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Key stat: Black Friday sales totaled $9.8 billion this year, according to Adobe Analytics, just below our June 2023 forecast of $10.4 billion.
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Note: eMarketer data includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, food services and drinking place sales, gambling and other vice goods sales
Methodology: Estimates are based on the analysis of data from benchmark source US Department of Commerce, estimates from other research firms, historical trends, reported and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions; Data is also from a November 2023 Adobe press release. Data is based on the analysis of over one trillion visits to sites and over 100 million SKUs. Adobe Analytics measures transactions from 85 of the top 100 US online retailers.