Black Friday Sales Results 2025

Record $11.8 Billion Online Despite a Cautious Consumer

Black Friday 2025 delivered the biggest digital Black Friday on record: Americans spent $11.8 billion online, up 9.1% from 2024, per final Adobe Analytics data — roughly $1 billion more than the year before and ahead of Adobe's own $11.7 billion forecast. Thanksgiving Day set its own record at $6.4 billion online. The weekend kept spending: $5.5 billion on Saturday (+3.8%) and $5.9 billion on Sunday (+5.4%).

A Record Built on AI, Mobile, and Higher Prices

The headline record came with an asterisk. Salesforce found that price increases did much of the heavy lifting — shoppers bought fewer items per checkout than in 2024, paying more for each. Mobile devices accounted for more than half of online purchases, and AI shopping tools kept pulling their weight after their 2024 breakout, helping deal-hunters compare prices and check out faster. Buy-now-pay-later financing also kept growing as budgets stretched.

The backdrop was genuinely cautious: persistent inflation, trade-policy-driven uncertainty, and a soft labor market left in-store bargain-chasing subdued on post-Thanksgiving morning, with Reuters reporting shoppers wary of overspending. Adobe had forecast a slower overall holiday season — and the season's projected biggest day, Cyber Monday at $14.2 billion (+6.3%), reflected that moderation.

Apparel and Luxury Held Their Own

Popular Black Friday 2025 categories included electronics, gaming consoles, toys, cosmetics, and clothing — with luxury apparel and accessories ranking among the most popular categories in Salesforce's data, alongside major beauty labels and LEGO. The pattern fits the year's mood: fewer, more considered purchases, with shoppers directing stretched budgets toward pieces they actually wanted rather than impulse hauls.