Black Friday Statistics 2026: Sales, Shoppers, Discounts and Forecast
US shoppers spent $11.8 billion online on Black Friday 2025, up 9.1% year on year, according to Adobe. Cyber Monday was still bigger at $14.25 billion. Globally, Salesforce counted $79 billion in Black Friday sales. Adobe forecasts $12.9 billion of US online spending on Black Friday 2026.
Key statistics
- US shoppers spent $11.8 billion online on Black Friday 2025, up 9.1% year on year, according to Adobe.
- Black Friday drove $79 billion in global sales in 2025, up 6% year on year, according to Salesforce.
- A record 202.9 million US consumers shopped from Thanksgiving Day to Cyber Monday in 2025, up from 197 million in 2024, according to the National Retail Federation.
- Black Friday made up 4.6% of US online holiday spending in 2025, calculated by StatisticsGlobal from Adobe data.
- Adobe forecasts US online spending of $12.9 billion on Black Friday 2026, up 9.2% year on year.
Black Friday online sales 2025
Adobe tracks US online spending from transaction data on retail sites. It is the most widely quoted measure of Black Friday online sales in the US.
Black Friday grew faster than Cyber Monday in 2025. Black Friday online spending rose 9.1% and Cyber Monday rose 7.1%. Adobe says this is the second season in a row that Black Friday growth outpaced Cyber Monday.
Black Friday is one big day inside a long season. It made up 4.6% of US online holiday spending in 2025. The five days of Cyber Week together made up 17.1%.
Payment and discovery are shifting too. Buy Now Pay Later drove $20 billion of season spending. Traffic from generative AI tools to retail sites rose 693.4%, from a small base. For how people use those tools, see our AI chatbot market share statistics.
Source: Adobe.
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US shoppers spent $11.8 billion online on Black Friday 2025, up 9.1% year on year, according to Adobe.
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US shoppers spent $6.4 billion online on Thanksgiving Day 2025, up 5.3% year on year, according to Adobe.
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US online spending reached $257.8 billion from 1 November to 31 December 2025, up 6.8% year on year, according to Adobe.
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Buy Now Pay Later drove $20 billion of US online holiday spending in 2025, up 9.8% year on year, according to Adobe.
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Traffic to US retail sites from generative AI tools rose 693.4% year on year in the 2025 holiday season, according to Adobe.
| Day or period | Online spend | Change vs 2024 | Share of Nov-Dec online spend |
|---|---|---|---|
| Thanksgiving Day | $6.4 billion | +5.3% | 2.5% |
| Black Friday | $11.8 billion | +9.1% | 4.6% |
| Cyber Monday | $14.25 billion | +7.1% | 5.5% |
| Cyber Week (5 days) | $44.2 billion | +7.7% | 17.1% |
| Holiday season (1 Nov to 31 Dec) | $257.8 billion | +6.8% | 100% |
Cyber Monday and Cyber Week sales
Cyber Monday is still the biggest US online shopping day. Salesforce and Shopify add a global view.
US shoppers spent $2.45 billion more online on Cyber Monday than on Black Friday in 2025. The gap is closing because Black Friday is growing faster.
Every source saw growth, but at very different rates. Salesforce saw US Black Friday sales up 3%. Adobe saw US Black Friday online spending up 9.1%. Shopify merchants grew 27%, which says more about Shopify winning share than about the market as a whole.
The sources also disagree on size. Salesforce put US Black Friday sales at $18 billion. Adobe put US Black Friday online spending at $11.8 billion. Salesforce does not label its Black Friday figure as online, and the same passage discusses in-store sales, so it likely covers more than ecommerce. Quote each number with its own source and scope.
The US was 22.8% of Salesforce's global Black Friday sales and 23.6% of its global Cyber Week sales. Salesforce says AI and agents influenced 20% of global Cyber Week orders.
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US shoppers spent $14.25 billion online on Cyber Monday 2025, up 7.1% year on year, according to Adobe.
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US online spending over Cyber Week, the five days from Thanksgiving to Cyber Monday, reached $44.2 billion in 2025, up 7.7% year on year, according to Adobe.
