U.S. shoppers spent $8.6 billion online this Black Friday, according to a new report from Adobe Analytics.
More people chose to shop from their laptops and phones instead of standing in long lines and facing cold weather during the holiday shopping weekend.
Adobe’s data shows that online spending had already risen 9.4% by 6:30 p.m. ET on Black Friday compared to the same time last year. The company tracks more than 1 trillion visits to U.S. retail websites, giving it a detailed view of national shopping behavior.
Retailers expected heavy foot traffic in stores, but in-person shopping was slower on Friday morning. Many shoppers remain cautious about overspending because of inflation, uncertainty around trade policies, and a weaker labor market.
Despite the quiet start in stores, Adobe expects the final Black Friday online spending total to reach between $11.7 billion and $11.9 billion, which would set a new record. The firm also predicts that shoppers will spend around $5.5 billion on Saturday, up 3.8% from last year, and $5.9 billion on Sunday, up 5.4%, thanks to strong discounts.
Cyber Monday is projected to remain the biggest online shopping day of the year. Adobe expects consumers to spend $14.2 billion, a 6.3% increase over last year.
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While Adobe had earlier forecast an 8.3% increase in Black Friday online sales to about $11.7 billion, it now says overall U.S. holiday online sales are likely to grow more slowly this year.
