CHICAGO, Dec. 02, 2025 (GLOBE NEWSWIRE) -- Numerator, a data and tech company serving the market research space, has released verified buyer survey insights from over 9,100 respondents for the full 2025 Cyber Weekend (Thanksgiving through Cyber Monday; online and brick & mortar shopping). A clear preference for at-home convenience emerged, as 56% of consumers shopped primarily or exclusively online. Black Friday dominated the long weekend; among everyone who shopped over Cyber Weekend, 76% made a purchase on Black Friday.
Cyber Weekend Survey Insights
- 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. 56% of shoppers said 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 9 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 1 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. 92% of shoppers said they purchased a gift during their Cyber Weekend shopping. 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 & 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. 64% of shoppers said rising prices had a moderate to significant impact on their holiday shopping over the weekend (vs. 67% last year). 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, over 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. 59% of this weekend’s shoppers also participated 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%).
- Over one-quarter of shoppers thought Cyber Weekend 2025 deals did not match up to last year. 72% of this year’s Cyber Weekend shoppers also shopped last Cyber Weekend. 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.
- Whether it was because of better deals or tightening budgets, one-third of shoppers said they spent less this year. 41% of shoppers said they spent about the same amount this year as last year, while 33% spent less and 23% spent more.
Numerator’s Cyber Weekend survey was fielded to 9,199 verified shoppers who made a purchase between Thursday 11/27/2025 and Monday 12/1/2025.
About Numerator:
Numerator is a data and tech company bringing speed and scale to market research. Numerator blends first-party data from over 1 million US households with advanced technology to provide 360-degree consumer understanding for the market research industry that has been slow to change. Headquartered in Chicago, IL, Numerator has 5,400 employees worldwide; 80 of the top 100 CPG brands’ manufacturers are Numerator clients.
Bob Richter Numerator 212-802-8588 press@numerator.com