Consumers will be more strategic in their thinking this holiday season, weighing broader financial positions into spending decisions. However, they still plan to spend $80 billion online and in-store on Black Friday and Cyber Monday, an increase of about $20 billion versus last year, according to a new survey conducted by Omnisend, an e-commerce marketing company.
Although they may think more deeply about spending this holiday season, Omnisend noted that discounts and free shipping remained a draw for consumers who responded to the survey.
This year, the average consumer in the United States intends to spend $340 on Black Friday and $300 on Cyber Monday. The totals translate into an additional spend of $90 on Black Friday and $60 on Cyber Monday compared to those dates in 2024.
Four in 10 consumers polled said they would spend more this year than last on Black Friday, and 32% expect to increase their Cyber Monday spending. Most shoppers will spend between $100 and $499 this year on the two promotional occasions, with only a small group of big-ticket buyers spending more than $1,000.
Regarding destination, 73% of consumers named Amazon as their go-to choice for Black Friday and Cyber Monday (BCFM), followed by Walmart at 54% and Target at 38%. The discounters are particularly well regarded for everyday essentials. At the same time, however, newer banners have gained in importance with Temu now an option for 16% of shoppers and TikTok Shop for 10%.
Although shoppers plan to spend more during BCFM to take advantage of sales, by and large, survey respondents said they intend to spend less this holiday season, with many planning to take on post-holiday debt, likely totaling $55 billion.
Almost half of consumers polled by Omnisend said they prefer to pay for all their holiday spending up front, but for many, big-ticket items prompt deliberation over cash alternatives. Buy now, pay later services have become significant tools for shopping during the two promotional dates, the company pointed out, with 21% of respondents planning to use BNPL on Black Friday and 17% on Cyber Monday, mostly for big-ticket items.
Discounts remain the top consideration for consumers pursuing value, top of mind for 68%, with free shipping close behind, influencing 52%. Early access and limited-time offers attract almost a third of shoppers, yet loyalty rewards, favored by 20%, and influencer promotions, important for 16%, have less impact, Omnisend asserted.
Clothing and accessories, at 53%, and tech and electronics, at 47%, remain the top Black Friday shopping categories. On the date, one in three shoppers will be on the lookout for children’s gifts, including toys and games (28%), beauty and self-care (28%), home décor (24%) and food and drinks (20%).
Marty Bauer, e-commerce and retail expert at Omnisend, said the overall survey results suggest retailers should lean into a financial context when shaping BFCM strategies by positioning deals as financial relief — since they save money in the long run — and highlighting free shipping and discounts as available. Retailers can also offer tiered promotions that appeal to both cautious budgeters and high spenders.
“Americans are financially stretched but still determined to shop smart,” Bauer stated. “Retailers who connect their promotions to real value and savings will capture the strongest growth this BFCM. Shoppers aren’t just chasing discounts; they’re making strategic financial decisions. Even though many Americans are facing higher living costs, credit card debt and tighter budgets, they’re choosing to lean into BFCM as the best time to make their money go further. People are spending more during BFCM not because they’re carefree, but because they see it as the smartest financial strategy in a tough economy.”
Still, Bauer added, the survey data demonstrates that “the basics still win. Discounts and free shipping are what consumers want most, while loyalty programs and influencer campaigns play a much smaller role in driving actual purchase decisions.”
