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Adobe Analytics, which tracks online shopping, says U.S. consumers spent $11.8 billion on Black Friday — nearly a 10% jump from last year.
Despite economic concerns and price pressures, many shoppers are budgeting and hunting for perceived best deals. Some shoppers still prefer in-store purchases; RetailNext, which tracks in-store traffic, says Black Friday remains the top in-store shopping day of the year even after lower foot traffic in recent years. Changes in shopper behavior reflect the impacts of tariffs and inflation, and many people are looking closely at value when they buy.
A National Retail Federation survey finds about 60% of people consider holiday spending an essential part of their budgets. Shoppers report balancing spending and cutbacks in ways that make sense for them — for example, focusing on gifts for grandchildren and prioritizing value.
The White House highlighted the weekend as a strong performance for retail: online sales rose almost 10% and in-store sales were up about 4%, calling it a blockbuster weekend after Thanksgiving. Weather events — such as a storm in the Midwest — kept some people home and out of stores. Cyber Monday follows, with continued heavy online shopping expected.