The Thanksgiving shopping weekend, spanning from Thanksgiving Day through Cyber Monday, once again proved pivotal for consumers and retailers alike. This year, 197 million shoppers participated in the five-day spree, slightly below last year’s record of 200.4 million but well above initial expectations of 183.4 million. With only 26 days between Thanksgiving and Christmas this year, retailers faced significant pressure to maximize holiday shopping momentum. Pre-Black Friday deals, utilized by 38% of shoppers, blurred the lines between Black Friday and Cyber Monday, extending the holiday season and providing more convenient shopping opportunities.

Black Friday retained its crown as the most popular weekend shopping day, drawing 81.7 million in-store shoppers, the highest since the pandemic, and 87.3 million online shoppers. Cyber Monday also saw strong participation, with 64.4 million online shoppers, though this marked a decline from last year’s 73.1 million. Notably, mobile shopping hit a new peak on Cyber Monday, with 63% of online shoppers using their mobile devices—up from 55% last year—showcasing the increasing dominance of smartphones in driving ecommerce.

Shoppers spent an average of $235 over the weekend, up $8 from 2023. Consistent with previous years, 86% of participants purchased gifts, with clothing and accessories leading the pack (49%), followed by toys (31%), gift cards (27%), and personal care or beauty items (23%). Electronics, a Cyber Monday staple, drew significant interest as retailers like Walmart and Target offered aggressive discounts on TVs, tech, and toys to attract bargain-focused shoppers.

While e-commerce continues to dominate, the resurgence of in-store shopping cannot be ignored. In-store traffic increased to 126 million shoppers, up nearly 4% from 2023. This trend suggests that while the convenience of online shopping remains appealing, many consumers value the immediacy and hands-on experience of physical retail, particularly during the holiday season.

The 2024 Thanksgiving shopping weekend underscored the importance of adapting to shifting consumer preferences. With overall holiday sales projected to grow by 2.9% compared to last year, retailers leveraged mobile shopping, a blend of online and in-store experiences, and strategic early promotions to successfully navigate the shorter holiday window. However, challenges remain, including sustaining momentum as the season progresses and meeting evolving expectations for convenience, value, and customer experience.

As we look toward the remainder of the holiday season, retailers must continue innovating to deliver seamless, engaging, and value-driven shopping experiences. Meanwhile, consumers are focused on finding the best deals while checking off their holiday lists—with 52% of their shopping left to do!