Black Friday and Cyber Monday aren’t just retail traditions. They’re cultural phenomena. Every year, consumers flood the internet (and occasionally stores) to score deals, and marketers flood every channel to meet them there and capitalize on the latest Black Friday shopping trends.
But here’s the thing – just showing up during Black Friday weekend isn’t enough anymore. The brands that win the season aren’t just louder, they’re smarter. They understand who they’re talking to, what those people want, and how they behave across platforms, price points, and products.
That’s where data makes the difference.
At AnalyticsIQ, we surveyed U.S. consumers immediately after the 2024 shopping season to understand exactly who participated, how much they spent, what they bought, and what influenced their decisions. What we found might just change how you plan your next holiday campaign.
Download our Black Friday & Cyber Monday Purchasing Behavior Report here!
The headlines are big. But the real opportunity is in the nuance.
In 2024, Americans spent over $10 billion online during Black Friday and $13 billion on Cyber Monday, breaking records again.
But behind those numbers are human behaviors, motivations, habits, media preferences, and purchase triggers. That’s where marketers can level up.
Let’s talk about who’s really driving the cart behind the latest Cyber Monday and Black Friday shopping trends.
Who’s Shopping?
📊 45% of U.S. adults shopped Black Friday
📊 37% shopped Cyber Monday
But participation wasn’t evenly spread. Our research found:
- Women are more likely to shop both events than men. However, men outspent women on Cyber Monday (but not Black Friday).
- Millennials and Gen Z dominate the checkout line. Boomers? Not so much.
- Shopping activity rises with income as shoppers earning $150k+ participated at nearly double the rate of those earning under $25k
In other words, this isn’t just a moment to “boost sales.” It’s a chance to connect with your most valuable audiences at peak intent.
And they’re not just shopping for others.
Here’s one of our favorite findings:
💡 The majority of consumers weren’t just buying gifts. They were also buying for themselves.
That means marketers have dual targets in the form of emotional holiday givers and practical self-rewarders. And both matter, so your creative and offer strategy should reflect that nuance.
What Are They Buying?
🛍️ Apparel, electronics, and household items top the charts
💄 Cosmetics and 🎮 gaming saw a solid showing too
📚 Books, baby care, and pet products? Not so much
This kind of insight helps teams fine-tune not just what they promote but how they prioritize product features, bundles, and urgency.
Where Are They Shopping?
If you’re still pouring budget into brick-and-mortar assumptions, it’s time to recalibrate:
- 83% of Cyber Monday shoppers and 59% of Black Friday shoppers bought online
- A notable percentage split shopping between online and in-person
- Most saw ads that influenced their purchase on the retailer’s website, not in-store or even on social
So if your website experience (or ad strategy) isn’t built to convert curiosity into carts, now’s the time to fix it.
The takeaway? The data’s in the details.
Yes, Black Friday and Cyber Monday are still massive. But if you’re planning campaigns around averages, you’re leaving performance on the table.
Predictive data and insights like these undercover Cyber Monday and Black Friday shopping trends like:
- Who’s actually shopping
- What they care about
- Where they’re reachable
- And how to tailor the message for maximum response
And when you use that to guide your audience selection, creative development, and channel strategy? You turn seasonal marketing into strategic marketing.
🎁 Ready to go beyond these Black Friday shopping trends?
Our full report breaks down spending behavior by income, gender, generation, product category, and media touchpoint so you can reach the right people, with the right message, at the right time this holiday season.
👉 Download the full Black Friday & Cyber Monday Purchasing Behaviors Report here.