US Holiday Sales Poised to Break $1 Trillion Barrier

Consumer behavior is shifting toward a more aggressive pursuit of early holiday deals. Data indicates that 70% of shoppers intend to participate in the Black Friday and Cyber Monday sales events, a notable rise from 64% in 2025. While Black Friday remains the dominant anchor for the season, with 64% of respondents planning to head out, Cyber Monday is steadily gaining ground as online shopping becomes increasingly entrenched in holiday habits.

Aaron Cheris, Global Head of Retail at Bain & Company, emphasizes that these days serve as vital battlegrounds for brands. Success in the current market hinges on the ability of retailers to deploy personalized promotions and targeted campaigns that cut through the noise. Beyond the holiday kickoff, the final two weekends before Christmas continue to exert significant influence, frequently accounting for a large share of the top-performing sales days of the year.