deal is only getting faster and smarter.
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