US online holiday sales are forecast to rise 6.7% to a record $275.1 billion between Nov. 1 and Dec. 31, Adobe said, with generative AI becoming a growing source of higher-value retail traffic and retailers relying on early promotions and payment flexibility to attract value-conscious consumers. Cyber Week is projected to account for $47.5 billion, or 17% of seasonal spending, while Cyber Monday is expected to generate $15.1 billion and Black Friday sales are forecast at $12.9 billion. Adobe expects October online sales to reach $95.8 billion, including $10 billion from Amazon's Prime Day promotion scheduled for Oct. 6-7. Amazon shares traded around $252, while 40 Wall Street analysts held a Strong Buy consensus and a $334.70 average price target. Adobe projects AI-assisted visits to retail websites will increase 130% year over year during the holiday period, with AI-referred shoppers generating 43% more revenue per visit than visitors from non-AI channels in August 2026.