"Crossing the $10 billion mark is a big e-commerce milestone for Black Friday, for a day that in the past was more anchored towards in-store shopping," said Adobe Digital Insight lead analyst Vivek Pandya in a statement. This shift from in-person to online shopping reflects changing consumer habits and the increasing preference for digital transactions.
At their highest point between 10 a.m. and 2 p.m., online shoppers spent $11.3 million a minute. Adobe says toys, jewelry, appliances, apparel, and electronics were key categories for driving sales. Hot items included Lego sets, fitness trackers, and skincare.
Shopify's founder and CEO Tobi Lutke posted on X that sales among merchants hit $4.6 million per minute at their peak, highlighting the thriving online retail environment for small businesses and the significant contribution they make to overall sales during events like Black Friday.
Shopify told Entrepreneur in an email that the top product categories sold by merchants through its platform included t-shirts, skincare, vitamins, makeup, and hoodies. The average cart price was $154.26, showcasing the diversity in consumer interest and spending patterns during the shopping frenzy.
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