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PURCHASE, N.Y. — Retail sales on Black Friday were 3.4% higher than they were on the comparable day last year, according to Mastercard SpendingPulse, which called the news a good omen for the holiday shopping season as a whole.
Online sales surged 14.6%, while in-store sales saw a modest 0.7% increase, underscoring the growing dominance of e-commerce during peak shopping periods. The top categories for the day included jewelry, electronics, and apparel, with online spending on Apparel showing particular strength, thanks in part to cooler weather after an unusually warm fall.
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“Black Friday was a good indicator of how the holiday season is positively shaping up,” said Michelle Meyer, chief economist at the Mastercard Economics Institute. “Our real-time insights show that consumers are comfortably in the gift-giving spirit as price reductions and deals occur across sectors, supporting budgets for holiday shopping.”
This year’s shoppers took a strategic approach to spending, seeking out promotions and deals that promised the most value. “Shoppers are making the most of seasonal deals,” said Steve Sadove, senior advisor for Mastercard and former CEO of Saks Inc. “They're opening their wallets, but with more intentional distribution.”
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Beyond Black Friday, broader spending trends over the two weeks leading up to the holiday highlighted several key themes. Value-conscious consumers embraced early promotions, but Black Friday’s deals proved irresistible, cementing its role as a cornerstone of the shopping season. Footwear and Apparel were standouts, as cooler weather brought a surge in demand for seasonal outfits. Meanwhile, dining and grocery spending depicted a season rich with festive feasts and social gatherings.
Regional highlights showed spending outperformance in areas such as Massachusetts, Washington D.C., and Colorado, reflecting localized enthusiasm for seasonal shopping.
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As retailers and consumers alike adapt to shifting shopping habits, Black Friday’s results signal a promising holiday season ahead. The day may no longer stand alone, but its gravitational pull remains a critical barometer for retail health in an ever-changing marketplace.
According to Adobe Analytics the biggest sales during the annual day-after-Thanksgiving promotions were for toys, jewelry, household appliances, skin- and hair-care products, clothes and electronic devices.
The company said American consumers spent a record $10.8 billion online during "Black Friday" promotions, with many using artificial intelligence (AI) tools to find the best deals.
Passing the $10 billion mark was an important step for electronic commerce, given that Black Friday shopping traditionally has been in brick-and-mortar stores, according to Adobe Digital Insights analyst Vivek Pandya.
The big spending totals were the result not of price inflation but of rising demand, Adobe said, adding that electronic sales had seen prices decline for 26 straight months – down 2.9% in October from the same month in 2023.
AI appeared to play a significant role. Traffic on sites that use artificial intelligence to help guide consumers was up a huge 1,800 percent from last year's Black Friday, Adobe said.
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An Adobe survey found that consumers used AI not just to find the best deals but to quickly locate specific articles or to get product recommendations.
As Black Friday promotions continue to run, online consumers are expected to spend an additional $5.2 billion on Saturday and $5.6 billion on Sunday, Adobe said. And record sales of $13.2 billion are predicted for Cyber Monday, up 6.1% from 2023.
For the full five-day period from Thursday through Monday, consumers are expected to spend a total $40.6 billion online, up seven percent from last year, Adobe said.
