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Black Friday Breaks Records: Online Sales Reach $9.8 Billion, Up 7.5% from Last Year in the US

Black Friday Breaks Records: Online Sales Reach $9.8 Billion, Up 7.5% from Last Year in the US

Black Friday, the annual shopping extravaganza following Thanksgiving, has once again shattered records in the United States. According to a report by Adobe Analytics, online sales on Black Friday surged to an unprecedented $9.8 billion, representing a substantial 7.5% increase compared to the previous year. This surge in spending serves as a testament to the growing popularity of online shopping and the evolving consumer behavior in search of the best deals. Let’s delve into the factors that contributed to this remarkable achievement.

Consumer Strategy and Increased Convenience

Over the past year, a new breed of strategic consumers has emerged, keen on capitalizing on marquee shopping events to maximize their savings. With the ease of comparing discounts online, consumers are increasingly turning to the internet to find the best deals. The convenience of online shopping, coupled with the influence of social media advertising and mobile shopping, has played a significant role in driving the growth of Black Friday sales. Mobile shopping accounted for $5.3 billion of the total online sales, highlighting the increasing comfort of consumers with making purchases through their mobile devices.

Influence of Influencers and Social Media

Influencers and social media platforms have revolutionized the way consumers shop during events like Black Friday. By promoting products and sharing exclusive discount codes, influencers have made it easier for consumers to discover and purchase items of interest. The power of social media advertising has enabled consumers to make more informed decisions and feel confident in their online purchases.

Price Sensitivity and Budget Management

While consumers showed a willingness to spend, they remained mindful of their budgets due to the impact of last year’s record inflation and interest rates. The Adobe survey revealed that $79 million of sales were made through the “Buy Now, Pay Later” flexible payment method, indicating a desire to stretch budgets and manage expenses effectively. This method allows consumers to enjoy the benefits of their purchases immediately while spreading out payments over time.

Top Categories and Best Discounts

The best-selling categories during this Black Friday were electronics, including smartwatches and televisions, as well as toys and gaming products. These categories directly correlated with the products offering the most significant discounts, as consumers sought to make the most of the sales event. However, home-repair tools underperformed this year.

Shift in Shopping Paradigm

The Black Friday shopping experience has undergone a significant transformation in recent years. Long lines and crowded stores have become less appealing as consumers embrace the convenience and ease of online shopping. The ability to compare prices side by side and secure the most favorable deals has put consumers in the driver’s seat. As a result, retailers have responded by adjusting their strategies and offering higher discount levels to capture deal-hunting consumers.

Future Outlook and Cyber Monday

The strong momentum from Black Friday is expected to carry over into the weekend and Cyber Monday. Adobe forecasts that online shoppers will spend approximately $10 billion over the course of Saturday and Sunday and a record-breaking $12 billion on Cyber Monday. However, as the holiday season progresses, spending is likely to taper off. The influence of discounts will weaken, dictating buyer behavior, and essential goods may take precedence over non-essential purchases.


Black Friday 2023 has set a new benchmark for online sales in the United States, with consumers spending a staggering $9.8 billion, representing a 7.5% increase compared to the previous year. The growth in online shopping and the increasing influence of social media and mobile devices have played a pivotal role in this achievement. As consumer behavior continues to evolve, retailers must adapt their strategies to cater to the demands of deal-conscious shoppers. With the holiday season in full swing, it remains to be seen how the remainder of the shopping season will unfold and whether this year’s records will be surpassed once again.

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