News Brief: Record U.S. Holiday Shopping Turnout
Summary
A record 202.9 million U.S. consumers shopped from Thanksgiving through Cyber Monday, driven by deep discounts and promotions. This marks the highest turnout since tracking began in 2017.
Key Points
- Record Participation: An estimated 202.9 million shoppers participated, surpassing last year’s 197 million and exceeding NRF’s forecast of 186.9 million.
- Spending Motivation: Consumers were primarily motivated by sales, promotions like free shipping, and limited-time deals.
- Spending Forecast: NRF projects record holiday spending (Nov 1 – Dec 31) of $1.1-$1.2 trillion, a 3.7%-4.2% increase from 2023.
- Channel Growth: In-store shoppers increased 3% to 129.5 million, while online shoppers jumped 9% to 134.9 million.
- Online Spending Surge: Adobe Analytics reported $44.2 billion in online spending over the five days, a 7.7% year-over-year increase, with Cyber Monday alone reaching $14.25 billion.
- Top Gift Categories: Clothing/accessories (51%), toys (32%), books/media (28%), and gift cards (26%).
- Holiday Priority: Industry leaders note holiday spending is a budget priority for families, who may cut back in other areas like travel.
- Labor Trend: Despite strong sales, seasonal holiday hiring by retailers is expected to be the lowest in at least 15 years.
新闻简报：美国假日购物人数创纪录
总结
受大幅折扣和促销活动驱动，从感恩节到网络星期一期间，美国购物者人数达到创纪录的2.029亿。这是自2017年开始追踪该数据以来的最高水平。
关键点
- 参与人数创纪录：估计有2.029亿购物者参与，超过去年的1.97亿，也高于全美零售联合会预测的1.869亿。
- 消费动机：消费者主要受到促销活动，如免运费和限时优惠的驱动。
- 支出预测：全美零售联合会预测，假日季（11月1日至12月31日）消费额将创纪录，达到1.1至1.2万亿美元，较2023年增长3.7%-4.2%。
- 渠道增长：实体店购物者同比增长3%，达1.295亿；线上购物者同比增长9%，达1.349亿。
- 线上支出激增：Adobe Analytics报告，五天线上总支出达442亿美元，同比增长7.7%，其中网络星期一单日支出达142.5亿美元。
- 热门礼品类别：服装/配饰（51%）、玩具（32%）、书籍/媒体（28%）和礼品卡（26%）。
- 假日消费优先：行业领袖指出，假日消费是许多家庭的预算重点，他们可能会减少旅行等其他方面的开支。
- 用工趋势：尽管销售强劲，零售商季节性假日招聘人数预计将是至少15年来的最低水平。
Original Article Link: https://www.cnbc.com/2025/12/02/black-friday-cyber-monday-shopping-turnout-nrf.html