U.S. shoppers spent $10.8 billion online during Black Friday 2024, according to Adobe Analytics, marking a 10.2% increase from 2023’s $9.8 billion. The figures highlight the growing dominance of e-commerce during the holiday shopping season.

  • Top Sellers:
    • Toys: +622% (vs. October daily averages)
    • Jewelry: +561%
    • Appliances: +476%
    • Makeup, skincare, and electronics like Bluetooth speakers and espresso machines also led sales.
  • E-commerce Leaders:
    Amazon (NASDAQ:AMZN) and Walmart (NYSE:WMT) are positioned as major beneficiaries, with Walmart leveraging its 4,700 stores to optimize store-to-home deliveries.
  • Broader Trends:
    • Salesforce reported $17.5 billion in U.S. online sales, a 7% year-over-year increase, with strong demand for home appliances and furniture.
    • The shortened holiday season (26 days between Thanksgiving and Christmas) could challenge traditional retailers like Macy’s (NYSE:M) and Kohl’s (NYSE:KSS).

Black Friday remains pivotal for U.S. retail, but the growing emphasis on online shopping reflects evolving consumer habits. Retailers are under pressure to meet demand and win over value-conscious shoppers amid stiff competition.