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US Online Spending Jumps $24.1 Billion During “Black Friday in Summer,” Adobe Reports

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U.S. online retail spending surged by $24.1 billion from July 8 to 11, a period dubbed “Black Friday in Summer,” exceeding Adobe Analytics’ forecast as shoppers eagerly took advantage of steep discounts on back-to-school items. Retailers saw a 30.3% increase in online sales during events including Amazon Prime Day, surpassing Adobe’s earlier projection of 28.4%.

Online retail sales a year ago during this period were $14.2 billion, marking an 11% rise this time. Prime Day has solidified its role as a key back-to-school shopping moment, with consumers grabbing early deals to prepare for the upcoming school season, Adobe noted.

Major retailers such as Amazon, Walmart, Target, and Best Buy launched extensive deal events offering significant discounts, encouraging shoppers to purchase higher-priced items they might normally avoid. Amazon extended its sales window to 96 hours, doubling the usual 48-hour timeframe, and ran aggressive promotions across categories like apparel and electronics.

This surge in deals comes amid ongoing trade tensions and tariff uncertainties under the Trump administration, as well as a looming August 1 deadline for renegotiations of trade agreements with the U.S.

Mobile shopping dominated the Prime Day event, accounting for 53.2% of online sales—above Adobe’s forecast of 52.5%. Discounts ranged from 11% to 24%, slightly wider than the previously forecast 10% to 24%. Apparel saw the largest discounts at 24%, up from 20% last year, while electronics held steady at a 23% discount, similar to the prior year.

Amazon Prime Day to Boost U.S. Online Sales to $23.8 Billion, Adobe Forecasts

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Online sales in the U.S. are projected to reach $23.8 billion during Amazon’s extended 96-hour Prime Day event from July 8 to 11, marking a 28.4% increase compared to last year, according to Adobe Analytics. This surge reflects consumers’ eagerness for strong discounts, especially on back-to-school items like apparel and electronics.

Adobe highlighted that this sales volume is equivalent to “two Black Fridays,” noting that shoppers are increasingly using generative AI tools to hunt for deals and get an early start on their back-to-school shopping. The expansion of Prime Day from 48 to 96 hours also responds to growing competition from retailers like Walmart and Target, who are launching their own promotions during the same period.

Consumers are expected to “trade up” by purchasing higher-priced items such as electronics, sporting goods, and appliances, while choosing more budget-friendly options in categories like home, garden, and groceries. Clothing discounts are forecast to deepen to 24%, up from 20% last year, while electronics discounts may slightly decrease to 22%.

Back-to-school essentials, including backpacks, lunchboxes, headphones, and computers, are also expected to see sales growth. Additionally, the use of Buy Now Pay Later (BNPL) payment options is anticipated to rise slightly to 8% of online spending, up from 7.6% last year.

Adobe’s forecast is based on analysis of 1 trillion visits to U.S. ecommerce sites, covering 100 million SKUs across 18 product categories.

MercadoLibre Expands Free Shipping in Brazil to Counter Rising Competition

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MercadoLibre, Latin America’s leading e-commerce platform, announced on Friday a significant expansion of its free shipping policy in Brazil, its largest and most profitable market. The move comes as competition intensifies with rivals like Amazon, Shopee, and emerging players such as Temu gaining traction in the region.

Effective immediately, purchases of 19 reais ($3.40) or more will qualify for free shipping, a sharp reduction from the previous minimum threshold of 79 reais ($14.15). According to Fernando Yunes, head of MercadoLibre’s e-commerce operations in Brazil, “practically the entire site will have free shipping from now on.” This aggressive change aims to boost sales volume across a wider range of products, particularly lower-priced items where competitors have been gaining market share.

Brazil accounts for over 50% of MercadoLibre’s total e-commerce revenue, making the market critical for its overall financial performance. The decision to absorb the financial impact of expanded free shipping underscores the company’s commitment to defending its market leadership. However, Yunes declined to provide specific estimates regarding the cost of the initiative.

The move follows earlier cuts to shipping fees for sellers on the platform, with discounts of up to 40% implemented since late May. Analysts at Itau BBA noted that these changes are strategically targeting product segments where Shopee has been increasingly successful, particularly in lower-priced, high-turnover categories.

While the expanded free shipping is expected to be costly in the short term, MercadoLibre is betting that higher transaction volumes and stronger customer loyalty will offset the immediate financial burden. The company’s long-standing investments in logistics infrastructure, including its proprietary delivery network, provide it with greater flexibility to absorb such aggressive pricing strategies compared to some of its competitors.

MercadoLibre remains Latin America’s most valuable company by market capitalization, but it faces mounting pressure from both established global giants and newer entrants offering highly competitive pricing models. The decision to further lower the free shipping threshold reflects the fierce competition in Brazil’s rapidly growing e-commerce sector, where convenience and price sensitivity remain key drivers of consumer behavior.