AI tools drive record 11.8bn in US Black Friday online sales

AI-powered shopping tools helped push US online spending to record levels this Black Friday, as shoppers avoided crowded stores and used chatbots and AI assistants to compare prices and find discounts amid concerns over tariff-driven price increases.

According to Adobe Analytics, US consumers spent 11.8 billion dollars online, up 9.1 percent from 2024, marking the biggest online shopping day of the year. Mastercard SpendingPulse reported a 10.4 percent growth in e-commerce sales, compared with just 1.7 percent growth for in-store sales.

Traffic to retail websites driven by AI jumped 805 percent compared to last year, with tools such as Walmart’s Sparky and Amazon’s Rufus helping shoppers navigate deals more efficiently. Suzy Davidkhanian, an analyst at eMarketer, said consumers are using new tools to get what they need faster, and AI makes gift discovery quicker and more guided.

Popular items included Lego sets, Pokémon cards, gaming consoles like the Nintendo Switch and PlayStation 5, and products ranging from Apple AirPods to KitchenAid mixers.

Globally, AI influenced 14.2 billion dollars in online sales, with 3 billion of that coming from the US, according to Salesforce. Their data also showed US consumers spent 18 billion dollars overall online on Black Friday, a 3 percent increase from last year, with luxury apparel and accessories among the top categories.

Higher prices limited demand, with shoppers purchasing fewer items and order volumes falling 1 percent even as average selling prices rose 7 percent. Discounts remained largely flat, as inflation and tariffs made deeper price cuts difficult. Michael Ashley Schulman, chief investment officer at Running Point, said the real value of Black Friday bargains has declined for consumers.

Looking ahead, Adobe projects Cyber Monday to surpass Black Friday, with online sales expected to reach 14.2 billion dollars, a 6.3 percent increase from last year. Electronics, apparel, and computers are expected to offer the deepest discounts, with some items reaching up to 30 percent off.

In physical stores, bargain hunting was subdued, as shoppers remained cautious amid inflation, trade uncertainty, and a soft labor market.