{"id":94782,"date":"2024-12-03T20:24:09","date_gmt":"2024-12-04T04:24:09","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&#038;p=94782"},"modified":"2025-04-07T11:49:48","modified_gmt":"2025-04-07T18:49:48","slug":"black-friday-cyber-monday-results-and-trends","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/black-friday-cyber-monday-results-and-trends\/","title":{"rendered":"Holiday 2024 Shopping Insights: Black Friday and Cyber Monday Trends Shaping Retail"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"94782\" class=\"elementor elementor-94782\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2676c08 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"2676c08\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c6ae943\" data-id=\"c6ae943\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-358687a elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"358687a\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-2 \">\n\t\t<div class=\"article-hero__wrapper\">\n\n\t\t\t<div class=\"article-hero__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__info\">\n\t\t\t\t\t\t<div class=\"article-hero-breadcrumbs\" id=\"breadcrumbs\"><span><span><a href=\"https:\/\/zetaglobal.com\/\">Home<\/a><\/span><\/span><\/div>\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<h1 >\n\t\t\t\t\t<span><strong><span>Holiday 2024<\/span><span> Shopping Insights<\/span><\/strong><span>: Black Friday<\/span><span> and <\/span><span>Cyber Monday<\/span><span> Trends Shaping Retail<\/span><\/span><span>\u00a0<\/span>\t\t\t\t<\/h1>\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__date\">\n\t\t\t\t\t\t<span class=\"article-hero__date-title\">Published on<\/span>\n\t\t\t\t\t\t<time class=\"article-hero__date-value\">September 27, 2023<\/time>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-206de57 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"206de57\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-341abb7\" data-id=\"341abb7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0d90f83 elementor-widget elementor-widget-text-editor\" data-id=\"0d90f83\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>2024 has been an interesting year. Some industries are still feeling the impacts of the pandemic, sustained inflation is increasing the costs of living, and the outcome of the election has caused some economic uncertainty. But despite all this, the National Retail Federation (NRF) forecasted the holiday 2024 season to <a href=\"https:\/\/nrf.com\/media-center\/press-releases\/steady-sales-growth-expected-2024-holiday-season-according-nrf\" target=\"_blank\" rel=\"noopener\">grow by 2.5-3.5% YoY<\/a> even with five fewer shopping days.<\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-94783 size-full\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Blog_Images_Holiday_Retail_08.jpg\" alt=\"graphic - two people shopping - holiday 2024 shopping trends\" width=\"1920\" height=\"1082\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Blog_Images_Holiday_Retail_08.jpg 1920w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Blog_Images_Holiday_Retail_08-300x169.jpg 300w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Blog_Images_Holiday_Retail_08-1024x577.jpg 1024w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Blog_Images_Holiday_Retail_08-150x85.jpg 150w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Blog_Images_Holiday_Retail_08-768x433.jpg 768w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/Blog_Images_Holiday_Retail_08-1536x866.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p><p>Earlier this year, <a href=\"https:\/\/zetaglobal.com\/2024-holiday-shopping-trends-report\/\" target=\"_blank\" rel=\"noopener\">we asked 6,000 U.S. consumers<\/a> about when, where, and how they plan to shop this year, and this is what they said:<\/p><ul><li>68% said that <em><strong>Black Friday and Cyber Monday were NOT compelling<\/strong><\/em> this year (up from 54% last year).<\/li><li>45% said they <em><strong>planned to spend more than $1,000<\/strong><\/em> on holiday shopping this year. This is a huge change from last year, where the majority (41%) said they\u2019d spend less than $100 for the holiday season. Only 18% of shoppers planned to spend $1000+ last year.<\/li><li>43% said they planned to <em><strong>do their holiday shopping online<\/strong><\/em> (up from 37% in 2023). Further, a whopping 76% said they planned to shop more online this year than last year, an increase from 57% last year.<\/li><li>53% of consumers <em><strong>won\u2019t start their shopping until December<\/strong><\/em>, an 8% increase from last year. And 32.5% claimed to wait until the week before Christmas to shop. Only 17.5% said they\u2019d start shopping on Black Friday or Cyber Monday.