oliday shopping in the United States, especially from Thanksgiving through early December, makes up about one-fifth of all retail sales in a year. During this time, Black Friday and Cyber Monday are two of the biggest events that influence how people shop. Black Friday, the day after Thanksgiving, was traditionally the busiest in-store shopping day of the year and marked the unofficial start of the Christmas shopping season. For many years, people would stand in long lines outside stores to get big discounts on expensive items like TVs, refrigerators, and other appliances. Cyber Monday began in 2005 as an online version of Black Friday. It offered digital deals on gadgets, accessories, clothing, and other items that were easy to ship. Over time, the difference between Black Friday and Cyber Monday has become less clear, especially after COVID-19 pushed more people to shop online.
Sales data shows how much shopping habits have changed. Black Friday now has about 87 million in-store shoppers and 81 million online shoppers in 20241. Cyber Monday has about 64.4 million online shoppers and only 23.2 million in stores. Even though Cyber Monday is known for online shopping, Black Friday actually has more online shoppers. From Thanksgiving through Cyber Monday, total sales are generally higher than other days of the year. Black Friday still has the most in-store shoppers and the most online shoppers. This shows that many people shop online on Black Friday as well. There are several reasons for this: Black Friday is a holiday for many people, shoppers may look at items in stores and then buy online if they cannot find the right size or color, and people are often in a “shopping mood” throughout the long weekend. COVID-19 also sped up the shift toward online shopping, so the old idea of Black Friday as only huge crowds outside stores is less accurate today.
Today, Black Friday and Cyber Monday have expanded into a longer shopping season. Many retailers offer extended deals throughout November and December, sometimes calling it Cyber Week or Cyber Month. Still, Cyber Monday stands out because it has the biggest difference between the number of online and in-store shoppers. It is the most online-focused shopping day of the season.
Another key trend is that Cyber Monday brings in more online revenue even though fewer people shop that day. In 2024, Cyber Monday sales reached 13.3 billion dollars, compared to 10.8 billion dollars on Black Friday. So even though fewer people shop, those who do often spend more.
Online shopping platforms have also made it easier for people to compare prices, discover new products, and make quick choices. This increases impulse buying. Surveys show that 88 percent of shoppers think Black Friday encourages impulse purchases, and 84 percent say they personally feel pressure to shop impulsively. These behaviors are even stronger on Cyber Monday because of constant online advertisements, personalized suggestions, one-click checkout, and limited-time deals. All of this makes people more likely to buy things they did not plan to and spend more money.
Overall, Cyber Monday affects consumers in both economic and psychological ways. Economically, it increases online spending and pushes retailers to improve their mobile shopping experience. Psychologically, it encourages habits of convenience shopping, increases exposure to targeted ads, and raises the chance of impulse buying. These trends help shoppers find good deals, but they also make overspending more likely. To avoid these downsides, shoppers can benefit from planning ahead by making a list, setting a budget, and avoiding purchases that seem appealing only because of a discount.
