Shoppers Spent Nearly $9 Billion Online for Black Friday

Consumer spending this holiday shopping season is showing strong signs of growth, especially online. New data from Adobe Analytics shows shoppers spent an estimated $8.6 billion online this Black Friday, marking a 9.4% increase over last year. Analysts say the jump was fueled by deeper-than-expected discounts that helped drive more digital purchases.

The surge hasn’t been equal for all retailers. Brands like Walmart and TJ Maxx are expected to see stronger gains this season than competitors such as Target, highlighting how promotional strategies and pricing could shape holiday success.

Adobe’s figures were measured through early Friday evening, meaning the final spending total could climb even higher once late-night shoppers are factored in. However, the growth numbers are not adjusted for inflation — a key detail in understanding how far consumer dollars are truly stretching.

Economists note that while online spending momentum is encouraging for the economy, the real test is still ahead. Cyber Monday consistently sets new digital shopping records and remains one of the biggest online retail days each year.

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