Thanksgiving Day marked a record-breaking start to the holiday shopping season, with U.S. consumers spending over $6 billion online.
According to Adobe Analytics, online sales surged by 8.8% from last year, totaling $6.1 billion. This increase signals strong momentum heading into Cyber Week, with experts predicting it could become the most successful Cyber Week ever in terms of online spending, Forbes reported.
The rise in Thanksgiving Day online sales was largely driven by mobile shopping, which accounted for nearly 60% of all purchases.
Consumers embraced the convenience of shopping on their phones, even while engaged in other holiday activities. Adobe reported a 10.5% increase in mobile spending, amounting to $3.6 billion, with the peak shopping window occurring between 8 and 10 p.m. local time.
In addition to mobile purchases, the popularity of buy now, pay later (BNPL) options also grew. Adobe tracked a 10.3% rise in BNPL purchases, reaching $430 million on Thanksgiving. This trend aligns with consumers’ growing preference for flexible payment options, especially during large shopping events like Cyber Week.
Salesforce, which tracks global e-commerce trends, reported that Thanksgiving Day global sales reached $33.6 billion, up 6% year-over-year. In the U.S., Salesforce saw $8.1 billion in online sales, reflecting an 8% increase compared to 2023. These numbers indicate that shoppers are eager for Cyber Week deals and are ready to spend once the discounts arrive.
The surge in early spending supports the findings from earlier this year, when nearly two-thirds of consumers said they were waiting for Cyber Week sales to make big-ticket purchases. Salesforce’s Caila Schwartz noted that the recent sales growth suggests these shoppers kept their promise and are fueling this year’s strong holiday season, Forbes noted.
Shopify, a major e-commerce platform for merchants, also saw robust sales on Thanksgiving. The peak sales hour for Shopify merchants was 9 p.m. EST, with the average cart totaling $164.47. Shopify President Harley Finkelstein expressed optimism about the rest of the weekend, citing strong consumer engagement and continued momentum for their merchants.
The combination of record online sales, mobile shopping dominance, and the growing use of BNPL services points to a vibrant holiday shopping season. With Black Friday in full swing, the momentum built over Thanksgiving is expected to carry through the rest of Cyber Week, setting the stage for a potentially record-breaking holiday shopping period.