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…
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