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Black Friday will be No. 2 at $10.40 billion, followed by Thanksgiving at $5.96 billion. The Cyber Five period maintains the highest concentration of online sales, so marketers still need to keep some spending in reserve.

Early birds that shop before Thanksgiving are more likely to shop online (72%) than those who shop after the turkey is carved (63%), the report found. Santa will bring new fits. Clothing/apparel (64%) and gift cards (62%) will be the top product categories for holiday 2024, up 4% and 3% , respectively, per LG. Toys, books, video games and media was the third biggest gift category (54%), down 2% YoY.

Thanksgiving weekend posted big in-store foot traffic gains. Brick-and-mortar retail came back in a big way over Thanksgiving weekend. The number of in-store shoppers increased by 17% YoY for the five-day period, and each individual day saw double-digit gains, per the National Retail Federation (NRF). Cyber Five ecommerce sales grew better than expected as consumers shopped for deals.

The campaign seems designed to address the recent decline of Thanksgiving weekend as both online and offline shopping activity has plummeted on Thanksgiving and Black Friday鈥攈istorically Walmart鈥檚 sweet spot for the holiday season, per NRF.

We expect the five-day stretch from Thanksgiving to Cyber Monday will account for 15.6% of retail ecommerce sales this year, down from 16.9% last year. Shopping is part of most consumers鈥� Thanksgiving weekend activities. 80% of consumers planned to shop during the five-day holiday period, up from 71% last year and 79% in 2019, per Deloitte.

A record 200.4 million consumers shopped over the Cyber Five holiday weekend from Thanksgiving Day through Cyber Monday, up 1.9% year-over-year (YoY), per a survey by the National Retail Federation (NRF) and Prosper Insights & Analytics. Notably, the number who visited a store fell 1.1%, while the number who shopped online grew 3.1%. Sales are up.

鈥淒uring the Thanksgiving weekend, people tend to watch TV with their families while they shop from their phones. Even when they visit stores, they鈥檙e using their phones to check prices and comparison shop.鈥�. Mobile apps can also help boost in-store traffic via click-and-collect and exclusive in-store services, noted Canaves.

Airing on Black Friday was considered a boon, with families presumably still together after the Thanksgiving holiday. But the proximity to the much-more widely viewed Thanksgiving game may have caused viewer burnout, leading to lower viewership. The match was also Amazon鈥檚 first attempt at creating a major event out of a Black Friday game, so relatively low adoption isn鈥檛 terribly surprising.

On Thanksgiving weekend, for example, smartphones drove 52% of online sales, up from 48% a year earlier, per Adobe Analytics. That marked the first time mobile鈥檚 share topped 50%. Shifting roles: Consumers aren鈥檛 shopping with smartphones and tablets for convenience alone; mobile devices also provide more utility than computers throughout consumers鈥� shopping journeys.

No, but he's saying that it's better that I say happy Thanksgiving. Suzy Davidkhanian:. You wished me a happy Thanksgiving in October, so don't worry. Marcus Johnson:. It was a month ago. Yeah. Suzy Davidkhanian:. Yeah, I remember clearly. Marcus Johnson:. Okay. Did you wish me a happy Thanksgiving for being from England for our Thanksgiving? No, you didn't. Suzy Davidkhanian:. You don't have one?

However, conversion rates for desktop during Thanksgiving and Black Friday were nearly double those on mobile. The takeaway: Mcommerce is gaining momentum among consumers, but many are still shopping via desktop during the holidays. Both desktop and mobile ads should be aimed at increasing conversions, using discounts or special offers to drive customers to buy. 3. Go where the consumers are.

CM Group鈥檚 Cheetah Digital, which powers loyalty and relationship marketing for enterprise brands like Levi鈥檚, Disney, and Meredith, saw views on interactive experiences including questionnaires, quizzes, and polls nearly triple on Thanksgiving Day. Tuning in: National TV ad spend around BF/CM was up 6.4% ($184 million), but impressions were down 4.6% (18.49 billion), per iSpot.

