The five-day holiday period from Thanksgiving Day through Cyber Monday brought a record-breaking turnout of shoppers across the United States.
According to a survey by National Retail Federation (NRF) and Prosper Insights & Analytics, an estimated 202.9 million consumers shopped during the weekend — the highest number in the history of the measurement.
Surge in shopper turnout across in-store and online channels
The 202.9 million shoppers represent a notable increase year-on-year from 197 million in 2024, and surpass the previous high of 200.4 million in 2023.
Of those, 129.5 million shopped in-store — up about 3 per cent from 2024 — while 134.9 million shopped online, marking a 9 per cent rise.
The weekend’s busiest day remained Black Friday, attracting the largest share of both in-store and online shoppers.
Notably, the Sunday after Thanksgiving saw a substantial surge in physical-store visits: 32.6 million shoppers compared with 25.6 million the previous year, a 27 per cent jump.
Consumer spending patterns: what shoppers bought and why
NRF’s data shows the average spend per shopper during the weekend rose to US$337.86, up from US$315.56 in 2024.
Most consumers used the opportunity to buy holiday gifts, decorations, apparel and seasonal items. Gifts remained the largest category, accounting for about 67 per cent of spending — with clothing and accessories (51 per cent) and toys (32 per cent) among the most popular purchases.
Books and other media (28 per cent) overtook gift cards (26 per cent) as the third most common gift choice.
These figures suggest shoppers were motivated by perceived value and promotions, rather than impulse buying, reflecting sensitivity to price even during peak shopping moments.
Implications for retailers and the wider holiday season outlook
The record shopper turnout during Thanksgiving weekend sets a strong foundation for the broader holiday season. NRF forecasts that total US retail sales for November and December could surpass US$1 trillion for the first time, with growth projected at 3.7 – 4.2 per cent over last year.
For retailers, both physical stores and online channels appear to have benefited from the extended demand — reinforcing the importance of maintaining stock, promotional offers and logistic readiness through peak shopping days.
The data also underscores the continued significance of holiday-period shopping patterns for consumer behaviour and retail planning.
As the season unfolds, monitoring consumer sentiment, spending habits and supply-chain dynamics will be key for businesses seeking to capitalise on this surge while managing inventory and demand effectively.
