For the first time in history, online sales during the holiday season in the United States have surpassed the mark of US$ 250 billion. according to data released by Adobe Analytics and reported by Digital Commerce 360, the e-commerce revenue between november 1st and december 31st, 2025 totaled US$ 257.8 billion, a growth of 6.8% compared to the US$ 241.4 billion recorded in the same period of 2024.
The result exceeded the initial projections and consolidated the dominant role of mobile devices in the purchase journey. 56,4% of all online transactions, an increase from the 54.5% of the previous year. Cell phone use was even more expressive on key dates, representing 66,5% sales on Christmas Day and 61,6% on Thanksgiving Day.
Featured Categories and Aggressive Discounts
The electronics sector led the financial volume, generating US$ 59.8 billion (up 8.2%), driven by discounts averaging 30.9% % higher than 30.1% in 2024. Other categories with strong performance included:
- Clothing: US$ 49 billion (+7.4%)
- Furniture: US$ 31.1 billion (+6.6%)
Change in Payment Behavior
The method “Buy Now, Pay After” (BNPL (B.I.L Buy Now, Pay Later) It continued gaining traction, being widely used in categories such as Toys (present in 29.6% of purchases) and Apparel (25.1%).
The so-called “Cyber 5” (five-day period between Thanksgiving Day and Cyber Monday) has maintained its relevance, accounting for 17,1% of all the sales of the season, similar to the previous year, indicating that the consumer maintained the habit of concentrating purchases in specific promotional windows, but also took advantage of diluted offers over the two months.
