British retailers have reported an unprecedented Black Friday bonanza, with online spending smashing records as shoppers increasingly turned to artificial intelligence to hunt for the best deals. According to the latest data from Adobe for Business, consumers spent a staggering $11.8 billion (£9.4bn) online on Black Friday alone, surpassing the $10.8 billion total from 2024.
AI Becomes the Shopper's New Best Friend
The standout trend from this year's sales event was the dramatic rise in the use of AI platforms like ChatGPT. Adobe's report revealed that visits to retail websites originating from AI tools—where users click on links provided by the platform—skyrocketed by 770% year-on-year in November. This confirms a seismic shift in how consumers begin their purchasing journey.
This AI-driven traffic is not just plentiful; it is highly valuable. Shoppers arriving via AI sources exhibit significantly stronger engagement: they stay on sites 32% longer, view 10% more pages per session, and are 27% less likely to leave immediately. "This indicates that with AI tools, shoppers are becoming more informed and focusing on the most relevant retailers during the research phase," Adobe noted.
Weekend Spending Soars Across the Board
Black Friday was the peak of a robust month for online retail. Despite a cautious consumer mood, November saw a total of $123.2 billion spent online, a 7.2% increase from 2024. The Black Friday weekend itself generated approximately $23.6 billion in online sales, a $1.9 billion year-on-year rise.
The daily breakdown highlights consistent growth:
- Black Friday: $11.8 billion (up ~$1bn from 2024)
- Saturday: $5.8 billion (up ~$500m from 2024)
- Sunday: $6.0 billion (up ~$400m from 2024)
Projections Point to a Tech-Fuelled Holiday Season
Adobe forecasts continued growth across key retail categories for the full holiday season. Electronics and apparel are expected to account for more than half of all online spending, while grocery and cosmetics are projected to see the highest growth rates.
Another significant trend was the surge in 'Buy Now, Pay Later' (BNPL) usage. Spending via these payment plans reached $9 billion in November, an 8.6% annual increase, with a record $20.2 billion projected for the entire holiday season.
The data paints a clear picture: the 2025 holiday shopping season is being defined by record-breaking digital expenditure, supercharged by consumers who are leveraging artificial intelligence to make smarter, more focused purchasing decisions.
