2024 Black Friday Online Shopping Breaks Record Highs

Online shopping on Black Friday reached unprecedented heights in 2024, with spending soaring by 10.2% compared to the previous year, according to Adobe Analytics. Consumers spent a remarkable $10.8 billion online—a figure that is nearly double what was recorded just seven years ago.

When comparing Black Friday spending to an ordinary day, the statistics are staggering: toy purchases were more than seven times higher, jewelry sales exceeded six times typical daily spending, and electronics saw over four times the usual expenditure.

Adobe Analytics noted that popular toys significantly contributed to this surge in spending. The top-selling items included Harry Potter LEGO sets, Wicked toys, various card and board games, Disney Princess dolls, and the Cookeez Makery oven playset.

“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,” said Vivek Pandya, lead analyst at Adobe Digital Insights. “And with consumers getting more comfortable with everything from mobile shopping to chatbots, we have tailwinds that can prop up online growth for Black Friday moving forward.”

Looking ahead to Thanksgiving weekend, Adobe Analytics anticipates continued strong spending trends. An estimated $5.2 billion is projected for Saturday and $5.6 billion on Sunday across online retailers.

Cyber Monday is also expected to see significant revenue generation, with forecasts predicting $13.2 billion—up by 6.1% from last year.

The National Retail Federation estimates that around 200 million Americans will participate in shopping activities this weekend—almost four million more than last year—with online shopping poised to outpace in-person sales.

“The five-day period between Thanksgiving and Cyber Monday represents some of the busiest shopping days of the year and reflects the continued resilience of consumers and strength of the economy,” said NRF President and CEO Matthew Shay. “Shoppers exceeded our expectations with a robust turnout. Retailers large and small were prepared to deliver safe, convenient and affordable shopping experiences with the products and services consumers needed at great prices.”