US Online Spending Surges $24.1 Billion During ‘Black Friday in Summer’: Adobe By New India Abroad

 

Online spending across U.S. retailers jumped by a massive $24.1 billion from July 8 to 11, as consumers rushed to grab steep discounts during what Adobe Analytics calls "Black Friday in Summer." This surge surpassed Adobe’s forecast of 28.4%, reaching 30.3% sales growth during major events like Amazon Prime Day.

Retail giants such as Amazon, Walmart, Target, and Best Buy rolled out aggressive promotions, especially on back-to-school items, electronics, and apparel. Amazon extended Prime Day to 96 hours, doubling its usual 48-hour window. Consumers, eager for value, traded up on high-ticket items they might otherwise skip.

This year’s sales growth outpaced the $14.2 billion and 11% rise recorded during the same period last year. Adobe noted that Prime Day has become a key back-to-school shopping season, allowing consumers to beat the rush while saving money.

Amid trade tensions and upcoming August 1 trade agreement deadlines, shoppers seized the moment to secure deals, driving online momentum. Mobile shopping led the charge, accounting for 53.2% of transactions, up from Adobe’s 52.5% forecast.

Discounts ranged between 11% and 24%, higher than previous estimates. Apparel saw the steepest markdowns at 24%, compared to 20% last year, while electronics held steady at 23%.

For consumers and retailers alike, the results confirm that strategic discounting, extended sale windows, and mobile-first shopping experiences are reshaping seasonal spending in the U.S. retail landscape.

New India Abroad will continue monitoring these shifts in consumer behavior, particularly how they affect Indian American retailers and cross-border e-commerce trends.