US shoppers spent a record 11.8 billion dollars online on Black Friday 2025
Americans spent 11.8 billion dollars online on Black Friday 2025 (28 November), up 9.1 percent on 2024, and 14.25 billion dollars on Cyber Monday, the biggest online shopping day ever recorded by Adobe. The five days from Thanksgiving to Cyber Monday brought in 44.2 billion dollars online, and the National Retail Federation counted a record 202.9 million shoppers in stores and online over the same weekend. For Black Friday 2026, which falls on 27 November, Adobe forecasts 12.9 billion dollars in US online spending, up 9.2 percent.
There is no single official figure for how much is spent on Black Friday. The best known number, the one quoted every year by news outlets, comes from Adobe Digital Insights, which measures online spending at US retailers through Adobe Analytics. Adobe does not count purchases made in physical stores. Salesforce publishes a separate, larger estimate of online sales that it models for the whole industry and for the world. The National Retail Federation (NRF) does not publish a Black Friday dollar total at all: it surveys how many people shop over the Thanksgiving weekend and forecasts total November and December retail sales. This page keeps the three series apart, dates every figure and explains at the end why they disagree.
Online Black Friday spending in the United States has grown from 7.4 billion dollars in 2019 to 11.8 billion dollars in 2025, a rise of 59 percent in six years. Cyber Monday grew from 9.4 billion to 14.25 billion dollars over the same period, a rise of 52 percent. The only year in which both days shrank was 2021, the year after the pandemic jump of 2020.
Cyber Monday is still the biggest day, but Black Friday has grown faster in each of the last two years: up 10.2 percent in 2024 and 9.1 percent in 2025, against 7.3 and 7.1 percent for Cyber Monday.
Black Friday, Cyber Monday and Cyber Week online sales by year
The table below brings together the final figures Adobe published after each holiday weekend. Cyber Week, in the Adobe definition, is the five days from Thanksgiving Day to Cyber Monday. Adobe did not publish a comparable Cyber Week total for 2019, and its own historical tables round some values to one decimal place, so small differences against older press coverage are normal.
| Year | Thanksgiving | Black Friday | Black Friday growth | Cyber Monday | Cyber Monday growth | Cyber Week (5 days) |
|---|---|---|---|---|---|---|
| 2019 | 4.2 billion dollars | 7.4 billion dollars | +19.6% | 9.4 billion dollars | n/a | n/a |
| 2020 | 5.1 billion dollars | 9.0 billion dollars | +21.6% | 10.8 billion dollars | +15.1% | 34.4 billion dollars |
| 2021 | 5.1 billion dollars | 8.9 billion dollars | -1.3% | 10.7 billion dollars | -1.4% | 33.9 billion dollars |
| 2022 | 5.29 billion dollars | 9.12 billion dollars | +2.3% | 11.3 billion dollars | +5.8% | 35.3 billion dollars |
| 2023 | 5.6 billion dollars | 9.8 billion dollars | +7.5% | 12.4 billion dollars | +9.6% | 38.0 billion dollars |
| 2024 | 6.1 billion dollars | 10.8 billion dollars | +10.2% | 13.3 billion dollars | +7.3% | 41.1 billion dollars |
| 2025 | 6.4 billion dollars | 11.8 billion dollars | +9.1% | 14.25 billion dollars | +7.1% | 44.2 billion dollars |
| 2026 forecast | 6.9 billion dollars | 12.9 billion dollars | +9.2% | 15.1 billion dollars | +6.2% | 47.5 billion dollars |
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Growth rates are as published by Adobe for each year. 2026 values are the Adobe forecast of 28 September 2026, not results. The 2019 Cyber Monday growth rate was only published as a live estimate and is left out.
Three patterns stand out. First, the pandemic year 2020 produced the largest jump in the series, with Black Friday online spending up 21.6 percent. Second, growth stalled after that: Black Friday fell 1.3 percent in 2021 and grew only 2.3 percent in 2022. Third, from 2023 the event returned to steady growth of 7 to 10 percent a year. In 2025 Black Friday accounted for 26.7 percent of Cyber Week online spending and Cyber Monday for 32.2 percent (BusinessStats calculations from Adobe figures).
The wider online market grew more slowly than Black Friday over the same years. For the global picture of how e-commerce is growing outside the holiday peak, see our retail e-commerce sales growth worldwide data, and our e-commerce statistics overview for market size, leading platforms and online share of retail.
