31% of US internet users will shop this Black Friday

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

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.

More like this:

• Tips to help retailers reach Gen Alpha, Gen Z, and beyond this holiday season
• Walmart+ vs. Amazon Prime: Which has the holiday advantage?
• Exclusive—Gen Zs increase holiday spending despite broader pullback in discretionary categories
• 4 analyst retail predictions about Cyber Five, retail media, and Walmart for the 2023 holiday season

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.