Unprecedented Consumer Engagement Propels Holiday Shopping to New Heights

Historic Surge in Holiday Shopping Participation

During the five-day period spanning Thanksgiving Day through Cyber Monday, retail activity experienced a significant boost, as detailed by the latest annual consumer survey from the National Retail Federation (NRF) and Prosper Insights & Analytics. A record 202.9 million individuals participated in shopping activities, marking an increase from 197 million in the previous year and surpassing the 200.4 million peak observed in 2023. This impressive turnout also exceeded the NRF's initial projection of 186.9 million shoppers for the holiday weekend.

The Driving Forces Behind Record Consumer Traffic

Matthew Shay, President and CEO of the NRF, highlighted the dual significance of the Thanksgiving weekend. Beyond its role as a time for family gatherings, holiday shopping has become an integral part of this shared experience. He noted that the record-setting attendance this year reflects a highly engaged consumer base, keenly focused on securing good value and responsive to compelling promotional campaigns. This enthusiasm is also fueled by a desire to create special and memorable winter holiday celebrations.

Omnichannel Growth: In-Store and Online Retail Flourish

The consumer engagement observed over the five-day period was robust across all retail channels. Physical stores welcomed 129.5 million shoppers, an increase of 3% from the 126 million recorded in 2024. Concurrently, online platforms saw 134.9 million shoppers, representing a 9% rise from 124.3 million in the preceding year, demonstrating the growing strength of digital commerce.

Preferred Shopping Destinations and Spending Habits

Supermarkets emerged as the leading shopping destination during the Thanksgiving weekend, attracting 47% of consumers, closely followed by online retail at 45%. Department stores were also popular, drawing 40% of shoppers, with clothing stores and discount retailers capturing 37% and 30% respectively. The vast majority of shoppers (96%) made holiday-related purchases, with an average expenditure of $337.86 on items such as gifts, festive apparel, and seasonal decorations. This figure is an increase from $315.56 last year and marks the highest spending since the 2019 record of $361.90. Approximately 67% of this spending, totaling $225.74, was allocated to gifts.

Top Gift Categories Reflect Consumer Preferences

Clothing and accessories were the most popular gift choices, accounting for 51% of purchases during this period, followed by toys at 32%. A notable increase was observed in books and other media, which rose to 28% from 22% last year, surpassing gift cards (26%) to become the third most frequently purchased gift category over the weekend.