American shoppers utilized their mobile phones, laptops, desktops, and other devices to make approximately $10.8 billion in online purchases during Black Friday, according to an updated count from Adobe Analytics. This spending marked a 10.2% increase, as Adobe tracks devices using its software, facilitating over 1,000 billion visits to retail websites in the U.S.
Black Friday, the day after the American Thanksgiving holiday, officially kicks off the Christmas shopping season for retailers, intensifying competition among them to attract shoppers seeking discounts. Increased online shopping potentially benefits e-commerce giants like Amazon.com and Walmart, which has heavily invested in home delivery from its 4,700 U.S. stores to boost online sales for the holiday season.
Among the top-selling products online were cosmetics, skincare, and haircare items, along with Bluetooth speakers and espresso machines, as noted by Adobe. Toy sales surged by 622% compared to average daily sales in October, while jewelry and appliance sales rose by 561% and 476%, respectively. In 2023, American consumers spent $9.8 billion online for Black Friday, up from $9.1 billion in 2022, according to Adobe.
