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Key stat: Black Friday sales totaled $9.8 billion this year, according to Adobe Analytics, just below our June 2023 forecast of $10.4 billion.

Beyond the chart:

• Record discounts in categories like electronics and furniture tempered some spending, per Adobe Analytics.
• Black Friday was a huge day for ecommerce sales, which rose 8.5% YoY, according to Mastercard SpendingPulse.
• The same data showed in-store sales rising just 1.1%.
• We expect total US holiday retail sales to exceed $1.3 trillion, with 19.3% of those sales coming from ecommerce.

Use this chart:

• Consider your in-store and ecommerce marketing mix.
• Start thinking about the 2024 holiday season.

More like this:

• Holiday season check-in: How Q4 is going and what that means for the rest of the year
• The power of affiliate marketing: Why gift guides are everywhere this year
• Walmart Marketplace sellers soar over the retailer’s holiday sales events
• Younger consumers rely on TikTok for holiday inspiration, not purchases

Note: eMarketer data includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, food services and drinking place sales, gambling and other vice goods sales

Methodology: Estimates are based on the analysis of data from benchmark source US Department of Commerce, estimates from other research firms, historical trends, reported and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions; Data is also from a November 2023 Adobe press release. Data is based on the analysis of over one trillion visits to sites and over 100 million SKUs. Adobe Analytics measures transactions from 85 of the top 100 US online retailers.