Consumers spent a record $6.4 billion online this Thanksgiving, thanks in part to a surge in discounts.
According to Adobe Analytics, spending rose 5.3% from a year ago as shoppers took advantage of Cyber Week deals that came in stronger than expected. Adobe projected the discounts experienced Thursday only later in Cyber Week.
Discounts on electronics reached as much as 28% off the listed price. Closely followed by discounts on clothing, which peaked at 25%, according to Adobe. Computers were discounted as much as 23%, while toys were discounted as much as 27% and appliances were discounted by 19%.
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There were deals on televisions (21% off), sporting goods (20% off), appliances (19% off) and furniture (18% off), Adobe reported.
Computers were discounted as much as 23%, while toys were discounted as much as 27% and appliances were discounted by 19%. (David Paul Morris/Bloomberg via Getty Images)
Buy now, pay later payment plans also increased spending. Buy now, pay later plans, which allow consumers to buy something immediately and pay for it in smaller, often interest-free installments, accounted for $447.7 million in online spending, up 4.1% from a year ago.
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“The size of the discounts was the big story at Thanksgiving yesterday, as retailers looked to offer great deals to drive consumer demand online,” said Vivek Pandya, principal analyst at Adobe Digital Insights. Pandya also cited “impulse-driven mobile shopping and the use of generative AI that helped shoppers find the best deals” for pushing overall Thanksgiving spending higher than expected.
Adobe’s reported Thanksgiving spending trends show how much customers are relying on deep discounts and alternative payment options to make holiday purchases affordable.
Consumers spent a record $6.4 billion online during Thanksgiving Day in 2025. (Henry Nicholls/AFP via Getty Images)
A November report from the Federal Reserve The Bank of New York revealed that US household debt rose to its highest level ever in the third quarter of 2025.
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US the consumer feeling also fell to the lowest level in more than three years and near an all-time low, as household concerns about the economy grow.
According to data from Adobe Analytics, spending increased 5.3% compared to a year ago. (Getty Images)
And in September, inflation reached 3% for the first time since January, above 3% from the Federal Reserve Target rate of 2%.
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