Online Sales in the U.S. Expected to Increase 6% This Thanksgiving

This Thanksgiving, online shopping is demonstrating resilience in the U.S. despite the economic challenges facing many families and businesses. According to Salesforce, sales on Thanksgiving Day are projected to increase by 6% from last year, reaching a total of $8.6 billion. This trend indicates that American shoppers remain willing to spend, particularly when faced with attractive retailer discounts.

By 2 p.m. Eastern Time, online spending had already hit $2.6 billion, marking a 5.8% growth compared to the same time last year. Many consumers are seizing early holiday discounts, especially amidst rising costs of imported goods driven by tariffs initiated by President Donald Trump, which have heightened concerns for both buyers and sellers alike.

Thanksgiving and Black Friday are pivotal in the American retail calendar, kicking off the holiday shopping period that accounts for nearly a third of annual profits for many retailers. In spite of economic apprehensions, shoppers appear enthusiastic about purchasing electronics, apparel, and gifts when prices drop.

Retailers nationwide report a surge in demand. Best Buy's discounted laptops and smartphones are seeing robust sales, while apparel companies such as Gap and Abercrombie & Fitch report positive responses to their holiday promotions. Contrary to lower predictions for the season, aggressive discounts are proving vital in sustaining sales.

Salesforce's global statistics indicate strong online shopping trends not only in the U.S. but worldwide. By Thursday, international spending reached $13.1 billion, with projections estimating total online sales to reach $36 billion by the day's close.

Black Friday, which follows Thanksgiving, is traditionally the peak day for online shopping. Salesforce projects that global sales on Black Friday will reach $78 billion, with $18 billion expected from the U.S. alone, as retailers brace for an influx of online traffic as shoppers hunt for the best deals.

While Thanksgiving Day sales are on the rise, anticipated overall holiday spending growth is expected to be muted. Salesforce earlier projected a mere 2.1% increase in U.S. online holiday sales from November 1 to December 31, totaling $288 billion—lower than the previous year's 4% growth. This slowdown reflects broader economic hurdles, yet the robust Thanksgiving sales indicate that discounts continue to attract consumers.

The early figures suggest that Americans are adjusting their shopping habits; even with economic uncertainty, many are delaying purchases to capitalize on holiday sales. Retailers, recognizing this shift, are increasing their discounts to maintain high sales figures during these challenging times.

Thanksgiving 2025 showcases the ongoing strength of the digital marketplace, with expectations for even greater spending as Black Friday approaches.