Surveys

Holiday Shoppers Broke a Record This Weekend, Says NRF

SurveysNov 29, 2023

Holiday Shoppers Broke a Record This Weekend, Says NRF

From Thanksgiving through Cyber Monday, 200.4 million consumers shopped online and in stores.

Holiday shoppers holding bags
In the five-day period from Thanksgiving through Cyber Monday, 200.4 million consumers went shopping, according to the National Retail Federation’s annual survey.
Washington—It was a record-breaking holiday weekend for retailers, according to the National Retail Federation.

From Thanksgiving through Cyber Monday, 200.4 million consumers went shopping, exceeding the organization’s expectation of 182 million and surpassing last year’s 196.7 million shoppers.

“We had a very big weekend,” said NRF CEO Matthew Shay on a media call Tuesday morning, adding that NRF “continues to expect a healthy, strong holiday season.”

NRF, in partnership with Prosper Insights & Analytics, surveyed 3,498 adult consumers from Nov. 22-26 about their holiday weekend spending.

Here are five key takeaways from the annual survey.

Black Friday reigns supreme.

Black Friday is still the king of shopping days with 76.2 million shoppers heading to brick-and-mortar stores, up from 72.9 million in 2022.

Fewer shoppers were in stores on Saturday, down to 59 million from 63.4 million last year.

Similar to last year, 78 percent of Saturday shoppers shopped specifically for Small Business Saturday. 

Online shopping gained even more popularity.

Throughout the five-day period, online shopping was the most popular option, chosen by 134.2 million shoppers, up from 130.2 million last year.

Fewer people opted for in-store shopping this year, down to 121.4 million from 122.7 million in 2022.

Black Friday was the most popular day for online shopping, as it has been since 2019, said NRF.

Around 90.6 million consumers shopped online on Black Friday, up from 87.2 million in 2022. 

Cyber Monday, the day known for its online deals, saw 73 million online shoppers, down from 77 million last year. 

Fewer people shopped on their mobile devices, down to 40.5 million from the record of 45.7 million in 2022, though still above the pre-pandemic level.

About 44 million consumers used their home desktop or laptop to shop online on Cyber Monday, in line with last year’s figures. 

The top destinations for holiday shoppers were online (44 percent) followed by grocery stores and supermarkets (42 percent), department stores (40 percent), clothing and accessories stores (36 percent) and electronics stores (29 percent).

 Related stories will be right here … 

Shoppers spent less on average this year.

Shoppers spent an average of $321.41 on holiday-related purchases this weekend, down from $325.44 last year. Of this spending, 70 percent went to gifts.

NRF does not adjust its calculations for inflation.

Through the weekend, 95 percent of shoppers made holiday-related purchases, down from 97 percent last year, but in line with historical levels, said NRF.

NRF said it does not include purchases made over the long weekend that are not holiday related, like home goods.

The organization expects overall holiday spending to reach record levels in 2023, with year-over-year growth of 3 to 4 percent, pushing the sales total to $957.3 billion to $966.6 billion.

While that’s a slower growth rate than it’s seen in recent years, it is consistent with the average annual holiday increase of 3.6 percent seen each year from 2010 to 2019, said NRF CEO Shay during the holiday forecast call earlier this month, adding that trillions of dollars in stimulus sparked “unprecedented” rates of retail spending from 2020 to 2022.

The numbers are still good “on a historic basis,” he said on Tuesday’s call, adding “there’s a difference between moderation and bleak.”

Consumers have been “more intentional and deliberate” with purchases in recent quarters, said Shay.

Clothing and accessories were the most popular gifts.

As for what people were buying, clothing and accessories were in the top spot at 49 percent.

Toys came in second (31 percent), followed by gift cards (25 percent), books, video games and other media (23 percent), and personal care or beauty items (23 percent).

This year was the first time personal care or beauty items made the top five list.

Holiday sales were persuasive.

More than half (55 percent) of holiday weekend shoppers said their purchases were driven by sales and promotions, up from 52 percent last year.

Thirty-one percent said a limited-time sale or promotion “convinced them to make a purchase they were hesitant about,” up from 29 percent in 2022.

Retailers have been responding to the demand for earlier holiday shopping with sales and promotions this season, said NRF.

More than half (55 percent) said they took advantage of these early sales, with 35 percent shopping the week before Thanksgiving (Nov. 16-22).

As of Thanksgiving weekend, most consumers (85 percent) had started holiday shopping.

Nearly half of consumers (48 percent) said they were halfway done with their shopping, leaving opportunity for retailers in the weeks ahead.

NRF defines the holiday season as Nov. 1 through Dec. 31 and has forecast that holiday spending is expected to reach record levels, growing between 3 percent and 4 percent, totaling $957.3 billion to $966.6 billion.

The Latest

2026 Gem Awards logo
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging Designers

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

Marlo Laz peridot and diamond Alexandra earrings
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright Baubles

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Surveillance image of Watch King robbery suspect
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in Queens

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Xavier Dibbrell
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities Manager

Xavier Dibbrell brings more than a decade of experience to the role.

Weekly QuizJul 31, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Signet Jewelers logo
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet Jewelers

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

Mike Alexander
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

 Gemfields rough rubies
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

Hernsdorf Tears of Aphrodite Necklace
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ Necklace

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

Stock image of a polished diamonds being held by tweezers
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Lindsey Scoggins Studio convertible flower earrings
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award Winners

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Matthew Tratner, new president of Continental Buying Group
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

Stock image of rough diamonds from the Kimberley mine
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

Pomellato Mini London blue topaz and diamond bracelet
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Zadok Rolex Austin
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in Austin

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

Making a Killing in Diamonds by Rob Bates
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Tacori bezel-set diamond bands
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LA

Senior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.

Mighty Fierce Audacious Necklace, Sandy Rubin Aziza Necklace, Koulianos Designs Illuminations Shield Pendant
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New Designers

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

Auctim emerald auction
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough Emeralds

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.

AGS Board President for 2025-2026 Alexis Padis
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President

She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.

Stock image of shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

Kevin O’ Leary and George Mayer of The 1916 Company
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance Platform

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

Sissy’s new Little Rock store
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas

The jeweler’s largest store yet is set to open in Little Rock next fall.

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy