Black Friday and Cyber Monday 2025 Sales in the American Market

Update as of December 5, 2025

Analysis of Online Sales, Comparison with 2024, and Trends by Category

Black Friday 2025 sales in America reached about $11.8 billion (+9.1% compared to 2024 where sales were $10.8 billion)

Total online spending for Cyber Week (Thursday–Monday) in the American market was about $44.2 billion (+7.7% compared to Cyber Week 2024 sales)

The installment sales BNPL Buy Now Pay Later reached $747.5 million on Black Friday alone (+8.9% year-over-year). The Black Friday and Cyber Monday 2025 period confirms the centrality of ecommerce for the American market. Digital sales set new records, driven mainly by electronics, clothing, gaming, cosmetics, and home goods. The availability of significant discounts and the growing use of Buy Now, Pay Later (BNPL) supported purchases throughout the entire “Cyber Week”
 

Index

• Black Friday USA 2025: Main Results
• Cyber Monday USA 2025: Main Results
• Sources and Methodology

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Black Friday 2025: Main Results

• Online Sales 2025: about $11.8 billion (+9.1% compared to 2024)
• Black Friday 2024: about $10.8 billion.
• Total Online Spending Cyber Week (Thursday–Monday): about $44.2 billion (+7.7%)
• BNPL: about $747.5 million on Black Friday alone (+8.9% year-over-year)

Electronics remain the dominant category, followed by clothing, toys/gaming, home and small appliances, cosmetics, and sports products. The official data do not report a precise percentage breakdown by category for Black Friday alone: the table below presents a estimate consistent with the real Adobe mix observed in 2025

Black Friday 2025 (estimates by product category, USA – online sales)
 

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Cyber Monday USA 2025: Main Results

• Online Sales 2025: about $14.25 billion (+7.1% compared to 2024)
• Cyber Monday 2024: about $13.3 billion.
• Top 3 Categories (2025): electronics, clothing, furniture & home – over 57% of total spending.
• BNPL: about $1.03 billion (+4.2% year-over-year)

Cyber Monday remains the highest online spending day of the year in the United States. Electronics lead with $3.7 billion, followed by clothing and home products. Cosmetics and sports/outdoor are also growing. The category data comes from Adobe releases; 2024 values are reconstructed backward from percentage changes.
 

Cyber Monday 2025 (sales by product category, USA – online)
 

Main Sources: Adobe Analytics reports on Black Friday, Cyber Monday, and Cyber Week 2024–2025, supplemented by news agencies and economic media (Reuters, Forbes, Business Insider, Wall Street Journal).

Methodological Note: Total spending figures for Black Friday, Cyber Monday, and BNPL are directly derived from Adobe. There is no official category breakdown for Black Friday: segment shares in Table 1 are ExportUSA estimates based on the Adobe mix for the entire season and the best-selling products in 2025. The 2024 category figures in Table 2 (Cyber Monday) are obtained retrospectively from published percentage changes.

Update as of December 3, 2024

Black Friday and Cyber Monday 2025 in the United States

For the first time, Black Friday online sales in America surpassed the $10 billion mark. On Black Friday 2024, ecommerce reached a record-breaking $10.8 billion, with a 10.2% growth compared to the previous year [source: Adobe Analytics]  more than double the online sales of Black Friday 2017, which generated $5 billion in ecommerce sales for the American market.

Specifically, 52.8% of online purchases in America during Black Friday 2024 were made from an iPhone. In total, between 10:00 AM and 2:00 PM on Friday, November 29, 2024, American consumers spent an average of $11.3 million per minute online. 2024 was definitely the year of online sales for Black Friday: Sales at traditional retail outlets increased by only 0.7%

Online sales records for the American market continue with Cyber Monday 2024 reaching purchases of $13.2 billion, the highest daily record ever for ecommerce in the United States. This represents a 6.4% increase compared to online sales in the American market in 2023

Update as of November 27, 2023

Black Friday and Cyber Monday 2023 Sales Statistics in America

Americans are willing to spend more compared to 2022, and Black Friday sales data confirms this trend

