Black Friday drove a record $10.8 billion in US online sales

2 days ago 5

On Black Friday, U.S. consumers spent a record $10.8 billion online, marking a 10.2% increase from 2023. Mobile sales accounted for 55% of all online transactions, according to data platform Adobe Digital Insights. Meanwhile, in-store foot traffic was down by 3.2%, according to insights agency RetailNext — there was a more significant dip of 7% in the Midwest.

“Consumers have become more comfortable with [using] mobile shopping and chatbots, and this helped to prop up online growth for Black Friday,” said Vivek Pandya, lead analyst at Adobe Digital Insights. “Brands that can blend e-commerce, social and mobile seamlessly are the ones that will succeed [this season].”

According to Adobe, retail sites saw a 1,800% increase in traffic from AI tools like ChatGPT, reflecting a growing reliance on technology to find the best deals and locate products. For its part, Best Buy saw a significant year-over-year increase in Black Friday online sales driven by its strong mobile shopping platform as well as its early deals.

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