<\/li><\/ul><p>Some of these results make sense, but a few raise some eyebrows. Let\u2019s take a look at what actually happened on Black Friday\/Cyber Monday weekend.<\/p><h2>Holiday 2024 Shopping Trends<\/h2><h3>Shoppers showed up, but mostly online<\/h3><p><span data-contrast=\"auto\">As expected, Black Friday and Cyber Monday weekend reached new highs. Initial reports indicate record-breaking shopper turnout for Cyber Week, with a notable shift toward online. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><a href=\"https:\/\/business.adobe.com\/resources\/holiday-shopping-report.html\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Total <\/span><b><span data-contrast=\"none\">ecommerce <\/span><\/b><span data-contrast=\"none\">spending<\/span><\/a><span data-contrast=\"auto\"> rose <\/span><span data-contrast=\"auto\">8.2% to $41.1B<\/span><span data-contrast=\"auto\"> during the holiday weekend. On Black Friday alone, U.S. consumers spent approximately <\/span><span data-contrast=\"auto\">$10.8B online, which is a 10.2% increase from last year. On Cyber Monday\u2014the day dedicated to online shopping\u2014online spending reached a record $13.3B, a 7.3%<\/span><span data-contrast=\"auto\"> increase from 2023.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">But this online growth came at a cost to in-store visits. Some outlets are reporting up to an <\/span><a href=\"https:\/\/www.forbes.com\/sites\/joanverdon\/2024\/11\/30\/black-friday-online-sales-up-10-as-in-store-traffic-falls-8\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">8.2% decrease in in-store<\/span><\/a><span data-contrast=\"auto\"> traffic on Black Friday this year. This is partially being attributed to the fact that holiday deals started earlier (and ran longer) than usual, creating less urgency around Thanksgiving.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">According to National Retail Federation (NRF), a total of <\/span><a href=\"https:\/\/nrf.com\/media-center\/press-releases\/197-million-consumers-shop-over-thanksgiving-holiday-weekend\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">197 million people shopped<\/span><\/a><span data-contrast=\"auto\"> over Thanksgiving weekend, slightly less than last year\u2019s 200 million. Here&#8217;s where it gets interesting: 126 million people shopped in-store (up from 121.4 million last year). And 124.3 million consumers shopped online this year, <\/span><b><i><span data-contrast=\"auto\">down <\/span><\/i><\/b><span data-contrast=\"auto\">from 134.2 million last year. This is counter to both our survey, which highlighted more interest in online shopping compared to last year, and online sales reports for the weekend.<\/span><\/p><p><img decoding=\"async\" class=\"aligncenter wp-image-94787 size-full\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/2024_thanksgiving_weekend_pr_2.jpg\" alt=\"graphic from NRF, thanksgiving weekend 2024 online vs in-store traffic numbers\" width=\"941\" height=\"522\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/2024_thanksgiving_weekend_pr_2.jpg 941w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/2024_thanksgiving_weekend_pr_2-300x166.jpg 300w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/2024_thanksgiving_weekend_pr_2-150x83.jpg 150w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/12\/2024_thanksgiving_weekend_pr_2-768x426.jpg 768w\" sizes=\"(max-width: 941px) 100vw, 941px\" \/><\/p><p><span data-contrast=\"auto\">The NRF hasn\u2019t yet published in-store sales figures from the holiday weekend, but what we do know is this: Both online and in-store shopping were significant for Cyber Week 2024, but online shopping exhibited higher growth rates.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p><h3>BNPL services were the new way to pay<\/h3><p><span data-contrast=\"auto\">Buy Now Pay Later (BNPL) providers have been sprouting up everywhere over recent years, but have become a common, and accepted, form of payment for consumers.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Our own database of more than 240 million U.S. consumer profiles showed that consumer interest in credit cards increased 303% in the week before Cyber Week. BNPL jumped 583% in the third week of November compared to the prior week. This interest\u2014seen through online consumption behavior\u2014was indicative of consumers preparing to spend during Black Friday and Cyber Monday. