Black Friday’s online boom hits $10.8 billion, leaving stores in the dust

Online shopping for Black Friday 2024 reached unprecedented heights, with consumers spending a record $10.8 billion, according to Adobe Analytics. This marks a more than 10% increase over last year as shoppers increasingly favor digital purchases over traditional in-store visits. As noted by Vivek Pandya of Adobe Digital Insights, which was cited in a USA Today article, "Crossing the $10 billion mark is a big e-commerce milestone for Black Friday, for a day that in the past was more anchored towards in-store shopping."

Adobe Analytics showed that a significant portion of this surge was driven by mobile shopping, with 55% of online sales occurring on smartphones, amounting to $5.9 billion. The preference for convenience enabled consumers to spend approximately $11.3 million online every minute during peak hours from 10 a.m. to 2 p.m.

In-store traffic declines amid online shift

The shift toward online shopping has contributed to a decline in physical store visits. According to Forbes, in-store traffic was down 8% on Black Friday compared to previous years. Sensormatic Solutions—which has tracked its in-store Black Friday shoppers for decades, Forbes says—reported a 3.2% decrease in national store traffic, exacerbated by inclement Midwest weather conditions that led to a 7% drop in that region.

USA Today reported that the most popular Black Friday purchases included electronics such as Bluetooth speakers, smartwatches, and televisions, as well as personal care items and discounted apparel—all data that came from Adobe Analytics. The trend toward e-commerce is expected to grow as consumers become more accustomed to digital shopping experiences, enhanced by the integration of AI-powered chatbots.