About 197 million Americans shopped over the five days from Thanksgiving through Cyber Monday this year, surpassing the National Retail Federation’s (NRF) earlier expectation of 183.4 million, though still lower than the 200 million in 2023. Consumers spent an average of $235 during the long weekend, an $8 increase from the previous year. Apparel and accessories topped gift purchases, followed by toys and personal care items, according to the NRF’s report.
Despite a shorter shopping window and a focus on bargain-seeking shoppers, retailers succeeded by offering blockbuster deals. NRF President and CEO Matthew Shay noted that the volume of shoppers exceeded expectations, even with the shorter season and early sales promotions. With only 26 days between Thanksgiving and Christmas this year, the NRF predicts holiday sales will grow at the slowest pace in years.
Black Friday was the peak shopping day, with around 81.7 million people shopping in stores and 87.3 million shopping online. U.S. e-commerce sales surged 14.6% on Black Friday, as reported by Mastercard SpendingPulse, while in-store sales saw a modest 0.7% increase from 2023. The continued shift to mobile and online shopping, fueled by aggressive promotions and deals, has led U.S. retailers to focus more on web and app-based sales than traditional in-store experiences.
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