Shoppers Break Records Despite Economic Uncertainty

Despite economic concerns and rising prices, shoppers in the U.S. spent billions of dollars on Black Friday, both online and in stores. According to Adobe Analytics, online spending hit a record $11.8 billion, a 9.1% rise from last year, with peak traffic between 10 AM and 2 PM. Thanksgiving Day sales were also strong at $6.4 billion, particularly in electronics, gaming consoles, and home appliances.

Retail analysis from Salesforce estimated $18 billion in Black Friday online sales in the U.S. and $79 billion worldwide, while Shopify merchants generated a record $6.2 billion globally. Meanwhile, Mastercard SpendingPulse reported that total Black Friday sales grew 4.1%, with online sales rising by 10.4%. In-store traffic, however, dipped slightly by around 2–3%, highlighting a clear shift toward online shopping trends.

Experts say that even though consumers are cautious due to economic instability, they are taking advantage of early deals, long promotional periods, and major discounts. Adobe predicts that spending will continue through the weekend, leading up to a massive $14.2 billion Cyber Monday, expected to set another all-time record. However, rising tariffs and higher product prices mean shoppers are buying fewer items even as total spending increases.