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

Movado Connect 2.0 watches
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment

The company plans to raise the prices of select watches to offset the impact of tariffs.

Zoë Chicco Bracelets
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable Environment

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Renato Cipullo Hematite Blaze Necklace
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ Necklace

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Stock image of shipping containers
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs Invalid

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

Weekly QuizMay 30, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Britney Spears
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry Line

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Inoveo Platinum Grain image.jpg
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by Stuller

Sponsored by Stuller

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Grizzly Mining Pilala emerald
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat Emerald

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemFind Logo
TechnologyMay 29, 2025
GemFind Launches AI Product Description Software

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

Graff Fontainebleau Las Vegas
MajorsMay 28, 2025
Graff Unveils New Las Vegas Flagship

The 3,300-square foot location is the jeweler's largest store in North America.

Kim Kardashian
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist Trial

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

New York Liberty 2024 WNBA Championship Ring
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic Win

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

Jewelers Board of Trade logo
MajorsMay 28, 2025
Andrew Rickard Named JBT President

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

Al Capone Pocket Watch
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for Auction

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Kat Florence Lumina
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Mark Henry Gumdrop Bypass Ring
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored Gemstones

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

Stock image of police cars with their lights on
CrimeMay 23, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Bliss Lau Bright Ring
CollectionsMay 23, 2025
Piece of the Week: Bliss Lau’s ‘Bright’ Ring

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

GIA pearl report
GradingMay 23, 2025
GIA Updates Pearl Classification System

The lab has adjusted the scale it uses for nacre grading.

GCALbySarine Diamond Journey Certificate_1872x1052.jpg
Supplier BulletinMay 22, 2025
How to Put Natural Diamonds Back in the Spotlight

Sponsored by GCAL by Sarine

The late West Virginia jeweler David Ettinger
CrimeMay 22, 2025
NY Jeweler Sentenced in Shoving Death of Colleague at IJO Show

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

Watches of Switzerland store in Mall of America
FinancialsMay 22, 2025
Watches of Switzerland’s Full-Year U.S. Sales Climb 14%

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

Jorge Adeler, Wendy Adeler, Valentina Adeler
IndependentsMay 22, 2025
Adeler Jewelers Celebrates 50 Years

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

Jose Hess Design Awards 2025 Trophy
Events & AwardsMay 22, 2025
Jose Hess Design Awards Announce Judges

The nonprofit elected five judges who will decide the winners of its design competition.

MJSA 2025-2026 Buyer’s Guide
MajorsMay 22, 2025
MJSA Releases 2025-2026 Buyer’s Guide

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.

×

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