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31% of US internet users will shop this Black Friday

Article by Sara Lebow  |  Nov 16, 2023
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31% of US internet users will shop this Black Friday
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Topics
Holiday & Seasonal Shopping
Income
Digital Shoppers & Buyers
United States

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Expected Shopper Participation in Cyber Week According to US Internet Users, by Income Level, Sep 2023 (% of respondents)
E-Mail ChartDownload

Key stat: 31% of US internet users will shop this Black Friday. The same amount will also shop Cyber Monday, according to Deloitte.

Beyond the chart:

  • The average shopper will spend $1,652 this holiday season, up from $1,455 last year, per Deloitte.
  • Late November will be the busiest time for holiday spending, with 78% of active shoppers participating in spending.
  • We project holiday sales to total $1.317 trillion, up 4.5% from last year.

Use this chart:

  • Target holiday messaging based on income.
  • Evaluate Cyber Week advertising.

More like this:

Methodology: Data is from the October 2023 Deloitte, "2023 Holiday Retail Survey." 4,318 US internet users ages 18+ were surveyed online during August 30-September 8, 2023.

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