AI Becomes the New Black Friday Influencer as U.S. Online Spending Hits a Record $11.8 Billion

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Black Friday 2025 marked a turning point in the evolution of global e-commerce. What was once an annual rush driven by doorbuster deals and viral marketing campaigns has now been reshaped by artificial intelligence. According to Adobe Analytics and Reuters, AI-powered shopping tools played a decisive role in pushing U.S. online spending to an unprecedented $11.8 billion, even as tariff-linked price increases raised product costs. The numbers reveal a broader transformation: AI is no longer just a discovery tool — it has become a primary engine powering search, comparison, and purchase decisions.

AI Traffic Surges 805%: A New Era of Digital Shopping

Adobe Analytics, which monitors more than a trillion retail website visits annually, reported a 9.1% year-on-year rise in online Black Friday sales. But the standout statistic was the staggering 805% surge in AI-generated traffic, driven by widespread adoption of shopping assistants like Walmart’s Sparky and Amazon’s Rufus.

For the first time, mainstream American shoppers relied on AI tools to:

• Compare prices across retailers

• Identify the best available promotions

• Seek personalised gift suggestions

• Secure discounts during checkout

Nearly 50% of U.S. shoppers surveyed said they either used or planned to use AI for holiday shopping this season. AI is quickly moving from optional convenience to default behaviour.

Why AI Adoption Spiked This Year

There are two core reasons behind this year’s explosive growth:

1. AI Integration Across Major Retailers

In 2024, only a handful of U.S. retailers had fully functional LLM-based shopping assistants. By 2025, almost every major platform — Walmart, Amazon, Target, Best Buy — implemented AI-driven search, recommendations, and price matching features.

This shift changed the Black Friday experience fundamentally. Instead of scrolling through endless product lists, shoppers could ask AI assistants:

• “Show me the best PS5 bundle under $500.”

• “Find the biggest discount on Apple AirPods today.”

• “Suggest gifts for a 12-year-old who likes Pokémon.”

These personalised experiences increased conversion rates and kept shoppers engaged longer.

2. Inflation and Tariff Pressure

Higher import tariffs raised the prices of many electronics, apparel and accessories. As average selling prices rose 7% this year, consumers sought AI’s help to find cheaper alternatives and hidden deals.

According to Salesforce data, AI and agents influenced a massive $14.2 billion in global online sales, with $3 billion coming from the U.S. alone. Yet order volumes fell 1%, and units per transaction dropped 2%, suggesting that shoppers spent more per item but bought fewer products due to price pressure.

What People Bought: The Season’s Top Sellers

Despite economic caution, certain categories saw robust momentum driven by gifting patterns and nostalgia:

• LEGO sets

• Pokémon trading cards

• Nintendo Switch consoles

• PlayStation 5 units

• Apple AirPods

• KitchenAid mixers

Luxury apparel and accessories also saw strong demand, a trend supported by higher-income consumers who remained relatively unaffected by inflation.

AI Changes the Retail Playbook

The adoption of AI in retail isn’t just about technology — it’s altering fundamental business economics, from marketing to pricing.

1. AI as a Frontline Shopping Engine

For the first time, retailers routed the majority of product discovery through AI systems. This means shoppers no longer rely on traditional category browsing or manual search queries. AI’s personalised prompts guide them directly to curated selections, making the retail funnel more efficient but also more data-dependent.

2. Pricing and Advertising May Shift

With AI controlling product visibility and deal-surfacing:

• Pricing becomes more dynamic

• Advertising budgets tilt toward AI-optimised placements

• Retailers must compete for algorithmic ranking, not just customer eyeballs

This will influence holiday strategy not only this year but also through 2026.

3. Reduced Store Footfall

As AI tools improve, consumers have less incentive to visit physical stores. Early reports from retailers show lower in-store traffic, with many shoppers preferring to hunt for deals online where AI can assist them.

How Consumers Benefited — And Where They Lost

Benefits:

• Personalised deals: AI can instantly match discounts to user preferences.

• Faster discovery: Finding the right product no longer requires manual browsing.

• Improved comparison: Tools instantly scan multiple retailers for the best price.

Drawbacks:

• Fewer items per dollar: Even with AI help, inflation reduced purchase volume.

• Higher reliance on algorithms: Consumers may unknowingly see curated offers that favour retailers.

• Uncertain deal quality: Tariff-driven price increases reduced the depth of some discounts.

Some shoppers also expressed concern about brick-and-mortar stores offering relatively weaker deals, thereby pushing even more traffic online.

Cyber Monday Outlook: Even Bigger Sales Ahead

Adobe forecasts that Cyber Monday 2025 could reach $14.2 billion in U.S. online spending — expected to be the biggest online shopping day of the year.

Discount expectations by category:

• Electronics: Up to 30% off

• Apparel: Meaningful markdowns

• Computers: Strong promotional offers

Retailers are now watching whether AI-driven tools will continue boosting conversions in December or whether inflation will slow down holiday spending.

Conclusion: AI Is Now a Permanent Player in Holiday Shopping

Black Friday 2025 has established a clear trend: AI is redefining how Americans shop. From discovery to checkout, AI-powered systems have become consumers' new advisors — especially in an economic environment where shoppers are more price-conscious than ever.