Adobe Analytics, which measures e-commerce by analyzing transactions on websites, has access to data covering purchases at 85% of the top 100 US internet retailers.
He had expected Black Friday sales to rise a modest 1%.
Adobe expects Cyber Monday to once again be the biggest online shopping day of the season, with $11.2 billion spent.
Consumers were expected to flock to stores after the pandemic put a damper on in-store shopping for the past two years, but Black Friday morning saw stores draw less traffic than usual with sporadic showers in some parts from the country.
Americans turned to smartphones for their holiday shopping, and data from Adobe shows mobile shopping accounted for 48% of all Black Friday digital sales.
