U.S. shoppers spent a record number online this Black Friday, even as in-store sales were lackluster.

Americans spent a record $11.8 billion shopping online on Nov. 28, according to data from Adobe Analytics. The numbers were up 9.1% from 2024 and were slightly above the $11.7 billion the company had initially forecast in October.

The number is excluding the height of e-commerce deals, Cyber Monday, which Adobe is expecting will attract more than $14 billion in consumer spending. That means we could have another record sales day in sight. With the way things are going, Adobe said that it expects the 2025 holiday season to be “the first quarter trillion-dollar holiday season.”

Between 10 a.m. and 2 p.m. on Friday, online shoppers reportedly spent a whopping $12.5 million every minute

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