Black Friday 2025 Sets Record with $8.6 Billion in Online Spending
American shoppers delivered a record-breaking Black Friday in 2025, with online spending reaching $8.6 billion by early evening, according to data from Adobe Analytics. Spending through 6:30 p.m. ET represented a 9.4% growth compared to the previous year, slightly outpacing Adobe’s earlier forecast of 8.3% growth for the day.
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Adobe now expects consumers will spend between $11.7 billion and $11.9 billion by the time Black Friday concludes, up from its earlier projection of $11.7 billion, which would set a new single-day record for online shopping. The data comes from analyzing commerce transactions across over 1 trillion visits to US retail sites.
“Given the strong spending so far today, we anticipate the final tally for online shopping on Black Friday will exceed our initial forecast,” said Vivek Pandya, lead analyst at Adobe Digital Insights, in a statement. “Adobe surveyed over 1,000 US consumers and nearly half believe the best deals this season will come on Black Friday, pushing many to hit buy on products before Cyber Monday.”
Holiday Season Outlook
The strong Black Friday performance sets the stage for what Adobe expects to be a robust Cyber Week, the five-day period spanning Thanksgiving through Cyber Monday. The company forecasts that period will account for 17.2% of the entire holiday season’s spending, totaling $43.7 billion, up 6.3% from last year.
Top Products and Discounts
The hottest sellers so far include televisions, the newly released Nintendo Switch 2, Apple AirPods 4, and the Oura 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% of respondents planned to shop for apparel and accessories online on Black Friday, followed by toys at 40% and computers and electronics at 36%. The surge in spending has been fueled by discounts that ran deeper than analysts initially anticipated. Electronics saw the steepest markdowns at up to 29% off list prices, followed by toys at 28%, apparel at 25%, and televisions at 24%. Computers, appliances, furniture, and sporting goods all saw significant price cuts ranging from 19% to 23% off.
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