Quick answer
Peak online holiday discounts deepened in seven of the eight categories Adobe reported for 2025. The median increase was 0.8 percentage points. Electronics had the deepest peak at 30.9% off listed price, while apparel recorded the largest increase.
Adobe’s full US holiday report
See the source and calculation. · Download the statistics and sources.
How deep did holiday discounts get?
A peak tells you how far the deepest category markdown went. Read the year, category and comparison price before using it in a promotion brief.
Which categories saw the deepest US online holiday discounts?
In Adobe’s 2025 US holiday analysis, peak discounts reached 30.9% off listed price in electronics, 29.6% in toys and 25.1% in apparel.
Adobe Analytics data for US online retail. November 1 to December 31, 2025. These are category peaks. A typical item or order could have had a shallower markdown.
Adobe’s full US holiday report · Link to this statistic
How far apart were the deepest and shallowest reported peaks?
Electronics and furniture were 12.1 percentage points apart in Adobe’s eight-category holiday markdown comparison.
Adobe Analytics data for US online retail. November 1 to December 31, 2025. Zobi calculation: 30.9% electronics minus 18.8% furniture. The eight reported categories are unweighted.
Adobe’s full US holiday report · Link to this statistic
How many categories had deeper peak discounts than the year before?
Peak online holiday discounts deepened in seven of eight Adobe categories in 2025. Furniture was the exception, falling from 19.0% to 18.8%.
Adobe Analytics data for US online retail. The November 1 to December 31 windows in 2024 and 2025. Zobi calculation: Compare each 2025 peak with the same category’s 2024 peak. The count describes the listed categories equally.
Adobe’s full US holiday report · Calculation data · Link to this statistic
How much did the typical reported category peak move?
The median year-over-year change in Adobe’s eight category peaks was +0.8 percentage points, even though seven of the eight moved higher.
Adobe Analytics data for US online retail. The November 1 to December 31 windows in 2024 and 2025. Zobi calculation: The middle two ordered changes are +0.8 and +0.8 percentage points. This median weights categories equally and does not estimate an average markdown across products.
Which categories moved the most?
Apparel had a bigger year-over-year change than electronics even though electronics still had the deeper discount. Report both the level and the change when the distinction matters.
How much deeper were apparel markdowns?
Peak US online holiday apparel discounts rose 1.9 percentage points to 25.1% in 2025, the largest increase among Adobe’s eight reported categories.
Adobe Analytics data for US online retail. The November 1 to December 31 windows in 2024 and 2025. Zobi calculation: 25.1% minus 23.2%, then compare with all seven other paired changes. These are category peaks. A typical item or order could have had a shallower markdown.
Adobe’s full US holiday report · Link to this statistic
How much deeper were toy markdowns?
Peak US online holiday toy discounts rose 1.6 percentage points in Adobe’s analysis, from 28.0% in 2024 to 29.6% in 2025.
Adobe Analytics data for US online retail. The November 1 to December 31 windows in 2024 and 2025. Zobi calculation: 29.6% minus 28.0%. These are category peaks. A typical item or order could have had a shallower markdown.
Adobe’s full US holiday report · Link to this statistic
How deep were Cyber Monday electronics discounts?
Adobe reported that US Cyber Monday electronics discounts peaked around 31% off listed price in 2025.
Adobe Analytics data for US online retail. Cyber Monday 2025. The daily report uses a rounded peak.
Adobe’s 2025 Cyber Week report · Link to this statistic
What happened to the share of higher-priced units sold?
The most expensive goods took a 20% larger share of units sold during the 2025 holiday season than during the rest of the year, Adobe reported.
Adobe Analytics data for US online retail. November 1 to December 31, 2025. The release does not state the baseline share or isolate the causal effect of discounts.
How much spending fell inside Cyber Week?
A big sale day can take a growing share of shopping without telling you whether the markdown produced extra purchases. Use the spending figures to plan coverage and a separate test to measure impact.
What share of US holiday online spend fell in Cyber Week?
Cyber Week accounted for about 17.1% of the $257.8 billion Adobe tracked in US online holiday spending in 2025.