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US shoppers spent $2.45 billion more online on Cyber Monday than on Black Friday in 2025, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Cyber Monday online spend ($14.25 billion) minus Black Friday online spend ($11.8 billion), both from Adobe.
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Global Cyber Week sales reached $336.6 billion in 2025, up 7% year on year, according to Salesforce.
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Black Friday drove $79 billion in global sales in 2025, up 6% year on year, according to Salesforce.
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Cyber Monday drove $53 billion in global online sales in 2025, up 7% year on year, according to Salesforce.
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Black Friday drove $18 billion in US sales in 2025, up 3% year on year, according to Salesforce.
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AI and agents influenced 20% of global Cyber Week orders in 2025, driving $67 billion in sales, according to Salesforce.
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Shopify merchants made a record $14.6 billion in sales over the Black Friday-Cyber Monday weekend in 2025, up 27% year on year, according to Shopify.
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The average Shopify cart over Black Friday-Cyber Monday 2025 was $114.70, according to Shopify.
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Cross-border orders made up 16% of global Shopify orders over Black Friday-Cyber Monday 2025, according to Shopify.
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Salesforce's US Black Friday 2025 sales figure was $6.2 billion higher than Adobe's online-only figure, calculated by StatisticsGlobal from Salesforce and Adobe data.
How we calculated it: Salesforce US Black Friday sales ($18 billion) minus Adobe US Black Friday online spend ($11.8 billion). The two firms use different samples and definitions, and Salesforce does not label its Black Friday figure as online only.
| Source | Measure | Scope | 2025 | Change vs 2024 |
|---|---|---|---|---|
| Adobe | Black Friday online spend | US | $11.8 billion | +9.1% |
| Adobe | Cyber Week online spend | US | $44.2 billion | +7.7% |
| Salesforce | Black Friday sales | Global | $79 billion | +6% |
| Salesforce | Black Friday sales | US | $18 billion | +3% |
| Salesforce | Cyber Week sales | Global | $336.6 billion | +7% |
| Salesforce | Cyber Week sales | US | $79.6 billion | +5% |
| Shopify | Merchant sales, Black Friday to Cyber Monday | Global, Shopify merchants | $14.6 billion | +27% |
| NRF | Shoppers, Thanksgiving to Cyber Monday | US adults | 202.9 million | +3.0% |
Black Friday shoppers: online, in store and on mobile
The NRF survey counts people, not dollars. Adobe and Salesforce show how much of the spending ran through phones.
Black Friday was still the busiest day in both channels. But fewer people shopped on Black Friday itself than in 2024, online and in store. The growth came on the Saturday, Sunday and Cyber Monday.
Online shoppers outnumbered in-store shoppers by 5.4 million on Black Friday. Over the whole weekend, online shoppers grew 9% and in-store shoppers grew 3%, according to the NRF.
Phones now carry most online spending. Adobe says 57.5% of US online sales on Cyber Monday came through mobile. Salesforce says mobile drove 70% of online orders. Orders and spending are different measures, so the two numbers do not conflict.
Stores still matter on Black Friday. Salesforce says the day made up 31% of all in-store sales during Cyber Week.
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A record 202.9 million US consumers shopped from Thanksgiving Day to Cyber Monday in 2025, up from 197 million in 2024, according to the National Retail Federation.
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Black Friday 2025 drew 85.7 million online shoppers and 80.3 million in-store shoppers in the US, according to the National Retail Federation.
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Online Black Friday shoppers outnumbered in-store shoppers by 5.4 million in the US in 2025, calculated by StatisticsGlobal from National Retail Federation data.
How we calculated it: Black Friday online shoppers (85.7 million) minus in-store shoppers (80.3 million), from the NRF and Prosper Insights & Analytics survey.
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US online shoppers over the 2025 Thanksgiving weekend totalled 134.9 million, up 9% from 124.3 million in 2024, according to the National Retail Federation.
