According to data released over the weekend, Black Friday continues to hold its ground as one of the most significant shopping days of the year. Online spending exceeded $11 billion in the US alone, marking a substantial 9.1% increase from 2024. This surge signals a robust holiday shopping season, despite the backdrop of a volatile economy, where inflation continues to strain household budgets.
A Complex Economic Landscape
Black Friday 2025 unfolded against a complex economic backdrop. Despite rising costs for essentials, including groceries, utilities, and housing, consumers showed their resilience by actively seeking out bargains. The mood in many shopping centers across the United States was far from gloomy; in fact, some even served champagne to customers to enhance the shopping experience. Yet, this year’s spending habits reflect a distinct shift towards cautious optimism.
Marshal Cohen, Chief Retail Advisor at Circana, noted that “Black Friday represents to the consumer the time when they feel that everybody’s got their best deals out there. This year — probably even more than last year — the consumer is looking for good deals. They need them.”
This captures the essence of shoppers’ priorities: securing the best value without overspending. Even with rising prices, many consumers still embraced the season’s spirit, demonstrating that, for some, the tradition of gift-giving trumps the strain of tightening budgets.
Growth in Online Shopping and the AI Influence
While the iconic scenes of crowded stores may be fading, online shopping has more than filled the void, accounting for a substantial chunk of Black Friday sales. According to Adobe Analytics, $11.8 billion was spent online on Black Friday alone, a notable 9.1% increase from last year. The convenience and ease of browsing from home, alongside enticing online promotions, have made the digital shopping experience more appealing than ever before.
What’s more, the use of artificial intelligence has enhanced the online shopping process for consumers. Major retailers, including Target, Shopify, and Walmart, have partnered with AI technologies to streamline the search for the best deals. Adobe’s data revealed a staggering 300% increase in traffic from AI tools during Black Friday weekend. These tools help shoppers find personalized recommendations, compare prices across retailers, and optimize their holiday purchases. As AI continues to evolve, its role in shaping the future of retail is undeniable.
However, while the rise of online shopping offers new avenues for consumers, it also signals a growing divide in the types of products being purchased. The National Retail Federation highlighted that shoppers have become more discerning in their choices, opting for everyday essentials alongside luxury gifts. For instance, products like vitamins, skin-care items, and even T-shirts topped the list of popular purchases, while demand for electronics was slightly softer compared to previous years. It suggests that, despite the discounts, consumers are focusing on what they deem necessary, whether for practical use or to make the season brighter without overspending.
Black Friday 2025 has proved that, while the retail landscape is shifting, the desire to find the best possible deal remains as strong as ever. Shoppers have adapted to an evolving shopping experience, seeking value in both physical stores and online platforms. With the increased integration of AI and the continued importance of discounts, retailers must stay agile in order to maintain their footing in a rapidly changing market.
