Black Friday 2025: Online Shopping Surges as In-Store Traffic Declines in the U.S.

Black Friday in the United States has entered a new chapter—one defined not by doorbuster crowds or overnight lines but by a sweeping shift to digital shopping. As consumers increasingly opt for convenience, comfort, and personalized online deals, Black Friday 2025 marks a milestone in the growth of America’s digital retail economy.

The Digital Revolution Redefining Black Friday Spending

Online shopping has surged for years, but this year’s Black Friday signaled a decisive turning point. Millions of Americans skipped physical stores altogether, choosing instead to shop through laptops, phones, and tablets.

Retail analysts reported that total Black Friday spending grew more than 5% compared to last year. Yet the biggest reveal was that the majority of those transactions occurred online, reinforcing a fundamental change in shopping priorities.

Gone are the days of chaotic aisles, long checkout lines, and predawn camping outside store entrances. Today’s shoppers favor:

Curated digital deals
Promo codes and digital coupons
Fast shipping options
Curbside pickup
Flexible and extended return policies

Digital convenience has replaced physical urgency.

Thanksgiving Becomes a Major Online Shopping Holiday

Thanksgiving Day has quietly evolved into one of the most powerful online shopping events of the year. Instead of bundling up and rushing to stores, consumers simply opened their devices to access early Black Friday promotions.

According to Adobe Analytics, online spending on Thanksgiving rose 5.3% to reach US$6.4 billion.

Retailers have extended promotional periods across the entire month of November, reducing pressure on Black Friday itself and creating more opportunities for consumers to browse deals at their own pace. Personalized discount recommendations and dynamic pricing strategies have made online platforms even more attractive.

Smaller In-Store Crowds Reflect Economic Caution

Although brick-and-mortar stores still welcomed shoppers, foot traffic was noticeably lower than in past years. Rising costs, inflation, and concerns about job stability made consumers more deliberate and less impulsive.

Shoppers like 67-year-old Grace Curbelo at Woodbury Common in New York described adopting a more conservative mindset this year, avoiding unnecessary spending due to uncertainty about the broader economy.

Physical stores saw:

Quieter openings
Shorter lines
Fewer overnight queues

The trend suggests that many consumers are prioritizing financial stability over traditional shopping traditions.

Higher Retail Prices Push Consumers Toward Online Value

A major force behind the online migration is the rise in retail prices. Inflation, supply chain pressures, and lingering tariffs from the Trump administration have affected consumer costs. According to the Tax Foundation, these tariffs alone have pushed retail prices up by 4.9 percentage points.

Salesforce data further revealed:

U.S. online prices rose 8% year over year
Global prices rose only 5%

Caila Schwartz from Salesforce emphasized that the U.S. has seen the steepest increase in average selling prices worldwide.

For budget-conscious Americans, online shopping offers:

Transparent price comparisons
Discount stacking
Loyalty rewards
Algorithm-driven personalized deals

This makes digital platforms an attractive option for maximizing value.

Economic Pressure Slows Big-Ticket Spending

Broader economic indicators shaped consumer behavior this season:

Unemployment reached a four-year high
Consumer confidence fell to a seven-month low
Many households postponed travel and major purchases

As a result, shoppers became more selective. Research-driven purchasing replaced impulse buying, and price-tracking tools became widely used before checkout.

Affluent Consumers Keep Retail Growth Afloat

Despite challenges for middle- and lower-income households, high-income Americans continued to fuel retail momentum—particularly in luxury, beauty, home improvement, and technology.

Moody’s Analytics found that consumers earning US$250,000 or more now account for nearly 48% of U.S. consumer spending, up from 35% in the mid-1990s.

This financially insulated demographic helped maintain strong sales in categories like electronics, cosmetics, and high-end home goods. Shoppers like Heather Cheatham in North Carolina—who made carefree purchases at Sephora—reflect the trend of affluent buyers shopping with confidence.

A Quiet Black Friday Morning at U.S. Malls

Retail analyst Marshal Cohen observed subdued early-morning scenes at malls in New York and New Jersey. Stores saw steady but calm traffic rather than the swarms once typical of Black Friday.

Some retailers attempted to revive the old excitement:

Target offered swag bags to early shoppers
Walmart experienced a midday surge
Best Buy provided limited in-store exclusives

In Atlanta, a small but dedicated group lined up at Walmart, where shoppers like Quantavius Shorter aimed to secure deals such as a US$298 Roku TV.

Yet the overall message was clear: most consumers are no longer willing to sacrifice comfort for doorbusters.

Labor Strikes Disrupt Global Black Friday Operations

While the U.S. saw a peaceful shopping weekend, labor unrest hit several major European retailers:

Amazon warehouse workers in Germany staged walkouts
Zara stores across Spain faced organized strikes
Starbucks expanded its U.S. strike to 26 locations

These actions highlight ongoing debates around wages and working conditions, especially during high-demand shopping periods.

Black Friday’s Evolving Identity: Digital, Strategic, and Consumer-First

Black Friday has transformed from a chaotic, one-day shopping frenzy into a streamlined digital experience. The 2025 season highlights trends that will shape the future of U.S. retail:

Digital-first shopping dominates
Deals are spread across the entire holiday season
Consumers are cautious and intentional with spending
Affluent households drive key retail sectors

As retailers prepare for Cyber Monday and the rest of the holiday season, success will increasingly depend on online innovation, personalized pricing, and high-income consumer engagement.

Black Friday is no longer defined by crowds, it’s defined by convenience, strategy, and a digitally empowered American shopper.