US Online Sales Surge to $10.8 Billion on Black Friday

In a remarkable display of consumer enthusiasm, shoppers in the United States have collectively spent an astounding $10.8 billion during the recent Black Friday shopping event. This annual shopping extravaganza, which takes place the day after Thanksgiving, marks the official start of the holiday shopping season. It is a time when retailers engage in fierce competition to attract budget-conscious consumers eager to find the best deals and discounts.

The surge in online shopping has proven to be particularly beneficial for e-commerce giants such as Amazon and Walmart. With its extensive network of 4,700 locations across the United States, Walmart has made significant investments in improving its store-to-home delivery services. This strategic move aims to enhance its e-commerce performance during the bustling holiday season.

According to data from Adobe Analytics, online spending on Black Friday saw a notable increase of 10.2% compared to previous years, with over one trillion visits recorded on U.S. retail websites. This indicates a growing trend of consumers opting for the convenience of online shopping, which has become a staple in modern retail.

Corey Coscioni, a 58-year-old shopper, shared his experience, stating that he searched for bargains both online and in physical stores. He expressed his intent to find “gifts for everyone: my wife, my daughter, and myself.” This sentiment reflects the broader trend of families coming together to celebrate the holiday season through gift-giving.

Among the top-selling items online were makeup, skincare, and haircare products, alongside popular gadgets like bluetooth speakers and espresso machines. Notably, online sales of toys skyrocketed by 622% compared to average daily sales in October, while jewellery sales increased by 561% and appliance sales surged by 476%.

Despite the impressive online sales figures, major department store chains and big-box retailers may face challenges this season. With only 26 days between Thanksgiving and Christmas, the shopping window is shorter than usual, potentially leading to muted sales for some retailers.

In comparison, U.S. shoppers spent $9.8 billion online on Black Friday in 2023 and $9.1 billion in 2022, according to Adobe. This consistent growth in online spending highlights a significant shift in consumer behavior, as more people embrace the convenience of shopping from home.

As we move further into the holiday season, it is clear that online shopping is not just a trend but a fundamental change in how consumers approach their holiday purchases. With the ongoing advancements in technology and delivery services, it will be interesting to see how retailers adapt to meet the evolving needs of shoppers in the years to come.