Cyber Monday 2025 drew a record $14.25 billion in US online spend
Adobe measured $14.25 billion in US online spend on Cyber Monday 2025, up 7.1% on 2024 and the biggest online shopping day ever. Black Friday brought $11.8 billion, up 9.1%, and the whole Cyber Week from Thanksgiving to Cyber Monday reached $44.2 billion.
View data
| Label | Value |
|---|---|
| Thanksgiving | 6.40 |
| Black Friday | 11.80 |
| Cyber Monday | 14.25 |
Worldwide, Salesforce estimated global Cyber Week spend at $336.6 billion, up 7%. Shopify's merchants alone sold $14.6 billion over the weekend, up 27%, with an average cart of $114.70.
A record 202.9 million Americans shopped over Thanksgiving weekend
NRF counted 202.9 million shoppers from Thanksgiving to Cyber Monday 2025, beating the record of 200.4 million set in 2023. More of them shopped online, 134.9 million, than in stores, 129.5 million, and the average shopper spent $337.86 over the weekend.
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| Label | Value |
|---|---|
| Online | 134.9 |
| In store | 129.5 |
The weekend is rarely where shopping starts: 84% of those shoppers had already begun their holiday shopping before it.
57.5% of Cyber Monday online sales happened on a phone
Phones took 57.5% of US online sales on Cyber Monday 2025, $8.2 billion, and 56.4% across the whole holiday season, up from 54.5% in 2024. Counted by orders rather than dollars, Salesforce found mobile devices placed 70% of online orders worldwide during Cyber Week.
AI assistant traffic to retail sites grew 693% over the 2025 holidays
Adobe found visits to US retail sites from AI assistants such as ChatGPT grew 693% over November and December 2025, and 670% on Cyber Monday alone. The growth rate is lower than 2024's 1,300% because the base is now much larger.
View data
| Label | Value |
|---|---|
| Holiday season 2024 | 1300% |
| Holiday season 2025 | 693% |
| Cyber Monday 2025 | 670% |
Salesforce estimates AI and agents, from product recommendations to shopping assistants, influenced 20% of all online orders worldwide during Cyber Week, worth $67 billion in sales.
Affiliates and influencers drove 20.4% of US holiday online revenue
Affiliates and partners, a group that includes influencers, brought in 20.4% of US online revenue over the 2025 holiday season, up 15.9%. Social media drove 4.6% directly, up 40.3%. Salesforce found social media sent 15% of all traffic to retail sites during Cyber Week, with TikTok's share of that social traffic up 55%.
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| Label | Value |
|---|---|
| Affiliates and partners | 20.4% |
| Social media | 4.6% |
Revenue from repeat buyers grew 13.5% over BFCM 2025
Brands using Klaviyo sent 22.7 billion messages over the 2025 weekend, 25% more than in 2024. Revenue from repeat customers grew 13.5%, faster than from new buyers, and product views rose 41% as shoppers spent longer comparing before they bought.
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| Label | Value |
|---|---|
| Product views | 41.0% |
| Messages sent | 25.0% |
| Revenue from repeat buyers | 13.5% |
| Consumer spending | 11.0% |
Klaviyo estimates one in every twenty dollars spent online in the US over the weekend came from a message or experience it delivered.
Electronics discounts peaked at 30.9% off in the 2025 season
Electronics carried the deepest holiday discounts at 30.9% off list price, followed by toys at 29.6% and apparel at 25.1%. Deeper discounts did not mean more growth: Klaviyo found discount rates fell 10% while spending rose 11%, and brands with the smallest discounts grew fastest.
View data
| Label | Value |
|---|---|
| Electronics | 30.9% |
| Toys | 29.6% |
| Apparel | 25.1% |
| Televisions | 24.3% |
| Computers | 23.4% |
| Sporting goods | 20.3% |
| Appliances | 20.2% |
| Furniture | 18.8% |
Shoppers also leaned on buy now, pay later, which drove $1.03 billion of US online spend on Cyber Monday and $20 billion across the season.
Cyber Monday spending peaked at $16 million a minute between 8 and 10 pm
On Cyber Monday 2025, US online spending peaked between 8 pm and 10 pm at $16 million a minute. Shopify's merchants hit their peak earlier, $5.1 million a minute at 12:01 pm Eastern on Black Friday. Among the weekend's days, the Sunday before Cyber Monday grew fastest for brands on Klaviyo, up nearly 14%.
What to do with this
About this report
This report gathers the 2025 holiday shopping figures marketers ask about most, each quoted from the company that measured it and linked below. Publishers measure in different ways: Adobe tracks US retail websites, Salesforce estimates global sales, NRF surveys US adults, and Shopify and Klaviyo report on their own merchants. Figures from different publishers are never combined on one chart.
We update this report after each Cyber Monday, when the new season's figures come out.
Sources
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Adobe, "Cyber Monday hits record $14.25 billion in online spending"December 2, 2025 · Adobe Analytics, more than 1 trillion visits to US retail sites - Adobe, "Holiday shopping season drove a record $257.8 billion online"January 7, 2026 · Adobe Analytics, US retail sites, November 1 to December 31, 2025
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Salesforce, "AI and agents propel Cyber Week to record $336.6B in global spend"December 5, 2025 · Shopping activity of 1.5 billion+ shoppers in 89+ countries -
NRF and Prosper Insights & Analytics, "Thanksgiving holiday weekend draws a record 203 million shoppers"December 2, 2025 · Survey of 3,099 US adults, November 26 to 30, 2025 -
Shopify, "Shopify merchants generate record-breaking $14.6 billion in BFCM sales"December 2, 2025 · Shopify merchants worldwide, BFCM weekend -
Klaviyo, "Klaviyo breaks records with first AI-powered BFCM"December 2, 2025 · Brands using Klaviyo, Thanksgiving to Cyber Monday
Cite this report
You're welcome to use any stat or chart from this report. Please link back to this page and to the original source.
SourceLoop, "Black Friday and Cyber Monday marketing statistics", updated October 2026. https://sourceloop.ai/reports/black-friday-marketing-statistics/ 
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