Black Friday and Thanksgiving Online Spending Reach New Highs Amid Consumer Caution
- Rahaman Hadisur
- Jan 6
- 2 min read
Hadisur Rahman, JadeTimes Staff
H. Rahman is a Jadetimes news reporter covering Business
The holiday shopping season kicked into high gear with a surge in both online and in-store spending, despite broad economic uncertainty weighting on consumer confidence. Industry trackers reported that Black Friday set new records for online commerce, while overall retail activity reflected a mix of strength in digital channels and a cautious approach to in-person shopping.
Adobe Analytics, a leading monitor of e-commerce, reported that U.S. consumers spent a record 11.8 billion dollars online on Black Friday, marking a 9.1 percent increase from the previous year. The data also highlighted a busy peak in online activity between 10 a.m. and 2 p.m. local time, when online transactions surged to an estimated 12.5 million dollars per minute. Thanksgiving Day online spending also climbed to a record 6.4 billion dollars, underscoring a shift toward digital convenience as the primary engine of growth for the seasonal period.
Across multiple channels, retailers reported robust performance in key product categories. Video game consoles, electronics, and home appliances led the lift in demand, while shopping services backed by artificial intelligence and social media advertising played a notable role in influencing consumer choices. The holiday period has also benefited from broader optimism surrounding the economy and a budget environment that, while uncertain, offers some relief to retailers and consumers alike.
According to Salesforce, Black Friday online sales in the United States reached 18 billion dollars, with global sales totaling 79 billion dollars. Shopify data echoed this momentum, with merchants worldwide recording 6.2 billion dollars in Black Friday sales. Peak minute rates for Shopify activity indicated that consumer interest remained intense, with cosmetics and clothing among the top categories driving traffic and purchases.
On the offline front, Mastercard SpendingPulse tracked a 4.1 percent year-over-year rise in overall Black Friday sales excluding automotive. While online spending posted double-digit gains, in-store shopping rose more modestly at 1.7 percent. Analysts noted that inflationary pressures and wage dynamics continued to shape consumer patterns, encouraging early shopping and a willingness to take advantage of promotions.
Retailers have framed this period as the beginning of a protracted shopping window rather than a single-day event. Early weekend metrics suggested traffic was buoyant, but analysts cautioned that the broader season would hinge on continued promotions and the ability of retailers to convert demand into sustained sales momentum as households grapple with debt and rising costs.
Industry observers project that the November-December holiday season could exceed one trillion dollars in U.S. consumer spending for the first time, though growth rates are expected to moderate compared with last year. As always, shoppers are balancing enthusiasm for gifts with prudent budgeting, a dynamic that will continue to shape retail performance through the end of the year.
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