Black Friday 2025 marked a significant shift in how US shoppers approached the year’s biggest shopping event, as artificial intelligence (AI) played a crucial role in enhancing the consumer experience. With a reported online spending of $11.8 billion (£8.9 billion), this year witnessed a 9.1 percent increase from 2024, according to Adobe Analytics, which monitors over 1 trillion retail website visits. As prices rose, AI tools emerged as essential resources for consumers seeking the best deals and navigating the complexities of holiday shopping.
The evolution of Black Friday has transitioned from bustling in-store experiences to a predominantly digital landscape. Retailers increasingly employed AI-driven platforms to forecast demand, recommend products, and personalize offers. Consumers benefitted from these advancements, utilizing digital tools to avoid crowded stores and lengthy queues. For instance, AI-driven assistants like Walmart’s Sparky and Amazon’s Rufus helped shoppers efficiently identify deals and compare prices.
According to Salesforce, online spending estimates reached $18 billion (£13 billion), with luxury apparel and accessories among the most sought-after items. Despite this increase, inflation and stagnant discount rates meant shoppers purchased fewer items per transaction than in previous years. The rise in prices prompted a more strategic approach to shopping, with consumers opting for quality over quantity.
AI’s influence on shopping behavior was evident, as traffic to AI-powered retail sites surged by an impressive 805 percent compared to the previous year. Mobile applications and browser extensions offering real-time alerts became increasingly popular, enabling users to secure deals before they sold out. As inflation persisted, the tools provided by AI gained value, allowing consumers to stretch their budgets effectively.
Popular items during this year’s Black Friday included LEGO sets, Pokémon cards, gaming consoles, Apple AirPods, and KitchenAid mixers. These selections highlighted a blend of nostalgia-driven buying and technology-focused trends. As Black Friday sets the stage for the holiday shopping season, attention is now shifting towards Cyber Monday, which is renowned as the largest online shopping day of the year. Adobe projects spending on Cyber Monday to reach $14.2 billion (£10.7 billion), reflecting a 6.3 percent increase from 2024.
Analysts predict that AI will continue to shape the online shopping landscape, assisting consumers in navigating complex promotions and fluctuating prices. In a retail environment increasingly characterized by technological integration, AI has proven to be more than just a convenience; it has become an essential tool for maximizing value.
With both Black Friday and Cyber Monday becoming predominantly digital experiences, retailers are likely to invest further in AI-driven analytics, chatbots, and personalization engines. The 2025 shopping season illustrates the inseparable link between technology and smart consumer behavior, setting a new standard for holiday shopping in the United States.