Some 79% of US online shoppers did so via mobile during Thanksgiving weekend last year, according to Bizrate Insights data cited in a Forrester report. Here are four examples of retailers innovating with mobile apps to cash in on mcommerce. 1. Walmart鈥檚 mobile subscriptions. The recurring order service is available through Walmart鈥檚 app and looks similar to Amazon鈥檚 Subscribe & Save feature.

Mastercard SpendingPulse reported that US retail sales from Thanksgiving Day to Sunday rose 10.9% YoY excluding automotive, with in-store sales increasing 10.5% YoY and retail ecommerce sales growing 12.5% YoY. Sales slightly moderated on Cyber Monday as total sales rose 9.7%, with in-store sales up 9.2% and retail ecommerce sales increasing 10.9%.

While Cyber Five鈥檚 share of total holiday ecommerce sales dipped slightly this year to 15.8%, more shoppers opted to pull back on spending in the weeks prior to the event in order to capitalize on better deals across Thanksgiving weekend. Consumers are spending more on gifts, less on themselves.

This surge in email volume is even more evident when considering the combined total for Thanksgiving and Black Friday, which, as of Monday morning, surpassed a remarkable 3.1 billion. The emails garnered significant engagement, with 386.9 million opens and 12.72 million clicks, demonstrating their reach and effectiveness in engaging consumers during Black Friday.

Global discount rates will rise to 19% in October and peak at 29% during Cyber Week (the seven-day period including Thanksgiving, Black Friday, and Cyber Monday), according to Salesforce. A quarter of all holiday digital sales will take place during Cyber Week. Still, many consumers will likely hold off for the best and final deals toward the end of the season.

And their spending outpaced inflation as total US retail sales from Thanksgiving Day through the Sunday after rose 10.9% YoY, before moderating slightly on Cyber Monday to 9.7%, per Mastercard SpendingPulse. Online shoppers spent $107.7 billion online, up 8.7% YoY, from Nov. 1 to Nov. 28, per Adobe Analytics.

This Thanksgiving, viewership broke records, averaging 34.1 million viewers across three games, according to the league. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

鈥淧lus, it's dabbling in innovation in a measured but splashy way, like having a virtual Thanksgiving Day Parade in the metaverse and [selling] NFTs,鈥� she said. A smart strategy? Earlier this year, Macy鈥檚 lowered its outlook for Q4 results, indicating its loyalty-focused strategy may not be working as planned. Will it pay off in the long term?

So in my ideal world, everyone gets two turkeys for Thanksgiving. Sara Lebow:. You're a turkey fan? And then Catherine, you're a vegetarian. You didn't enjoy Turkey last week? Catherine Ollinger:. I am, but I didn't enjoy it even when I wasn't. I will say I always found it to be kind of dry. I know that's what the gravy's for, but it was just never my favorite. Sara Lebow:.

And we saw this a few years ago where every retailer was trying to open Thanksgiving night at a certain time versus Thanksgiving the whole day, and there was a certain point where people revolted and said, no, this is a little too early.

I think as long as we have Thanksgiving, we will have the Black Friday and the Cyber Five. Okay, that is all we have time for today, so thank you for joining me, Zak. Zak Stambor:. Yeah, thanks for having me. Sara Lebow:. And thank you, Jeremy. Jeremy Goldman:. Great to be with you, guys. Sara Lebow:.

Thank you to our listeners and to Victoria who edits the podcast and is probably prepping an amazing Thanksgiving dinner as we speak. We'll be back next Wednesday with another episode of Reimagining Retail: an eMarketer Podcast. We're off tomorrow for Thanksgiving, but we will see you bright and early on Monday for another episode of the Behind the Numbers Daily.

The Cyber Five will not see much US sales growth from last year. Cyber Monday will be the biggest day of this promotional period with ecommerce sales growing 3.8% year over year to $11.84 billion.