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Cyber Monday online shoppers in the US rose 17.9% year on year in 2025, calculated by StatisticsGlobal from National Retail Federation data.
How we calculated it: 75.9 million Cyber Monday online shoppers in 2025 divided by 64.4 million in 2024, minus 1. Both figures from the NRF release.
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US Thanksgiving weekend shoppers spent $337.86 on average on holiday items in 2025, according to the National Retail Federation.
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Average holiday spending per US Thanksgiving weekend shopper rose 7.1% year on year in 2025, calculated by StatisticsGlobal from National Retail Federation data.
How we calculated it: Average spend of $337.86 in 2025 divided by $315.56 in 2024, minus 1. Both figures from the NRF release.
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Mobile devices drove 57.5% of US online sales on Cyber Monday 2025, or $8.2 billion, according to Adobe.
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Smartphones accounted for 56.4% of US online holiday transactions in the 2025 season, up from 54.5% in 2024, according to Adobe.
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Mobile devices drove 70% of online orders during Cyber Week 2025, both globally and in the US, according to Salesforce.
| Day | Channel | 2024 | 2025 | Change |
|---|---|---|---|---|
| Black Friday | In store | 81.7 | 80.3 | -1.7% |
| Black Friday | Online | 87.3 | 85.7 | -1.8% |
| Saturday | In store | 61.1 | 62.7 | +2.6% |
| Saturday | Online | 53.9 | 63.0 | +16.9% |
| Sunday | In store | 25.6 | 32.6 | +27.3% |
| Sunday | Online | 32.8 | 38.7 | +18.0% |
| Cyber Monday | Online | 64.4 | 75.9 | +17.9% |
| Whole weekend | In store | 126.0 | 129.5 | +2.8% |
| Whole weekend | Online | 124.3 | 134.9 | +8.5% |
Black Friday discounts by category
Adobe tracks the peak discount off listed price in each product category across the season.
Electronics had the deepest discounts, peaking at 30.9% off listed price. Toys came next at 29.6%. Apparel saw the biggest year-on-year deepening, up 1.9 points.
Discounts were a little deeper than in 2024 in seven of the eight categories. Furniture was the only one where the peak discount was smaller.
These are peak discounts, not average ones. Most products sold for less of a cut than this.
Source: Adobe.
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Electronics discounts peaked at 30.9% off listed price in the US 2025 holiday season, according to Adobe.
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Peak US electronics discounts deepened by 0.8 percentage points in the 2025 holiday season, calculated by StatisticsGlobal from Adobe data.
How we calculated it: Peak electronics discount of 30.9% in 2025 minus 30.1% in 2024, both reported by Adobe.
| Category | 2024 | 2025 | Change (points) |
|---|---|---|---|
| Electronics | 30.1% | 30.9% | +0.8 |
| Toys | 28.0% | 29.6% | +1.6 |
| Apparel | 23.2% | 25.1% | +1.9 |
| Televisions | 24.2% | 24.3% | +0.1 |
| Computers | 22.8% | 23.4% | +0.6 |
| Sporting goods | 19.5% | 20.3% | +0.8 |
| Appliances | 19.2% | 20.2% | +1.0 |
| Furniture | 19.0% | 18.8% | -0.2 |
Black Friday 2026 forecast
Adobe published its 2026 forecast on 28 September 2026. Actual 2026 results arrive in early December.
Adobe expects Black Friday to keep growing faster than Cyber Monday in 2026, at 9.2% against 6.2%. Cyber Monday would still be the bigger day, at $15.1 billion.
Black Friday is forecast to make up 4.7% of the US online season, slightly more than in 2025. Adobe also expects mobile to reach 57.4% of season spending, up from 56.4%.
Adobe's forecast growth rates are measured against its own 2025 figures. The implied 2025 bases may differ slightly from the published 2025 results because of rounding and later revisions. We will replace this section with actual results when they are published.
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Adobe forecasts US online spending of $12.9 billion on Black Friday 2026, up 9.2% year on year.
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Adobe forecasts US online spending of $15.1 billion on Cyber Monday 2026, up 6.2% year on year.