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">And retail data from the holiday confirms this: <\/span><a href=\"https:\/\/techcrunch.com\/2024\/12\/03\/cyber-monday-49-7b-spent-online-globally-cyber-week-totalled-314-9b\/?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">BNPL drove nearly $1B<\/span><\/a><span data-contrast=\"auto\">, an all-time high for the payment method. More than three-quarters of these transactions occurred on mobile.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><h3>Mobile dominated online shopping<\/h3><p><span data-contrast=\"auto\">Speaking of mobile, reputable sources found that mobile shopping accounted for a staggering <\/span><a href=\"https:\/\/techcrunch.com\/2024\/12\/03\/cyber-monday-49-7b-spent-online-globally-cyber-week-totalled-314-9b\/?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">57% of all Cyber Week<\/span><\/a><span data-contrast=\"auto\"> sales, working out to about $7.6B in spend. At this rate, mobile is growing faster than overall online shopping growth.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">NRF similarly found that <\/span><a href=\"https:\/\/nrf.com\/media-center\/press-releases\/197-million-consumers-shop-over-thanksgiving-holiday-weekend\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">63% of Cyber Monday<\/span><\/a><span data-contrast=\"auto\"> online shoppers used their mobile device, up from 55% last year.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">This underscores the importance of mobile-friendly websites and the value of developing your own apps to expedite the shopping process.\u00a0But marketers also need a <\/span><a href=\"https:\/\/zetaglobal.com\/enterprise-email-and-mobile-marketing-zeta-messaging\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">mobile messaging strategies<\/span><\/a><span data-contrast=\"auto\"> to reach consumers where they are.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><h3>Electronics, toys, beauty, and apparel won the markdown game<\/h3><p><span data-contrast=\"auto\">Our survey noted that product pricing, discounts, and coupons were the most important influencing factors for shoppers (followed closely by product selection\/availability and unique offerings). As expected, this played out over the holiday weekend: Consumers were drawn to deals.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">According to early reports, electronics were the most marked-down category for Cyber Monday, with an <\/span><a href=\"https:\/\/techcrunch.com\/2024\/12\/03\/cyber-monday-49-7b-spent-online-globally-cyber-week-totalled-314-9b\/?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">average discount of 30%<\/span><\/a><span data-contrast=\"auto\">, followed by toys. Makeup and apparel, however, had the biggest average markdowns at nearly 40%.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">This also aligns with our Zeta Data, showing increased consumer interest in electronics and beauty, but also pet supplies (which saw content consumption jump 400% in November). Beauty interest dipped in October, but surged in November, up nearly 250%.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><h3>Marketers put in the work this Cyber Week<\/h3><p><span data-contrast=\"auto\">Of course, the holiday weekend wouldn\u2019t have seen this success without marketing. Across all channels, retail marketers doubled down on their efforts to communicate holiday deals and encourage consumers to act, with intense competition.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">When looking at the performance data within the <\/span><a href=\"https:\/\/zetaglobal.com\/platform\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Zeta Marketing Platform (ZMP)<\/span><\/a><span data-contrast=\"auto\">, incorporating both our ESP and DSP, we found:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">108% YoY increase<\/span><\/b><span data-contrast=\"auto\"> in omnichannel digital messages served, showcasing expanded reach across both email and programmatic platforms.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">30.4% YoY increase<\/span><\/b><span data-contrast=\"auto\"> in DSP ad impressions served, emphasizing improved campaign scale and audience targeting.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Video completions increased by <\/span><b><span data-contrast=\"auto\">19.7% YoY<\/span><\/b><span data-contrast=\"auto\">, underscoring the effectiveness of our video campaigns as part of a multichannel strategy and demonstrating strong engagement with video content.