American shoppers had a record 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 PM ET represents 9.4% growth over the previous year, slightly ahead of Adobe’s previous forecast of 8.3% growth for the day.
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Adobe now expects consumers to spend between $11.7 billion and $11.9 billion by the time Black Friday ends, up from its previous forecast of $11.7 billion, which would set a new record for online shopping in a single day. The data comes from analyzing commerce transactions across more than one trillion visits to retail websites in the United States.
“Given the strong spending so far today, we expect the final number of Black Friday online shopping to exceed our initial expectations,” Vivek Pandya, senior analyst at Adobe Digital Insights, said in a statement. “Adobe surveyed more than 1,000 US consumers, and nearly half believe the best deals this season will come on Black Friday, prompting many to purchase products before Cyber Monday.”
Holiday season forecast
The strong Black Friday performance sets the stage for what Adobe expects to be a strong Cyber Week, the five-day period extending from Thanksgiving through Cyber Monday. The company expects this period to represent 17.2% of total holiday season spending, totaling $43.7 billion, an increase of 6.3% over last year.
Top products and discounts
Best-selling products so far include TVs, the newly released Nintendo Switch 2, Apple AirPods 4, and Ora Ring 4. Kitchen appliances, such as KitchenAid mixers and storage containers, have also been popular, along with washers, dryers, bicycles and basketball hoops.
The Adobe survey found that 50% of respondents plan to shop for apparel and accessories online on Black Friday, followed by gaming at 40% and computers and electronics at 36%. The increase in spending fueled cuts that were deeper than analysts initially expected. Electronics saw the biggest discounts at up to 29% of listed prices, followed by toys at 28%, clothing at 25%, and televisions at 24%. Computers, appliances, furniture and sporting goods saw significant price cuts ranging from 19% to 23%.
Source: Market intelligence platform IndexBox