This year’s Thanksgiving holiday weekend didn’t just bring family gatherings—it brought a historic surge in shopping. A record 202.9 million consumers hit stores and digital platforms between Thanksgiving Day and Cyber Monday, according to the latest survey from the National Retail Federation (NRF) and Prosper Insights & Analytics. That’s up from 197 million in 2024, topping the previous 2023 record of 200.4 million and blowing past NRF’s initial forecast of 186.9 million shoppers.
“Thanksgiving weekend is all about coming together, and holiday shopping is a big part of that shared joy,” said NRF President and CEO Matthew Shay. “This year’s record turnout shows consumers are laser-focused on value, respond to great promotions, and jump at the chance to make the winter holidays feel special and meaningful.”
Shoppers showed up both in-person and online across the five-day stretch. In-store traffic hit 129.5 million—up 3% from 126 million last year—while online shoppers reached 134.9 million, a 9% increase from 2024’s 124.3 million.
Black Friday remained the busiest day overall, drawing 80.3 million in-store shoppers and 85.7 million online (slightly down from 2024’s 81.7 million and 87.3 million, respectively). But the real momentum built over the weekend: Saturday saw 62.7 million in-store shoppers (up from 61.1 million) and 63 million online (a jump from 53.9 million). Notably, Sunday after Thanksgiving set a new record with 32.6 million in-store shoppers—a 27% spike from 25.6 million last year—while online Sunday shopping rose to 38.7 million (up from 32.8 million).
Cyber Monday held strong as the second-most popular online shopping day, with 75.9 million shoppers (up from 64.4 million in 2024). For the second year running, mobile was the top way to shop Cyber Monday: 46.9 million consumers used their phones to browse and buy, up from 40.4 million last year.
Supermarkets (47%) and online platforms (45%) were the top shopping destinations, followed by department stores (40%), clothing stores (37%), and discount stores (30%). Nearly all shoppers (96%) made holiday-related purchases, spending an average of $337.86—up from $315.56 in 2024 and the highest since 2019’s $361.90. Of that, $225.74 (67%) went toward gifts.
Clothing and accessories (51%) were the most popular gifts, followed by toys (32%). Books and other media jumped from 22% to 28% year-over-year, edging out gift cards (26%) for third place.
“Consumers are leaning into the extended holiday weekend, especially Cyber Monday’s online deals,” said Phil Rist, Prosper’s Executive Vice President of Strategy. “Whether it’s apparel, toys, games, or books, shoppers are hunting for perfect gifts—and they’re using whatever devices and destinations work best for their busy schedules.”
By Thanksgiving weekend, 84% of consumers had started their holiday shopping—but 53% still have purchases left, matching last year’s trend.
NRF forecasts spending will top $1 trillion for the first time, growing 3.7%–4.2% year-over-year.
The survey polled 3,099 U.S. adults Nov. 26–30, with a margin of error of ±1.8 percentage points.
Source: NRF