Artificial intelligence tools played a major role in driving record-breaking U.S. online spending this Black Friday, with shoppers increasingly turning to digital assistants, deal-finding chatbots, and AI-powered search to cut through price hikes and avoid crowded stores.
Adobe Analytics reported that U.S. consumers spent $11.8 billion online, a 9.1% jump from last year and the highest ever recorded for Black Friday. Adobe’s data is based on more than one trillion retail website visits, offering a comprehensive view of consumer behavior heading into the holiday season.
The surge comes even as shoppers face tighter budgets, rising unemployment, weaker confidence, and concerns about inflation and tariff-driven cost increases. Despite these challenges, online demand showed impressive resilience.
AI Becomes a Core Driver of Holiday Shopping
Mastercard SpendingPulse found e-commerce sales on Black Friday rose 10.4%, outpacing the 1.7% growth in physical retail. One of the biggest shifts was the rise in AI-powered retail experiences, with Adobe noting an 805% increase in AI-driven traffic to U.S. retail websites compared to last year—before tools like Walmart’s “Sparky” and Amazon’s “Rufus” were widely deployed.
“Shoppers are embracing AI to make the gift-finding process quicker and more intuitive,” said Suzy Davidkhanian of eMarketer, noting that large language models help reduce stress by offering more guided recommendations.
Top-selling products included LEGO kits, Pokémon cards, gaming consoles such as the PlayStation 5 and Nintendo Switch, and high-demand electronics like Apple AirPods and KitchenAid appliances.
Global Impact: AI Influences $14.2 Billion in Sales
Salesforce reported that AI agents influenced $14.2 billion in online sales worldwide on Black Friday, including $3 billion in the United States alone. According to Salesforce’s data—which also includes spending on essentials—U.S. shoppers made $18 billion worth of purchases online, up 3% year-over-year, with luxury fashion and accessories performing particularly well.
Despite higher spending totals, shoppers bought fewer items per order due to increased prices. Salesforce noted that average selling prices climbed 7%, while order volumes slipped 1% and units per transaction dropped 2%.
Industry analysts say flat discounting and rising tariffs contributed to weaker deal perception. “Higher input costs mean retailers can’t offer the sharp markdowns shoppers expect,” Davidkhanian added.
Caila Schwartz of Salesforce pointed to tariffs and stronger demand from higher-income consumers as the main factors pushing prices higher.
Cyber Monday Set to Break Even More Records
The strong Black Friday numbers pave the way for a massive Cyber Monday. Adobe projects $14.2 billion in sales, a 6.3% year-over-year increase that would make it the biggest online shopping day of 2025. Electronics, apparel, and computers are expected to feature the deepest discounts—up to 30% off.
In-Store Traffic Trails Behind
While online spending boomed, physical stores saw more cautious consumer behavior. Many shoppers avoided overspending due to persistent inflation, economic uncertainty, and a softer labor market—choosing instead to hunt for deals digitally with the help of AI.
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