AI-powered shopping tools fueled a surge in US online spending this Black Friday, as consumers opted to bypass crowded stores and turn to chatbots to compare prices and secure discounts amid worries about tariff-driven price increases.
US shoppers spent a record $11.8 billion online, a 9.1% increase from 2024, according to Adobe Analytics, which tracks a trillion visits to retail websites. AI-driven traffic to US retail sites soared 805% compared to last year, when tools such as Walmart’s Sparky and Amazon’s Rufus were not yet available.
“Consumers are using new tools to get to what they need faster,” said Suzy Davidkhanian, an analyst at eMarketer. “Gift giving can be stressful, and large language models make the discovery process quicker and more guided.” Nearly half of respondents in an Adobe survey said they had used or planned to use AI for online shopping this season.
Popular items on Black Friday included LEGO sets, Pokémon cards, gaming consoles like the Nintendo Switch and PlayStation 5, and products ranging from Apple AirPods to KitchenAid mixers.
Globally, AI and agent-assisted shopping influenced $14.2 billion in online sales, with $3 billion coming from the US alone, according to Salesforce. Its data, which includes groceries and other essentials, showed US consumers spent $18 billion online this Black Friday, up 3% year-over-year, with luxury apparel and accessories among the top categories.
Despite higher spending, price increases dampened overall demand, Salesforce reported. Order volumes fell 1%, average selling prices rose 7%, and units per transaction dropped 2% compared to last year.
Caila Schwartz, director of consumer insights at Salesforce, attributed the rise in average prices to tariffs impacting discretionary categories and stronger spending by higher-income consumers, particularly in luxury segments.
The online spending surge sets the stage for an even larger Cyber Monday, projected to generate $14.2 billion in sales, up 6.3% from last year, making it the biggest online shopping day of the year. Electronics are expected to see discounts as deep as 30%, alongside strong deals on apparel and computers.
In physical stores, bargain hunting was relatively subdued, with shoppers cautious amid inflation, trade uncertainties, and a soft labor market. Lesliee Antonette, a consultant from Los Angeles, said while she secured a good deal on an ice cream maker at Best Buy, she remained mindful of rising prices. “Holiday shopping this year will be very thoughtful, considering costs. I know mine will be,” she added.
