Mid-year shopping frenzy lifts US online retail sales to $24.1 billion

Driven by early discounts on school supplies and electronics, online sales soared 30.3% to $24.1 billion, as mobile shopping peaked at 53.2%, outpacing Adobe’s forecast and underscoring strong consumer demand during the “Black Friday in Summer” event

US online retailers witnessed a remarkable surge in consumer spending from July 8 to 11, with total sales reaching $24.1 billion, according to Adobe Analytics. Dubbed “Black Friday in Summer,” this period outperformed expectations as consumers rushed to take advantage of early back-to-school discounts and limited-time offers.

The four-day sales window marked a 30.3% increase in online retail activity compared to last year, exceeding Adobe’s projected growth of 28.4%. This sharp rise in spending signals growing consumer confidence and strong demand for seasonal purchases, particularly school supplies and electronics.

Amazon’s Prime Day remained a key driver of this surge, supported by extended sales from major retailers like Walmart, Target, and Best Buy. Amazon notably stretched its typical 48-hour sale to 96 hours, offering competitive discounts across categories such as electronics, apparel, and home goods. These aggressive promotions encouraged consumers to invest in higher-priced items they might otherwise delay purchasing.

Mobile devices played a central role in this e-commerce upswing, with 53.2% of purchases made via smartphones—topping Adobe’s forecast of 52.5%. The convenience of mobile shopping, coupled with well-timed notifications and app-exclusive deals, contributed to this shift in consumer behavior.

Discount levels also played a crucial role, with overall markdowns ranging between 11% and 24%. Apparel saw the steepest reductions at 24%, up from 20% last year, while electronics held steady at 23%.

The sales momentum comes amid global economic uncertainty and looming trade policy deadlines. However, the success of this mid-year retail period highlights how strategic promotions and digital engagement are reshaping consumer shopping habits.

With school season spending underway, retailers are expected to continue leveraging early sales events to maintain growth in a competitive and fast-digitizing retail environment.