This year’s Black Friday saw Americans spending more online than standing in line. Online purchases rose 5% over last year, as cautious consumers opted for laptops and phones rather than braving cold weather and long queues.
While early online sales signaled growth, traditional in-store shopping felt subdued. At major retailers, only small crowds braved the pre-dawn chill. Many shoppers cited tighter budgets and economic uncertainty as reasons to shop cautiously.
Grace Curbelo, 67, of New Rochelle, New York, said: “I’m being much more careful. I don’t want to put myself in debt.” Diesel engine mechanic Quantavius Shorter, 40, arrived early at a Walmart in Atlanta to grab a discounted smart TV, highlighting that some still seek doorbuster deals.
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Overall, Thanksgiving online sales hit $6.4 billion, a 5.3% increase from last year, according to Adobe Analytics. Promotions spanning weeks have diluted Black Friday’s traditional significance, and AI-powered shopping tools drove a 725% rise in retail site traffic compared to last year.
Economic caution is evident. Salesforce reported that order volumes fell 2%, but average selling prices rose 8%, suggesting selective spending, especially among affluent households. The top 10% of earners now account for nearly half of all consumer spending.
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Even abroad, Black Friday faced disruptions: Amazon warehouse strikes in Germany, planned Zara protests in Spain, and expanded Starbucks strikes in the U.S.
Esther Ososanya is an investigative journalist with Pinnacle Daily, reporting across health, business, environment, metro, Fct and crime. Known for her bold, empathetic storytelling, she uncovers hidden truths, challenges broken systems, and gives voice to overlooked Nigerians. Her work drives national conversations and demands accountability one powerful story at a time.
