FLASH: Adobe's Early Look at Thanksgiving Results - Agentic and Mobile Soar, Exceeds Forecast AND Google Gemini Drops Two Great Ads During Thanksgiving NFL Games
Adobe is out with updated data: Agentic Commerce up 725% y/y and GenAI visitors 54% more likely to convert. Thanksgiving results exceeded Adobe's forecast - mobile visits soar
Adobe Thanksgiving First Look
And…we’re off! 🚦Holiday 2025 is officially off to the races with Thanksgiving in the rear view window and Black Friday well underway (I’m typing this from a doorbuster line!).
Agentic Commerce Trends
GenAI chat services were up 725% y/y used most heavily in video games, appliances, electronics, toys and personal care products. Shoppers who visited US retailer sites from GenAI were 54% more likely to convert.
Overall Results Very Strong
Consumers spent a record setting $6.4B on TG, up 5.3% y/y, cresting well over the $6.37B Adobe forecast. Peak was 10-2pm ET vs. Last yr things peaked at 8-10pm suggesting people were hitting the deals earlier. FYI the NFL games started at 1 and ran through the evening.
Other Interesting Tidbits
Discounts were deeper than expected coming in at 28% peak discount level in electronics. Apparel was 25%, 23% on computers and these levels were not expected until CyberMonday which makes us wonder - will we go deeper on CM? Toys were deep too at 27% and appliances at 27% - levels usually associated with Black Friday
Black Friday/CyberMonday Preview
Adobe expects we’ll set a BF record at $11.7B which is up 8.3% y/y compared to CyberMonday at $14.2B up 6.3% - with BF growing faster than CM, it will eventually ‘catch up’.
Google Gemini Agentic Commerce Ads
Google dropped not one, but two great ads highlighting Gemini 3’s capabilities. The first features a family that loses one of third children’s “Mr Fuzzy” favorite lamb stuffed animal→
The second called “Big Night Out” features a fellow named ‘Chris’ who needs a new outfit this year for his big night out:
They were both very well done and ran pretty aggressively during the NFL games.
If you had told me a year ago that we’d have TV ads for Agentic Commerce, I would not have taken that bet, yer here we are - Crazy!
Have a great Black Friday - good luck hunting those deals!