American consumers shattered previous records this Black Friday, spending $11.8 billion online — a 9.1% increase from 2024 — as artificial intelligence transformed how shoppers searched for deals and made purchases. This marks the highest online total ever recorded for Black Friday, driven largely by widespread adoption of AI-powered tools across major retail platforms nationwide.
According to Adobe Analytics, AI-assisted traffic increased by more than 800% year-over-year. Retail giants like Walmart and Amazon integrated proprietary bots — “Sparky” and “Rufus” — to streamline searches, compare prices, and personalize recommendations. These AI tools helped drive faster transactions and greater user engagement, especially for electronics, toys, and household tech. Walmart reported that its chatbot Sparky fielded over 10 million customer queries during the week.
Popular items included Apple AirPods, Xbox and PlayStation consoles, Barbie Dreamhouses, LEGO sets, and robotic vacuums. Consumers favored digital shopping for its convenience, speed, and wider product availability across hundreds of stores. Buy-now-pay-later (BNPL) services also surged, with a 47% increase in usage from last year, signaling financial strain and a desire to stretch household budgets amid ongoing inflation and economic uncertainty.
Physical store traffic declined slightly, underscoring the continued shift toward digital commerce. Despite economic headwinds, consumer demand remained strong. Analysts attribute this resilience to early promotions and AI-enabled shopping experiences that helped buyers make informed decisions quickly. Retailers expect this momentum to carry through Cyber Monday and into the broader holiday season.
This year’s data reflects a significant transformation in consumer behavior. AI is no longer experimental — it’s now central to the shopping experience.
