As the frenzy of Black Friday fades, new data reveals that American consumers' shopping enthusiasm hasn't waned—it has simply shifted. According to Adobe Analytics, the true peak of holiday spending occurred not on Black Friday but during Cyber Monday, marking a significant evolution in consumer behavior.
The Rise of Cyber Monday
The Monday following Thanksgiving, known as Cyber Monday, has emerged as the dominant shopping event in the U.S. and globally. Adobe projects this year's Cyber Monday sales to reach $11.2 billion , a 5.5% year-over-year increase, surpassing Black Friday's estimated $9 billion (up just 1%) as the year's largest shopping day.
Between Thanksgiving and Cyber Monday, Americans spent $34.8 billion online—a 2.8% increase from 2021. Mobile shopping accounted for 55% of transactions, growing 8.3% annually and becoming the primary driver of sales growth.
Changing Consumer Patterns
Adobe's analysis of over 1 trillion visits to major retail websites, covering 18 product categories and 100 million SKUs, shows online spending reached $5.29 billion during the period, up 2.9% year-over-year. These figures confirm the sustained shift toward e-commerce.
November's total online spending hit $77.7 billion , demonstrating how holiday purchases are becoming more spread out rather than concentrated on single days.
Top Products and Payment Trends
This season saw particularly deep discounts on strollers (up 113% from 2021), outdoor grills (131%), and cameras (111%). Flexible payment options gained traction, with "Buy Now, Pay Later" (BNPL) accounting for 1.3% of Cyber Monday online revenue versus 0.7% on Thanksgiving. Curbside pickup remained popular, representing 13% of online orders.
The data confirms Cyber Monday's ascendancy over Black Friday, reflecting broader trends toward mobile shopping, flexible payments, and extended holiday spending periods—changes retailers must adapt to in their marketing strategies.