Wedoany.com Report-Nov. 28, Online sales in the United States on Thanksgiving Day are projected to increase by 6 percent from the previous year, reaching $8.6 billion, according to data released by Salesforce on Thursday.

People shop ahead of Black Friday during Thanksgiving Day, in New York City, U.S., November 27, 2025.

The figures indicate that consumers are responding positively to significant discounts offered by retailers amid broader economic fluctuations.

By 2 p.m. Eastern Time (1900 GMT), U.S. spending on Thanksgiving had already climbed 5.8 percent higher than the comparable period last year, totaling $2.6 billion.

Thanksgiving and the subsequent Black Friday represent the start of the holiday shopping period, which generally accounts for roughly one-third of annual revenue and earnings for U.S. retailers.

This season's opening occurs against a backdrop of economic variability, including increased market fluctuations linked to tariffs on imported products, which have elevated expenses for businesses and buyers alike.

Recent performance reports from major U.S. retailers demonstrate that customers remain inclined to purchase items such as gifts, electronic devices, apparel, and other goods when presented with attractive price reductions, even as overall consumer confidence shows moderation.

Globally, digital transactions on Thanksgiving have accumulated $13.1 billion to date, with full-day online sales anticipated to hit $36 billion by Thursday's close, based on Salesforce's analysis.

Black Friday, recognized as the peak day for e-commerce activity annually, is forecasted to generate $78 billion in worldwide online revenue and $18 billion within the U.S., according to the cloud software provider.

Earlier in the week, electronics specialist Best Buy (BBY.N) reported robust interest in discounted computers, laptops, and mobile phones from seasonal buyers. Similarly, apparel companies Gap (GAP.N) and Abercrombie & Fitch (ANF.N) expressed optimism about their promotional efforts.

Various projections for the holiday period suggest a more restrained growth pattern this year, with Mastercard's estimates indicating that advancements in sales will stem from promotional strategies as shoppers prioritize cost-effective options.

In a September outlook, Salesforce anticipated that U.S. digital sales expansion for the 2025 holiday stretch would moderate relative to the prior year. Specifically, online expenditures from November 1 through December 31 are expected to advance 2.1 percent to $288 billion, following a 4 percent uptick to $282 billion during the equivalent timeframe last year.

These developments underscore the resilience of e-commerce during key promotional events, where targeted discounts continue to encourage spending across categories despite tempered economic sentiment. Retailers leveraging data-driven promotions appear well-positioned to navigate the season's dynamics, fostering sustained engagement from value-conscious consumers.