Thanksgiving weekend: US retailers expect biggest shopper surge on record

Core Insights - The National Retail Federation (NRF) anticipates a record 186.9 million consumers will shop during the Thanksgiving weekend, indicating the growing significance of this shopping period for retailers and supply-chain partners [1][2] Shopping Trends - A survey indicates that 58% of consumers have already started their holiday shopping, with the expected turnout of 186.9 million shoppers representing an increase of over 3 million from last year's 183.4 million [2] - Black Friday remains the primary shopping day, with approximately 70% of respondents (around 130.4 million) planning to shop on that day [2] - Cyber Monday is expected to attract about 40% of consumers (73.9 million) for online shopping, while 67 million consumers are anticipated to shop on Small Business Saturday, with 80% intending to support local businesses [3] Gift Preferences and Spending - Clothing and accessories are the top planned gift category for 50% of consumers, followed by gift cards (43%) and toys (32%) [4] - Gift-card spending is projected to reach US $29.1 billion this season, an increase from approximately US $28.6 billion last year, with consumers planning to purchase three to four gift cards at an average spend of about US $171 each [4] Payment Methods and Charitable Activities - Debit cards are the preferred payment method for 44% of consumers, followed by credit cards (37%) and cash (16%), with 59% expected to use digital wallets and apps [5] - Notably, around 67% of consumers plan to engage in at least one charitable activity during the shopping period, such as financial donations (32%) or donating items (31%) [5] Implications for Retailers and Supply-Chain Partners - The anticipated high volume of purchases indicates increased pressure on fulfillment, inventory planning, and customer service operations for retailers [6] - Retailers must effectively balance demand across in-store, online, and omnichannel channels, as consumers increasingly rely on online searches (41%) and peer/family recommendations (35%) for shopping inspiration [7]