Cyber Week online spending reached 44.2 billion dollars in 2025
Adobe measured 44.2 billion dollars in US online spending over Cyber Week 2025, up 7.7 percent on the 41.1 billion dollars of 2024. Saturday and Sunday together added 11.8 billion dollars, as much as Black Friday itself, so the weekend between the two named days now carries as much online spending as Black Friday. During the peak hours of Cyber Monday 2025, between 8 pm and 10 pm, shoppers spent 16 million dollars a minute.
Cyber Week has grown every year since 2021. The 2026 forecast of 47.5 billion dollars would be 7.4 percent above 2025 and 40 percent above the 2021 low of 33.9 billion dollars.
Where Black Friday sits in the 257.8 billion dollar holiday season
Black Friday is the most visible part of a two month season. Adobe recorded 257.8 billion dollars in US online spending between 1 November and 31 December 2025, up 6.8 percent, and called it the first quarter trillion dollar holiday season online. Cyber Week accounted for 17.1 percent of that total. In 2025 there were 25 days on which US consumers spent more than 4 billion dollars online, compared with 18 days in 2024.
Online holiday spending rose by 81 percent between 2019 and 2025, from 142.5 billion to 257.8 billion dollars, with the biggest single jump in 2020.
The donut below splits the 2025 season into the five Cyber Week days and everything else. Cyber Monday alone was worth 5.5 percent of two months of online spending, and the whole long weekend was worth about one sixth. The remaining 213.6 billion dollars were spread over the other 56 days. Cyber Week was 17.0 percent of the season in 2024 and 17.1 percent in 2025 (BusinessStats calculation), so the five days are holding their weight within a growing season.
About 83 percent of holiday online spending happens outside the five days from Thanksgiving to Cyber Monday, which is why season totals and Black Friday totals should not be confused.
Category data show where the money goes. Adobe reported that three categories made up 54 percent of 2025 holiday online spending: electronics with 59.8 billion dollars, apparel with 49.0 billion and furniture and home goods with 31.1 billion. Groceries, at 23.7 billion dollars, grew fastest at 10.2 percent. Large marketplaces take a big share of these sales; Amazon Q4 results and its sales events are covered in our Amazon statistics page.
| Category | 2025 actual | 2026 forecast | Forecast growth |
|---|---|---|---|
| Electronics | 59.8 billion dollars | 63.3 billion dollars | +5.9% |
| Apparel | 49.0 billion dollars | 51.3 billion dollars | +4.7% |
| Furniture and home goods | 31.1 billion dollars | 33.4 billion dollars | +7.3% |
| Grocery | 23.7 billion dollars | 26.1 billion dollars | +10.3% |
| Cosmetics | 8.4 billion dollars | 9.2 billion dollars | +9.5% |
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2025 values from the Adobe 2025 Holiday Shopping Recap (January 2026). 2026 values from the Adobe forecast of 28 September 2026, covering 1 November to 31 December 2026.
What has been forecast for Black Friday 2026 so far
As of 6 November 2026, four organisations have published numeric forecasts for the 2026 holiday season and Salesforce has published predictions without a sales total. Only Adobe gives figures for individual days. The calendar helps the online numbers this year: Cyber Monday falls on 30 November, so the whole Cyber Week stays inside November, and there are 29 days between Thanksgiving and Christmas, one more than in 2025.
| Publisher and date | What it measures | Period | 2026 forecast |
|---|---|---|---|
| Adobe, 28 September 2026 | US online spending | 1 Nov to 31 Dec | 275.1 billion dollars, +6.7%; Black Friday 12.9 billion (+9.2%); Cyber Monday 15.1 billion (+6.2%); Cyber Week 47.5 billion (+7.4%) |
| NRF, 15 October 2026 | US retail sales, stores and online, excluding autos, gasoline and restaurants | 1 Nov to 31 Dec | 1.013 trillion dollars, +4.2% |
| Deloitte, 10 September 2026 | US retail sales and e-commerce, excluding autos and gasoline | Nov 2026 to Jan 2027 | Retail 1.70 to 1.71 trillion dollars (+4.0% to 4.8%); e-commerce 316.1 to 318.9 billion dollars (+7.5% to 8.4%) |
| Mastercard Economics Institute, 23 September 2026 | US retail sales excluding autos and gas, all payment types | 1 Nov to 24 Dec | +5.5% overall; online +11%; in store +3.6% |
| Salesforce, 20 July 2026 | Global digital commerce | Holiday season | No sales total; predicts 20% of holiday e-commerce traffic will come from AI chat agents |
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Forecasts use different scopes and periods and cannot be added or compared directly. Deloitte compares with 1.63 trillion dollars of retail sales and 294 billion dollars of e-commerce in November 2025 to January 2026.
