Black Friday 2025 wasn’t just another record-setting shopping day it was the moment artificial intelligence officially became retail’s new engine. Shoppers spent nearly $11.8 billion online, marking a 9% increase from 2024, according to Adobe Analytics. The record-setting haul came amid mixed consumer confidence and tight budgets but smarter, AI-powered tools turned browsing into buying.
The data showed that AI-driven traffic to American retail sites surged by more than 800% compared with last year, driven by the rollout of AI shopping assistants such as Amazon’s Rufus and Walmart’s Sparky.
“Consumers are using new tools to get to what they need faster,” said Suzy Davidkhanian, an analyst at eMarketer. “Gift giving can be stressful, and large language models make the discovery process feel quicker and more guided.”
Record Numbers Reflect an AI-Driven Shift
This year’s Black Friday marked a major digital inflection point for retail.
| Metric | Black Friday 2024 | Black Friday 2025 | Change (YoY) |
|---|---|---|---|
| Total U.S. online spending | $10.8 billion | $11.8 billion | +9% |
| AI-driven retail site traffic | Baseline | +805% | — |
| Average online cart value | $103 | $111 | +7.7% |
| Share of mobile purchases | 48% | 54% | +6 points |
Consumers leaned heavily on AI-driven recommendations, product comparison tools, and personalized deal alerts. Many relied on AI shopping assistants embedded in retailer apps and eCommerce sites conversational systems that could answer product questions, find the best prices, and even build entire gift lists.
The New Power Players: Rufus and Sparky
Retail’s biggest names Amazon and Walmart dominated the AI shopping conversation this season.
- Amazon’s Rufus, the company’s generative AI assistant, helps shoppers navigate millions of listings through natural language queries like “What’s the best smart TV for gaming under $500?”
- Walmart’s Sparky, launched earlier this year, acts as a personal shopping aide that recommends items, manages carts, and highlights sponsored deals.
The rollout of these assistants led to exponential growth in AI-fueled transactions. Amazon reported that Rufus users were 60% more likely to make a purchase than non-users, while Walmart credited Sparky with increasing conversion rates and dwell time on product pages.
Together, these tools signal a new reality for retail AI isn’t just personalizing shopping; it’s accelerating it.
Consumer Behavior: Cautious but Calculated
Even as inflation pressures persist, shoppers have shown that they’re willing to spend strategically. Recent consumer surveys indicate that 26% of households struggled to pay bills in September, the highest level in two years. Yet, the same group spent heavily during the holiday kickoff, driven by a desire for discounts and value-driven products.
AI has helped bridge this contradiction. By streamlining product comparisons and uncovering the best deals in real time, AI tools made it easier for budget-conscious consumers to shop efficiently.
“AI has turned bargain hunting into precision shopping,” said Lina Morales, a retail strategist based in New York. “It’s less about impulse and more about intelligent purchasing the algorithm finds the deal before you do.”
How AI Transformed the Shopping Experience
1. Smarter Search and Discovery
Traditional search typing product names into a box is giving way to conversational commerce. Shoppers now ask natural questions, and AI assistants interpret intent, filter options, and personalize results.
2. Dynamic Personalization
AI tools analyze real-time behavior to customize deals, suggest complementary products, and adjust recommendations based on browsing habits.
3. Faster Decision Cycles
AI reduces “decision fatigue” by narrowing choices. Shoppers using AI-driven interfaces complete purchases up to 30% faster than traditional users.
4. Predictive Discounts
Some retailers tested AI models that forecast when an item will drop in price prompting shoppers to buy at the optimal time.
| AI Function | Example in Retail | Consumer Benefit |
|---|---|---|
| Conversational assistance | Rufus, Sparky | Faster product discovery |
| Price optimization | Dynamic deal engines | Real-time best price |
| Predictive analytics | Stock forecasting | Fewer out-of-stock issues |
| Personalization | Tailored recommendations | More relevant offers |
Beyond Black Friday: The Hybrid Shopping Pattern
Despite the surge in eCommerce, physical stores also saw robust foot traffic. Analysts say shoppers increasingly research online but buy offline especially for apparel, electronics, and high-value items.
This “hybrid” pattern shows how online AI tools complement physical retail: consumers rely on AI for guidance, but still crave in-person experiences for final confirmation.
“Digital discovery has become the new window shopping,” said David Kim, a consumer behavior researcher. “People use AI to shortlist products then head to stores to touch, test, and buy.”
AI and the Future of Retail
The record-setting 2025 Black Friday is more than a one-day success story it’s a preview of retail’s next evolution.
AI is now embedded across the shopping journey, from dynamic pricing and inventory forecasting to personalized marketing and customer service. Analysts expect that by 2027, more than half of all eCommerce transactions will be influenced by AI-driven tools.
“This is just the beginning,” said Suzy Davidkhanian of eMarketer. “AI will eventually power every stage of the customer experience from browsing and buying to returns and loyalty.”
Conclusion: A Smarter, Faster, More Personalized Future
Black Friday 2025 confirmed what many in the retail industry already suspected AI has become the core engine of modern commerce. By blending personalization, predictive analytics, and conversational interfaces, artificial intelligence is reshaping how consumers interact with products, prices, and promotions. The $11.8 billion milestone isn’t just a record it’s a signal. Retail’s future belongs to those who can make technology invisible, shopping effortless, and personalization feel like intuition. As the holiday season continues, one thing is clear: AI doesn’t just power the sale it now drives the shopper.
FAQs
How much did U.S. consumers spend online during Black Friday 2025?
Shoppers spent $11.8 billion, a 9% increase from 2024, according to Adobe Analytics.
What role did AI play in driving sales?
AI-powered assistants, personalized deal engines, and search optimization tools made online shopping faster and more intuitive, significantly increasing conversion rates.
Which companies led in AI-driven retail innovation?
Amazon (with Rufus) and Walmart (with Sparky) were the leading adopters, both using AI to enhance the customer journey and boost engagement.
Are consumers spending more despite economic challenges?
Yes. While many households remain budget-conscious, AI tools helped them shop smarter, find better deals, and stretch their dollars.
What’s next for AI in eCommerce?
Expect broader integration across all retail touchpoints from pricing algorithms and fraud detection to post-purchase support and returns management.