CYBER WEEKEND 2024
Stuff your stocking with Cyber Weekend insights.
Numerator’s Cyber Weekend dashboard provides rapid insights into the full Cyber Five period, including Thanksgiving Thursday, Black Friday & Cyber Monday. We’re asking verified shoppers what they bought, where they shopped, and what influenced their purchase decisions over the five-day weekend of sales.
Final Update: Wednesday 12/4/24
Cyber Weekend 2024 Survey
All survey respondents made at least one verified purchase at a qualifying retailer between Thursday 11/28 and Monday 12/2.
This dashboard is based on responses from:
Top Retailers on Cyber Weekend 2024
Over half (52%) of shoppers did all or most of their shopping online this weekend, while only 18% shopped all or mostly in-store. The top retailers and websites shoppers say they visited were Amazon (86%), Walmart (65%), and Target (46%), followed by department stores (31%) and club stores (22%).
Top Categories on Cyber Weekend 2024
93% of shoppers used this weekend’s holiday sales to purchase gifts, although only 67% said gifts made up over half of their purchases, as many also took advantage of the sale to purchase items for themselves. The top categories shoppers say they purchased during the weekend of sales were apparel & shoes (64%), groceries (34%), beauty & cosmetics (34%), toys & video games (31%) and home goods (28%).
Impact of Rising Prices on 2024 Holiday Shopping
Two-thirds (67%) of shoppers over the holiday weekend say rising prices have impacted their holiday shopping, and 32% say these impacts have been significant. In light of rising prices, 52% of shoppers say they’re seeking out promotions and sales, 42% are buying fewer gifts and 35% say they’re shopping at different retailers in search of better deals. Additionally, 35% say they have less disposable income this holiday season due to rising prices on everyday essentials and 25% are taking advantage of holiday sales to purchase items in advance of potential price increases.
Impact of Early Deals on 2024 Holiday Shopping
60% of Cyber Weekend shoppers also participated in early holiday deals before Thanksgiving such as Prime Big Deal Days, Target Circle Week, Walmart Holiday Deals and more. 14% of these individuals say their participation in early sales had no impact on their shopping this weekend, but 30% said the early deals gave them a clear idea of what they wanted to purchase this weekend, 26% felt less urgency to shop this weekend, and 22% spent less this weekend since they’d already purchased many of the items they wanted.