Throughout the five-day holiday weekend from Thanksgiving Day to Cyber Monday, a record 202.9 million consumers shopped for deals, reported the National Retail Federation. That’s up from 197 million shoppers last year and exceeds the previous record of 200.4 million set in 2023.
“Thanksgiving weekend is an important time for families and friends to come together and holiday shopping plays a key role in that shared experience,” said NRF President and CEO Matthew Shay. “This year’s record turnout reflects a highly engaged consumer who is focused on value, responds to compelling promotions and seizes upon the opportunity to make the winter holidays special and meaningful.”
A total of 129.5 million consumers shopped in-store, up 3% from 126 million in 2024. Online saw 134.9 million shoppers, up 9% from 124.3 million last year, according to NRF.
According to Numerator, 56% of shoppers said they shopped mostly or exclusively online during the holiday weekend (vs. 52% last year), a “clear preference” compared to the 16% of shoppers who said they shopped exclusively or mostly in-store.
NRF noted that the top shopping destinations during Thanksgiving weekend were supermarkets (47%) and online (45%). Other top destinations included department stores (40%), clothing stores (37%) and discount stores (30%).
Online, Amazon reigned supreme, with the site attracting nearly nine in 10 holiday weekend shoppers (87%), followed by Walmart (65%) and Target (42%), Numerator reported.
The top three categories that consumers reported purchasing were apparel and shoes (62%), beauty or cosmetics (38%) and groceries (34%), Numerator said while NRF reported that the top gifts purchased were clothing and accessories (51%) followed by toys (32%).
Additionally, rising prices are shifting consumer buying behavior, Numerator reported. Fifty-three percent of consumers reported that they are now seeking out promotions and coupons, 42% are buying fewer gifts, 34% have less disposable income due to rising prices on everyday essentials, 34% are shopping at different retailers to find better prices and 27% are purchasing items they need now during holiday sales in case prices rise in the future. One-third of shoppers said they spent less this year.