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Salesforce estimated that shoppers spent $74.4 billion online worldwide during Black Friday 2024, a 5% increase from the prior year, according to TechCrunch’s November 30, 2024 report. That is a global estimate—not a U.S.-only total—and it is not the only figure reported: Salesforce put U.S. online spending at $17.5 billion, while Adobe estimated $10.8 billion.
How much did people spend online on Black Friday 2024?
Salesforce’s estimate, as reported by TechCrunch, was $74.4 billion worldwide over the 24-hour Black Friday period, up 5% year over year. For the United States, the report gives two separate estimates: $17.5 billion from Salesforce and $10.8 billion from Adobe. Those U.S. figures come from different companies and data inputs, so they should not be averaged or treated as a reconciled total.
How the reported estimates compare
| Estimate | Geography and period | Reported year-over-year change | Attribution |
|---|---|---|---|
| $74.4 billion | Global online spending, Black Friday 2024, 24 hours | Up 5% | Salesforce, as reported by TechCrunch |
| $17.5 billion | U.S. online spending, Black Friday 2024 | Up 7% | Salesforce, as reported by TechCrunch |
| $10.8 billion | U.S. online spending, Black Friday 2024 | Up 10.2% | Adobe, as reported by TechCrunch |
The growth rates describe different estimates and scopes. Salesforce’s 5% figure is its year-over-year growth estimate for global online sales; Adobe’s 10.2% figure is its estimate of U.S. online spending growth. They are not conflicting readings of one shared measurement.
Why are Adobe’s and Salesforce’s U.S. totals different?
The companies used distinct data sources and approaches, according to TechCrunch. Salesforce described its 2024 data as shopping activity from 1.5 billion consumers across Commerce Cloud, Marketing Cloud, Service Cloud, and other feeds. Adobe’s U.S. estimate drew on one trillion visits to U.S. retail websites and about 100 million SKUs across 18 product categories.
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Those inputs are company-reported descriptions relayed by TechCrunch, not an independent audit or a common measurement framework. The report does not reconcile the $17.5 billion and $10.8 billion estimates into a single U.S. total.
What did Adobe report about mobile shopping and peak spending?
Adobe estimated that mobile purchases accounted for 55% of U.S. online Black Friday spending in 2024, or $5.9 billion. Adobe said that mobile total was up 12.1% year over year. It also reported a peak rate of $11.3 million in spending per minute during the 10 a.m.–2 p.m. Eastern time window.
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Vivek Pandya, lead analyst at Adobe Digital Insights, described crossing $10 billion in online spending as a major e-commerce milestone for a day historically more associated with in-store shopping. TechCrunch reproduced his comments about mobile shopping and chatbots as potential supports for continued online growth.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the record does—and does not—show
The $74.4 billion headline figure is a reported global estimate for online spending during Black Friday 2024. It does not mean U.S. consumers spent that amount, nor does it establish a universal census of every transaction. The U.S. numbers should be read with their providers attached, since the estimates use different inputs and were not reconciled in the report.
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