The forecasts agree on direction: all expect online sales to grow faster than total retail. Adobe expects online spending to rise 6.7 percent, Deloitte 7.5 to 8.4 percent and Mastercard 11 percent, while total retail is forecast to grow 4.0 to 5.5 percent. Part of every increase is price growth: Mastercard states that its figures are not adjusted for inflation, and the current pace of price rises is tracked in our monthly US inflation rate data.
How close have Adobe forecasts been?
Because the Adobe forecast is the one quoted for Black Friday itself, it is worth checking its record. In both 2024 and 2025 the Black Friday forecast was within 0.1 billion dollars of the result, and the season forecast was slightly too low.
| Measure | 2024 forecast | 2024 result | 2025 forecast | 2025 result | 2026 forecast |
|---|---|---|---|---|---|
| Black Friday | 10.8 billion | 10.8 billion | 11.7 billion | 11.8 billion | 12.9 billion |
| Cyber Monday | 13.2 billion | 13.3 billion | 14.2 billion | 14.25 billion | 15.1 billion |
| Thanksgiving Day | 6.1 billion | 6.1 billion | 6.4 billion | 6.4 billion | 6.9 billion |
| Cyber Week | 40.6 billion | 41.1 billion | 43.7 billion | 44.2 billion | 47.5 billion |
| Full season | 240.8 billion | 241.4 billion | 253.4 billion | 257.8 billion | 275.1 billion |
| Buy now pay later, season | 18.5 billion | 18.2 billion | 20.2 billion | 20.0 billion | 21.3 billion |
| Mobile share of season | 53.2% | 54.5% | 56.1% | 56.4% | 57.4% |
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All values in US dollars. Forecasts published 25 September 2024, 6 October 2025 and 28 September 2026; results from the January recaps and Cyber Monday releases.
The NRF forecast is harder to check because its base moves. In November 2025 NRF forecast that 2025 holiday sales would reach 1.01 to 1.02 trillion dollars. Its October 2026 release reported 2025 sales of 972 billion dollars, up 3.1 percent, while its November 2025 release had put 2024 at 976.1 billion dollars. A 3.1 percent gain to 972 billion implies a 2024 base of about 943 billion dollars, so the earlier year was restated downward in between (BusinessStats calculation). When NRF says 2026 sales will pass 1 trillion dollars, that is a statement about the restated series.
Salesforce counts 336.6 billion dollars in global Cyber Week sales
Salesforce publishes the only widely cited global estimate. Its Cyber Week runs seven days, from the Tuesday before Thanksgiving to Cyber Monday, and covers online sales worldwide. For 2025 (25 November to 1 December) Salesforce reported 336.6 billion dollars in global sales, up 7 percent, of which 79.6 billion dollars, or 23.6 percent, were in the United States. Black Friday was the strongest day, with 79 billion dollars globally and 18 billion dollars in the US.
Global Cyber Week sales grew by about 20 percent between 2022 and 2025, from 281 billion to 336.6 billion dollars, in Salesforce estimates.
| Measure | 2023 | 2024 | 2025 |
|---|---|---|---|
| Cyber Week, global | 298 billion dollars (+6%) | 314.9 billion dollars (+6%) | 336.6 billion dollars (+7%) |
| Cyber Week, US | 70.8 billion dollars (+5%) | 76 billion dollars (+7%) | 79.6 billion dollars (+5%) |
| Black Friday, global | n/a | 74.4 billion dollars (+5%) | 79 billion dollars (+6%) |
| Black Friday, US | n/a | 17.5 billion dollars (+7%) | 18 billion dollars (+3%) |
| Cyber Monday, global | +5% | 49.7 billion dollars (+2%) | 53 billion dollars (+7%) |
| Cyber Monday, US | +3% | 12.8 billion dollars (+3%) | 13.6 billion dollars (+6%) |
| Average discount, US | 29% | 28% | n/a |
| Mobile share of online orders | n/a | 70% | 70% |
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n/a: not published in the release for that year. 2023 Cyber Week ran 21 to 27 November, 2024 from 26 November to 2 December and 2025 from 25 November to 1 December.
