Black Friday 2024 delivered unprecedented results for the e-commerce sector in the United States, according to newly released data that highlights a major surge in online activity. Shoppers spent billions of dollars within hours, confirming once again that digital purchasing continues to dominate seasonal retail trends.
Historic Online Sales Reach $11.8 Billion
Final analytics from Adobe Analytics revealed that consumers spent an astonishing $11.8 billion online during Black Friday alone—marking a significant 9.1% year-over-year increase. This jump reflects strong momentum in e-commerce despite ongoing economic pressures, shifting consumer priorities, and heightened price sensitivity.
Adobe, a leading tracker of online retail behavior, compiled this data from more than one trillion visits to U.S. digital storefronts. Their forecast for the remainder of the weekend suggests continued strength: shoppers were expected to spend $5.5 billion on Saturday and $5.9 billion on Sunday, representing growth of 3.8% and 5.4% compared to last year.
Salesforce Reports $18 Billion in Purchases
In a separate analysis, software giant Salesforce reported that American consumers spent $18 billion on Black Friday purchases, an increase of around 3% from the previous year. Their findings show that categories such as luxury apparel, high-end accessories, and trending fashion items were among the most in-demand.
However, Salesforce noted a key shift in consumer behavior: although the total value of online spending increased, the number of items per order decreased. This suggests that many shoppers are becoming more selective, likely choosing higher-priced items or prioritizing essentials due to elevated living costs and inflation-driven financial caution.
In-Store Foot Traffic Remains Modest
While digital platforms witnessed explosive growth, physical retail stores experienced a noticeably muted start to the post-Thanksgiving shopping day. Reports from various shopping districts indicated that foot traffic was weaker than expected, particularly in the early morning hours.
Many shoppers expressed concerns about over-spending amid ongoing inflation, uncertain job market conditions, and unpredictable trade policies—all of which have contributed to a more cautious consumer mindset. Although some stores still reported steady sales later in the day, the strong shift toward online discounts remains a defining trend of the holiday shopping season.
Cyber Monday Expected to Break New Records
Looking ahead, Adobe Analytics predicts that Cyber Monday—traditionally the biggest online shopping day of the year in the United States—will once again dominate the season’s spending. Estimates suggest consumers may spend as much as $14.2 billion, representing a solid 6.3% increase over last year’s total.
If these forecasts are met, Cyber Monday 2024 will set a new benchmark for online retail, fueled by aggressive promotions, limited-time offers, and the growing comfort of U.S. shoppers with digital purchasing ecosystems.
Why Online Shopping Continues to Accelerate
Several key factors are driving the rapid rise of online holiday spending:
- Convenience: Consumers increasingly prefer browsing and purchasing from home rather than waiting in long lines at physical stores.
- Better Digital Deals: Retailers have shifted major discounts and exclusive offers to their online platforms.
- Mobile Shopping Growth: Smartphones and apps now play a crucial role, making it easier for users to shop instantly.
- Inflation Awareness: Many shoppers compare prices across multiple websites to secure the best deals.
- Fast Delivery Options: Improved shipping and pickup services continue to boost online confidence.
These combined elements reflect the continued transformation of the holiday retail landscape, with digital platforms becoming the primary destination for consumers searching for value and convenience.
Conclusion
Black Friday 2024 affirmed its position as a major driver of U.S. retail activity, especially within the online marketplace. With spending reaching record levels, both Adobe Analytics and Salesforce data highlight a powerful shift toward digital-first shopping behavior. As Cyber Monday approaches with expectations of even higher spending, retailers are preparing for another wave of intense online activity. The numbers clearly indicate that the future of holiday shopping is increasingly online, shaped by consumer preferences, technology, and evolving market trends.