AI-powered shopping tools helped fuel a jump in U.S. Black Friday online sales, as many shoppers chose to skip packed stores and instead relied on chatbots to compare prices and grab discounts, especially with tariff-related price increases on their minds.
According to Adobe Analytics—which tracks more than a trillion online visits—Black Friday Online Sales rose 9.1% compared to last year, marking the biggest digital shopping day of the season so far. Analysts say the strength of Black Friday Online Sales reflects shifting consumer behavior, with many Americans becoming more budget-conscious as unemployment nears a four-year high and confidence drops to a seven-month low.
Mastercard SpendingPulse reported a similar trend, showing strong momentum in Black Friday Online Sales, which climbed 10.4%—far higher than the modest 1.7% uptick in in-store purchases. The data highlights how AI tools and digital platforms are playing an increasingly central role in shaping holiday shopping habits across the United States.
AI Traffic Soared 805% as Chatbots Guided Shoppers to Deals
Adobe said AI-driven visits to retail websites soared 805% year-over-year as major retailers rolled out generative AI assistants like Walmart’s Sparky and Amazon’s Rufus, which were not available last Black Friday. Analysts say these tools are making the shopping journey faster, smarter, and less stressful.
“Gift giving can be stressful, and large language models make the discovery process feel quicker and more guided,” said Suzy Davidkhanian, analyst at eMarketer.
Among the hottest-selling items were LEGO sets, Pokémon cards, Nintendo Switch and PS5 consoles, and popular household products such as Apple AirPods and KitchenAid mixers.
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Global AI Agents Influenced $14.2 Billion in Black Friday Sales
Worldwide, AI and automated agents influenced $14.2 billion in Black Friday e-commerce spending, including $3 billion in the U.S., according to Salesforce.
Salesforce’s broader data—which includes essentials like groceries—shows that U.S. shoppers spent $18 billion online, up 3% from last year, with luxury apparel and accessories experiencing robust demand.
But higher prices muted consumer buying behavior. Salesforce noted that shoppers purchased fewer items overall as average selling prices rose 7%, units per transaction fell 2%, and order volumes dipped 1%.
Higher Prices and Flat Discounts Made Bargains Feel Less Impressive
Despite retailers offering widespread deals, discount rates were essentially flat compared to 2024. With inflation and tariff pressures pushing up product costs, retailers struggled to provide deeper markdowns.
“Promotions may not feel as sharp as last year because the final price simply doesn’t feel as compelling,” Davidkhanian explained.
Salesforce’s consumer insights director Caila Schwartz said tariffs played a major role in lifting discretionary product prices, noting that stronger spending among higher-income shoppers boosted luxury categories while average-income shoppers pulled back.
Cyber Monday Expected to Smash Records Next With $14.2 Billion in Sales
Adobe predicts an even bigger day ahead: Cyber Monday sales are forecast to hit $14.2 billion, up 6.3% year-over-year, likely becoming the largest online shopping day of 2025. Electronics are expected to offer the steepest discounts at up to 30% off, followed by apparel and computers.
Meanwhile, brick-and-mortar traffic remained subdued as inflation, sluggish wage growth, and trade uncertainty left many families wary of overspending.
