Adobe Analytics data updated on Friday revealed a robust start to this year's holiday shopping season, with U.S. consumers showing renewed interest in high-priced home appliances and electronics during Thanksgiving online shopping. Video game consoles led the surge, posting a 740% increase in online sales compared to October's average.

Other big-ticket categories also saw explosive growth: refrigerators and freezers rose 720%, fitness equipment along with washers and dryers climbed 640%, headphones and speakers jumped 630%, TVs increased 580%, home security products grew 570%, power tools advanced 470%, smartwatches gained 450%, smart home devices rose 400%, and vacuum cleaners also increased by 400%.

Adobe Analytics noted that if this momentum continues through Cyber Monday, retailers could outperform expectations this holiday season.

Top-selling toys included Fisher-Price Little People, LEGO sets, Mini Brand Capsules, Hot Wheels, Squishmallows, PAW Patrol toys, Ms. Rachel educational toys, Play-Doh craft kits, Pokémon cards, and Disney Princess-themed toys and apparel. Popular gaming consoles featured the Nintendo Switch 2, Xbox Series X, PlayStation 5, and PS Portal, while trending games included *Donkey Kong Bananza*, *Elden Ring: Shadow of the Erdtree*, *Madden NFL 26*, *NBA 2K26*, and *MLB: The Show 25*.

Adobe Analytics highlighted that deeper discounts this year compared to 2023 may pressure retailer margins. However, the growing adoption of "agentic AI" to boost conversion rates could partially offset profit challenges.

Overall, U.S. consumers spent a record $6.4 billion online on Thanksgiving, up 5.3% year-over-year, slightly exceeding Adobe's earlier 4.9% growth forecast. The firm projects Black Friday online sales will hit $11.7 billion (up 8.3% YoY), while Cyber Monday is expected to reach $14.2 billion (up 6.3% YoY). Adobe Analytics suggested Black Friday's growth may outpace Cyber Monday as shoppers increasingly prioritize early discounts.