AI Everything Today

Black Friday 2025 in brief

Adobe Analytics reports that U.S. consumers spent a record $11.8 billion online on Black Friday 2025. Adobe, which measures more than 1 trillion visits to U.S. retail websites, says this is the largest single-day online total for Black Friday on record.

This result matters for shoppers and retailers. High online spending changes how stores manage inventory, shipping, advertising, and security. It also shapes expectations for Cyber Monday and the rest of the holiday shopping period.

Why the Adobe figure matters

Adobe Analytics is a widely cited measurement source because it tracks over 1 trillion visits to U.S. retail websites, across many large and small sites. That scale helps the data reflect broad consumer activity rather than isolated cases.

At the same time, Adobe measures online visits and transactions using data from participating retailers and its own analytics, so the number is strong evidence of online demand. Keep in mind this does not capture offline purchases, and some smaller sellers or nonparticipating platforms may not be included.

What the number tells us

• Black Friday online spending hit a new peak in 2025, which shows an ongoing shift toward digital shopping.
• High traffic levels suggest more people used apps and mobile web to shop, not just desktop sites.
• The result is a leading indicator for how holiday season sales might trend through Cyber Monday and into December.

How this compares to recent years and the seasonal picture

Black Friday has been an increasingly digital event for several years. Adobe’s $11.8 billion figure sets a new online Black Friday record, reinforcing a trend where single-day online totals grow year over year.

Cyber Monday traditionally draws large online spending as well; many analysts watch both days together to estimate how the full holiday season will perform. Strong Black Friday online sales usually lift expectations for overall seasonal totals, because early shopping can signal higher demand across the weeks that follow.

What pushed online spending to a record

Several clear drivers contributed to the record online total on Black Friday 2025. These factors are familiar to shoppers and retailers, and they add up in a high-traffic environment.

• Deeper and early discounts, with retailers launching promotions before Black Friday and holding aggressive, limited-time prices during the day.
• Mobile and app commerce growth, as more shoppers use phones and retail apps for quick deals and checkout.
• Buy-now-pay-later options, which make larger purchases easier for shoppers to commit to on sale days.
• Strong marketing and early access, including email campaigns, social media offers, and loyalty member early deals.

Retailer implications

For retailers, a record day creates both opportunity and pressure. High demand can drive revenue, but it can also reveal weaknesses in supply chains, fulfillment, and customer service.

Inventory and fulfillment

• Inventory planning becomes more urgent; popular items can sell out quickly, leaving backorders and disappointed shoppers.
• Fulfillment centers face heavy load; delays or errors during peak days can cascade into long shipping times.

Staffing and customer support

• Peak-season staffing needs increase for pick, pack, and customer service teams to handle volume and returns.
• Retailers that scale temporary labor or automate effectively tend to respond faster and keep customers happier.

Omnichannel strategy

When online demand surges, stores that combine in-store pickup, local fulfillment, and easy returns have an advantage. Small retailers can benefit by offering clear pickup windows and consistent online messaging.

Advertising and platform impact

Black Friday traffic affects how brands plan ad budgets and measure return on ad spend. High-traffic, discount-heavy days produce different ad outcomes than normal shopping days.

• Cost per click and conversion rates can shift dramatically during flash-sale days, making real-time monitoring essential.
• Platforms with strong targeting and fast reporting help marketers reallocate spend quickly to promotions that are converting.
• Smaller brands may get a lift from promotional features on marketplaces and social shopping channels, if they prepare creative and inventory in advance.

Operational concerns for the season ahead

Large-scale online shopping events bring operational risks that affect delivery times and consumer experience.

• Shipping delays, as carriers handle more packages; express options may be limited or more expensive.
• Returns surge, with more post-holiday returns expected; retailers need clear policies and efficient reverse logistics.
• Fraud and cybersecurity, including card fraud, account takeovers, and phishing scams that target busy shoppers and overloaded customer service systems.

Practical tips for shoppers

If you plan to shop online during Black Friday, Cyber Monday, or the rest of the holiday period, a few simple steps can help you get better deals and avoid problems.

• Compare prices ahead of time, and decide the maximum price you will pay for an item.
• Use secure payment methods; prefer cards with fraud protection or trusted payment wallets.
• Check delivery windows and return policies before you buy, so you do not face surprises later.
• Watch for fake sites and phishing emails; verify retailer domains and confirm app store listings before installing shopping apps.
• Consider buy-now-pay-later with caution; read the terms and be aware of repayment schedules and fees.

Small retailer checklist

Smaller sellers can take targeted steps to benefit from high online spending days without overstretching resources.

• Prioritize a few proven SKUs for promotion, instead of discounting your whole catalog and risking stockouts.
• Use clear, frequent updates for inventory and shipping, so customers know what to expect.
• Prepare customer service scripts for common questions about tracking and returns to speed response times.

Key takeaways

• Adobe Analytics recorded $11.8 billion in online spending on Black Friday 2025, a new single-day online record for this event.
• The figure reflects large-scale web and app traffic tracked across more than 1 trillion retail site visits, which supports broad reliability while leaving out purely offline sales.
• Drivers include steep discounts, mobile shopping, buy-now-pay-later options, and strong marketing.
• Retailers should prepare for inventory, fulfillment, staffing, advertising shifts, and fraud risks through the rest of the holiday season.
• Shoppers can benefit by checking prices ahead, choosing secure payments, and reading return policies carefully.

FAQ

How reliable is the Adobe Analytics number?

Adobe tracks more than 1 trillion visits to U.S. retail websites, and its data comes from a large set of retailers and site traffic. That makes the $11.8 billion estimate a credible view of online Black Friday activity, while not including offline store sales or every possible seller.

Does this mean the whole holiday season will be strong?

Strong Black Friday online sales are an encouraging sign, but they are one data point. Cyber Monday, December shopping, and post-holiday returns will also affect total seasonal outcomes.

Will shipping be slower because of this record day?

High online volume increases the risk of shipping delays. Carriers and retailers often add capacity for peak season, but customers should expect some delays and plan accordingly.

How can small retailers compete?

Smaller sellers can focus on niche offers, fast local pickup, accurate inventory updates, and excellent customer service to stand out against major retailers during peak days.

Conclusion

Black Friday 2025 set a new online spending record with $11.8 billion, according to Adobe Analytics, which monitors over 1 trillion U.S. retail site visits. The result highlights the growing importance of digital channels for holiday shopping, and it raises clear implications for retailers, advertisers, and consumers.

For shoppers, this means many deals, and a need to be thoughtful about payments, shipping timelines, and returns. For retailers, the moment is an opportunity to convert demand into lasting customer relationships, if they can manage inventory, fulfillment, and fraud risks during a busy season.

Watch Cyber Monday and weekly sales through December to see how this early momentum affects the overall holiday shopping period.