NRF’s holiday surveys gauge consumer sentiment and shopping trends during the holiday season, including Thanksgiving, Black Friday, Small Business Saturday, Cyber Monday, Super Saturday and Christmas. Check out NRF's Winter holidays FAQs and our Winter Holidays historical highlights for more information on the latest holiday season and years past. Check back often to stay up to date on retail's busiest season.
91% of consumers plan to celebrate the winter holidays
Consumers are budgeting an average $890 for gifts and other seasonal items
Black Friday remains the top shopping day for both in-store and online, with 80.3 million in-store shoppers and 85.7 million online
Cyber Monday continues to be the second most popular day for online shopping, attracting 75.9 million online shoppers
Top shopping destinations during Thanksgiving weekend were supermarkets (47%), online (45%), department stores (40%), clothing stores (37%) and discount stores (30%)
Top toys include Legos, Barbie, Hot Wheels and a doll
View more data in the slides below.
A record 202.9 million consumers shopped during the five-day holiday weekend from Thanksgiving Day through Cyber Monday.
NRF predicts retail sales in November and December will grow between 3.7% to 4.2% over 2024.
From the hottest toys to the turnout for Thanksgiving Weekend — NRF publishes research updates throughout the holiday season on how consumers plan to celebrate the holidays.
Key dates coming up
Dec. 15: NRF will release consumer shopping expectations for Super Saturday, the last Saturday before Christmas.
Winter holiday consumer spending survey video Q&A
NRF Vice President of Industry and Consumer Insights Katherine Cullen discusses NRF’s 2025 winter holiday consumer spending survey.
Holiday sales forecast call recording
Download and listen to a recording of NRF’s 2025 holiday sales forecast call from Nov. 6.
NRF 2025 holiday sales forecast video Q&A
NRF Chief Economist and Executive Director of Research Mark Mathews discusses NRF's 2025 holiday sales forecast.
2025 Thanksgiving Weekend Shopping Results Call Recording
Download and listen to a recording of NRF’s 2025 Thanksgiving weekend shopping results call from Dec. 2.
Press releases & blog:
197 Million Consumers Shop Over Thanksgiving Holiday Weekend
NRF Survey Reveals Top Toys and Gifts for the Winter Holidays
Record Number of Shoppers Expected Over Thanksgiving Holiday Weekend
Steady Sales Growth Expected for 2024 Holiday Season, According to NRF
Webinar & press calls:
Slides:
Press releases & blog:
Latest NRF Survey Shows Top Picks for Toys and Gifts for the Winter Holidays
More People Than Ever Expected to Shop During Thanksgiving Holiday Weekend
Consumers to Spend Nearly $900 to Celebrate the Winter Holidays
NRF Survey: 142 Million Shoppers Expected for Super Saturday
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