Kasia Davies
Research expert covering global shopping behavior market
Thanksgiving weekend shopping in the U.S. (Black Friday & Cyber Monday) - statistics & facts
Thanksgiving: it’s the time of year to eat, drink, relax with family, and, of course, shop. Its convenient timing, a month out from Christmas, has made it an increasingly popular event on the shopping calendar. Thanksgiving is defined by tradition, and nothing says tradition like a 70-percent-off-plasma screen TV. Such seemingly crazy deals are a common occurrence on Black Friday, the day following Thanksgiving. Black Friday is now known as one of the busiest shopping days in the United States and has become a tradition of its own. Regardless of what you are looking to purchase, it is likely to be on sale at some point during the Thanksgiving weekend.
In 2024, sales events where both physical and online retailers are participating in are expected to grow more in popularity with consumers. Over the past five years since the pandemic, shopping interest during Black Friday and adjacent online-only event Cyber Monday has seen record levels in 2024. Nearly half of consumers are planning to take advantage of these shopping days in the United States this year.
Black Friday shopping weekend
Though images of stampeding customers on Black Friday were beamed around the world in previous years, Thanksgiving weekend shopping has increasingly moved online. In 2024, the combined value of e-commerce revenue generated over the Thanksgiving weekend, including Black Friday and Cyber Monday, was forecast to reach over 30 billion U.S. dollars. When it comes to personal budgets planned for Thanksgiving spending, about 32 percent of U.S. consumers were expecting to spend more than 100 U.S. dollars this year.Popular channels and products
Among the products that consumers shop the most during Black Friday and Cyber Monday sales events are clothing and electronics. This was still the case for consumers who prefer to shop in-store. That said, online channels drive considerable awareness through advertisements and social media. In a survey conducted with U.S. shoppers, over 40 percent of consumers said they noticed mega sales events like Black Friday on social media platforms, online ads or websites of online marketplaces.In 2024, sales events where both physical and online retailers are participating in are expected to grow more in popularity with consumers. Over the past five years since the pandemic, shopping interest during Black Friday and adjacent online-only event Cyber Monday has seen record levels in 2024. Nearly half of consumers are planning to take advantage of these shopping days in the United States this year.