Adobe Analytics data for US online retail. November 1 to December 31, 2025. Zobi calculation: $44.2 billion divided by $257.8 billion, rounded to one decimal. The five-day share uses rounded source totals.
Adobe’s full US holiday report · Link to this statistic
How much of Cyber Week spending fell on Black Friday and Cyber Monday?
Black Friday and Cyber Monday accounted for about 58.9% of Adobe’s 2025 US Cyber Week online spending combined.
Adobe Analytics data for US online retail. November 27 to December 1, 2025. Zobi calculation: ($11.8 billion + $14.25 billion) divided by $44.2 billion. The rest of the spending fell on Thanksgiving and the weekend.
Adobe’s full US holiday report · Link to this statistic
Which sale day grew faster in 2025?
Black Friday online spend grew 9.1% year over year and Cyber Monday grew 7.1% in Adobe’s US data, a two-percentage-point difference.
Adobe Analytics data for US online retail. November 27 to December 1, 2025. Zobi calculation: 9.1% minus 7.1%. Cyber Monday still had the greater dollar total.
Shopper counts tell a different story from sales dollars
Adobe’s transaction data and NRF’s survey can both describe the same holiday weekend. Use the right one for the claim you want to make.
How many more people shopped online over Thanksgiving weekend?
NRF and Prosper estimated 10.6 million more US consumers shopped online over Thanksgiving weekend in 2025 than in 2024.
US consumers in the NRF and Prosper Insights & Analytics Thanksgiving weekend survey. November 27 to December 1, 2025. Zobi calculation: 134.9 million minus 124.3 million. Survey respondents could shop online and in stores.
NRF and Prosper’s holiday weekend survey · Link to this statistic
Which day had more online shoppers?
Black Friday drew an estimated 9.8 million more US online shoppers than Cyber Monday in NRF and Prosper’s 2025 survey.
US consumers in the NRF and Prosper Insights & Analytics Thanksgiving weekend survey. November 27 to December 1, 2025. Zobi calculation: 85.7 million minus 75.9 million. A person could shop on both days. Adobe separately reports higher spending on Cyber Monday.
NRF and Prosper’s holiday weekend survey · Adobe’s full US holiday report · Link to this statistic
Which day recorded more US online spending?
Cyber Monday led Black Friday by $2.45 billion in Adobe’s 2025 US online spend, even as the NRF survey counted more people shopping on Black Friday.
Adobe Analytics data for US online retail. November 27 to December 1, 2025. Zobi calculation: $14.25 billion minus $11.8 billion. The sources use different methods. Dividing the Adobe totals by the survey estimates would mix unlike populations.
Adobe’s full US holiday report · NRF and Prosper’s holiday weekend survey · Link to this statistic
How to use the comparisons
For a markdown benchmark, compare the same category, listed-price basis and holiday window. For a sales claim, use the reported spending or shopper measure directly. To measure whether a promotion produced extra orders for your store, compare shoppers eligible for the same offer over the same window and account for margin, refunds and orders that would have happened anyway.
Sources, definitions and downloads
Adobe Analytics measures US retail activity and reports category peak discounts as a share off listed price. NRF and Prosper estimate people through a consumer survey. Zobi paired Adobe’s eight category peaks across years, calculated comparisons from the displayed source values and kept shopper counts on their survey basis.
Sources and measurement context
Which categories saw the deepest US online holiday discounts
Reported value: 30.9 | 29.6 | 25.1 percent off listed price.
Population: Adobe Analytics data for US online retail.
Measurement period: November 1 to December 31, 2025.
Denominator: Discount relative to the listed price in each named category.
Limitations: These are category peaks. A typical item or order could have had a shallower markdown.
Read the original sourceHow far apart were the deepest and shallowest reported peaks
Reported value: 12.1 percentage points.
Population: Adobe Analytics data for US online retail.
Measurement period: November 1 to December 31, 2025.
Denominator: Discount relative to the listed price in each named category.
Limitations: The eight reported categories are unweighted.
Read the original sourceHow many categories had deeper peak discounts than the year before
Reported value: 7 of 8 categories.
Population: Adobe Analytics data for US online retail.
Measurement period: The November 1 to December 31 windows in 2024 and 2025.