Two details in the Salesforce data matter for reading the headline. Order volumes grew only 2 percent globally and 1 percent in the US during Cyber Week 2025, while the average selling price rose 6 percent, so most of the growth in dollars came from higher prices per item rather than more orders. Salesforce also says AI and agents influenced 20 percent of global orders that week. Over the full 2025 holiday season (1 November to 31 December) Salesforce reported 1.29 trillion dollars in global online sales, up 7 percent, and 294 billion dollars in the US, up 4 percent.
Black Friday is not the largest shopping event everywhere. Singles Day in China and Prime Day on Amazon draw comparisons every year; see our pages on Alibaba and Singles Day and Amazon Prime Day sales for those events.
A record 202.9 million Americans shopped over Thanksgiving weekend 2025
The NRF and Prosper Insights and Analytics survey adults after the five day weekend. In 2025 (survey of 3,099 adults, 26 to 30 November) a record 202.9 million people shopped in stores or online between Thanksgiving Day and Cyber Monday, up from 197 million in 2024 and above the 186.9 million NRF had expected before the weekend. Online shoppers outnumbered store shoppers, 134.9 million against 129.5 million, but store visits rose for the second year in a row.
Online shoppers led in 2022, 2023 and 2025, while 2024 was the one recent year in which store shoppers were the larger group.
| Year | All shoppers, 5 days | Black Friday in store | Black Friday online | Cyber Monday online |
|---|---|---|---|---|
| 2022 | 196.7 million | 72.9 million | 87.2 million | 77 million |
| 2023 | 200.4 million | 76.2 million | 90.6 million | 73.1 million |
| 2024 | 197 million | 81.7 million | 87.3 million | 64.4 million |
| 2025 | 202.9 million | 80.3 million | 85.7 million | 75.9 million |
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Shoppers are counted once per channel and day; totals for the weekend are unique people. Source: NRF releases for each year.
NRF has not yet released its Thanksgiving weekend expectation for 2026; it usually does so in the week before Thanksgiving. Its October 2026 survey of 8,094 adults (1 to 7 October) gives the best early signal so far:
- 64 percent of holiday shoppers say they are likely to wait until Thanksgiving weekend to do most of their shopping, up from 63 percent in 2025 and 51 percent five years earlier.
- 43 percent planned to start browsing and buying before November, against 42 percent a year earlier.
- 53 percent planned to shop online, which NRF says is the lowest share since 2015, and shoppers expected to do 52 percent of their holiday shopping online, down from 56 percent in 2025.
- 56 percent say sales and discounts are a top reason for choosing where to shop, ahead of quality of merchandise at 51 percent.
These survey answers point the opposite way from the online forecasts. Shoppers say they will do a little less of their buying online, while Adobe, Deloitte and Mastercard expect online sales to grow faster than store sales. The forecasts measure dollars and the survey measures intentions, so the two can diverge.
In store, Black Friday sales grow far more slowly than online
Mastercard SpendingPulse measures all payment types, in stores and online, and is the closest thing to a combined Black Friday growth rate. It does not publish dollar totals. On Black Friday 2025 (28 November) US retail sales excluding autos rose 4.1 percent on Black Friday 2024. Online sales rose 10.4 percent while in-store sales rose 1.7 percent. A year earlier the gap was wider still: online up 14.6 percent and stores up 0.7 percent, for total growth of 3.4 percent. Mastercard figures are not adjusted for inflation and include restaurants, which grew 4.5 percent on Black Friday 2025.
| Period | Total, excluding autos | Online | In store |
|---|---|---|---|
| Black Friday 2024 (29 Nov) | +3.4% | +14.6% | +0.7% |
| Black Friday 2025 (28 Nov) | +4.1% | +10.4% | +1.7% |
| Holiday 2025 (1 Nov to 21 Dec) | +3.9% | +7.4% | +2.9% |
| Holiday 2026 forecast (1 Nov to 24 Dec) | +5.5% | +11% | +3.6% |
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Year on year growth, not adjusted for inflation. Sources: Mastercard releases of 30 November 2024, 29 November 2025, 23 December 2025 and 23 September 2026.
