Summary
On Thanksgiving and Black Friday, U.S. consumers spent record amounts online, according to Adobe Analytics. However, some experts say the increase in spending was largely due to inflation rather than more shopping activity, as average order volumes slightly declined. This pattern suggests that while spending totals are up, shoppers face economic pressures that influence their buying decisions.
Key Facts
- Consumers spent $6.4 billion on Thanksgiving Day and $11.8 billion on Black Friday online in the U.S.
- Average online order volume dropped by about 1%, even though prices rose by 7%.
- The holiday season is a key measure of consumer financial health, as it reflects broader economic conditions.
- Despite high sales numbers, shoppers reportedly stuck to budgets and made more selective purchases.
- Adobe reported a significant increase in AI-driven online traffic, which contributed to sales.
- Sales using the "buy now, pay later" option rose, with $20.2 billion expected through this method for November and December.
- RetailNext reported a 5.3% decline in physical store visits during Black Friday weekend.
- Inflation appears to be influencing spending, leading to higher revenues but fewer purchases in terms of volume.
