Black Friday 2025: Online Sales Hit Record $8.6 Billion

Updated February 2026

Black Friday 2025 online sales reached $8.6 billion by 6:30 PM ET, a 9.4% increase from the previous year according to Adobe Analytics. The full-day total was projected between $11.7 billion and $11.9 billion, setting a new record for Black Friday online spending. The data, collected from over one trillion visits to U.S. retail sites, confirms that digital-first shopping is now the default for holiday purchasing.

Cyber Monday was projected to hit $14.2 billion (up 6.3% year-over-year), remaining the biggest online shopping day of the season. For e-commerce brands and sellers, these numbers tell a clear story: digital infrastructure investment is no longer optional.

Why Did Consumers Choose Online Over In-Store on Black Friday 2025?

The subdued in-store shopping activity was not due to lack of consumer interest but rather a combination of economic headwinds and changing preferences. Three key factors drove shoppers online:

• Persistent inflation: Consumers are more cautious about spending, preferring to comparison shop online rather than make impulse purchases in stores
• Trade policy uncertainty: Concerns about tariffs and economic policy are making shoppers think twice before major purchases
• Soft labor market: Job market uncertainty is encouraging consumers to be more strategic with their holiday budgets

Despite these headwinds, the shift to online shopping enabled more informed purchasing decisions. Shoppers compared prices across multiple retailers, read reviews, and took advantage of targeted promotions without battling crowds.

The Holiday Weekend Forecast

Adobe Analytics projected strong momentum across the entire weekend:

• Saturday: $5.5 billion (3.8% growth vs. 2024)
• Sunday: $5.9 billion (5.4% growth vs. 2024)
• Cyber Monday: $14.2 billion (6.3% growth vs. 2024)

Cyber Monday continued its reign as the season's biggest online shopping day. The $14.2 billion projection represented sustained consumer confidence in online retail platforms despite economic uncertainty.

What Does This Mean for E-Commerce Brands?

I've worked in e-commerce for over 20 years and I see Black Friday 2025 as confirmation of a permanent shift, not a temporary trend. The brands that won Black Friday 2025 invested in four areas:

• Mobile-optimized experiences: With more consumers shopping on smartphones, mobile responsiveness is not optional
• Flexible fulfillment: Buy online pick up in-store (BOPIS) and same-day delivery are table stakes
• Personalized promotions: Generic discounts underperform; consumers expect targeted deals based on their shopping history
• Seamless payment: Digital wallets, buy-now-pay-later, and one-click checkout reduce friction at the most critical moment

The Bigger Picture: Maturation, Not Explosion

While 9.4% growth is impressive, it is worth noting that Adobe had initially forecasted 8.3% growth and warned that holiday online sales would grow at a slower pace this year. The fact that actual performance exceeded projections demonstrates the resilience of online shopping despite economic headwinds.

This is not a story about explosive growth anymore. It is about the maturation and normalization of online shopping as the default channel for holiday purchases. The pandemic accelerated a trend that was already happening, and now we are seeing sustained, steady growth as consumers fully embrace digital-first shopping.

Key Takeaways for E-Commerce Leaders

• Mobile matters more than ever: Ensure your site loads quickly and converts seamlessly on smartphones
• Economic uncertainty creates opportunity: Consumers shopping cautiously are also shopping more deliberately. Make it easy for them to find value.
• The weekend is not over after Friday: Saturday, Sunday, and especially Cyber Monday represent massive opportunities. Do not stop optimizing after Friday.
• Data drives decisions: Retailers tracking real-time analytics can adjust pricing, inventory, and promotions on the fly to capture more sales
• Online is the new normal: This is not a temporary shift. Invest in e-commerce infrastructure for the long term.

Black Friday 2025's record-breaking online sales are not just about one day. They represent a fundamental transformation in retail that will shape strategy for years to come.

If you are preparing your e-commerce strategy for the next holiday season, an e-commerce strategy consultation can help you build the infrastructure to capture this growth. For more on how platforms are competing for shopper attention, see the TikTok Shop revolution reshaping social commerce.