Record 197 million consumers shop over Thanksgiving weekend

Dec 1, 2022
Written by WR Communications

A record 197 million Americans shopped in brick-and-mortar stores and online during the five-day holiday shopping period from Thanksgiving Day through Cyber Monday. The total number of shoppers grew by nearly 17 million year-over-year, the highest number in the past six years.

As inflationary pressures continue, consumers have endured by stretching their dollars in every way they can. Retailers have responded by offering shoppers buying convenience, matching sales and promotions across online and in-store channels—accommodating their customers at each interaction.

While retail sales gains are partly due to higher prices, the historic growth in the number of consumers who are shopping in-store and online during the long Thanksgiving holiday weekend and into Cyber Monday is noteworthy.

According to a survey, more than three-quarters (76%) of consumers say they shopped over the Thanksgiving holiday weekend, up from 70% in 2021. Retailers saw a significant increase of in-store shoppers, with more than 122.7 million people visiting bricks-and-mortar stores over the weekend, up 17% from 2021. The number of online shoppers grew at a slower pace—a 2% increase over 2021.

Black Friday continues to reign as the most favored day for both in-store and online shopping. Approximately 72.9 million consumers opted for traditional in-person shopping, up from 66.5 million in 2021, and roughly 87.2 million consumers shopped online approximately the same as the year before.

In total, Americans have spent $210 billion so far this holiday season, according to Adobe, spanning from October 1 to present.


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