According to Adobe Analytics, shoppers in the United States spent an impressive $10.8 billion on Black Friday. The day following Thanksgiving marks the start of the holiday shopping season, with retailers competing fiercely for consumers seeking discounts.
The rise in online shopping has benefited e-commerce giants like Amazon and Walmart. With 4,700 locations in the US, Walmart has invested heavily in enhancing its store-to-home delivery services to improve its holiday e-commerce performance.
Adobe’s report showed a 10.2% increase in online spending, with over one trillion visits to US retail sites. Popular items included makeup, skincare, Bluetooth speakers, and espresso machines. Toys, jewellery, and appliances surged significantly, with toy sales increasing by 622%, jewellery by 561%, and appliances by 476% compared to October.
Despite these gains, major department stores and big-box retailers could face a slower season due to the shortened shopping period between Thanksgiving and Christmas. In 2023, online Black Friday sales reached $9.8 billion, up from $9.1 billion in 2022.
