Adobe’s report breaks out discounts by product categories. Electronics are expected to offer discounts up to 28% off regular prices, slightly less than last year’s peak of 30.1%. Other categories with high discounts include apparel, hitting 25%—up slightly from last year’s high of 23.2%. TVs are also expected to offer discounts of up to 23%, less than the 24.2% offered in 2024.

Brands and retailers are entering the holiday season as the way consumers shop is changing. Online payments made using buy now, pay later technology will total $20.2 billion this year, an 11% year-over-year increase, according to Adobe, up from $18.2 billion in 2024. Just on Cyber Monday, Adobe expects buy now, pay later payments to hit $1 billion in spend, a 5% year-over-year growth.