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For Black Friday, Retailers Face Shoppers with Smaller Budgets

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For Black Friday, Retailers Face Shoppers with Smaller Budgets

Two new research reports put Black Friday and Cyber Monday (BFCM) under the microscope and found that the shopping event remains immensely popular, here in the U.S and even overseas. But this year, spending during the holiday weekend is expected to be lackluster.

The other report was based on an analysis of BFCM 2025 online activity. The researchers found that there is still time to make strategic adjustments to drive online conversions.

Researchers at Omnisend, the email and SMS marketing solution provider, polled more than 1,110 U.S. shoppers and found a chilling response. “U.S. shoppers still plan to show up for Black Friday/Cyber Monday (BFCM)—they’re just bringing less home with them,” the report’s authors said, adding that in the U.S., the planned BFCM budget is pegged at $336, which is down 30 percent from $479 last year.

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The survey also included consumers from Australia, the U.K. and Canada. The data showed that the share of those planning to spend more than $1,000 this year dropped to 7 percent from 15 percent last year, while the share of shoppers polled who said they are planning to spend under $100 jumped to 14 percent from 5 percent last year.

Looking at where they plan to spend, the researchers said apparel and accessories are the most popular. K. and Canada) said they plan to purchase clothing and accessories this year.


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