Washington DC: US online sales during Thanksgiving are projected to climb 6 percent year-on-year to $8.6 billion, according to Salesforce data, as shoppers take advantage of deep discounts despite economic uncertainty driven by tariffs. By 2 pm ET (1900 GMT), Thanksgiving spending had already reached $2.6 billion, up 5.8 percent from the same point last year.
Thanksgiving and Black Friday mark the start of the critical holiday shopping season, which typically accounts for roughly a third of US retailers’ annual sales and profits. This year’s season is unfolding amid volatility linked to President Donald Trump’s tariffs on imports, which have increased costs for both consumers and retailers.
Despite broader weak consumer sentiment, shoppers are actively purchasing gifts, electronics, apparel, and more, attracted by attractive deals. Globally, Thanksgiving spending has reached $13.1 billion so far, with digital sales expected to hit $36 billion worldwide by the end of the day, Salesforce reported.
Black Friday, the biggest online shopping day of the year, is forecast to generate $78 billion in global online sales, including $18 billion in the US. Electronics retailers like Best Buy reported high demand for computers, laptops, and smartphones, while clothing brands such as Gap and Abercrombie & Fitch also saw positive traction.
Several forecasts suggested a more restrained holiday season overall, with Mastercard noting that promotions are likely driving purchases as consumers prioritize value.
Earlier predictions from Salesforce indicated slower US online sales growth this holiday season, with November 1– December 31 spending expected to increase 2.1 percent to $288 billion, compared with a 4 percent rise to $282 billion during the same period in 2024.
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