Black Friday – Cyber Monday spending to grow to almost $80 billion
The traditional Black Friday – Cyber Monday peak holiday sales period is looking up for retailers.
Consumers across the U.S. plan to spend nearly $80 billion online and in-store during Black Friday and Cyber Monday, an increase of about $20 billion compared to 2024 as tracked by Omnisend.
[READ MORE: Salesforce: Cyber Week digital sales reach $76 billion in U.S.]
Based on shopper budgets, the average consumer surveyed by Omnisend expects to spend $340 on Black Friday and $300 on Cyber Monday, representing an additional $90 on Black Friday (36% increase) and $60 on Cyber Monday (25% increase) per shopper compared to 2024 spending levels.
According to the survey, 40% of shoppers say they'll spend more than last year on Black Friday, and 32% expect to increase their Cyber Monday budgets. Most respondents will spend between $100 and $499 this year, with only a small group exceeding $1,000.
Despite plans to spend more during Black Friday-Cyber Monday, Omnisend data indicates on the whole, U.S. consumers expect to spend less during this holiday season than in 2024, with total consumer holiday debt expected to reach $55 billion.
Top Black Friday-Cyber Monday retailers
When asked where they plan to shop for Black Friday-Cyber Monday, respondents said:
- Amazon (73%).
- Walmart (54%).
- Target (38%).
- Temu (16%).
- TikTok Shop (10%).
Purchase drivers
- Discounts (68%).
- Free shipping (52%).
- Early access and limited-time offers (33%).
- Loyalty rewards (20%).
- Influencer promotions (16%).
Top purchase categories
- Clothing and accessories (53%).
- Tech and electronics (47%).
- Toys and games (33%).
- Beauty and self-care (28%).
- Home décor (24%).
- Food and drinks (20%).
The survey also reveals that respondents plans to use buy now, pay later (BNPL) services like Klarna and Afterpay during the Black Friday-Cyber Monday period, but remain a secondary choice. Around 21% of respondents plan to use BNPL on Black Friday and 17% on Cyber Monday, mainly for big-ticket items. However, nearly half of respondents say they prefer to pay everything upfront.
"Shoppers aren't just chasing discounts — they're making strategic financial decisions," said Marty Bauer, e-commerce and retail expert at Omnisend. "Even though many Americans are facing higher living costs, credit card debt, and tighter budgets, they're choosing to lean into Black Friday-Cyber Monday as the best time to make their money go further. People are spending more during Black Friday-Cyber Monday not because they're carefree, but because they see it as the smartest financial strategy in a tough economy."
The survey was commissioned by SMS and email marketing platform Omnisend and conducted by Cint in August of 2025, polling 1,200 U.S.-based consumers about their shopping plans for Black Friday and Cyber Monday 2025. Respondents were asked about expected spending, shopping categories, payment preferences, retail destinations, and year-over-year comparisons.