For Black Friday 2025 Mastercard also reported apparel up 5.7 percent (online 6.1 percent, in store 5.4 percent) and jewelry up 2.75 percent. Total US retail, of which the holiday season is about 19 percent of the annual total according to NRF, is covered in our retail trade statistics.
More than half of Black Friday online spending now happens on a phone
Smartphones passed desktop computers in US holiday online spending in 2023 and have kept gaining. On Black Friday 2025 mobile devices accounted for 55.2 percent of online spending, or 6.5 billion dollars, up 10.2 percent. On Cyber Monday the share was 57.5 percent (8.2 billion dollars) and on Thanksgiving Day, when many people shop from the sofa, it reached 61.6 percent. Over the whole 2025 season the share was 56.4 percent, worth 145.2 billion dollars.
The mobile share rose by 13.4 points in four years, from 43 percent in 2021 to 56.4 percent in 2025, and Adobe expects 57.4 percent in 2026.
Salesforce, which counts orders rather than dollars, puts the mobile share higher: 70 percent of online orders in both the US and globally during Cyber Week 2024 and 2025. The two measures are not the same: Salesforce counts orders worldwide, Adobe counts US dollars. Adobe expects the Thanksgiving Day mobile share to reach 63 percent in 2026. The phones themselves are covered in our mobile operating system market share data.
Buy now pay later passed 1 billion dollars in a single day
Buy now pay later (BNPL) services split a purchase into instalments. Adobe reported that BNPL drove 1.03 billion dollars of online spending on Cyber Monday 2025, up 4.2 percent and the first single day above 1 billion dollars. Mobile devices accounted for 79.4 percent of those BNPL transactions. Across Cyber Week 2025 BNPL use reached 3.1 billion dollars, and for the full season 20.0 billion dollars, up 9.8 percent.
| Year | Cyber Monday | Full season, Nov and Dec | Season growth |
|---|---|---|---|
| 2023 | 940 million dollars | 16.6 billion dollars | +14% |
| 2024 | 991.2 million dollars | 18.2 billion dollars | +9.6% |
| 2025 | 1.03 billion dollars | 20.0 billion dollars | +9.8% |
| 2026 forecast | 1.09 billion dollars | 21.3 billion dollars | +6.6% |
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Adobe forecasts 807 million dollars of BNPL spending on Black Friday 2026. 2026 values are forecasts published on 28 September 2026.
BNPL is a growing share of a growing total, but it is still a small part of the whole. The 20.0 billion dollars of 2025 equalled 7.8 percent of online holiday spending (BusinessStats calculation). Adobe forecast growth for 2026 is 6.6 percent, slower than the 9.8 percent of 2025.
How deep Black Friday discounts really are
Adobe tracks prices of individual products across the season and reports the peak discount off the listed price for each category. In 2025 electronics reached the deepest discounts at 30.9 percent, followed by toys at 29.6 percent and apparel at 25.1 percent. The average discount on Black Friday 2025 itself was 23.7 percent, against 22.2 percent in 2024, and on Cyber Monday 22.9 percent.
Discounts deepened in seven of eight categories in 2025. Furniture was the exception, slipping from 19 to 18.8 percent.
For 2026 Adobe expects discounts to peak at 30 percent for electronics and 29 percent for toys, with most other categories between 18 and 23 percent, close to 2025 levels. Salesforce measures discounts differently, as an average across all discounted orders: 29 percent in the US during Cyber Week 2023 and 28 percent in 2024. On these measures the typical holiday deal takes between a fifth and a third off the listed price.
AI shopping tools and merchant platforms set their own records
Generative AI tools became a measurable source of retail traffic in 2025. Adobe recorded traffic to US retail sites from AI chat services up 805 percent on Black Friday 2025 and 693 percent over the full season, compared with 2024. Growth will slow because the base is now larger: Adobe forecasts AI traffic up 130 percent in the 2026 season. Salesforce predicts that 20 percent of all 2026 holiday e-commerce traffic will come from AI chat agents. More data on the technology is in our artificial intelligence statistics.
Platform data give a view from the merchant side. Shopify merchants sold 14.6 billion dollars worldwide over the Black Friday to Cyber Monday weekend of 2025, up 27 percent (24 percent at constant currency), after 11.5 billion dollars in 2024 and 9.3 billion dollars in 2023. Sales peaked at 5.1 million dollars in a single minute at 12:01 pm Eastern time on Black Friday, more than 81 million customers bought from Shopify stores and the average cart was 114.70 dollars. The company results are in our Shopify revenue page, and social commerce over the same weekend is tracked in our TikTok Shop sales data.
