Black Friday deals 2024: Online shopping on track to hit record high, according to Adobe Analytics, but what are people buying? [Video]

People haven’t only been filling their plates this Thanksgiving weekend — it also seems they’ve been filling their online shopping carts.

Black Friday online shopping this year is on pace to break a record with between $10.7 billion and $11 billion in sales, according to Adobe Analytics, which tracks U.S. e-commerce data.

As of Friday evening, spending on online shopping was up more than 8% compared to last year, according to Adobe.

The record pace of Black Friday buying follows record-setting online shopping on Thanksgiving itself, the analytics firm said. Consumers spent a record $6.1 billion online on Turkey Day — up nearly 9% compared to a year ago, according to Adobe.

What are people buying this Black Friday?

A

dobe said deep discounts are likely fueling the online spending spree, including discounts on toys of more than 27% off the listed price. Toys have seen a 178% boost in online Black Friday sales so far, compared to …