The five-day period from Thanksgiving Day through Cyber Monday set a record with 202.9 million consumers shopping the stretch, according to an annual survey released by the National Retail Federation and Prosper Insights and Analytics.
The figure is up from 197 million consumers shopping the Thanksgiving Weekend sales occasion in 2024 and surpasses the previous record of 200.4 million set in 2023, NRF stated. The total beat the organization’s initial expectations of 186.9 million shoppers over the five days.
A total of 129.5 million consumers shopped in-store, up 3% from 126 million in 2024, while 134.9 million shopped online, up 9% from 124.3 million a year earlier, NRF reported.
Black Friday remained the top shopping day for both in-store and online, bringing in 80.3 million in-store and 85.7 million online shoppers, slightly below last year’s totals of 81.7 million and 87.3 million, respectively. Shoppers ramped up their activity over the weekend, however, NRF pointed out. Saturday drew 62.7 million in-store shoppers, up slightly from 61.1 million in 2024; and 63 million online shoppers compared to 53.9 million in 2024. The Sunday after Thanksgiving drew a record 32.6 million in-store shoppers, a 27% increase over the 25.6 million in 2024; and 38.7 million online shoppers compared to 32.8 million last year, NRF reported.
Cyber Monday again was the second most popular day for online shopping, attracting 75.9 million e-commerce shoppers versus 64.4 million on the date in 2024. Mobile remained the most popular way for online shoppers to browse and buy on Cyber Monday for the second year in a row with 46.9 million consumers shopping digitally via their mobile devices, up from 40.4 million in the year prior.
Top shopping destinations for Thanksgiving weekend were supermarkets for 47% of consumers and online for 45%. Other top destinations included department stores for 40%, clothing stores for 37%, and discount stores for 30%.
Over the five-day promotional period, 96% of shoppers made a holiday-related purchase, spending an average of $337.86 on items such as gifts, holiday apparel and decorations and other seasonal purchases, up from $315.56 in 2024 and the highest figure since 2019’s record of $361.90, according to NRF. Two thirds of spending, at $225.74, went to gifts. Clothing and accessories proved the most popular gift category, shopped by 51% of consumers, followed by toys at 32% and books and other media at 28%. Books and other media surpassed gift cards, purchased by 26% of shoppers.
As of the Thanksgiving weekend period, 84% of consumers had already begun their holiday shopping, NRF maintained. Still, survey respondents had a little more than half of their holiday shopping yet to do.
NRF has forecast that 2025 holiday spending will surpass $1 trillion for the first time with growth between 3.7% and 4.2% year over year. It defines the holiday season as the period between November 1 and December 31.
NRF President and CEO Matthew Shay noted, “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. They will continue to shop across the devices and destinations that best fit their needs throughout the busy holiday season.”
“Consumers continue to take advantage of the extended holiday shopping weekend with online deals on Cyber Monday,” said Phil Rist, Prosper executive vice president of strategy. “While mobile devices now lead as the most popular way to shop online for Cyber Monday, laptops also remain popular.”