Black Friday in the UK: what the official retail data show
The Office for National Statistics (ONS) does not publish a figure for Black Friday itself, but its monthly retail sales survey shows the effect clearly. Black Friday 2025 fell on 28 November, inside the ONS November reporting period of 2 to 29 November 2025. Before seasonal adjustment, retail sales volumes rose 11.9 percent from October, which the ONS called a fairly typical Black Friday effect. After seasonal adjustment volumes fell 0.1 percent on the month, suggesting the effect was slightly weaker than usual, and rose 0.6 percent on November 2024.
Online spending was the stronger part. UK online sales values rose 8.3 percent between November 2024 and November 2025, and the seasonally adjusted share of retail sales made online rose to 28.6 percent. Before seasonal adjustment, 32.4 percent of all retail sales in November 2025 were made online. Context on the size of the market is in our UK population and UK grocery market share pages.
The November online share more than doubled in ten years, from 15.5 percent in 2015 to 32.4 percent in 2025, with a lockdown peak of 37.2 percent in 2020.
The ONS calendar explains some odd year to year moves. In 2024 the November period ran from 27 October to 23 November, so Black Friday on 29 November fell into the December period instead. That November the seasonally adjusted online share dropped to 26.2 percent and online spending values fell 4.3 percent on the month, the largest fall since March 2022. Anyone comparing UK Black Friday years should check which ONS period contains the day.
Why Adobe, Salesforce and NRF numbers differ
The three main sources answer different questions, so their figures should never be added up or used as substitutes for each other. The table summarises what each one counts.
| Source | What it counts | Geography | Days in Cyber Week | Method |
|---|---|---|---|---|
| Adobe Digital Insights | Online spending in dollars | US retailers | 5 (Thanksgiving to Cyber Monday) | Adobe Analytics data from over 1 trillion visits to US retail sites, 100 million products, 18 categories |
| Salesforce | Online sales in dollars | Global and US | 7 (Tuesday to Cyber Monday) | Activity of more than 1.5 billion shoppers in over 89 countries, extrapolated to the whole industry with market assumptions |
| NRF and Prosper | Number of shoppers; total holiday retail sales | US | 5 (Thanksgiving to Cyber Monday) | Consumer survey of about 3,000 adults; sales forecast from Census data excluding autos, gas and restaurants |
| Mastercard SpendingPulse | Growth rates, no dollar totals | US | Single days and season | All payment types, in store and online, excluding autos, not inflation adjusted |
| ONS | Retail sales volumes and values | Great Britain | Monthly periods | Monthly business survey of retailers |
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- Salesforce says US Black Friday 2025 online sales were 18 billion dollars; Adobe says 11.8 billion. The gap comes from different panels and the Salesforce extrapolation to the whole industry, not from an error in either.
- Salesforce found Black Friday was the biggest day of Cyber Week; Adobe found Cyber Monday was. Both are correct for their own data.
- NRF shopper counts are people, not dollars. A rise in shoppers does not mean a rise in spending, and the reverse.
- Every dollar figure on this page is nominal, as published. Mastercard states its numbers are not adjusted for inflation, so part of each increase reflects higher prices.
- Publishers revise their history. The Adobe live estimate of 9.2 billion dollars for Cyber Monday 2019 became a final 9.4 billion, and the NRF 2024 holiday total was restated between releases. Always quote the year of the release.
On this page, every figure is taken from the original publisher and dated. Forecasts are labelled as forecasts and are shown only as published. Shares, sums and percentage changes marked as BusinessStats calculations are derived from those figures. No figures from news summaries or aggregator sites are used, and Black Friday dollar totals for the UK are left out because no official body publishes one.
Black Friday in eight numbers
Questions about Black Friday sales
US shoppers spent 11.8 billion dollars online on Black Friday 2025 (28 November), up 9.1 percent on 2024, according to Adobe. Salesforce, which models the whole industry, estimated 18 billion dollars of US online sales and 79 billion dollars worldwide that day. No official body publishes a total that includes store sales.
