CORRECTING and REPLACING Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY

SAN JOSE, Calif.--(BUSINESS WIRE)--Oct 16, 2026--

First parenthetical note in the " Pre-season shopping in October continues to accelerate " section of release dated Sept. 28, 2026 should read "which became an annual tradition in 2022" (instead of "which began in 2021").

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The updated release reads:

ADOBE: U.S. HOLIDAY SHOPPING SEASON TO HIT RECORD $275.1 BILLION ONLINE, RISING 6.7% YOY

Adobe (Nasdaq: ADBE) released today its online shopping forecast for the 2026 holiday season, covering the period from Nov. 1 to Dec. 31, 2026. Based on Adobe Analytics data, the analysis provides the most comprehensive view into U.S. e-commerce by analyzing direct transactions online. Adobe’s forecast is based on over 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories—more than any other technology company or research organization. Adobe Analytics is part of Adobe CX Enterprise, relied upon by global brands to accelerate Customer Experience Orchestration, connecting data, content and AI to deliver real-time, personalized interactions.

2026 holidays set to cross $275 billion milestone, with pre-season spending uptick in October

Adobe expects U.S. online sales to hit $275.1 billion this holiday season (Nov. 1 to Dec. 31, 2026), growing 6.7% year-over-year (YoY). Cyber Week (the five-day period between Thanksgiving and Cyber Monday) is set to drive $47.5 billion online (up 7.4% YoY), representing 17.3% of the full holiday season spend.

Cyber Monday (Nov. 30) is expected to set a new milestone for U.S. e-commerce, with consumers spending over $15 billion online in a single day ($15.1 billion, up 6.2% YoY). The second biggest day of the season will be Black Friday ($12.9 billion, up 9.2% YoY), which is growing faster than Cyber Monday—driven in part by having the biggest discounts for categories such as TVs, apparel and appliances. Thanksgiving is set to drive $6.9 billion (up 8.5% YoY), bolstered by impulse shopping: A record 63% of online spend is set to come through mobile devices (up from 61.6% in 2025), outpacing the full season where mobile will account for 57.4% of overall spend (up from 56.4% in 2025).

Of the full holiday season spend, electronics ($63.3 billion, up 5.9% YoY) and apparel ($51.3 billion, up 4.7% YoY) remain tentpole categories in e-commerce, but consumers are also embracing other categories online with stronger growth observed in furniture ($33.4 billion, up 7.3% YoY), grocery ($26.1 billion, up 10.3% YoY), toys ($9.6 billion, up 9.6% YoY) and cosmetics ($9.2 billion, 9.5% YoY).

Pre-season shopping in October continues to accelerate

The Prime Day event in October (which became an annual tradition in 2022) has become an industrywide e-commerce moment, with discounts happening broadly across U.S. retailers. It is now driving significant consumer spend in advance of the holiday season. Adobe expects $95.8 billion will be spent online in October 2026, up a notable 8% YoY. Nearly $10 billion will be spent during the Prime Day event from October 6 to 7 ($9.9 billion, up 9.2% YoY), driven in part by discounts that are set to peak at 19% off listed price. This has changed the shape of the holiday season, pushing U.S. retailers to manage promotions and inventory effectively to capture an additional pre-season spike in shopping interest.

Consumers expected to take advantage of strong discounts to stock up on essentials

Adobe expects competitive discounts this holiday season, up to 30% off listed price (during Cyber Week). Shoppers will see deals throughout the season, up to 14% in early November, up to 21% just before Thanksgiving and up to 10-15% throughout December.

Across categories, deals will be on par with the 2025 season: Discounts in electronics for example, are expected to peak at 30% off listed price (vs. 30.1% in 2025), while discounts for toys are set to hit 29% (vs. 28%). Notable discounts are also expected in TVs at 23% (vs. 24.2%), computers at 23% (vs. 22.8%), apparel at 23% (vs. 23.2%), sporting goods at 19% (vs. 19.5%), appliances at 18% (vs. 19.2%) and furniture at 18% (vs. 19%). Shoppers will find the deepest discounts for electronics and computers on Cyber Monday, but the best deals for TVs, toys, apparel, appliances and furniture is expected to land on Black Friday. Thanksgiving will have the best deals for sporting goods.

While consumers have historically embraced holiday deals to buy gifts or adopt the latest gadgets, many are taking advantage of discounts to stock up on essentials. During Cyber Week, online sales of personal hygiene products are expected to jump 150% (compared to average sales levels in September 2026) and clothing basics by 210%. Other essentials set to see a boost include baby products (up 113%), pet products (up 93%) and household cleaning items (up 49%).

Buy Now Pay Later to drive over $21 billion in holiday season spend

The flexible payment method continues to see traction amongst consumers during the holiday season. Buy Now Pay Later (BNPL) is expected to drive $21.3 billion (Nov-Dec), up 6.6% YoY. Usage is set to spike on Cyber Monday, where BNPL will be used for $1.09 billion in online spend. This is the second consecutive year where over a billion dollars were driven by BNPL on Cyber Monday. On Black Friday, BNPL is set to drive $807 million in online spend. Most of BNPL spend will come through mobile devices (82% share vs. desktop), showing the impact of impulse shopping on driving adoption of the payment method.

