Thanksgiving spirit trounces cost of living concerns in Black Friday analysis

Black Friday (BF) sales are continuing to attract shoppers en-masse, despite inflation and the Russia-Ukraine conflict raising the cost of living, according to new research by Adobe (opens in new tab) and Salesforce (opens in new tab).

As reported by Diginomica (opens in new tab), sales at physical stores may be up, with Walmart reporting in Q1 2022 that its ecommerce growth had slowed to as little as 1%, but economic strains have had little effect on online Black Friday sales, with Adobe claiming that Americans spent $9.12 billion online on Black Friday in 2022 alone, an increase of 2.3% from 2021.

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