Black Friday and Cyber Monday weekend spending in the U.S. reached a record-setting $44.2 billion in 2025, according to Adobe. Both Black Friday and Cyber Monday saw their highest sales numbers ever, as customers flocked to take advantage of the massive discounts the weekend provides.
The report from Adobe also highlights the top categories in terms of spending, mobile spending rates, as well as the growth of buy now, pay later (BNPL) spending and AI-driven ecommerce throughout the holiday season.
Record-Setting Shopping
According to data and forecasts from the Adobe 2025 Holiday Shopping Report, Black Friday and Cyber Monday weekend reached record levels of spending in 2025. Combined, the 5-day shopping weekend beginning on Thanksgiving and ending on Cyber Monday saw around $44.2 billion in spending, up from approximately $41.1 billion in 2024.
Black Friday saw a jump from $10.8 billion spent in 2024 to a record $11.8 billion in 2025. Cyber Monday followed suit with a forecasted record high $14.25 billion in 2025, up from $13.3 billion last year.
Even the other days of the 5-day shopping bonanza in 2025 saw increases compared to the previous year:
- Thanksgiving saw $6.4 billion in spending, up from $6.1 billion in 2024
- Small Business Saturday saw $5.8 billion in spending, up from $5.3 billion in 2024
- Sunday saw $6 billion in spending, up from $5.6 billion in 2024
Shopify Continues to Dominate
In line with the rising BFCM spending in general, Shopify reported that the company also had a record-setting BFCM weekend. In total, the company’s merchants made a record $14.6 billion in global sales throughout the weekend, which represents a massive 27% increase over last year.
This is especially impressive considering Shopify experienced tech outages on Cyber Monday, which impacted thousands of users.
Here are a few other interesting highlights from Shopify’s record-setting BFCM weekend:
- More than 81 million customers bought from brands powered by Shopify between Friday and Monday
- BFCM shopping peaked at 12:01 EST on Black Friday, as sales reached $5.1 million per minute
- Nearly 16,000 entrepreneurs made their first sale on Shopify during BFCM weekend
- Just shy of 95,000 merchants had their highest-selling day on Shopify during BFCM
- The average cart price was $114.70
- The hottest product categories included cosmetics, clothing, and fitness and nutrition
- 16% of all global orders were cross-border
- 32% of orders used Shop Pay, and there was a 39% year-over-year rise in sales made via Shop Pay
Spending Extends Beyond Black Friday/Cyber Monday Weekend
While these BFCM spending numbers are impressive, they only make up a small piece of the overall holiday spending pie. Shoppers will continue to spend throughout the holiday season to the tune of a record $253.4 billion, according to Adobe forecasts. This is a major jump from the $241.1 billion that consumers spent during the holiday season in 2024.
As a result, now’s not the time for ecommerce brands to take their foot off the gas pedal. There are still billions of dollars to be spent this holiday season.
In addition to BFCM spending in general, the Adobe report also includes plenty of important data, forecasts, and stats about the holiday season that ecommerce companies should be aware of.
Electronics and Apparel on Top, But Spending Increases Across the Board
The report forecasts that spending in all categories will rise this holiday season compared to last:
- Toy spending forecasted to rise to $8.8 billion vs. $8.2 billion in 2024
- Apparel spending to increase to $47.6 billion vs. $46.6 billion in 2024
- Electronics spending to jump to $57.5 billion vs. $55.3 billion in 2024
- Furniture and home goods spending to climb to $31.1 billion vs. $29.2 billion in 2024
- Grocery spending to increase to $23.5 billion vs. $21.5 billion in 2024
- Cosmetics spending to rise to $8.4 billion vs. $7.7 billion in 2024
- Sporting goods spending to grow to $8.2 billion vs. $7.8 billion in 2024
This shows that ecommerce brands across the board need to be prepared for a busy season, and have to ensure they’re ready to handle the demand that Adobe is forecasting.
Rising Mobile Spend
Data also shows that mobile devices continue to be one of the most popular ways for people to shop during the holidays. According to forecasts, 2025 is expected to be the first year where mobile spend makes up more than half of total ecommerce spending.
Adobe forecasts mobile revenue share will hit a record 56.1% during this holiday season, and according to the report, the mobile revenue share between November 1st, 2025, and December 1st, 2025 was 52.8%. During this period, mobile spend reached $73.7 billion, which is a 7.2% jump year-over-year.
Throughout the entire 2025 holiday season, mobile spend is forecasted to reach $143.7 billion. To take advantage of this huge market, ecommerce companies need to make sure that their stores and websites are optimized for mobile devices by:
- Creating a site with a responsive design, so it automatically adjusts to any screen size to ensure it looks good and is easy to navigate.
- Simplifying the navigation menu for easier browsing throughout the site.
- Ensuring that important buttons and options are located close to the thumb, to prevent users from having to uncomfortably stretch to tap the button.
- Using fonts that are large enough to be seen on a smaller screen with ease.
- Keeping the site performing well and loading quickly on mobile devices by compressing images and reducing unnecessary elements that may slow down the site, such as pop-ups or too many sliders.
BNPL Continues to Be an Important Payment Option
While BNPL isn’t a brand-new option in retail, it was used more than ever on Cyber Monday, as it drove $1.03 billion in spending. According to Adobe, this is expected to continue throughout the holiday season as it projects that $20.2 billion will be spent through this payment method between November 1st and December 31st, 2025. This represents 11% growth compared to the same period in 2024.
AI is Changing the Game This Holiday Season
AI, specifically AI-driven traffic, is changing the game in ecommerce, and this is especially seen during this holiday season. In fact, traffic from AI sources to retail sites is projected to increase anywhere from 515 to 520% compared to the 2024 holidays.
Between November 1st and December 1st 2025, AI traffic saw a 758% increase year-over-year. This growth was also seen during the BFCM weekend, as traffic from third-party AI agents tripled in 2025 compared to the same period in 2024.
As a result of this growth and the continued importance of AI traffic, ecommerce brands need to continue to optimize their stores and content for AI by providing detailed product descriptions, writing conversationally, including FAQ sections, and ensuring their content is both high-quality and relevant.
