Holiday Shopping Data Tracker

All the figures, updated every day

November 28, 2017

NRF Shopper Survey Data for Cyber Weekend 

The National Retail Federation said more than 174 million US consumers shopped over the  Thanksgiving Day-Cyber Monday period. 

Average spending per person over the five-day period was $335.47, with $250.78, or 75%, specifically going toward gifts, the NRF said. The biggest spenders were those ages 25-34, at $419.52.

Not surprisingly, Black Friday was the biggest day for in-store shopping, while Cyber Monday scored the highest for online shopping.

The survey found that over 64 million people shopped both online and in stores, while over 58 million shopped only online and over 51 million shopped only in stores. Multichannel shoppers spent $82 more on average than online-only shoppers, and $49 more on average than in-store-only shoppers.

(Data released Nov. 28)

Rakuten Marketing Data for Cyber Weekend and Cyber Monday

Rakuten Marketing reported that online shopping for the three-day period from Saturday to Cyber Monday rose 23% in revenue terms and 22% in purchases compared with a year earlier. Mobile revenues were up an even stronger 37%, while purchases climbed 32%.

Rakuten said peak revenue and purchase activity occurred between 5pm ET and midnight on Cyber Monday, as people finished work and evening activities.

(Data released November 28)

comScore's Thanksgiving, Black Friday Estimates

comScore Inc. said US desktop retail ecommerce spending for Thanksgiving Day rose 22% to $1.57 billion. On Black Friday, desktop spending totaled $2.36 billion, up 20%. It was the first time Black Friday desktop spending topped $2 billion, according to comScore.

The company noted that 115 million people visited online retail sites on Thanksgiving, with more than half (61%) doing so only through mobile devices. The number rose to 129 million on Black Friday: 55 million via desktop, 104 million via mobile and 30 million on both. Apparel and accessories was the top product category on Black Friday, comScore said, with more than $600 million in desktop sales. Consumer electronics followed with more than $500 million.

(Data released November 27)

Hitwise Data on Site Visits

According to Hitwise, Amazon dominated Thanksgiving Day and Black Friday. The retail giant captured 45.1% of online purchases on Thanksgiving Day among the top 50 online US retailers tracked by Hitwise, and 54.9% of online transactions on Black Friday.

Walmart was a distant second, accounting for 13.9% of online transactions on Thanksgiving Day and 8.8% of online purchases on Black Friday.

(Data released November 27)