Black Friday Forecast to Be Biggest E-Commerce Day of the Year

Salesforce’s latest holiday findings, based on the global shopping data from more than 1.5 billion consumers across Agentforce Commerce, Marketing and Service, forecasts that Black Friday will remain the biggest day of the year for online shopping: Today is expected to drive $78 billion in online global sales (up 5 percent year-over-year) and $18 billion in the U.S. (up 3 percent YoY).

Discounts are expected to ramp up today and through Cyber Week, above levels that Adobe had initially forecasted. Compared to Thanksgiving, consumers will see even better deals today (Black Friday) for electronics (up to 29 percent off listed price) as well as toys (28 percent), televisions (24 percent), appliances (20 percent) and furniture (19 percent). Discounts are set to remain at comparable levels for apparel (25 percent), computers (23 percent), and sporting goods (19 percent).

Total Retail's Take: According to various reports, store traffic levels are low this Black Friday morning. This isn't surprising given the de-emphasis of the unofficial kickoff of the holiday shopping season in recent years, corresponding with the growth of e-commerce and the extension of the holiday shopping season earlier into the calendar. Yet the day isn't a complete loss for retailers, which can expect increased online sales this Black Friday. In addition, retailers will have the opportunity to capitalize on increased online traffic levels throughout the Cyber 5 weekend, culminating with Cyber Monday. And as shipping deadlines encroach the later we move into the holiday season, expect more consumers to opt for in-store shopping to ensure they get their gifts in time for the holidays. Having a consistent, frictionless experience across both channels will serve retailers well as they look to end 2025 on a high note.