American consumers spent approximately $10.8 billion in online purchases during Black Friday, marking a 10.2% increase from the previous year. Key retailers like Amazon and Walmart saw significant benefits from the surge in online shopping, especially with Walmart investing heavily in home delivery services for the holiday season. Popular products included beauty items, Bluetooth speakers, and espresso machines, with notable spikes in toy, jewelry, and home appliance sales compared to daily averages in October 2023.