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Adobe forecasts US Cyber Week online spending of $47.5 billion in 2026, up 7.4% year on year and 17.3% of the season.
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Adobe forecasts US online holiday spending of $275.1 billion from 1 November to 31 December 2026, up 6.7% year on year.
| Day or period | 2025 actual | 2026 forecast | Forecast change |
|---|---|---|---|
| Thanksgiving Day | $6.4 billion | $6.9 billion | +8.5% |
| Black Friday | $11.8 billion | $12.9 billion | +9.2% |
| Cyber Monday | $14.25 billion | $15.1 billion | +6.2% |
| Cyber Week | $44.2 billion | $47.5 billion | +7.4% |
| Holiday season (1 Nov to 31 Dec) | $257.8 billion | $275.1 billion | +6.7% |
How the sources measure Black Friday
Adobe measures US online spending from Adobe Analytics transaction data. It covers over 1 trillion visits to US retail sites, 100 million SKUs and 18 product categories. It does not cover stores.
Salesforce analyses activity from more than 1.5 billion shoppers in more than 89 countries. It blends first- and third-party data and extrapolates to the wider industry, so treat its totals as modelled estimates.
The NRF figures come from a survey of 3,099 US adults by the NRF and Prosper Insights & Analytics, run from 26 to 30 November 2025. The margin of error is plus or minus 1.8 percentage points. It counts shoppers, not spending.
Shopify reports gross merchandise volume from its own merchants, net of refunds and including shipping, duties and VAT. It says the figures are approximate and unaudited. Its growth reflects new merchants joining Shopify as well as shoppers spending more.
All four are companies or trade bodies with an interest in the season. None is an official statistic, and none publishes its raw data, so their totals cannot be checked independently.
Frequently asked questions
How much was spent on Black Friday 2025?
US shoppers spent $11.8 billion online on Black Friday 2025, up 9.1% year on year, according to Adobe. Salesforce put global Black Friday sales at $79 billion.
Is Black Friday or Cyber Monday bigger?
Cyber Monday is bigger online in the US. Shoppers spent $14.25 billion online on Cyber Monday 2025 against $11.8 billion on Black Friday, according to Adobe. Black Friday is growing faster.
How many people shopped on Black Friday 2025?
Black Friday 2025 drew 85.7 million online shoppers and 80.3 million in-store shoppers in the US, according to the National Retail Federation.
Did Black Friday sales grow in 2025 compared with 2024?
Yes. US online spending on Black Friday rose 9.1% according to Adobe. Salesforce saw global Black Friday sales up 6% and US sales up 3%.
What is the Black Friday 2026 forecast?
Adobe forecasts US online spending of $12.9 billion on Black Friday 2026, up 9.2% year on year, and $275.1 billion for the whole November and December season.
What are the biggest Black Friday discounts?
Electronics had the deepest discounts in the 2025 US holiday season, peaking at 30.9% off listed price, followed by toys at 29.6%, according to Adobe.
Sources
- Adobe, Adobe: Cyber Monday Hits Record $14.25 Billion in Online Spending with Over $1 Billion Driven by Buy Now Pay Later, 2 December 2025. Link · Saved data copy
- Salesforce, Salesforce Data: AI and Agents Propel Cyber Week to Record $336.6B in Global Spend, 5 December 2025. Link · Saved data copy
- National Retail Federation (with Prosper Insights & Analytics), Thanksgiving Holiday Weekend Draws a Record 203 Million Shoppers, 2 December 2025. Link · Saved data copy
- Adobe, Adobe: Holiday Shopping Season Drove a Record $257.8 Billion Online with Consumers Embracing Generative AI Tools, 7 January 2026. Link · Saved data copy
- Adobe, Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY, 28 September 2026. Link · Saved data copy
- Shopify, Shopify Merchants Achieve Record-Breaking $14.6 Billion in Black Friday-Cyber Monday Sales (Form 8-K exhibit), 2 December 2025. Link · Saved data copy
Changes to this page
- : Page published with 2025 results and the Adobe 2026 forecast.