Black Friday in the United States set a new online sales record, reaching an unprecedented $11.8 billion. This outcome was not merely a result of increased demand, but the direct effect of the large-scale adoption of Artificial Intelligence (AI) tools. AI acted as a catalyst, transforming how consumers discover discounts, compare prices, and finalize purchases, setting a new standard for digital retail commerce.
Key Takeaways
- Black Friday 2025 in the United States recorded a record-breaking online spend of $11.8 billion.
- The figure represents a 9.1% growth compared to the previous year.
- The increase was driven by Artificial Intelligence: traffic generated by AI tools grew by a staggering 805%.
- Conversational AI shopping, including assistants like Rufus (Amazon) and Sparky (Walmart), optimized the purchasing experience for millions of users.
E-commerce Dominance: Record Data and Growth
Despite economic concerns related to inflation, consumers demonstrated a strong propensity to spend focused on e-commerce, confirming the definitive digital transition of Black Friday.
The Online Spending Figures: $11.8 Billion and +9%
According to preliminary data from Adobe Analytics, online spending reached $11.8 billion in a single day. This amount marks a 9.1% increase compared to the figures recorded in the previous edition. The growth is particularly significant considering the macroeconomic context: e-commerce’s ability to offer immediate comparisons and access to precise discounts convinced buyers, who preferred shopping via their mobile devices over crowded physical stores.
Best-Selling Products: From Gaming to Home Appliances
Analysis of purchasing trends showed that the most popular product categories ranged from gaming devices and toys to home appliances and electronic items. Flash sales and personalized promotions, often managed or facilitated by AI algorithms, helped direct demand toward high-margin and highly desirable products.
AI as the Purchasing Agent: The Role of Chatbots
The true engine of the record growth was Artificial Intelligence, which acted as a sophisticated purchasing agent for users.
Exponential Growth in AI Traffic (+805%)
The impact of AI is quantifiable in the exponential increase in traffic generated by related tools: a staggering 805% surge was recorded compared to the previous year. This figure underlines how millions of consumers utilized virtual assistants and Large Language Models (LLMs) integrated into e-commerce platforms to optimize search, compare technical specifications, and find the best available price. AI reduced the friction of the purchasing process, making it more efficient and targeted.
The Debut of Rufus (Amazon) and Sparky (Walmart)
The increased use of AI was strongly supported by the launch and maturity of new conversational assistants specific to retail. Key examples include Rufus, Amazon’s AI assistant, and Sparky, Walmart’s chatbot. These tools, based on LLM models, facilitated conversational shopping, allowing users to ask complex questions about products or request personalized recommendations, digitally replicating the interaction with an expert sales assistant.
The Future of Retail: Conversational Shopping and Economic Challenges
Black Friday 2025 was not just a sales event, but a successful test for the new generation of AI-powered e-commerce. Global estimates indicate that digital agents and AI influenced approximately $14.2 billion in sales during Cyber Week, demonstrating that Artificial Intelligence is now a decisive factor for retail success. In a complex economic period, AI is the technology that allows companies to optimize offers and consumers to maximize savings, projecting commerce toward a future increasingly guided by algorithms and conversational interactions.
