For overseas retailers and cross-border merchants, this is also the busiest period of the year as the "long and cold" Black Friday low prices sweep across cross-border e-commerce merchants and they are trapped in the price comparison system. However, as e-commerce platforms such as Amazon continue to extend their promotional periods, this year's Black Friday Shopping Festival has already started partially in mid to late October. According to Adobe Analytics data, online spending during the US holiday shopping season reached $77.4 billion from November 1st to 24th, a year-on-year increase of 9.6%.