A new report published by Adobe Analytics yesterday revealed that US consumer spending has reached a new milestone, with Black Friday surpassing more than US$10.8 billion in e-commerce sales for the first time. 

This is up by 10.2% over 2023’s US$9.8 billion, says Adobe Digital Insight’s lead analyst Vivek Pandya. The division tracked one trillion visits to stateside retail sites on November 29 in its report, covering more than 100 million SKUs sold across 18 key product categories.  

The peak time for bargains was between 10:00 a.m. and 2:00 p.m. (EST), when shoppers spent an average of US$11.3 million every minute. The highest discounts were in toys (up to 27.8%), electronics (27.4%), TVs (24.2%) and apparel (22.2%). 

Meanwhile, officially licensed Harry Potter merchandise and Wicked dolls (pictured) made it onto Adobe’s top-five hot products list for Black Friday 2024, with bedding & linens sets, smart watches and skincare products rounding out the mix.

In total, Adobe Analytics estimates that US consumers spent US$118.2 billion on e-commerce sales throughout November, with mobile spending accounting for 52.7% (US$62.3 billion) of this action.