Surge in U.S. Thanksgiving Online Sales Predicted Amid Shoppers' Quest for Bargains

This Thanksgiving, online shopping in the U.S. is experiencing a robust kickoff, even as numerous families and businesses navigate economic uncertainties. According to new data from Salesforce, a 6% increase in Thanksgiving Day online sales is anticipated compared to last year, totaling $8.6 billion. This indicates that American consumers remain eager to spend, particularly when retailers provide substantial markdowns.

By 2 p.m. Eastern Time, online shopping had already amassed $2.6 billion, marking a 5.8% uptick from the same time in the previous year. Many shoppers seem inclined to seize early holiday discounts, especially as the prices of imported goods rise due to tariffs imposed by President Donald Trump. These tariffs have added to the pressure on both consumers and retailers, amplifying the attractiveness of discounts.

Thanksgiving and Black Friday are pivotal moments in the U.S. retail calendar, signaling the start of the holiday shopping rush, a period that generates nearly one-third of annual profits for many retailers. Despite economic worries, there is evident consumer interest in purchasing electronics, clothing, and gifts, particularly when prices are reduced.

Retailers nationwide are seeing good demand. Best Buy reports strong sales for discounted laptops, computers, and smartphones. Clothing brands such as Gap and Abercrombie & Fitch are also seeing positive customer response to their holiday promotions. Although many predictions suggested a less robust holiday season, appealing promotions are proving crucial in maintaining stable sales.

Salesforce’s global data reveals that online shopping strength is not limited to the U.S., with global spending reaching $13.1 billion by Thursday. Total online sales worldwide are anticipated to hit $36 billion by the close of Thanksgiving Day.

Traditionally, Black Friday serves as the peak day for online shopping every year. Salesforce foresees global online sales for Black Friday hitting $78 billion, with the U.S. contributing $18 billion alone. Retailers are gearing up for heavy traffic as millions of shoppers hunt for the best offers.

Despite the increase in Thanksgiving Day sales, anticipated overall holiday spending growth for the season remains modest. Salesforce previously projected that U.S. online holiday sales from November 1 to December 31 would only grow by 2.1%, totaling $288 billion. This marks a decline from last year's growth of 4%. The slowing pace reflects broader economic challenges; however, robust Thanksgiving sales indicate that discounts still effectively entice buyers.

This year’s preliminary statistics suggest that Americans are adjusting their shopping behaviors. Even amid low economic confidence, shoppers are waiting for holidays to secure the best possible discounts. Retailers recognize this trend and are providing deeper discounts in a bid to sustain sales during these trying economic times.

Thanksgiving 2025 underscores the resilience of the digital marketplace, as retailers anticipate even greater spending levels as Black Friday approaches.