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.
