Retail Shopping Trends for 2024 Holiday Season, Black Friday

According to data from the National Retail Federation and Prosper Insights & Analytics, 183.4 million people will shop in the U.S. from Thanksgiving to Cyber Monday, with 131.7 million expected on Black Friday. Shopify’s 2024 holiday retail survey reveals that young adults plan to increase Black Friday spending, while 65% of non-Black Friday shoppers do most of their holiday shopping from October to December. Consumers value free shipping, with 47% influenced by it, and 27% wait for big sales to compare prices. Additionally, 26% plan to shop more sustainably, 22% look to buy from independent brands, and 60% use a hybrid shopping approach, with younger shoppers showing a preference for in-store product discovery and social media recommendations.

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