31% of US internet users will shop this Black Friday

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Key stat: 31% of US internet users will shop this Black Friday. The same amount will also shop Cyber Monday, according to Deloitte.

Beyond the chart:

  • The average shopper will spend $1,652 this holiday season, up from $1,455 last year, per Deloitte.
  • Late November will be the busiest time for holiday spending, with 78% of active shoppers participating in spending.
  • We project holiday sales to total $1.317 trillion, up 4.5% from last year.

Use this chart:

  • Target holiday messaging based on income.
  • Evaluate Cyber Week advertising.

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Methodology: Data is from the October 2023 Deloitte, "2023 Holiday Retail Survey." 4,318 US internet users ages 18+ were surveyed online during August 30-September 8, 2023.

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