Online spending in the United States hit a record $11. 8 billion on Black Friday 2025, marking a significant 9. 1% increase from the previous year, according to Adobe Analytics. This continued growth in e-commerce during a major shopping event is largely driven by the integration of artificial intelligence (AI) into the shopping experience. AI-powered tools have helped consumers discover deals and make smarter purchasing decisions, enabling easier navigation of the vast online marketplace. Adobe Analytics noted an extraordinary 805% surge in traffic to retail websites that featured AI-driven shopping assistants, highlighting how crucial these technologies were in influencing consumer behavior during the holiday season. Major retailers have adopted AI to improve customer experiences and streamline purchases. Walmart’s AI assistant, Sparky, and Amazon’s Rufus played key roles in guiding shoppers through Black Friday deals by helping them find the best discounts, compare products, and optimize their shopping lists—reducing the time and effort needed to secure desired items. This AI integration aligns with a broader digital transformation trend where retailers use machine learning and real-time data analytics to meet consumer needs and personalize shopping. The success of AI applications on Black Friday illustrates their ability to boost sales, enhance satisfaction, and create competitive edges. Experts predict the growth of AI-assisted shopping will continue beyond the holiday season, potentially reshaping retail’s future with more sophisticated tools that offer greater customization, cross-platform integration, and proactive recommendations based on personal preferences and past behavior.

The record online spending also reflects wider shifts in consumer habits, as e-commerce convenience combined with AI innovations encourages more shoppers to move away from traditional stores to digital marketplaces. This trend has been accelerated by ongoing public health concerns and widespread access to mobile devices with fast internet. Retail analysts emphasize that despite the encouraging rise in online sales, the retail market remains highly competitive, requiring ongoing investment in technology and user experience to attract and retain customers. Integrating AI into the shopping journey is seen as vital for meeting evolving expectations and sustaining market relevance. Additionally, Adobe Analytics data underscores the value of real-time insights into consumer behavior and sales trends, enabling retailers to optimize inventory, pricing, and marketing to respond swiftly to demand spikes during peak periods like Black Friday. Looking forward, AI promises further retail innovations such as enhanced virtual shopping assistants, augmented reality fitting rooms, and predictive analytics anticipating consumer needs. These advances will transform both the consumer shopping experience and retail operations and engagement. In summary, Black Friday 2025 set a new standard for online retail in the U. S. , driven by AI-powered tools that are reshaping consumer behavior and offering a preview of a future where intelligent systems play a central role in delivering value to businesses and customers alike.