Adobe Expects Record U.S. Holiday Online Shopping This Year

By Kelly Cloonan

Adobe expects online shopping to hit record levels this holiday season, as consumers chase deals earlier and stock up on essentials.

The company's analytics division on Monday projected $275.1 billion in U.S. online sales between Nov. 1 and Dec. 31, up 6.7% from the same period last year.

Adobe expects Cyber Monday to remain the biggest online shopping day of the season, forecasting $15.1 billion in a single day of sales, or up 6.2% year over year. The company projects Black Friday sales will grow at a stronger clip, up 9.2% to $12.9 billion, due in part to having the biggest discounts on categories like TVs, apparel and appliances.

Adobe said consumers continue to shop for the holidays earlier, with Amazon's Prime Day sales event in October driving further discounts across U.S. retailers well ahead of November. Adobe expects online spending to hit $95.8 billion in October, up 8% year over year.

The company also expects consumers to stock up on essentials during holiday deals, projecting online sales of personal hygiene products will more than double-and clothing basics will more than triple-during Cyber Week.

The firm said its forecasts are based on more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories.

Write to Kelly Cloonan at kelly.cloonan@wsj.com

(END) Dow Jones Newswires

September 28, 2026 09:11 ET (13:11 GMT)