Ecommerce sales during Cyber Weekend — or the Saturday and Sunday immediately following Thanksgiving — replicated Black Friday’s total in 2025.
Black Friday ecommerce sales totaled $11.8 billion in 2025. Small Business Saturday and the following Sunday combined to produce the same total in U.S. ecommerce sales, according to data from Adobe Analytics.
Through Cyber Weekend, Cyber 5 ecommerce sales so far have surpassed $30 billion. The Cyber 5 refers to the five-day period between Thanksgiving and Cyber Monday. From Thanksgiving 2024 through Cyber Weekend 2024, U.S. consumers spent $27.8 billion. They then spent $13.3 billion in Cyber Monday 2024 ecommerce sales.
Cyber Weekend ecommerce sales grow 8.7% in 2025
Adobe Analytics data is based on more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories, according to the company. 215 online retailers in the Top 2000 use Adobe Analytics for their web analytics, and 106 use it for site design and development. Top 1000 online retailers also use it for content delivery and management, as an ecommerce platform, a marketing platform, for personalization and more.
Cyber Weekend ecommerce sales 2025
Online retail sales during Cyber Weekend — which was Nov. 29 and 30 in 2025 — increased 8.7% year over year to reach $11.8 billion. That exceeded Adobe’s forecast of 4.8% growth to $11.4 billion.
Small Business Saturday accounted for $5.8 billion in U.S. ecommerce sales in 2025, up from $5.3 billion in 2024. Cyber Weekend’s Sunday ecommerce sales reached $6 billion for the first time, up from $5.6 billion last year.
In 2024, Cyber Weekend sales exceeded Black Friday’s in the U.S. Also last year, Cyber Weekend sales grew 5.8% over 2023’s total to reach $10.9 billion in online sales. Meanwhile, Black Friday 2024’s ecommerce sales grew 10.2% year over year to reach $10.8 billion.
Globally, Cyber Weekend online sales grew 7% year over year as order volumes increased 3%, according to data from ecommerce platform provider Salesforce. Its data also indicates U.S. ecommerce sales during Cyber Weekend increased 5% year over year as order volumes bumped up by 1%.
Over Cyber Weekend, traffic from third-party artificial intelligence (AI) agents tripled compared to the same period in 2024, according to Salesforce. And the shoppers using AI agents converted at a rate eight times greater than those who reached retail websites through social media platforms, it found.
Meanwhile, retailers with their own branded AI shopping agents on their ecommerce sites grew online sales at triple the rate of those without, Salesforce said. Retailers with their own AI shopping agents grew ecommerce sales 8%, which compares to 2.6% for their counterparts.
“AI is the ultimate purchase accelerator, guiding consumers with clear intent straight to the buy button,” said Caila Schwartz, director of consumer insights at Salesforce, in a statement.
Salesforce draws on global shopping data from billions of consumers through its Agentforce Commerce, Marketing and Service platform. In North America, 78 of the Top 2000 online retailers use Salesforce as their ecommerce platform.
Holiday ecommerce sales through November 2025
Cyber Weekend in 2025 also landed on the last two days of November.
For the month, U.S. consumers spent a combined $123.17 billion online, according to Adobe data. That’s 7.2% growth. It’s also almost identical to the 7.1% growth rate for mobile commerce spending, which accounted for $65.5 billion in sales.
Through November, mobile commerce accounted for about 52.6% of all digital sales in the U.S.
At the same time, buy now, pay later (BNPL) accounted for 7.3% of all ecommerce sales in November, Adobe data shows. U.S. consumers used BNPL for $9 billion’s worth of ecommerce sales in November. That’s 8.6% growth year over year.
And more than 80% of BNPL ecommerce sales in November came through mobile devices, Adobe data indicates. Consumers in the U.S. spent $7.5 billion on their mobile devices using BNPL services in November. Adobe forecasts that total will reach $20.2 billion from Nov. 1 through Dec. 31. That would be 11% growth over $18.2 billion in digital BNPL sales during the same period in 2024.
Traffic from AI sources increased 770% year over year in November, according to Adobe. And 74.4% of it came from desktop devices.
Product discounts peaked on Black Friday and extended throughout the weekend. On average, Adobe found, retailers discounted:
- Apparel: 24.9% off
- Electronics: 28.7% off
- Appliances: 20.2% off
- Computers: 23.1%
- Televisions: 24.3% off
- Furniture: 18.6%
- Sporting goods: 20.3%
- Toys: 29.6% off
From Oct. 1 through Thanksgiving 2025, U.S. consumers did not spend a combined $5 billion on a single day via ecommerce. The peak for ecommerce sales during that time frame was $4.68 billion on Oct. 8. Then, from Thanksgiving through Cyber Weekend, U.S. consumers spent at least $5.8 billion each day online.
Total holiday ecommerce sales in 2024 reached $241.1 billion, per Adobe data. It forecasts that total will reach $253.4 billion in 2025.
Click here to read last year’s update on Cyber Weekend ecommerce sales.
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