Denominator: The same eight published categories in both years.
Limitations: The count describes the listed categories equally.
Read the original sourceHow much did the typical reported category peak move
Reported value: 0.8 percentage points.
Population: Adobe Analytics data for US online retail.
Measurement period: The November 1 to December 31 windows in 2024 and 2025.
Denominator: Eight paired category peaks.
Limitations: This median weights categories equally and does not estimate an average markdown across products.
Read the original sourceHow much deeper were apparel markdowns
Reported value: 1.9 percentage points.
Population: Adobe Analytics data for US online retail.
Measurement period: The November 1 to December 31 windows in 2024 and 2025.
Denominator: Discount relative to the listed price in each named category.
Limitations: These are category peaks. A typical item or order could have had a shallower markdown.
Read the original sourceHow much deeper were toy markdowns
Reported value: 1.6 percentage points.
Population: Adobe Analytics data for US online retail.
Measurement period: The November 1 to December 31 windows in 2024 and 2025.
Denominator: Discount relative to the listed price in each named category.
Limitations: These are category peaks. A typical item or order could have had a shallower markdown.
Read the original sourceHow deep were Cyber Monday electronics discounts
Reported value: 31 percent off listed price.
Population: Adobe Analytics data for US online retail.
Measurement period: Cyber Monday 2025.
Denominator: Listed electronics prices in Adobe’s Cyber Monday reporting.
Limitations: The daily report uses a rounded peak.
Read the original sourceWhat happened to the share of higher-priced units sold
Reported value: 20 percent relative increase.
Population: Adobe Analytics data for US online retail.
Measurement period: November 1 to December 31, 2025.
Denominator: The rest-of-year share of units classified as the most expensive goods.
Limitations: The release does not state the baseline share or isolate the causal effect of discounts.
Read the original sourceWhat share of US holiday online spend fell in Cyber Week
Reported value: 17.1 percent of holiday spending.
Population: Adobe Analytics data for US online retail.
Measurement period: November 1 to December 31, 2025.
Denominator: Adobe’s total November and December online spend.
Limitations: The five-day share uses rounded source totals.
Read the original sourceHow much of Cyber Week spending fell on Black Friday and Cyber Monday
Reported value: 58.9 percent of Cyber Week spending.
Population: Adobe Analytics data for US online retail.
Measurement period: November 27 to December 1, 2025.
Denominator: Adobe’s five-day US online spend total of $44.2 billion.
Limitations: The rest of the spending fell on Thanksgiving and the weekend.
Read the original sourceWhich sale day grew faster in 2025
Reported value: 2.0 percentage points.
Population: Adobe Analytics data for US online retail.
Measurement period: November 27 to December 1, 2025.
Denominator: The corresponding day’s spending in 2024.
Limitations: Cyber Monday still had the greater dollar total.
Read the original sourceHow many more people shopped online over Thanksgiving weekend
Reported value: 10.6 million people.
Population: US consumers in the NRF and Prosper Insights & Analytics Thanksgiving weekend survey.
Measurement period: November 27 to December 1, 2025.
Denominator: Estimated distinct online shoppers within each five-day survey window.
Limitations: Survey respondents could shop online and in stores.
Read the original sourceWhich day had more online shoppers
Reported value: 9.8 million people.
Population: US consumers in the NRF and Prosper Insights & Analytics Thanksgiving weekend survey.
Measurement period: November 27 to December 1, 2025.
Denominator: NRF’s estimated shopper counts on each of the two days.
Limitations: A person could shop on both days. Adobe separately reports higher spending on Cyber Monday.
Read the original sourceWhich day recorded more US online spending
Reported value: 2.45 USD billion.
Population: Adobe Analytics data for US online retail.
Measurement period: November 27 to December 1, 2025.
Denominator: Online spending on each named day in Adobe’s analysis.
Limitations: The sources use different methods. Dividing the Adobe totals by the survey estimates would mix unlike populations.
Read the original sourcePublisher disclosure
Zobi publishes this research and provides shopper conversation services for Shopify stores.
Review how Zobi handles shopper conversations for your store.
Start growing revenueAbout the author
Rene Siller is Head of New Bets at Zobi and oversees the research side of the site.