Black Friday remains the most popular shopping day for both in-store and online shopping. The NRF survey found 81.7 million consumers shopped in stores on Black Friday, up from 76.2 million last year and the highest level since the pandemic. Approximately 87.3 million shopped online, down slightly from 90.6 million in 2023.

US Thanksgiving holiday weekend witnessed 197 million shoppers in the US, just below the record numbers of the same period in 2023, according to data from the National Retail Federation (NRF) and Prosper Insights & Analytics.