Approximately 197 million Americans shopped during the five-day period from Thanksgiving to Cyber Monday this year, according to data released by the National Retail Federation (NRF) on Tuesday. This figure surpassed the NRF’s earlier projection of 183.4 million shoppers, though it fell short of the 200 million recorded in 2022.
During this busy weekend, consumers spent an average of $235, up by $8 compared to last year. The most popular gift categories included apparel and accessories, followed closely by toys and personal care items.
The data indicates that retailers successfully navigated a shorter shopping window this year, appealing to bargain hunters with enticing deals. “Despite the shorter shopping period and numerous early sales promotions, this past weekend exceeded expectations in terms of shopper turnout,” said NRF President and CEO Matthew Shay.
With only 26 days between Thanksgiving and Christmas this year, the NRF anticipates that holiday sales will grow at the slowest rate in recent years. Black Friday emerged as the busiest day of the weekend, with approximately 81.7 million shoppers visiting stores and around 87.3 million shopping online.
U.S. e-commerce sales experienced a surge of 14.6% on Black Friday, according to Mastercard SpendingPulse, while in-store sales saw a modest increase of 0.7% from the previous year. The shift towards online shopping continues, with more customers choosing to make purchases via mobile devices and laptops. This trend has prompted retailers to ramp up aggressive promotions on their websites and apps.
Walmart offered a wide range of discounts, from Samsung TVs to Lego and Hot Wheels toys, starting with pre-Black Friday deals on November 11. Meanwhile, Target implemented significant price cuts, including $100 off select items like a 75-inch Westinghouse TV and 50% off on toys.
On Cyber Monday, top-selling categories ranged from electronics to jewelry, as reported by Adobe Analytics.
