Black Friday Dominates Sales Weekend with Record Consumer Engagement

A record number of consumers participated in shopping during the five-day period from Thanksgiving Day through Cyber Monday, with Black Friday emerging as the most popular day for retail activity. According to the National Retail Federation (NRF), approximately 202.9 million shoppers engaged in holiday shopping this year, surpassing the previous year’s total of 197 million and the previous record of 200.4 million in 2023.

The NRF reported that Black Friday attracted 80.3 million in-store shoppers and 85.7 million online shoppers. In comparison, Cyber Monday saw 75.9 million shoppers participating online. Overall, during the five-day shopping period, 129.5 million consumers shopped in stores, while 134.9 million opted for online purchasing. These numbers represent increases of 3% and 9% for in-store and online shopping, respectively, compared to 2024.

Matthew Shay, President and CEO of the NRF, emphasized the significance of this year’s record turnout, stating, “This year’s record turnout reflects a highly engaged consumer who is focused on value, responds to compelling promotions, and seizes upon the opportunity to make the winter holidays special and meaningful.”

Shifting Shopping Trends and Consumer Preferences

Data from Numerator, a data and tech company, corroborated the NRF’s findings, revealing that Black Friday remained the most favored shopping day of the extended weekend. Among the shoppers surveyed, 76% indicated they shopped or intended to shop on Black Friday, while 59% expressed similar intentions for Cyber Monday.

The trend towards online shopping continues to gain momentum, with 56% of consumers reporting that they primarily shopped online, up from 52% last year. Concurrently, the proportion of consumers who primarily shopped in-store decreased from 18% to 16%. This shift underscores a growing preference for the convenience of online shopping.

Salesforce also provided insights into spending patterns during the shopping weekend. Their data revealed that global online shoppers spent $78.9 billion on Black Friday, marking a 6% increase from the previous year. Cyber Monday sales reached $53.0 billion, reflecting a 7% year-over-year growth.

In a LinkedIn post, Salesforce acknowledged the performance of retailers, stating, “Retailers, take a bow on a record-breaking Cyber Monday. Shoppers took advantage of the last day of deals, as global online sales grew 7% and U.S. online sales grew 6% YoY on Cyber Monday.”

The impressive turnout and spending figures highlight changing consumer behavior and the enduring appeal of both Black Friday and Cyber Monday in the retail calendar. As retailers continue to adapt to these trends, the upcoming holiday season promises to remain dynamic, driven by a consumer base eager to find value and convenience in their shopping experiences.