Black Friday data from companies like Adobe and Salesforce can provide an early indicator of broader holiday shopping trends. Adobe is projecting a total of $253.4 billion in holiday spending this year, compared to $241.1 billion in 2024. Salesforce said it tracked $79 billion in global spending on Black Friday, with $18 billion of that in the United States, year-over-year increases of 6% and 3%, respectively.
Target will direct about $5 billion toward new and remodeled stores, experience upgrades, and technology and digital fulfillment, with leadership emphasizing larger-format boxes that are outperforming initial plans and store-floor changes designed to accelerate "merchandising authority" and discovery. The push includes AI to speed product development and marketing, synthetic audiences to test campaigns, and a ChatGPT-powered beta to simplify multi-item purchases, part of a broader effort to reawaken the "Tarzhay" brand while tightening execution.
During these uncertain times-shaped by shifts in trade policy and geopolitics-keeping the consumer top of mind is vital. "Our focus is just maniacally on the customer," said Corie Barry, CEO of Best Buy, during a fireside chat with Fortune 's Emma Hinchliffe on Tuesday. Barry noted that it has never been more important for her to understand and adapt to the distinct behaviors of different consumers.
There have been times in all of our careers where we've been passed up, or we didn't get that next role when we felt like we were ready for it,
