A survey conducted by Numerator found that over 56 percent of consumers who shopped during Cyber Weekend (Thanksgiving through Cyber Monday) did so primarily or exclusively online. A majority, 64 percent, also indicated rising prices impacted their purchasing power.
The survey of 9,199 verified shoppers who made a purchase between Thursday, November 27 and Monday, December 1, found that 76 percent of respondents indicating they shopped, or planned to shop, on Black Friday, followed by Cyber Monday (59 percent), the Saturday after Thanksgiving, November 28, (45 percent), on Sunday, November 30, after Thanksgiving (30 percent), and Thanksgiving, November 27 (28 percent).
The 56 percent who indicated they shopped mostly or exclusively online during this past Cyber Weekend was up from 52 percent in 2024, also marking a clear preference compared to the 16 percent of respondents who said they shopped exclusively or mostly in-store (vs. 18 percent).
Amazon attracted nearly 9 in 10 consumers who shopped over the holiday weekends. Those who visited the site said they “shopped or planned to shop at Amazon (87 percent, +1 point from last year), Walmart (65 percent, no change) and Target (42 percent, -4 points) during Cyber Weekend.” Consumers also planned to or made purchases at department stores (29 percent), club stores (21 percent), beauty stores (18 percent), home improvement stores (16 percent), discount stores (15 percent), and Best Buy (13 percent). The survey found that less than 1 in 10 consumers planned to shop at Temu (10 percent), TikTok Shop (8 percent) and Shein (8 percent).
Nearly all consumers who shopped for the holidays this past Cyber Weekend bought from more than one retailer. The majority (93 percent) made purchases at two or more retailers/websites, including 30 percent who shopped at three different locations, 16 percent at four, and 27 percent at five or more.
Of the respondents who participated in the survey, 92 percent said they purchased a gift during Cyber Weekend, with 63 percent saying that more than half. or all their gift purchases, including 28 percent who said all their purchases were gifts.
Consumers grabbed deals on clothing, beauty and groceries during Cyber Weekend. The most common categories reported were apparel & shoes (62 percent), beauty/cosmetics (38 percent), groceries (34 percent), toys/video games (30 percent), home goods (26 percent), consumer electronics (25 percent), gift cards (24 percent), books/videos/other media (21 percent), pet products (20 percent), and household essentials (19 percent).
Rising prices affected Cyber Weekend, but the survey found that “consumers might be becoming accustomed to this new normal.” Of the respondents, 64 percent said rising prices had a “moderate to significant impact” on their holiday shopping over the weekend (vs. 67 percent last year, with 9 percent saying, “rising prices had no impact (vs. 8 percent in 2024).”
Among those who said rising prices have impacted their shopping behavior, over half (53 percent) said they now seek out promotions and coupons, 42 percent buy fewer gifts, 34 percent have less disposable income, 34 percent shop at different retailers to find better prices, and 27 percent purchase items they need during holiday sales if prices rise in the future.
Early holiday sales events changed Cyber Weekend shopping plans, with 59 percent of this weekend’s shoppers also participating in Prime Big Deal Days, Target Circle Week, Walmart Holiday Deals, and other early holiday sales events (vs. 60 percent last year). Only 8 percent of those surveyed said that shopping early sales did not impact their shopping on Cyber Weekend, with others noting that the sales gave them a clearer idea of what they wanted to buy on Cyber Weekend (32 percent), that they felt less urgency to shop Cyber Weekend because they had taken advantage of good deals (27 percent) and that they prioritized different types of purchases this weekend than they did during early sales events (25 percent).
Over one-quarter of consumers surveyed thought Cyber Weekend 2025 deals did not match last year’s. Of this year’s Cyber Weekend consumers, 72 percent also shopped during the 2024 Cyber Weekend. Forty-two percent of those consumers said they thought 2025 deals were the same as last year, while 25 percent thought they were better and 27 percent thought they were worse.
Whether due to better deals or tighter budgets, one-third of respondents said they spent less this year., 41 percent said they spent about the same as last year, 33 percent spent less and 23 percent spent more.
Image courtesy Numerator
