Thanksgiving weekend sees record numbers as promotions sway consumers

A record number of shoppers were reported to have turned out for the Thanksgiving holiday weekend, as compelling promotions and an extended five-day window encouraged engagement.

The National Retail Federation’s (NRF) annual consumer survey, released alongside Prosper Insights & Analytics, recorded 202.9 million consumers across Thanksgiving Day to Cyber Monday. This was an increase on the 197 million shoppers reported last year, and above the prior record of 200.4 million set in 2023.

Activity was positive both in-store and online. The latter saw a 9 percent increase in shoppers on the year prior, while physical stores recorded a 3 percent increase. Black Friday remained the leading shopping day for both sectors, yet activity was marginally lower than was seen in 2024. In contrast, Cyber Monday saw an increase in engagement, attracting 75.9 million online shoppers compared to 64.4 million last year.

In a statement, NRF president and CEO, Matthew Shay, said: “Thanksgiving weekend is an important time for families and friends to come together, and holiday shopping plays a key role in that shared experience. This year’s record turnout reflects a highly engaged consumer who is focused on value, responds to compelling promotions, and seizes upon the opportunity to make the winter holidays special and meaningful.”