From Thanksgiving to Cyber ​​Monday, the number of American shoppers and average spending both declined

According to data, the number of shoppers and average spending in the United States both declined during the period from Thanksgiving to Cyber ​​Monday.

According to the annual survey by the National Retail Federation and Prosper Insights & Analytics, about 104.9 million people shopped in stores from Thanksgiving to Cyber ​​Monday, up from 92.3 million in 2020. The number of online shoppers fell to 127.8 million from 145.4 million last year.

The total number of consumers reached 179.8 million over the holiday weekend , more than 21 million higher than NRF's initial forecast, but still below the 186.4 million in 2020 and in line with the average of the past four years.

During the period, shoppers spent an average of $301.27 on holiday-related items , such as gifts, decorations, clothing and toys. This was down slightly from $311.75 in 2020. As in previous years, the majority of that ($215.40) went directly to buying gifts.

Black Friday remained the most popular day for in-store shopping, with 66.5 million shoppers, followed by Small Business Saturday, with 51 million shoppers. Similar to recent years, Black Friday saw more online shoppers than Cyber ​​Monday: 88 million people shopped online on Black Friday, compared to 77 million on Cyber ​​Monday.

“Over the past few years, Black Friday has become a major day for both in-store and online shopping,” said Phil Rist, executive vice president of strategy at Prosper. “While many consumers begin their holiday shopping before Thanksgiving, a significant portion of their purchases still occur during the five-day weekend.”

According to a report by Customer Growth Partners, another research firm , this year's overall Black Friday sales reached $34.9 billion, up from $31.2 billion in 2019 and $29.7 billion in 2020. This was mainly due to the resumption of offline consumption and the closure of Thanksgiving stores, which pushed demand from Thursday night to Friday.

More NRF survey results show that half (49%) of shoppers said they started their holiday shopping before Thanksgiving this year due to early promotions. The most popular gifts for the holiday weekend include clothing and accessories (purchased by 51% of respondents), toys (32%), gift cards (28%), books/music/movies/video games (27%) and electronics (24%). The vast majority (84%) of holiday shoppers said they have already started shopping and have spent about half (52%) of their planned budget on average.

Net One

Black Friday

USA