US shoppers had a record-breaking Black Friday in 2025, with online spending reaching $8.6 billion by early evening, according to data from Adobe Analytics. Spending as of 6:30 p.m. ET represented a 9.4 percent year-over-year increase, slightly beating Adobe’s previous forecast of 8.3 percent growth for the day.
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Adobe now expects consumers to spend between $11.7 billion and $11.9 billion by the end of Black Friday, up from its previous forecast of $11.7 billion, which would set a new record for one-day online shopping. This data comes from analyzing business transactions on more than 1 trillion visits to US retail sites.
“Given strong spending to date, we expect final Black Friday online shopping figures to exceed our initial forecast,” Vivek Pandya, senior analyst at Adobe Digital Insights, said in a statement. Adobe surveyed more than 1,000 U.S. consumers and nearly half believe the best deals of the season will be offered on Black Friday, prompting many to buy products before Cyber Monday.
Outlook for the holiday season
A strong Black Friday performance sets the stage for what Adobe expects to be a strong Cyber Week, the five-day period spanning Thanksgiving through Cyber Monday. The company predicts this period will account for 17.2 percent of total holiday season spending, totaling $43.7 billion, up 6.3 percent from last year.
Top products and discounts
Top sellers so far include the TV, Nintendo Switch 2, Apple AirPods 4, and Aura Ring 4. Kitchen items such as KitchenAid stand mixers and storage containers have also been popular, along with washers and dryers, bicycles and basketball hoops.
Adobe’s survey found that 50 percent of respondents planned to buy clothing and accessories online on Black Friday, followed by toys at 40 percent and computers and electronics at 36 percent. The increase in costs comes from discounts that are deeper than analysts had initially anticipated. Electronics topped the list with a 29 percent discount, followed by toys at 28 percent, apparel at 25 percent, and televisions at 24 percent. Computers, home appliances, furniture and sporting goods all saw significant price reductions of 19 to 23 percent.
Source: IndexBox Market Intelligence Platform
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