#Black Friday #United States #Charleston #Cyber Monday #Omnisend

U.S. Consumers Set to Boost Spending for Shopping Events

As the countdown to this year's Black Friday and Cyber Monday (BFCM) shopping events begins, Americans are preparing to open their wallets like never before. According to a recent survey conducted by Omnisend, it's projected that nearly $80 billion will be spent both online and in-store during these annual sales, reflecting an impressive $20 billion increase from the previous year.

Shoppers' Budget Insights

The survey reveals that the average consumer intends to spend $340 on Black Friday and $300 on Cyber Monday. This translates to a surge of $90 more on Black Friday and $60 more on Cyber Monday per shopper compared to 2024. Despite inflationary pressures and the burdens of financial uncertainty, many Americans see BFCM not just as a shopping opportunity but as a strategic financial approach to maximize value during tough economic times.

Marty Bauer, an ecommerce and retail expert at Omnisend, emphasizes that shoppers are making informed financial choices. He notes, "People are spending more during BFCM not because they're carefree, but because they see it as the smartest financial strategy in a tough economy."

Increased Spending on the Horizon

The Omnisend survey indicates that 40% of shoppers plan to spend more than last year on Black Friday, while 32% anticipate increasing their Cyber Monday budgets. The data shows that the majority of shoppers will spend somewhere between $100 and $499, with a smaller group willing to shell out over $1,000 for big-ticket items. Interestingly, even while planning for increased spending, consumers overall intend to limit holiday spending, with potential post-holiday debt expected to reach $55 billion.

Payment Preferences: BNPL vs. Upfront Payments

Another key aspect highlighted in the survey is the rising popularity of Buy Now, Pay Later (BNPL) services such as Klarna and Afterpay. About 21% of respondents indicated they plan to use BNPL on Black Friday, with 17% doing so on Cyber Monday primarily for larger purchases. However, nearly half of consumers still prefer to make upfront payments, citing trust and greater financial control as reasons for their preference.

Discounts and Free Shipping: The Primary Motivators

When it comes to purchasing decisions, discounts reign supreme. 68% of shoppers prioritize discounts above all else, while 52% are influenced by free shipping. Limited-time offers and early access promotions are also significant, motivating nearly one-third of shoppers. However, loyalty rewards (20%) and influencer campaigns (16%) play a smaller role in driving purchase decisions, signaling that traditional savings strategies still resonate well with consumers.

Dominance of Major Retailers with New Entrants Rising

In terms of shopping destinations, 73% of consumers still favor Amazon for their BFCM shopping needs, with Walmart (54%) and Target (38%) remaining notable competitors—particularly for everyday items. However, emerging platforms such as Temu (16%) and TikTok Shop (10%) are gaining traction, indicating a shift in consumer behavior as shoppers become more adventurous with their choices.

Leading Categories for Purchases

The survey reveals that these categories are set to dominate this year’s BFCM shopping spree:

• - Clothing and accessories (53%)
• - Tech and electronics (47%)
• - Toys and games are increasingly popular, with one in three shoppers planning to buy gifts for children.
• - Other notable categories include beauty and self-care (28%), home décor (24%), and food and drinks (20%). The enduring popularity of fashion and technology indicates consistent consumer preferences, while an increase in toy purchases suggests parents are strategically waiting until BFCM to make holiday shopping more affordable.

Retailer Strategy Recommendations

Given the current financial landscape, retailers must refine their strategies accordingly:
1. Position deals as financial relief—emphasize how purchases during BFCM deliver savings long-term.
2. Prioritize free shipping and discounts—these have proven to be key levers in consumer decision-making.
3. Offer tiered promotions—tailor offers to attract both cautious shoppers and those willing to splurge.
4. Explore emerging platforms—engage with newer marketplaces like Temu and TikTok Shop to capture wider audiences.
5. Utilize automation tools—leverage platforms like Omnisend for effective campaign scheduling and personalized messaging.

In summary, while it’s clear that Americans are under financial strain, they remain determined to make smart shopping choices. Retailers who connect their promotions to tangible savings and value will likely see substantial growth during this year’s Black Friday and Cyber Monday sales.