More than half of 2024 Cyber Weekend shoppers made purchases mostly or only online, while continuing concern about higher prices factored notably in their shopping and purchase choices, according to market research company Numerator.
Numerator surveyed more than 9,600 verified shoppers about their shipping activity Thursday, November 28, through Monday, December 2.
Black Friday was the most popular shopping day during Cyber Weekend, Numerator reported, with 74% of those surveyed indicating they shopped or planned to shop on Black Friday, followed by Cyber Monday (61%), the Saturday after Thanksgiving (47%), the Sunday after Thanksgiving (31%) and Thanksgiving Thursday (25%).
The 52% of those surveyed reporting they shopped mostly or exclusively online during Cyber Weekend was nearly three times as many who shopped exclusively or mostly in-store (18%), according to Numerator.
The big three retailers were favorites during Cyber Weekend. Shoppers said they shopped or planned to shop at Amazon (86%), Walmart (65%) and Target (46%) during Cyber Weekend. Department stores (31%), club stores (22%), home improvement stores (19%), beauty stores (16%), discount stores (16%), Best Buy (14%) and Temu (13%) were also top destinations, Numerator indicated. The majority (93%) of Cyber Weekend shoppers made purchases at two or more retailers/websites during the weekend, and 31% shopped at three different locations, 15% at four and 27% at five or more locations.
Some 93% of shoppers said they purchased a gift during their Cyber Weekend shopping; 67% said more than half or their purchases were gifts, including 30% who said all their purchases were gifts.
The most common categories shoppers reported purchasing on Cyber Weekend were apparel & shoes (64%), groceries (34%), beauty or cosmetics (34%), toys / video games (31%), home goods (28%), consumer electronics (26%), gift cards (26%), books / videos / other media (21%), pet products (20%) and household essentials (17%).
Many shoppers (67%) said rising prices had a moderate to significant impact on their holiday shopping over the weekend, according to Numerator. Only 8% said rising prices had no impact. More than half (52%) said they are now seeking out promotions and coupons; 42% are buying fewer gifts; 35% are shopping at different retailers to find better prices; 35% said they have less disposable income due to rising prices one everyday essentials; and 25% said they are purchasing items they need now during holiday sales in case prices rise in the future.
Three in five Cyber Weekend shoppers participated in early holiday sales events before Thanksgiving, Numerator reported. Some 60% of Cyber Weekend weekend’s shoppers also participated in events such as Prime Big Deal Days, Target Circle Week, Walmart Holiday Deals and other similar early holiday retailer promotions. The early sales had a slight impact on Cyber Weekend shopping, with 30% of consumers reporting the sales gave them a clearer idea of what they wanted to buy on Cyber Weekend, 26% indicating they felt less urgency to shop Cyber Weekend because they had already taken advantage of good deals, and 22% indicating they spent less this weekend since they had already purchased many of the items they wanted.
