Holiday spending is up 7.5% year over year according to Adobe e-commerce data as consumers have spent $79.9 billion in the run-up to Black Friday. The top-selling gifts include toys like action figures from KPop Demon Hunters, gaming consoles such as the Xbox Series X, and video games like NBA 2K26.
The top toys sold so far in the holiday 2025 season include:
Fisher-Price Little People
LEGO sets
Mini Brands capsules
Bluey toys/action figures
Ms. Rachel learning toys
Kpop Demon Hunters toys/action figures
Disney Stitch Puppetronic
The top-selling gaming consoles are probably no surprise, with three major platforms represented:
Nintendo Switch 2
Xbox Series X
PlayStation 5
The top-selling video games, so far, also include some big and well-known names:
Mario Kart World
Battlefield 6
Call of Duty: Black Ops 6
NBA 2k26
Pokemon Legends: Z-A
In terms of technology other than consoles, hot items so far look to include Skylight calendars, the digital touchscreen-based family calendars that people are installing in their kitchens or hallways. E-readers, the Hatch alarm clock that lights up in the morning and offers white noise, among other features, for your night-time sleeping and the DJI Osmo Pocket 3 pocket camera are also top sellers. Additional top tech gifts for the 2025 holidays are the Oura Ring 4 smart ring, red light therapy devices, movie projectors and BlueTooth headphones.
Fitness matters apparently as many are planning big meals for Thanksgiving: fitness tracker sales are up 131% and exercise equipment is up 102% year over year.
Of course, there are practical purchases happening right now in the ramp-up to Black Friday and Cyber Monday: refrigerators/home freezers, power tools, garage storage, washers/dryers and various smart home items, all of which are up at least 80% year over year in sales.
Where we shop largely depends on the size of the business, according to a new AT&T survey which says that 61% of consumers shop in-person at small businesses, while 68% of us prefer shopping online for large retailers.
The biggest discounts are yet to come, says Adobe.
Cyber Monday should have the biggest discounts for clothing at 25% and computers at 23%, while Black Friday should have the biggest discounts for TVs at 23%, toys at 27% and appliances at 18% . And Thanksgiving itself should have the biggest discounts for sporting goods at 19%.
Adobe’s analysis and predictions are based on over 1 trillion visits to U.S. retail sites with visibility into 100 million products, the company says.