Black Friday sales accelerate, with online commerce leading the way

Black Friday sales grew at a faster pace in the U.S. this year, underscoring that choosy consumers are still opening their wallets when they find the right products.

Retail sales, excluding automotive, grew 3.4 percent on the day after Thanksgiving, the traditional start of the holiday shopping season, according to Mastercard SpendingPulse. That figure outpaced growth last year and is not adjusted for inflation.

In-store sales rose 0.7 percent, lower than last year’s pace. E-commerce was a bright spot, with online sales growing 14.6 percent, higher than last year’s.

The soft in-store sales growth illustrates challenges that retailers face to attract price-sensitive consumers. Shoppers, burned out from post-pandemic inflation, are comparing more often and waiting to find the best possible deals. Some say they are cutting budgets and trying to be more intentional about their spending.

Black Friday is viewed as one of the barometers for U.S. consumer spending, though its characteristics have been evolving. People are increasingly spreading out their holiday purchases and buying gifts earlier. Online shopping continues to rise, while big, limited-time “doorbuster discounts” have declined.

U.S. e-commerce sales rose to a record $10.8 billion on Black Friday, according to data from Adobe Inc. In-store traffic on the day declined 8.2 percent from last year, according to preliminary data from Sensormatic Solutions. Early afternoon was the most popular time for in-store browsing.