From Thanksgiving Day through Cyber Monday, more than 174 million Americans shopped in stores and online, according to the latest National Retail Federation holiday shopping report. Significant findings include:

  • Over 58 million people shopped online only, over 51 million shopped in stores only, and over 64 million shopped both online and in stores, indicating the power of retailers’ omnichannel presence.
  • 11 percent of consumers shopped before 5 p.m. on Thanksgiving Day, while another 11 percent started at 6 p.m. On Black Friday, 25 percent started at 10 a.m. or later.
  • The most popular day for in-store shopping was Black Friday, cited by 77 million consumers, followed by Small Business Saturday with 55 million consumers. The top two days consumers shopped online were Cyber Monday with more than 81 million and Black Friday with more than 66 million.
  • The multichannel shopper spent $82 more on average than the online-only shopper, and $49 more on average than the in-store shopper.
  • Average spending per person over the five-day period was $335.47, with $250.78 – 75 percent, specifically going toward gifts. The biggest spenders were older millennials (25-34 years old) at $419.52.
  • Men outspent women, with an average per-person spending of $392.50, versus $281.14. Electronics purchases were credited with the spending difference.
  • 63 percent of smartphone owners used their mobile devices to make holiday purchasing decisions, and 29 percent used their phones to make actual purchases.
  • On Cyber Monday, 49 percent of consumers started shopping early in the morning while 41 percent started in late morning, with 75 percent using their computers at home, 43 percent using a mobile device and 13 percent shopping on computers at work.
  • Among those who spent, 60 percent said the majority of their purchases were driven primarily by sales, and 48 percent said deals were better than earlier this season.
  • Top shopping destinations included department stores (43 percent), online retailers (42 percent), electronic stores (32 percent), clothing and accessories stores (31 percent), and discount stores (also 31 percent).
  • Some of the most popular gifts purchased included clothing or accessories (58 percent), toys (38 percent), books and other media (31 percent), electronics (30 percent) and gift cards (23 percent).
  • Other factors contributing to positive shopper turnout were: good weather across the country; low unemployment; strong consumer confidence; lack of external disruptive factors experienced in previous years (i.e., government elections and activities); and retailers following through on investments in shopper experience and technology.