US shoppers set a new online spending record this Black Friday as artificial intelligence tools played a major role in how people discovered gifts and compared prices. Adobe Analytics reported that online sales reached $11.8 billion, an increase of more than 9% from last year. Retail analysts say tighter household budgets, concerns about higher prices, and a preference for convenience encouraged many shoppers to rely on digital channels.
Mastercard SpendingPulse noted continued growth in ecommerce, which outpaced in-store sales. Adobe also reported a sharp rise in AI-powered traffic to retail sites as new tools helped shoppers navigate deals more efficiently. Industry experts say these technologies are reducing stress for consumers by guiding gift searches and offering faster ways to identify discounts.
Popular items this season included toys, gaming consoles and electronics. While overall spending increased, data from Salesforce showed that higher price tags and flat discount levels meant shoppers purchased fewer items per order. Analysts point to inflation, tariffs and strength in luxury categories as key factors affecting average selling prices.
The strong Black Friday performance sets a positive outlook for Cyber Monday, which is projected to reach more than $14.2 billion in online sales.
