Consumers spent $6.1 billion online on Thanksgiving, up 8.8% from last year, according to Adobe Analytics.
Holiday shopping was once defined by long lines and chaotic crowds on Black Friday. In the past decade or so, retailers have increasingly spread out their promotions and consumers have come to prefer online shopping.
The way people are shopping is also changing: Adobe reported a 1,900% increase in traffic to retail sites from chatbots on Thanksgiving. Consumers also spent $430 million online via buy now, pay later programs, up 10.3% year over year.
According to Adobe, some of the most purchased items were toys and gaming consoles. It projects that shoppers will spend $10.8 billion online for Black Friday, up 9.9% from 2023.