Additional Adobe Analytics insights

About Adobe

Adobe’s mission is to empower everyone to create by building innovative platforms and tools that unleash creativity, productivity and personalized customer experiences. For more visit www.adobe.com.

© 2026 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.

*Consumer survey fielded in July of 2026

Disclaimer: The information and analysis in this release have been prepared by Adobe Inc. for informational purposes only and may contain statements about future events that could differ from actual results. Adobe Inc. does not warrant that the material contained herein is accurate or free of errors and has no responsibility to update or revise information presented herein. Adobe Inc. shall not be liable for any reliance upon the information provided herein.

CORRECTING and REPLACING Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY

CORRECTING and REPLACING Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY

CORRECTING and REPLACING Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY

CORRECTING and REPLACING Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY

NEWARK, N.J. (AP) — Following an opening night blip, the first week-plus for the New York Rangers was a party at Madison Square Garden and beyond.

The home woes from a year ago felt like a distant memory, franchise goaltender Igor Shesterkin scored into an empty net and it was a dream start. It became a nightmare last Friday at Washington when Shesterkin went down with a season-ending injury.

Losing that game and getting blown out 7-1 on the road by New Jersey on Thursday night were speed bumps along the way for a team that has won six of its first nine games. Life after Igor will not be easy, though coach Mike Sullivan, captain J.T. Miller and the Rangers believe they have come up with a recipe to succeed even after losing their most important player at hockey's most important position.

“We’re trying to build a certain identity in how we’re going to play, a style of play,” Sullivan said. “And then, inside of that, every player has a role, making a contribution to that identity to build what we would consider Rangers hockey and what it looks like when we’re at our best.”

The Devils game certainly was not that. As good as Miller was for the first 19 minutes of the first period, his turnover just before intermission was the start of a snowball effect that led to Shesterkin's unlikely successor, Dylan Garand, getting pulled for allowing four goals on 13 shots.

Garand ended training camp third on the organizational depth chart, and the 24-year-old is only still around because none of the NHL's other 31 teams claimed him off waivers prior to opening night. In his first three appearances before facing New Jersey, Garand had a league-best 1.15 goals-against average and .951 save percentage and is expected to remain the choice in net until he shows he cannot handle it.

“G knows we’re going to need him here a lot, and he’s a pretty mentally tough guy," No. 1 defenseman Adam Fox said. “I know he can bounce back. Just kind of said to him forget about it. He knows how important he is to us as a team and what we’re trying to do.”

What the Rangers are trying to do is get back to the playoffs after missing the past two years following a trip to the 2024 Eastern Conference final. Shesterkin's absence made that a much steeper hill to climb.

“That’s a tough blow for our group,” Sullivan said. "But it doesn’t change what the goal is every day, and I think our guys have done a real good job at just keeping the focus where it needs to be and controlling what we can.”

Sullivan credited the team's leadership group for not letting the morale dip last too long. Even New York's youngest player didn't dwell too long over Shesterkin getting sidelined.

"Injuries are going to happen,” said Alberts Smits, the 18-year-old from Latvia who was the fifth pick in the draft and made the team out of camp. "I wish all the best for him and for him to recover as fast as he can. But that’s just sports. There’s going to be injuries. We’ve just got to go through them, and we can’t stop right now when something like that happens.”

Alexis Lafrenière has seven goals, Fox nine assists and Mika Zibanejad eight points. But the biggest reason why players believe they can keep this going is defending and keeping the puck out of their own net.

“It’s winning hockey, so if you want to win games, you’re going to give yourself a better chance most nights if you don’t give the other team easy offense," Miller said. "We get better as the games go on. There’s a commitment 200 feet. It’s a contagious feeling around here coming together as a team, so it’s a nice feeling.”

See AP’s full NHL coverage here

New York Rangers goaltender Igor Shesterkin, third from right, is helped to the bench after he was injured during the second period of an NHL hockey game against the Washington Capitals, Friday, Oct. 9, 2026, in Washington. (AP Photo/Nick Wass)

New York Rangers' Alexis Lafrenière, right, celebrates his second goal of the night during the first period of an NHL hockey game against the Tampa Bay Lightning in New York, Tuesday, Oct. 13, 2026. (AP Photo/Seth Wenig)

New York Rangers goaltender Dylan Garand defends the goal during the third period of an NHL hockey game against the Tampa Bay Lightning in New York, Tuesday, Oct. 13, 2026. (AP Photo/Seth Wenig)

New York Rangers goalie Dylan Garand skates to the bench as he is replaced during the second period of an NHL hockey game against the New Jersey Devils, Thursday, Oct. 15, 2026, in Newark, N.J. (AP Photo/Adam Hunger)

New York Rangers goalie Dylan Garand reacts after giving up a goal during the second period of an NHL hockey game against the New Jersey Devils, Thursday, Oct. 15, 2026, in Newark, N.J. (AP Photo/Adam Hunger)

New York Rangers goaltender Dylan Garand, right, celebrates with Marcus Pettersson (26) after an NHL hockey game against the Tampa Bay Lightning in New York, Tuesday, Oct. 13, 2026. (AP Photo/Seth Wenig)