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Forget about smashing any records this year.
For the first time ever, total online spend on Black Friday dropped slightly to $8.9 billion.
American consumers had spent $6.6 billion as of 9 p.m. ET en route to a projected total of $8.8 billion to $9.2 billion, per Adobe’s Digital Economy Index. However, the final figure rang in at the lower end of the predicted range—and less than the total overall spend in 2020.
With spend on Thanksgiving Day flat at $5.1