No. Black Friday shopping has shifted heavily online, but the figures do not show that in-store shopping is dead. Adobe’s $10.8 billion figure was U.S. online spending on Black Friday in 2024—not all shopping or store sales—and Adobe reported a higher online total, $11.8 billion, for Black Friday 2025. Meanwhile, National Retail Federation (NRF) surveys continued to count tens of millions of in-store shoppers in both years.
What the $10.8 billion figure measures
Adobe reported that U.S. consumers spent $10.8 billion online on Black Friday 2024, up 10.2% from the year before. Its analysis covered online transactions across more than 1 trillion U.S. retail-site visits, 100 million product listings and 18 product categories. It measures online transaction dollars; it does not count people entering stores or measure in-store sales. (Adobe, Dec. 3, 2024)
The headline’s “record” describes the 2024 result at the time. Adobe’s Jan. 7, 2026 update put U.S. Black Friday online spending at $11.8 billion in 2025, up 9.1% year over year. So $10.8 billion is a 2024 milestone, not the latest reported Black Friday online total. (Adobe, Jan. 7, 2026)
How many people still shopped in stores?
NRF and Prosper Insights & Analytics estimated that 81.7 million consumers shopped in stores on Black Friday 2024, compared with 87.3 million who shopped online. Their survey of 3,055 U.S. adults covered the five-day Thanksgiving weekend, Nov. 27–Dec. 1, and reported a margin of error of plus or minus 1.8 percentage points. These are estimated shopper counts, not sales totals. (NRF and Prosper, Dec. 3, 2024)
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For context, NRF and Prosper estimated 76.2 million in-store Black Friday shoppers in 2023, alongside approximately 90.6 million online shoppers. The changing counts show that store participation remains significant even as online shopping draws large audiences; they do not establish how much either channel sold. (NRF and Prosper, Nov. 28, 2023)
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Why these figures cannot settle which channel is bigger
Adobe reports dollars from online transactions. NRF and Prosper report estimated numbers of consumers who say they shopped online or in stores. Those units answer different questions, so adding the numbers or treating shopper counts as a comparison of channel revenue would be misleading. A person may shop in both channels, and the cited shopper totals do not say how much each person spent.
The time periods also differ across the available measures. Adobe’s $10.8 billion is for Black Friday 2024 alone; its release separately defines Cyber Week as the five days from Thanksgiving through Cyber Monday. NRF’s 2024 shopper estimates refer to the Thanksgiving-weekend survey period, while its holiday-sales figures cover Nov. 1–Dec. 31. The cited sources do not provide a directly comparable same-day dollar total for online and physical-store purchases.
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Online growth happened within a larger holiday retail market
NRF’s summary of U.S. Census Bureau data put core U.S. retail sales for November–December 2024 at $994.1 billion, up 4% from 2023. Online and other non-store sales reached $296.7 billion, up 8.6%. The $994.1 billion total is not adjusted for inflation and excludes automobile dealers, gasoline stations and restaurants. These full-season figures put online growth in context, but they are not a Black Friday-only comparison of online and store sales. (NRF, Jan. 16, 2025)
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What shoppers should take away
Online shopping is an increasingly large part of Black Friday, and Adobe’s online-spending total grew again in 2025. But the reported evidence also shows tens of millions of people shopping in physical stores on Black Friday in both 2024 and 2025. The $10.8 billion figure is not evidence that stores have disappeared: it measures online spending, not the fate of all retail or the relative sales of the two channels.
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