In Adobe data, yes. Cyber Monday 2025 brought in 14.25 billion dollars online, against 11.8 billion on Black Friday, and it remains the biggest online shopping day Adobe has recorded. Black Friday has grown faster for two years, and Salesforce, counting a wider set of sales, finds Black Friday the larger day.
Black Friday 2026 is on Friday 27 November and Cyber Monday on 30 November. Adobe forecasts 12.9 billion dollars of US online spending on Black Friday (up 9.2 percent), 15.1 billion on Cyber Monday and 47.5 billion over Cyber Week. NRF forecasts total November and December retail sales of 1.013 trillion dollars, up 4.2 percent.
A record 202.9 million Americans shopped in stores or online between Thanksgiving Day and Cyber Monday 2025, according to NRF and Prosper Insights and Analytics. On Black Friday itself, 80.3 million shopped in stores and 85.7 million online.
Mobile devices accounted for 55.2 percent of US online spending on Black Friday 2025, or 6.5 billion dollars, according to Adobe. The share was 57.5 percent on Cyber Monday and 61.6 percent on Thanksgiving Day. Salesforce says phones placed 70 percent of online orders during Cyber Week 2025.
Adobe reported 1.03 billion dollars of buy now pay later spending on Cyber Monday 2025, the first day above 1 billion dollars, and 3.1 billion dollars across Cyber Week. For Black Friday 2026 it forecasts 807 million dollars and for Cyber Monday 1.09 billion dollars.
No official body publishes a UK Black Friday sales total. ONS data show retail volumes in November 2025, which included Black Friday on 28 November, rose 11.9 percent on October before seasonal adjustment. Online sales values were 8.3 percent higher than in November 2024, and 32.4 percent of retail sales were made online.
They measure different things. Adobe tracks US online spending at retailers using its analytics data over a five day Cyber Week. Salesforce extrapolates online sales for the whole industry, globally and in the US, over seven days. NRF counts shoppers through a survey and forecasts total retail sales from Census data.
Adobe: U.S. Holiday Shopping Season to Hit Record 275.1 Billion Dollars Online, 28 September 2026 (2026 forecasts for the season, Thanksgiving, Black Friday, Cyber Monday, Cyber Week, BNPL, mobile, discounts, categories).
Adobe: 2025 holiday season results, 7 January 2026, and the 2025 Holiday Shopping Recap (season, categories, mobile, BNPL, discounts, day by day history 2022 to 2025).
Adobe: Cyber Monday Hits Record 14.25 Billion Dollars, 2 December 2025 (Cyber Week, Black Friday and Thanksgiving 2025, BNPL, peak minute spending).
Adobe: 2025 holiday forecast, 6 October 2025, and 2024 holiday forecast, 25 September 2024.
Adobe: Cyber Monday recaps for 2024, 2023 and 2022.
Adobe: Holiday season recaps for 2024, 2023 and 2022.
Adobe Blog: Cyber Monday and Black Friday 2021, 30 November 2021; 2021 season, 12 January 2022; Cyber Week 2020, 1 December 2020; 2020 season; 2019 Black Friday and 2019 season.
Salesforce: AI and Agents Propel Cyber Week to Record 336.6 Billion Dollars in Global Spend, 5 December 2025, with methodology.
Salesforce: Cyber Week 2024 release, 4 December 2024; Cyber Week 2023, 28 November 2023; Cyber Week 2022.
Salesforce: 2025 holiday shopping data, 8 January 2026, and 2026 holiday predictions, 20 July 2026.
National Retail Federation: NRF Forecasts 2026 Holiday Sales Growth, 15 October 2026, and 2025 forecast, 6 November 2025.
National Retail Federation: Thanksgiving weekend surveys for 2025, 2024, 2023 and 2022.
National Retail Federation: Affordability Shapes Winter Holiday Shopping, 20 October 2026; 2026 holiday shopping trends, 28 October 2026; Winter holiday FAQs.
Mastercard: SpendingPulse Black Friday 2025, 29 November 2025; Black Friday 2024; holiday 2025 results; 2026 holiday forecast, 23 September 2026.
Deloitte: Holiday retail sales forecast for November 2026 to January 2027, 10 September 2026.
Office for National Statistics: Retail sales, Great Britain: November 2025, 19 December 2025; November 2024, 20 December 2024; series J4MC, internet sales as a percentage of total retail sales.
Shopify: Record 14.6 billion dollars in Black Friday Cyber Monday sales, 2 December 2025; 2024 and 2023 results.
