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Clear out junk files and repair common Windows errorsFree Scan →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →Black Friday 2025 in the United States set an online record, but the headline numbers measure different things and point in slightly different directions. Adobe counted $11.8 billion in online spending, up 9.1%. Mastercard’s broader estimate of all retail sales excluding autos grew 4.1%. NRF’s survey found slightly fewer Black Friday shoppers than in 2024. This article covers U.S. data and keeps each figure tied to what it actually measures.
The numbers, side by side
Most confusion about Black Friday results comes from mixing sources. Each one counts something different.
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| Source | What it measures | 2025 result |
|---|---|---|
| Adobe Analytics | U.S. online transactions, Black Friday | $11.8 billion, up 9.1% year over year |
| Adobe Analytics | U.S. online spending, five-day Cyber Week | $44.2 billion, up 7.7% |
| Adobe Analytics | U.S. online spending, Nov. 1–Dec. 31 | $257.8 billion, up 6.8% |
| Mastercard SpendingPulse | In-store and online retail sales excluding autos, all payment types, not inflation-adjusted (preliminary) | Up 4.1% year over year |
| NRF / Prosper Insights & Analytics | Survey of shoppers, Thanksgiving through Cyber Monday | 202.9 million consumers |
Sources: Adobe, Jan. 7, 2026; Mastercard, Nov. 29, 2025; NRF/Prosper, Dec. 2, 2025. Adobe says its data covers more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories.
Lesson 1: Online grew faster than retail overall
Adobe’s 9.1% online growth outpaced Mastercard’s 4.1% growth for total retail. Those are different series, so don’t subtract one from the other. Still, together they are consistent with a shift toward online buying. Neither figure is adjusted for inflation, so part of the increase may reflect prices rather than extra goods bought. No independent inflation-adjusted Black Friday estimate was available.
Lesson 2: Sales can rise while shopper counts dip
NRF reported 80.3 million in-store and 85.7 million online Black Friday shoppers, slightly below 2024’s 81.7 million and 87.3 million. Yet dollar estimates rose. Spending and participation are separate measures: fewer people can spend more each, or buy higher-priced items. Also note that NRF’s figures come from a survey of 3,099 adults with a stated margin of error, while Adobe’s come from transaction analytics. Online and in-store counts overlap, since one person can shop both ways.
Lesson 3: Black Friday is now a weekend, not a day
NRF and Prosper estimated 202.9 million people shopped from Thanksgiving through Cyber Monday. Black Friday remained the top single day by shopper count, but activity ran through Saturday, Sunday and Cyber Monday. NRF President and CEO Matthew Shay said: “This year’s record turnout reflects a highly engaged consumer who is focused on value, responds to compelling promotions, and seizes upon the opportunity to make the winter holidays special and meaningful.”
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Adobe’s Vivek Pandya made a related point about timing: “U.S. retailers leaned heavily on discounts this holiday season to drive online demand. Competitive and persistent deals throughout Cyber Week pushed consumers to shop earlier, creating an environment where Black Friday now challenges the dominance of Cyber Monday.” (Adobe, Dec. 2, 2025.) The practical takeaway: waiting for one “best” day matters less when deals persist across the week.
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Lesson 4: Phones and discounts drove the season
- Mobile: smartphones accounted for 56.4% of online transactions from Nov. 1 to Dec. 31, 2025, per Adobe.
- Discounts: Adobe reported peak discounts of 30.9% off listed price in electronics and 29.6% in toys, and said strong discounts helped lift purchases of higher-ticket items. These are discounts from listed prices, not guaranteed savings versus typical street prices, and they say nothing about current deals.
Lesson 5: What people bought
NRF/Prosper reported clothing and accessories as the top gift category over the weekend, followed by toys, then books and other media. Adobe’s list of top-selling holiday items included Nintendo Switch 2, PlayStation 5, Xbox Series X/S and PlayStation Portal consoles, plus LEGO Icons sets, Wicked dolls, Furreal plush toys, LeapFrog learning toys, Hot Wheels, Bluey playsets, Nerf guns, Play-Doh and DIY craft kits. These are historical examples of 2025 demand, not current rankings or recommendations.
Lesson 6: AI referrals grew fast, from a small base
Adobe reported a 693.4% year-over-year increase in traffic to retail sites from generative AI tools during the 2025 holiday season, while noting the user base remained modest. That is traffic growth, not evidence that AI tools drove a large share of purchases.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to use this for next year
- Plan for a window, not a day: compare prices across the week before and after Black Friday.
- Expect to shop on a phone; check that your payment and account details are set up in advance.
- Read discount claims as “off list price” and verify against price history for the specific item.
- When reading any recap, check three things: online or all retail, one day or whole season, and spending or shopper counts.
One limit on all of this: the strongest evidence here is U.S.-based, and Mastercard’s 4.1% was a preliminary estimate published Nov. 29, 2025. Results elsewhere may differ.
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