There has always been a certain buzz about Black Friday, a feeling that the Christmas season really starts when the first sales start. This year, that familiar energy changed shape as more people than ever before in the United States spent money online. Adobe Analytics said that people spent $8.6 billion online on Black Friday. This shows that more and more people are shopping online, which has been happening every holiday season for the past few years. Black Friday online sales is the main buzzword, and it fits very well with the theme of how technology, personal habits, and economic worry have changed the retail scene.
The figure alone is impressive, but what it shows me is even more so. When I think about the people who made that 8.6 billion dollars—families comparing prices while drinking leftover Thanksgiving coffee, teenagers waiting for their favorite sneakers to come back in stock, and parents looking for electronics before they run out of stock—it feels like a picture of how modern traditions change. People still think about getting up early and waiting up outside stores, but that’s not the main part of the American shopping habit anymore. Instead, the new holiday hustle is laptops glowing late into the night and fast taps on cell phones.
Adobe’s statistics shows that online shopping had already risen by 9.4% compared to last year by 6:30 p.m. ET. Adobe’s insights section keeps track of more than a trillion visits to retail websites, so their studies each year feel like a window into how American customers are feeling. This year, many feel apprehensive but motivated. People want deals, but they also want to be in charge. They want to be able to compare costs, stay away from crowds, and make their money last longer amid a year of inflation and uncertainty.
The day after Thanksgiving, if you walk into a store, you can almost feel the reluctance in the air. People thought this would be a year of packed sidewalks and crowded aisles, but the attendance was lower than many stores had hoped. People tend to be worried about spending too much money. Inflation may not be as bad as it was at its worst, but it still affects how people spend their money. People were worried about trade policy and a weaker job market, which makes it simpler to see why buyers chose the safety of online carts over the chaos of actual waits.
Even though the stores were quieter, Adobe thinks that Black Friday will set new records for online sales when the final numbers come in. Their estimates say that people will spend between $11.7 billion and $11.9 billion online that day. That possible record shows how technology has changed the rules of retail. People appear more than eager to embrace the comfort of being able to do things that used to need a trip to a busy mall from their couch.
The weekend after Black Friday is going to be similar. Adobe says that customers would spend $5.5 billion on Saturday, which is a small but significant 3.8 percent rise from the same day last year. Sunday is anticipated to exceed $5.9 billion, which is a 5.4 percent increase. These data show that people still want discounts, especially since stores are keeping prices low to get people’s attention in a crowded market. It’s amazing to watch how modern shoppers space out their purchases. Instead of getting all excited about one day, they spread it out over a whole weekend of online shopping.
Cyber Monday is, of course, the best day of the year. It has been the best day for internet shopping for years, and Adobe thinks it will stay that way this year too. According to their estimations, people will spend about $14.2 billion, which is a 6.3% increase over last year. When you think about how many small choices go into that number—like someone picking out a reduced kitchen appliance, another person getting their kids’ winter apparel, and yet another person giving in to a piece of equipment they’ve wanted for a long time because the bargain was too good to pass up—it seems almost unreal. Cyber Monday has become a cultural event where people practically expect to find something they can’t resist, and stores have learned how to make deals that meet those expectations.
Adobe had already said that they thought online sales on Black Friday will go up by 8.3% to $11.7 billion. Their new numbers show that Americans may be even more keen to spend money online than they thought at first. It’s almost comforting to see this behavior stay the same. Even though the economy is shaky right now, individuals still like picking out gifts, pampering themselves, and seeking for minor deals that make the season feel brighter.
As I think about the move toward internet purchasing, what sticks out to me is how much it is like the way life is going in general. Convenience has become a subtle luxury all by itself. Being able to escape traffic, skip long lines, and shop without feeling rushed seems like getting back some time during a busy time of year. A lot of people who shop online now talk about how they can be more careful by taking the time to read reviews or compare features instead of making quick choices in stores that are too hot.
