Shopping center organization ICSC reported 207 million people, or about 79% of all adults in the United States, shopped during the five-day period ending on Cyber Monday of this year, four points higher than 2023 totals more the same period.
In a similar result year over year, 69% of shoppers spent on gifts for others, while 46% spent on dining, and 22% spent on entertainment and activities, according to the annual post-Thanksgiving weekend shopper survey by ICSC, the former International Council of Shopping Centers.
In other year-over-year results for the long weekend, ICSC indicated:
- 57% of Thanksgiving weekend shoppers said they browsed and/or purchased as much or more than they did in the past, up one point.
- 68% of shoppers said the weekend as a whole remains as important for holiday purchases as ever, even as retailers spread deals out more through the festive season.
- 78% of shoppers made purchases for in-store pickup, with 70% of those making additional purchases when collecting their pre-ordered goods.
- 53% of shoppers said they cut back on buying non-holiday items to save money for gifts, but that figure was down five points from 2023.
- 70% of shoppers took advantage of promotions to buy items they previously delayed purchasing because the price had been too high.
- 82% of the shoppers who purchased non-holiday items leveraged deals to stock up on essentials.
- 60% of shoppers said they still had a significant number of purchases to make.
- Black Friday accounted for the largest share of Thanksgiving purchases, made by 39% of shoppers, followed by Cyber Monday, by 19%.
The ICSC Thanksgiving weekend study encompasses two surveys conducted online on November 29 and December 2 with a demographically representative U.S. sample of 1,009 and 1,011, respectively, ICSC stated.
