A record-breaking 183.4 million people plan to shop in-store and online this Thanksgiving weekend, according to a National Retail Federation (NRF) and Prosper Insights & Analytics survey. This marks a slight increase from last year’s 182 million and reflects a growing trend compared to 2019’s 165.3 million.
Black Friday remains the busiest shopping day, with 72% (131.7 million) of participants, while Cyber Monday is second, attracting 39% (72.3 million). Retailers are prepared to meet the surge, with 57% of consumers saying they’re driven by unbeatable deals.
Notably, 89% of young adults (18-24) plan to shop, highlighting the event’s social appeal. NRF projects holiday spending to reach record levels, between $979.5 billion and $989 billion, this November and December.
Shoppers have already started early, with 58% having completed 25% of their purchases by early November. For those undecided, sales, free shipping, and social invitations may sway them to join the weekend rush.
This data underscores the enduring significance of Thanksgiving weekend in shaping holiday sales, providing valuable insights for retailers to maximize their seasonal strategies.
