U.S. consumers spent a staggering $24.1 billion online between July 8 and 11, as major retailers launched deep discounts in a promotional period now being dubbed “Black Friday in Summer.” According to Adobe Analytics, the spike in sales exceeded earlier forecasts and highlighted robust consumer demand during key shopping events.

The sales boom was fueled largely by back-to-school promotions and major online events like Amazon Prime Day, which helped drive a 30.3% year-over-year increase in online sales—surpassing Adobe’s projected growth of 28.4%.

Retailers across the country benefited from the surge as budget-conscious shoppers looked to capitalize on early deals ahead of the fall season. Categories including electronics, apparel, school supplies, and home goods saw particularly strong traction.

“This shows that consumers are still highly responsive to strategic discounts, especially during high-demand seasonal moments,” Adobe noted in its analysis.

The data reinforces the growing power of mid-year digital sales events, and signals a strong start to the back-to-school shopping season for e-commerce platforms.