According to Adobe Analytics, U.S. consumers spent $11.8 billion online on Black Friday. The firm’s data is based on tracking over one trillion visits to U.S. retail websites.

This figure sets a new record, surpassing last year’s Black Friday total of $10.8 billion. Adobe reported that between 10 a.m. and 2 p.m., online shoppers spent an average of $12.5 million per minute. In a statement cited by Forbes, Adobe noted that the data highlights Black Friday as “a pivotal e-commerce moment, as more shoppers opt to stay home and take advantage of deals.”

The company forecasts even higher spending for Cyber Monday, projecting online sales to reach $14.2 billion, according to Reuters.

Data from Adobe and Salesforce on Black Friday serves as an early indicator of broader holiday shopping trends. Adobe anticipates total holiday season online spending in the U.S. will hit $253.4 billion this year, up from $241.1 billion in 2024.

Salesforce reported tracking $79 billion in global Black Friday sales, with $18 billion coming from the U.S.—increases of 6% and 3% year-over-year, respectively. However, this growth may be driven less by stronger consumer demand and more by rising prices: Salesforce also found that average product prices increased by 7%, while order volumes declined by 1%.

Both Adobe and Salesforce observed a growing influence of artificial intelligence on holiday shopping behavior. For instance, Salesforce stated that AI and AI-powered shopping assistants influenced $22 billion in global sales between Thanksgiving and Black Friday—though the exact scope of this claim remains unclear.

When it comes to comparing online trends with in-store shopping, the data is less consistent. RetailNext told Forbes that nationwide foot traffic in physical stores appeared to drop by 3.4%, while Pass_by reported an overall increase of 1.17%—with department store traffic rising as much as 7.9%.