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Online sales in the U.S. on Thanksgiving Day are projected to climb 6% from last year, reaching an estimated $8.6 billion, according to new Salesforce data released Thursday. The strong uptick in online spending highlights how consumers are taking advantage of aggressive holiday discounts despite ongoing economic uncertainty tied to tariff pressures. As of 2 p.m. ET, Thanksgiving e-commerce spending had already hit $2.6 billion, a 5.8% increase from the same time a year ago, reflecting strong mid-day momentum.
Thanksgiving and Black Friday traditionally mark the start of the holiday shopping season—an essential period that contributes roughly one-third of annual sales and profits for U.S. retailers. This year’s kickoff comes amid concerns around rising import costs due to tariffs implemented under President Donald Trump, which have pushed retailers to offer heavier promotions to keep demand strong. Even with softer consumer sentiment, early results from major American retailers indicate that shoppers are still eager to purchase discounted electronics, apparel, and holiday gifts.
Salesforce data also shows global online spending hitting $13.1 billion so far on Thanksgiving, with worldwide digital sales expected to reach $36 billion by the end of the day. Black Friday, historically the biggest online shopping day of the year, is forecast to generate $78 billion in global e-commerce sales and about $18 billion in the U.S. alone.
Retailers such as Best Buy report strong demand for discounted laptops, smartphones, and other electronics, while apparel brands including Gap and Abercrombie & Fitch say they are optimistic about customer interest driven by attractive promotions. Broader forecasts for the 2025 holiday season remain cautious, with Mastercard data suggesting value-seeking shoppers will continue to rely on promotions. Salesforce previously projected U.S. online holiday sales to grow 2.1% to $288 billion between November 1 and December 31, easing from last year’s 4% rise.
