Online Shopping
US Online Clothing Sales to Reach $51.3bn This Holiday
US online apparel sales are forecast to hit $51.3bn this holiday season, up 4.7% year-on-year, with Black Friday set to offer the deepest discounts.
Online Apparel Spending Set for Solid Growth
US consumers are expected to spend $51.3 billion on clothing online this holiday season, according to forecasts from Adobe. The figure represents a 4.7% increase compared with the same period last year, covering 1 November to 31 December.
Apparel remains the second-largest online holiday category, behind electronics at $63.3 billion. However, its growth trails the wider market: Adobe expects total US online holiday sales to rise 6.7% year-on-year to $275.1 billion. Several smaller categories are forecast to grow faster than clothing. Online grocery sales are expected to rise 10.3%, toys 9.6%, cosmetics 9.5% and furniture 7.3%.
Black Friday to Bring the Deepest Clothing Deals
Apparel discounts are expected to peak at 23% off listed prices, broadly in line with 23.2% last year. Adobe expects the best deals on clothing to land on Black Friday, while electronics and computers will see their deepest discounts on Cyber Monday.
Those discounts are helping Black Friday grow faster than Cyber Monday. Black Friday online spend is forecast to reach $12.9 billion, up 9.2% year-on-year, while Cyber Monday is expected to remain the season’s biggest day at $15.1 billion, up 6.2%.
Shoppers Stock Up on Basics
Adobe expects many consumers to use holiday discounts to buy essentials rather than gifts. During Cyber Week—the five days from Thanksgiving to Cyber Monday—online sales of clothing basics are forecast to climb 210% compared with average September 2026 levels. That is the largest uplift among the essentials categories Adobe tracked, ahead of personal hygiene products at 150%, baby products at 113% and pet products at 93%.
The forecast is based on Adobe Analytics data covering more than one trillion visits to US retail sites, 100 million SKUs and 18 product categories.
What This Means for Shoppers
With clothing discounts peaking on Black Friday, consumers looking to refresh their wardrobes should mark that date. The strong growth in basics suggests many will take the opportunity to stock up on everyday essentials rather than just gifts. For retailers, the challenge will be standing out in a competitive online market where overall spending is rising but clothing growth lags behind other categories.
As the holiday season approaches, keeping an eye on early deals could pay off, especially for those planning to buy multiple items. Whether shopping for gifts or updating their own closets, US consumers are set to make the most of the promotional period.
