AI-driven shopping tools boosted U.S. Black Friday online spending to a record $11.8 billion as consumers relied on chatbots to navigate higher prices and find deals.
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| AI-powered tools led to an 805% jump in AI-driven retail traffic, reshaping shopping behavior and influencing billions in global Black Friday spending. Image: CH |
NEW YORK, USA — November 30, 2025:
Artificial intelligence emerged as the defining engine behind this year’s record-setting Black Friday surge, driving U.S. online spending to $11.8 billion, a 9.1% increase from last year, according to Adobe Analytics. With inflation, tariffs, and weakening consumer confidence shaping this year’s holiday season, shoppers leaned heavily on AI-powered assistants to navigate deals and stretch their budgets.
The retail shift toward digital efficiency was clear. AI-driven traffic to online shopping sites soared 805% year over year—an extraordinary jump tied to the introduction of conversational shopping tools like Walmart’s Sparky and Amazon’s Rufus. These systems helped consumers compare prices, discover alternatives, and make faster, more confident purchasing decisions.
“Consumers are using new tools to get to what they need faster,” said Suzy Davidkhanian of eMarketer, noting that large language models significantly reduce the stress of gift hunting by streamlining product discovery.
Economic pressures provided additional momentum toward online shopping. With U.S. unemployment nearing a four-year high and consumer confidence hitting a seven-month low, shoppers turned to e-commerce for precision and control. Mastercard SpendingPulse reported 10.4% growth in online sales, sharply outpacing the 1.7% increase in-store. Hot-ticket items ranged from LEGO sets and Pokémon cards to PlayStation 5 consoles, Apple AirPods, and KitchenAid mixers.
Globally, AI influence was just as striking. Salesforce estimated that AI and autonomous agents shaped $14.2 billion in online Black Friday sales worldwide, including $3 billion in the U.S. Its broader dataset, covering essential goods such as groceries, shows U.S. consumers spent $18 billion online, up 3% from last year. Luxury apparel and accessories were among the fastest-growing segments.
But even with rising overall spending, shoppers bought fewer items per transaction. Higher price tags—driven by inflation and tariffs—combined with flat discount rates made deals feel less compelling. Davidkhanian noted that while discount percentages may match last year’s levels, the inflated base prices undermine shoppers’ sense of savings.
Michael Ashley Schulman, CIO at Running Point, added that the combination of higher prices and stagnant discounting has eroded the real value of Black Friday bargains.
This year’s results reveal a shifting retail landscape in which AI—rather than doorbuster crowds—shapes buying behavior. Black Friday 2025 confirms that economic caution, paired with intelligent automation, is redefining how consumers evaluate value, compare options, and ultimately make purchasing decisions.