How much did shoppers spend online on Black Friday, Cyber ​​Monday?

This year, shoppers skipped store lines in favor of virtual shopping carts and one-click checkouts as consumers spent more online than ever before on Black Friday.

Adobe Analytics tracked the purchasing habits of US shoppers and found that they spent $10.8 billion on online purchases on Black Friday. That’s 10% more than in 2023 and more than double the spending in 2017. Even more notable, online purchases have surpassed $10 billion for the first time.

“Passing the $10 billion mark is a big e-commerce milestone for Black Friday, for a day that has historically been more focused on in-store shopping,” said Vivek Pandya, senior analyst at Adobe Digital Insight, in a statement.

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At its peak between 10 a.m. and 2 p.m., online shoppers spent $11.3 million per minute. Adobe said toys, jewelry, home appliances, apparel and electronics were key categories driving sales growth. Popular items included Lego sets, fitness trackers and skin care.

E-commerce website Shopify, which enables small businesses to sell products by helping them set up and launch online stores, saw Black Friday sales among its customers reach a record $5 billion this year reached US dollars. The platform’s founder and CEO, Tobi Lütke, posted on X on Saturday that sales among traders reached $4.6 million per minute at their peak.

Yesterday was an incredible day for our merchants and for Shopify:

* Retailers achieved a record-breaking $5 billion in sales (GMV) on Black Friday.

* Peak revenue per minute for yesterday = $4.6 million

* Shopify’s egress processed more than 173 billion requests

* Peak requests per minute were…

— tobi lutke (@tobi) November 30, 2024

Shopify told Entrepreneur in an email that the top product categories sold by merchants through the platform were t-shirts, skin care, vitamins, makeup and hoodies. The cities with the highest sales were Los Angeles, New York and San Francisco. The average cart price was $154.26.

Although Black Friday was a big online shopping event, Adobe expects Cyber ​​Monday to be even bigger, with shoppers spending a record $13.2 billion on the day – an increase of over 6% compared to 2023. Cyber ​​Monday is set to become the biggest shopping e-commerce event of the year.

According to the National Retail Federation, U.S. shoppers are expected to spend up to $989 billion this holiday season, including online and in-person purchases.

Related: That’s what Black Friday and holiday shoppers are really looking for this season, a new study finds