WASHINGTON, 29 November 2025 — Global e-commerce spending hit new highs this Black Friday as artificial intelligence–powered shopping tools reshaped consumer behaviour, helping U.S. online sales surge to a record US$11.8 billion, up 9.1% from 2024, according to Adobe Analytics.
Shoppers increasingly bypassed physical stores, relying instead on AI chatbots and digital assistants to compare prices, uncover deals, and navigate rising costs linked to tariffs and inflation.
Adobe, which tracks over 1 trillion retail website visits, said AI-driven traffic to U.S. retail sites jumped 805% year-on-year, propelled by the adoption of tools such as Walmart’s Sparky and Amazon’s Rufus.
AI Adoption Accelerates as Consumers Seek Cheaper Deals
The holiday season arrives amid tighter household budgets, rising unemployment, weaker consumer confidence, and persistent price increases, pushing shoppers to stretch every dollar.
Mastercard SpendingPulse reported that U.S. e-commerce sales rose 10.4%, far outpacing in-store growth of just 1.7%, underscoring the structural shift toward digital-first shopping.
“Consumers are using new tools to get to what they need faster. Gift giving can be stressful, and LLMs make the discovery process feel quicker and more guided,” said Suzy Davidkhanian, analyst at eMarketer.
Hot-selling items included LEGO sets, Pokémon cards, Nintendo Switch and PS5 consoles, Apple AirPods, and KitchenAid mixers.
AI Agents Influenced US$14.2 Billion in Global Sales
According to Salesforce, AI agents influenced US$14.2 billion in global online sales on Black Friday, with US$3 billion coming from the U.S. alone.
Salesforce data, which also covers nondiscretionary items like groceries, showed that U.S. consumers spent US$18 billion online, up 3% year-on-year. Luxury apparel and accessories were among the top-performing categories.
Still, rising prices muted some demand. Salesforce noted:
- Average selling prices rose 7%
- Units per transaction fell 2%
- Order volumes dropped 1%
“Two things are driving up average selling prices in the United States: tariffs and stronger high-income consumer spending, particularly visible in the luxury category,” said Caila Schwartz, director of consumer insights at Salesforce.
Discounts Flat, Value Perceived to Be Lower
Despite the record spending, discount levels were similar to 2024 as retailers struggled with higher product costs.
“Promotions and discounts may not feel as sharp as last year due to higher costs driven by inflation and tariffs,” Davidkhanian added.
Michael Ashley Schulman, CIO at Running Point, noted that the real value of bargains has slipped, as higher base prices offset flat promotional rates.
Cyber Monday Expected to Break More Records
Adobe forecasts Cyber Monday sales to reach US$14.2 billion, up 6.3% year-on-year, likely becoming the biggest online shopping day of 2025.
Electronics are expected to see the deepest discounts of up to 30%, alongside strong offers in apparel and computers.
At physical stores, however, foot traffic and spending were subdued as shoppers remained cautious amid inflation, trade uncertainties, and a softer labour market.
Source: Reuters
