Black Friday and Cyber Monday aren’t just retail traditions. They’re cultural phenomena. Every year, consumers flood the internet (and occasionally stores) to score deals, and marketers flood every channel to meet them there and capitalize on the latest Black Friday and Cyber Monday shopping behaviors and trends.

But here’s the thing – Black Friday and Cyber Monday shopping behavior varies significantly by age, income, gender, product category, and channel.

That’s where data makes the difference.

At Alliant we surveyed U.S. consumers immediately after the Black Friday and Cyber Monday shopping season to understand exactly who participated, how much they spent, what they bought, and what influenced their decisions. Our research found that 45% purchased from a Black Friday sale and 37% from a Cyber Monday sale, with younger and higher-income consumers participating more often, online shopping dominating both events, and apparel/footwear plus electronics leading purchases.

Other key findings include:

• 45% of U.S. adults shopped Black Friday; 37% shopped Cyber Monday
• Younger and higher-income consumers participated most
• Women were more likely to shop, but men spent more on Cyber Monday
• Apparel/footwear and electronics led purchases
• Online dominated both holidays, especially Cyber Monday
• Retailer websites were the most common place shoppers saw sale ads

These findings come from an Alliant survey conducted in January 2025 among a nationally representative sample of U.S. adults about their 2024 Black Friday and Cyber Monday shopping behaviors. What else we found might just change how you plan your next holiday campaign.

Where Are Black Friday and Cyber Monday Consumers Shopping?

If you’re still pouring budget into brick-and-mortar assumptions, it’s time to recalibrate:

• 83% of Cyber Monday shoppers and 59% of Black Friday shoppers bought online
• A notable percentage split shopping between online and in-person
  Most saw ads that influenced their purchase on the retailer’s website, not in-store or even on social

So if your website experience (or ad strategy) isn’t built to convert curiosity into carts, now’s the time to fix it.

The takeaway? The data’s in the details.

Yes, Black Friday and Cyber Monday are still massive. But if you’re planning campaigns around averages, you’re leaving performance on the table.

Predictive data and insights like these undercover Black Friday and Cyber Monday shopping behaviors and trends like:

• Who’s actually shopping
• What they care about
• Where they’re reachable
• And how to tailor the message for maximum response

And when you use that to guide your audience selection, creative development, and channel strategy? You turn seasonal marketing into strategic marketing.

Ready to unlock more Black Friday and Cyber Mondy shopping behaviors and trends?

Our full report breaks down spending behavior by income, gender, generation, product category, and media touchpoint so you can reach the right people, with the right message, at the right time this holiday season.