Consumers across the U.S. are turning to the internet in full force, eager to capitalize on the post-Thanksgiving shopping frenzy with Cyber Monday deals. As e-commerce continues to dominate holiday shopping, Cyber Monday — first coined in 2005 by the National Retail Federation — has become the year’s most significant online shopping day, driven by enticing discounts and an ever-growing hype surrounding the event.
According to Adobe Analytics, a record $13.2 billion in online spending is expected on Monday, marking a 6.1% increase over last year. This would make it the biggest shopping day of the season and the year for e-commerce, with peak online spending occurring between 8 p.m. and 10 p.m., reaching an estimated $15.7 million per minute.
For many major retailers, Cyber Monday is no longer just a one-day event but a multi-day sale that kicks off over the Thanksgiving weekend. Amazon launched its sales event shortly after midnight on Saturday, while Target began offering discounts on its website and app by Sunday night. Walmart rolled out its Cyber Monday deals for Walmart+ members on Sunday, opening them to the general public just a few hours later.
Cyber Week — the five major shopping days between Thanksgiving and Cyber Monday — offers valuable insight into consumer willingness to spend during the holiday season. Despite the lingering effects of post-pandemic inflation, which has raised prices for many goods and services, retail sales remain strong, and the economy continues to grow steadily.
However, rising credit card debt and delinquencies are notable trends, with more shoppers opting for “buy now, pay later” plans this holiday season to help manage purchases. Economists have also raised concerns about potential price hikes, with the possibility of tariffs on foreign goods, which could further increase costs across various categories like food, clothing, and automobiles.
The National Retail Federation forecasts a slight slowdown in the growth of holiday shopping, with spending projected to rise by 2.5% to 3.5% compared to last year’s 3.9% growth. While a clearer picture of holiday shopping trends will emerge after the government releases sales data, early indicators show promising results for retailers.
Adobe Digital Insights’ lead analyst, Vivek Pandya, notes that discounts have exceeded expectations, with online spending throughout Cyber Week expected to surpass $40 billion. U.S. consumers spent $10.8 billion online on Black Friday, a 10.2% increase over last year, and $6.1 billion on Thanksgiving Day.
Sales tracking companies like Salesforce and Mastercard SpendingPulse also report significant increases in online shopping. Salesforce estimates $17.5 billion in U.S. Black Friday sales, while Mastercard reports a 3.4% rise in overall retail sales, excluding automotive.
As physical stores see fewer shoppers — down by 3.2% on Black Friday, according to RetailNext — consumers are increasingly choosing the convenience of shopping from home. Experts suggest that this shift reflects the growing trend of “experience-driven spending,” as consumers focus more on self-care, travel, and other experiences in addition to physical products like electronics and toys.
This holiday season, many shoppers are also opting for higher-ticket items, “trading up” to premium versions of products such as electronics, appliances, and sporting goods, signaling a continued appetite for quality and investment in the things that matter most.