Just over a third (36 percent) of Americans plan to participate in Black Friday, while 34 percent are set to shop during Cyber Monday in 2024, according to a new YouGov report. However, shoppers expect to spend less across those two key holiday shopping days this year, with 27 percent saying they’ll spend less and just 9 percent anticipating spending more.

Among the report’s findings: 

  • Americans say they are only slightly more likely to make a purchase on Black Friday than Cyber Monday (36 percent vs 34 percent), though Cyber Monday is much more popular in the US than across the globe (22 percent average across 17 markets studied) 
  • Fashion will be the most sought-after product category, with 60 percent of all shoppers and 71 percent of younger Americans (18-34) likely to shop for clothing during mega sales events 
  • Digital channels drive the most awareness among Black Friday & Cyber Monday shoppers, with online shopping websites (47 percent), online advertisements (44 percent), social media (44 percent), retailer websites (39 percent), and email newsletters (34 percent) all outpacing TV advertising (33 percent) 
  • Among fashion retail brands, the top brand generating buzz during November 2023 was Skechers, followed in the top-ten by Skechers, Old Navy, Nike, Rolex, Levi’s, New Balance, Adidas, Under Armour, Victoria’s Secret and The North Face.
  • US Black Friday/Cyber Monday shoppers spent $325, on average, during the sales events in 2023 

“As the effects of inflation continue to weigh heavily on Americans, it is likely that Black Friday and Cyber Monday will see shoppers showing more restraint in their spending,” said Kenton Barello, VP at YouGov. “Retailers will find success highlighting deals on social media and online advertising channels. This will be especially true considering that our research suggests Cyber Monday is now nearly as popular as Black Friday.” 

The findings are based on a multi-region survey was conducted from July 12-30, with 1,503 U.S. respondents. 

YouGov’s report is available for download here.