U.S. Holiday Shopping Weekend Sees Record Online Sales and 197 Million Shoppers

Despite fewer total shoppers than 2023, online spending surged while in-store traffic showed modest growth, reflecting shifting consumer behaviors.

Online sales during the five-day Thanksgiving to Cyber Monday period reached a record $41.1 billion, an 8.2% increase from last year, with Cyber Monday alone generating $13.3 billion.
Approximately 197 million shoppers participated in the holiday weekend, surpassing expectations but slightly below 2023's record of 200 million shoppers.
In-store shopping saw a modest 0.7% increase in sales compared to last year, though foot traffic declined by 2.3%, highlighting the growing preference for online shopping.
Consumers spent an average of $235 on holiday gifts, $8 more than in 2023, with clothing, toys, and electronics being the most popular purchases.
Retailers benefited from early promotions and strong discounts, with higher-income households driving much of the online sales growth, while lower-income shoppers leaned toward in-store purchases.