• American consumers spent $9.8 billion during Black Friday, recording a 7.5% increase compared to 2022 [Source: Adobe Analytics]
• Impulse purchases played a crucial role in the sales increase, as $5.3 billion of online sales came from mobile. Influencers and social media increase consumers' propensity to purchase directly from their phones [Source: Adobe Analytics]
• Despite the rising data, buyers remain price-conscious, with $79 million in sales coming from consumers who chose the “buy now, pay later” option, marking a +47% increase from last year [Source: Adobe Analytics]
• The most popular category was electronic devices, such as smartwatches and televisions, as well as toys and video games [Source: Adobe Analytics]
• A Mastercard analysis reveals that sales in physical stores increased by only 1% compared to 2022, showing a shift in Americans' habits, who prefer the convenience and ability to compare various online deals over long lines and in-store confusion

Market experts predict that spending will peak during Cyber Monday, reaching a record figure of $12 billion, with a +5.4% increase compared to 2022. After this date, it is likely that purchases of non-essential goods will start to decline, except for last-minute gifts during the holiday season.

                           

Enticed by discounts and advantageous offers proposed by online retailers, Americans make the bulk of their purchases during the week between Thanksgiving and Cyber Monday, also in view of Christmas gifts. From the graph presented here, it is evident that over the years, online has gained increasing importance, and sales have steadily increased, except for 2021 when the post-pandemic economic crisis made American consumers less willing to spend.

Article originally published on November 30, 2022

Increase in Retail Sales in America Also Due to Renewed Attention to Physical Stores

Black Friday and Cyber Monday continue to set sales records in the United States. Here are the estimates from the main data analysis platforms:

• American consumers spent $9.12 billion online during Black Friday, despite the economic uncertainty [Source: Adobe Analytics]
• With $11.3 billion in sales, Cyber Monday 2022 was the largest online shopping day in U.S. history [Source: Adobe Analytics]
• There was a recovery in traditional stores, with purchases increasing by 12% year-over-year [Source: Mastercard SpendingPulse]
• Shopify reported a total increase in online and offline sales of 17% driven by renewed public interest in physical points of sale (+25%).
• 48% of online purchases were made on a smartphone, marking the triumph of mobile commerce in the USA.

The Black Week discounts gave about 197 million American consumers a reason to buy electronics, toys, and clothing, spending both online and in physical stores. The value of Cyber Monday sales increased by 5.8% compared to 2021: this is what emerged from Adobe Analytics data, which measures the performance of the e-commerce sector in the United States by analyzing purchases made at major online retailers. Mastercard, which analyzes sales made offline as well, reports a retail sales increase in America of 11% (a figure that does not account for inflation).

What is the State of Health of the Retail Sector in America?

Sales data from the days between Black Friday and Cyber Monday have always been a valuable source of information on current consumer trends in the United States

Let's Analyze the Purchasing Patterns of American Consumers

On one hand, we have the e-commerce with slowed growth (but still growing), and on the other, there are physical stores that have returned to performing positively after being penalized by the pandemic and the explosion of digital purchasing channels.

These are unexpected results after these years of extraordinary growth in digital channels in America: in just 7 years, e-commerce sales during Black Friday and Cyber Monday have increased by +203% with annual differences between +20% and +23%, while the growth rate of digital channels between 2021 and 2022 was between +2.3% (Black Friday) and +5.8% (Cyber Monday). Conversely, brick-and-mortar is once again experiencing a significant period of economic expansion, managing to lift the restaurant sector as well (+21%) with the return of consumers to shopping streets [Source: Mastercard SpendingPulse].

How can these deviations in trend be explained? In our opinion, like this:

1. Inflation and, in general, the difficult economic climate have pushed consumers to spend on days when the best price offers are concentrated (hence the total revenues on the rise), but the average budget has contracted.
2. The dilution of purchases over the months of October and November has led to early demand and more frequent discounts (hence the slowdown in Black Friday and Cyber Monday sales).

Additionally, economic uncertainty has pushed many American consumers to use installment payments to continue shopping without putting too much strain on bank accounts: last week, the number of “Buy Now Pay Later” payments increased by 78%, while revenues nearly doubled compared to the same period in 2021.

Selling in the United States: Americans Keep Shopping, Inflation or Not

Retailers in the American market are dealing with challenges such as supply chain slowdowns, consumer caution, and rising prices. Overall, however, Americans continue to buy discretionary goods, thanks in part to the low unemployment rate in the United States, solid job growth, and rising wages.