U.S. shoppers spent a record US$11.8 billion online this Black Friday, and the surprising driver wasn’t doorbusters or long lines — it was AI. New shopping tools from major retailers pushed online traffic up more than 800% compared to last year, helping people find deals faster and avoid the stress of in-store crowds.
Consumers went online with purpose, using AI chatbots to compare prices, search for discounts, and stretch their dollars in a season where every cent matters.
But behind the big headline number is a very different reality. Americans are spending more overall, but they’re buying fewer items. Prices climbed about 7%, and retailers couldn’t offer deeper discounts because inflation and tariffs pushed up the cost of goods. So even though shoppers clicked “buy,” many walked away with smaller baskets and deals that felt less exciting than previous years.
Store traffic was also muted, a sign that tighter budgets, rising unemployment, and economic uncertainty are shaping how people shop.
Globally, AI played an even bigger role, influencing US$14.2 billion in Black Friday purchases. Whether it was groceries, gadgets, or luxury items, consumers leaned heavily on automated tools to cut time, reduce guesswork, and avoid overspending. Higher-income shoppers led the charge, especially in luxury categories, while everyone else stayed cautious and selective.
The strong online turnout now sets the stage for what could be the largest Cyber Monday ever, with sales projected to hit US$14.2 billion. Electronics and computers are expected to deliver the deepest discounts — but even so, shoppers should expect higher starting prices than last year.
The message for everyday people is simple: the deals are still there, but they don’t go as far as they used to. Inflation, tariffs, and softer consumer confidence are reshaping how much value you actually get from holiday shopping.
And while AI is making it easier to find bargains, the smartest move this season — especially for those watching their budgets — is to shop with intention, compare before you buy, and avoid the trap of feeling pressured by record-breaking numbers.