How much did U.S. shoppers spend per minute on Black Friday?

Online shoppers did not disappoint on Black Friday this year. Adobe Analytics predicted that people in the U.S. would spend $11.7 billion on the biggest shopping day of the year in 2025. The company’s final numbers show that consumers surpassed that, spending $11.8 billion online on Nov. 28.

That was a 9.1 percent increase over last year’s numbers. The purchasing frenzy peaked between 10 a.m. and 2 p.m. on Friday, when online shoppers spent an eye-watering $12.5 million per minute. This contrasts with a continued decline in in-person sales on the same day, as CNBC reports that online shopping has outpaced in-store spending for the last six years. Studies from RetailNext and Sensormatic Solutions found that foot traffic to stores on Black Friday were down 3.6 percent and 2.1 percent, respectively, from last year.

Adobe commented on Saturday that “the record spending yesterday shows that Black Friday has cemented its role as a major e-commerce moment, as more shoppers opt to stay home and take advantage of deals.”