Cyber Weekend Buyers Prefer At-Home Shopping

During 2025 Cyber Weekend, which ran from Thanksgiving to Cyber Monday, a clear preference for at-home convenience emerged, with 56% of consumers shopping primarily or exclusively online.

In addition, Black Friday dominated the long weekend. Among everyone who shopped over Cyber Weekend, 76% made a purchase on Black Friday.

The information was gathered by Numerator, which recently released verified buyer survey insights from more than 9,100 respondents for the full 2025 Cyber Weekend.

Survey insights include:

• Black Friday continues to win with Cyber Weekend shoppers. Among those consumers who shopped over Cyber Weekend, 76% said they shopped or planned to shop on Black Friday, followed by Cyber Monday (59%), the Saturday after Thanksgiving (45%), the Sunday after Thanksgiving (30%), and Thanksgiving Thursday (28%).
• More consumers are choosing to shop from the comfort of their own homes, with 56% of shoppers saying they shopped mostly or exclusively online during Cyber Weekend (vs. 52% last year), a clear preference compared to the 16% of shoppers who said they shopped exclusively or mostly in store (vs. 18%).
• Amazon attracted nearly nine in 10 holiday weekend shoppers. Shoppers said they shopped or planned to shop at Amazon (87%, +1 point from last year), Walmart (65%, no change), and Target (42%, -4 points) during Cyber Weekend. Shoppers also planned to or made purchases at department stores (29%), club stores (21%), beauty stores (18%), home improvement stores (16%), discount stores (15%), and Best Buy (13%). Less than one in 10 planned to shop at Temu (10%), TikTop Shop (8%), and Shein (8%).
• Nearly all Cyber Weekend shoppers bought from more than one retailer. The majority (93%) of Cyber Weekend shoppers made purchases at two or more retailers/websites over the weekend, including 30% who shopped at three different locations, 16% at four, and 27% at five or more.
• Holiday gift shopping was top of mind during Cyber Weekend, and 92% of shoppers said they purchased a gift during their Cyber Weekend shopping. In addition, 63% said that more than half or all their purchases were gifts, including 28% who said all their purchases were gifts.
• Shoppers grabbed deals on clothing, beauty, and groceries during Cyber Weekend. The most common categories that shoppers reported purchasing were apparel and shoes (62%), beauty or cosmetics (38%), groceries (34%), toys/video games (30%), home goods (26%), consumer electronics (25%), gift cards (24%), books/videos/other media (21%), pet products (20%), and household essentials (19%).
• Rising prices had an impact on Cyber Weekend, but consumers might be becoming accustomed to this new normal. Of those surveyed, 64% of shoppers said rising prices had a moderate to significant impact on their holiday shopping over the weekend (vs. 67% last year), and 9% said rising prices had no impact (vs. 8%).
• Rising prices are shifting consumer buying behavior. Among those who said rising prices impacted their shopping, more than half (53%) said they are now seeking out promotions and coupons, 42% are buying fewer gifts, 34% say they have less disposable income due to rising prices on everyday essentials, 34% are shopping at different retailers to find better prices, and 27% say they are purchasing items they need now during holiday sales in case prices rise in the future.
• Early holiday sales events changed Cyber Weekend shopping plans, with 59% of Cyber Weekend shoppers also participating in Prime Big Deal Days, Target Circle Week, Walmart Holiday Deals, and other early holiday sales events (vs. 60% last year). Only 8% said that shopping early sales did not impact their shopping on Cyber Weekend, with other consumers saying that the sales gave them a clearer idea of what they wanted to buy on Cyber Weekend (32%), that they felt less urgency to shop Cyber Weekend because they had already taken advantage of good deals (27%), and that they prioritized different types of purchases this weekend than they did during the early sales (25%).
• More than one-quarter of shoppers thought Cyber Weekend 2025 deals did not match up to last year, and 72% of this year's Cyber Weekend shoppers also shopped last Cyber Weekend. In addition, 42% of these buyers said they thought this year's deals were the same as last year, while 25% thought they were better and 27% thought they were worse.
• 41% of shoppers said they spent about the same amount this year as last year, while 33% spent less and 23% spent more.