WASHINGTON, D.C.: U.S. shoppers rushed to cash in on early back-to-school bargains this past week, driving a massive US$24.1 billion in online spending from July 8 to 11 — a surge that exceeded industry forecasts and cemented July as a new retail high point.

The shopping period, often referred to as "Black Friday in Summer," featured major deal events, including Amazon Prime Day and other promotions across large retailers. According to Adobe Analytics, online sales grew by 30.3 percent, outpacing its original projection of 28.4 percent.

In comparison, online retail sales during the same stretch last year totalled $14.2 billion, an 11 percent annual increase.

"Prime Day has now clearly become a ‘back-to-school' shopping moment," Adobe said, with consumers eager to snap up essentials early — and at steep discounts.

Multiple major retailers extended their sales events and widened discount categories, luring shoppers to spend on higher-ticket items they might otherwise avoid. Amazon, for instance, doubled its usual 48-hour Prime Day window to 96 hours, offering aggressive markdowns on everything from electronics to clothing.

Adobe said discounts across U.S. retailers ranged from 11 percent to 24 percent, slightly higher than previous forecasts. Apparel saw the steepest cuts at 24 percent, up from 20 percent last year, while electronics held steady at 23 percent.

Mobile devices accounted for 53.2 percent of online purchases, surpassing Adobe's forecast of 52.5 percent. This indicates growing consumer comfort with shopping on the go.

The surge comes amid economic uncertainty, with rising trade tensions and tariff deadlines under the Trump administration pushing both consumers and businesses to act early on significant purchases.