Record 183 Million Shoppers Expected During Thanksgiving Holiday Weekend
The National Retail Federation reports that a record 183.4 million consumers plan to shop from Thanksgiving through Cyber Monday. Black Friday remains the busiest day, driven by unbeatable deals and holiday tradition.
A record 183.4 million people plan to shop in-store and online from Thanksgiving Day through Cyber Monday, according to a new survey by the National Retail Federation and Prosper Insights & Analytics. This figure surpasses last year's record of 182 million and shows a significant increase of 18.1 million shoppers compared to 2019. Consumers prioritize gift-giving for their loved ones, and retailers offer great prices to help them check items off their lists.
Black Friday remains the most popular day for shopping, attracting 72% of holiday shoppers, with about two-thirds of those planning to visit physical stores. Cyber Monday ranks as the second most popular day, drawing 39% of the expected weekend crowd. The primary motivation for shopping during this five-day period is the appeal of exceptional deals, followed by tradition and the desire to kick off the holiday shopping season.
The trend of early holiday shopping continues as 58% of consumers have already started buying gifts by early November, completing about a quarter of their planned purchases. Younger adults drive much of this weekend activity, as 89% of 18- to 24-year-olds plan to shop over the holiday weekend. This younger demographic particularly enjoys the social aspect of holiday shopping, often treating it as a fun group activity with friends.