Consumers across the U.S. are gearing up for one of the largest shopping weekends in recent history, with spending expected to reach nearly $80 billion both online and in-store this Black Friday and Cyber Monday (BFCM), according to a new survey conducted by ecommerce marketing platform Omnisend. That marks a $20 billion increase compared to last year.
The data reveals shoppers are allocating an average of $340 on Black Friday and $300 on Cyber Monday, up $90 and $60 per shopper respectively from 2024.
“Shoppers aren’t just chasing discounts, they’re making strategic financial decisions,” said Marty Bauer, ecommerce 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 BFCM as the best time to make their money go further. People are spending more during BFCM not because they’re carefree, but because they see it as the smartest financial strategy in a tough economy.”
According to Omnisend’s 2025 survey, 40% of shoppers say they’ll spend more than last year on Black Friday, while 32% expect to increase their Cyber Monday budgets. Most plan to spend between $100 and $499, with only a small portion anticipating purchases exceeding $1,000.
Despite more shoppers planning to cash in on BFCM deals, Americans overall are expected to pull back on total holiday spending. Post-holiday debt is projected to reach $55 billion, underscoring ongoing financial pressures heading into 2026.
BNPL Gains Ground, But Upfront Payment Still Reigns
Buy Now, Pay Later (BNPL) services such as Klarna and Afterpay remain a growing part of BFCM strategies, though they still trail behind traditional payment options. The survey shows 21% of shoppers plan to use BNPL on Black Friday and 17% on Cyber Monday—mostly for high-ticket items—while nearly half prefer to pay upfront.
“BNPL has established itself as a viable payment option, but trust and financial control still matter,” Bauer noted. “Shoppers are willing to use BNPL for big purchases, but the majority still prefer the peace of mind of paying upfront.”
Discounts Drive Decisions, Free Shipping Follows
When it comes to what truly motivates shoppers, the fundamentals still dominate. Discounts are the number-one driver for 68% of respondents, followed by free shipping at 52%. Early access and limited-time offers capture nearly one-third of shoppers, but loyalty rewards (20%) and influencer promotions (16%) rank much lower.
“This data proves that the basics still win,” Bauer emphasized. “Discounts and free shipping are what consumers want most, while loyalty programs and influencer campaigns play a much smaller role in driving actual purchase decisions.”
Amazon Leads, but New Platforms Are Rising
Amazon remains the go-to for 73% of BFCM shoppers, followed by Walmart (54%) and Target (38%). However, newer entrants like Temu and TikTok Shop are quickly gaining traction, with 16% and 10% of consumers respectively planning to shop these platforms.
“Amazon is still the undisputed leader, but shoppers are becoming more adventurous,” Bauer commented. “The rise of Temu and TikTok Shop shows that new platforms are successfully capturing attention with aggressive pricing and social-driven commerce.”
Fashion and Tech Dominate, Toys Surge
Clothing and accessories (53%) and tech and electronics (47%) lead the top categories for Black Friday purchases. Toys and games are seeing notable momentum, with one in three shoppers planning to buy children’s gifts. Beauty and self-care (28%), home décor (24%), and food and drinks (20%) remain strong categories, reflecting both lifestyle and practical spending priorities.
“Fashion and tech are evergreen categories, but the rise of toys shows how parents are waiting until BFCM to stretch holiday budgets,” Bauer said.
Retail Strategy Insights
As consumers aim to make the most of their budgets amid economic pressures, Bauer advises retailers to tailor their BFCM strategies accordingly:
- Position promotions as financial relief, emphasizing long-term savings.
- Double down on discounts and free shipping, which remain key purchase motivators.
- Introduce tiered promotions targeting both budget-conscious and high-spending shoppers.
- Explore emerging channels like Temu and TikTok Shop to expand reach and engagement.
- Leverage automation tools like Omnisend for efficient campaign scheduling and personalized shopper touchpoints.
“Americans are financially stretched but still determined to shop smart,” Bauer concluded. “Retailers who connect their promotions to real value and savings will capture the strongest growth this BFCM.”
