Artificial intelligence played a decisive role in pushing U.S. Black Friday online spending to unprecedented levels, as shoppers increasingly relied on AI assistants and virtual shopping tools to compare prices, find deals, and avoid crowded stores. Concerns over rising prices caused by new tariffs made digital bargain-hunting more important than ever.
According to Adobe Analytics—tracking more than 1 trillion retail website visits—U.S. consumers spent $11.8 billion online, a 9.1% increase compared to 2024, setting a new Black Friday record. The surge came despite tighter household budgets, rising unemployment, and consumer confidence hovering near a seven-month low.
Mastercard SpendingPulse reported a sharp contrast between online and in-store buying: e-commerce sales jumped 10.4%, while brick-and-mortar purchases grew only 1.7% year-over-year. Much of the digital momentum stemmed from AI-powered tools, with Adobe noting an 805% spike in AI-driven traffic compared to last year—before the release of retail AI assistants like Walmart’s Sparky and Amazon’s Rufus.
“Consumers are using new tools to get to what they need faster,” said eMarketer analyst Suzy Davidkhanian, explaining how large language models help reduce the stress of holiday gift hunting.
Top Black Friday bestsellers included LEGO sets, Pokémon cards, Nintendo Switch and PlayStation 5 consoles, Apple AirPods, and KitchenAid mixers.
AI Agents Shape $14.2 Billion in Global Online Sales
Worldwide, artificial intelligence played an even larger role. Salesforce reported that AI tools influenced $14.2 billion in global online sales on Black Friday—$3 billion of that in the U.S. The company found that American consumers spent $18 billion online, up 3% year-over-year, with luxury apparel and accessories leading the growth.
Yet the increase in spending doesn’t necessarily reflect higher demand. Salesforce data indicates shoppers are checking out with fewer total items, as average prices rose 7% and discount levels remained similar to 2024. Inflation and tariff-driven cost increases made it harder for retailers to offer deep markdowns, causing many buyers to feel deals were less enticing than last year.
Black Friday Becomes a ‘Major E-commerce Moment’
Adobe emphasized just how dominant online shopping has become. Between 10 a.m. and 2 p.m. on Black Friday, consumers spent an astonishing $12.5 million per minute. Adobe expects Cyber Monday to be even larger, projecting $14.2 billion in U.S. online spending.
Adobe forecasts $253.4 billion in total holiday e-commerce spending in 2025, up from $241.1 billion in 2024. Salesforce tracked $79 billion in global Black Friday sales, including $18 billion in the U.S., marking global growth of 6%.
In-store activity remains mixed: RetailNext reported a 3.4% decline in foot traffic nationwide, while Pass_by recorded a 1.17% increase overall, with department stores seeing a 7.9% jump.
Despite uncertainties in the broader economy, one trend is unmistakable: Black Friday is being reshaped by AI, and consumers are turning to digital helpers more than ever to navigate rising prices, find hidden deals, and shop smarter.
About The Author