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Email campaigns achieved a <\/span><b><span data-contrast=\"auto\">94% YoY increase in unique opens<\/span><\/b><span data-contrast=\"auto\">, with open rates peaking at <\/span><b><span data-contrast=\"auto\">111 million<\/span><\/b><span data-contrast=\"auto\"> on Black Friday, far exceeding industry averages and reflecting strong content relevance.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li><\/ul><h3>Consumer engagement hit an all-time high<\/h3><p><span data-contrast=\"auto\">Thankfully, this work was well-received. While most people\u2019s inboxes overflowed during Cyber Week, they were helpful in ensuring the best deal. And engagement showed that consumers appreciate the effort.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">A deeper dive within the ZMP revealed:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Total consumer digital consumption increased by <\/span><b><span data-contrast=\"auto\">192% YoY<\/span><\/b><span data-contrast=\"auto\">, driven by surging DSP CTR and record-breaking email opens and clicks.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Unique email clicks surged by <\/span><b><span data-contrast=\"auto\">over 94% YoY, <\/span><\/b><span data-contrast=\"auto\">showcasing the impact of targeted, high-relevance messaging. And total clicks on emails reached <\/span><b><span data-contrast=\"auto\">4 million<\/span><\/b><span data-contrast=\"auto\">, reflecting high consumer interest during peak shopping periods.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Programmatic DSP impressions contributed to a cumulative <\/span><b><span data-contrast=\"auto\">30.4% YoY growth<\/span><\/b><span data-contrast=\"auto\"> for the week.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li><\/ul><p><span data-contrast=\"auto\">These results affirm the effectiveness of our comprehensive, data-driven omnichannel marketing strategy for retail marketing success.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><h3>Yet average spend per customer stumbled<\/h3><p><span data-contrast=\"auto\">In our pre-holiday survey of thousands of consumers across North America, 45% reported that they planned to spend more than $1000 on their holiday shopping this season. The majority last year said they\u2019d spend less than $100, and this dramatic change caught our attention.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Last year, we were skeptical about the low expected holiday spend. And were proved correct. This year, however, it seems the average will actually land somewhere in the middle. NRF found that over Thanksgiving weekend, consumers <\/span><a href=\"https:\/\/nrf.com\/media-center\/press-releases\/197-million-consumers-shop-over-thanksgiving-holiday-weekend\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">spent an average of $235<\/span><\/a><span data-contrast=\"auto\"> on gifts, an increase of $8 over last year, primarily on clothing or accessories, toys, gift cards, food, and personal care categories.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">But there\u2019s still just over three weeks before Christmas to rack up more spend. Given that 32.5% of shoppers said they don\u2019t plan to start shopping until the week before Christmas, we anticipate this average spend number to tick upward until Christmas.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><h2>What&#8217;s Next? Holiday Returns on the Rise<\/h2><p><span data-contrast=\"auto\">Now that Cyber Week is behind us, there\u2019s still time before Christmas. Marketers need to stay the course, be proactive and consistent with your messaging, and start thinking about post-holiday. <\/span>\u00a0<\/p><p><a href=\"https:\/\/zetaglobal.com\/industries\/brands\/retail\/\"><span data-contrast=\"none\">Learn more about how Zeta helps retailers win holiday and beyond.<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-affe3bd elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"affe3bd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f1dfd29\" data-id=\"f1dfd29\" data-element_type=\"column\">\n\t\t\t<div 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AI.<\/div>\n\t\t\t\t<div class=\"page-end-cta__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"page-end-cta__button button button--default button--white\"   href=\"https:\/\/zetaglobal.com\/platform\/\" target=\"_self\">Zeta Marketing Platform<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"button button--default button--red button--slide-out-form\"  >Request A Demo<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Uncover key Holiday 2024 shopping trends from Cyber Week, including record-breaking online sales, the rise of BNPL, and mobile 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