Thanksgiving Sales Insights You Need to Know

Thanksgiving sales in 2025 showcased exciting trends that shaped the holiday shopping season. Retail sales grew by over 2%, reflecting stable growth despite economic caution. Consumers focused on balancing affordability with indulgence, which highlighted a shift in spending habits. This Thanksgiving week, shoppers embraced deals earlier than ever, making holiday shopping a strategic event. Innovations like mobile platforms and flexible payment options transformed the shopping experience, making it more accessible. These changes reveal how Thanksgiving continues to evolve as a key moment for retailers and consumers alike.

Top Retailers and Their Thanksgiving Sales Performance

Thanksgiving sales in 2025 highlighted the competitive strategies of top retailers. Each retailer showcased unique approaches to attract shoppers, offering a mix of online convenience, in-store experiences, and enticing deals. Let’s explore how Amazon, Walmart, and Target performed during this critical shopping season.

Amazon: Dominating Online Sales

Amazon continued to lead the charge in online sales during Thanksgiving 2025. The platform accounted for more than 17.7% of all Black Friday sales, solidifying its dominance in the e-commerce space. Its success stemmed from a combination of factors:

• Exclusive early access to deals for Prime members.

• A seamless shopping experience across mobile and desktop platforms.

• Deep discounts on popular product categories like electronics, home goods, and fashion.

Amazon’s ability to deliver fast shipping and personalized recommendations further enhanced its appeal. By focusing on convenience and value, the retailer captured a significant share of the holiday revenue.

Walmart: Balancing In-Store and Online Success

Walmart excelled by striking a balance between in-store and online shopping. During the holiday season, 126 million consumers visited Walmart stores, up from 121.4 million the previous year. This increase highlighted the retailer’s ability to draw shoppers back to physical locations. At the same time, Walmart’s online presence remained strong, though online shopping saw a slight decline compared to 2023.

Key strategies that contributed to Walmart’s success included:

• Offering exclusive in-store deals to encourage foot traffic.

• Expanding curbside pickup and same-day delivery options.

• Promoting a wide range of products, from groceries to electronics.

Walmart’s focus on affordability and accessibility ensured it remained a top choice for Thanksgiving shoppers.

Target: Leveraging Holiday Promotions

Target stood out by leveraging creative holiday promotions to attract customers. The retailer offered a mix of online and in-store deals, making it easy for shoppers to find discounts on their favorite items. Target’s strategy included:

• Launching early holiday sales to capture consumer interest.

• Providing exclusive discounts through its loyalty program, Target Circle.

• Highlighting sustainability by promoting eco-friendly products.

Target’s emphasis on family-oriented shopping experiences and curated product selections resonated with its customer base. This approach helped the retailer maintain strong sales performance during the Thanksgiving season.

Thanksgiving sales in 2025 demonstrated how these retailers adapted to changing consumer preferences. By focusing on innovation, convenience, and value, they successfully captured the attention of holiday shoppers.

Best Buy: Excelling in Electronics Deals

Best Buy solidified its position as a go-to destination for electronics during Thanksgiving 2025. Shoppers flocked to its stores in record numbers, drawn by unbeatable deals on high-demand products like laptops, gaming consoles, and smart home devices. The retailer’s focus on delivering value and variety made it a standout choice for tech enthusiasts.

During Thanksgiving 2024, Best Buy saw a staggering 473.1% increase in foot traffic on Black Friday compared to its daily average. This momentum carried into Black Saturday, with a 162.4% rise in visits. These numbers highlight how effectively Best Buy attracts customers seeking electronics deals during the holiday season. You can expect similar trends in 2025, as the retailer continues to refine its strategies.

Best Buy’s success stems from several key factors:

• Exclusive Doorbuster Deals: Limited-time offers on popular electronics created a sense of urgency among shoppers.

• In-Store Pickup Options: Convenient pickup services allowed customers to secure online deals and collect their purchases at nearby stores.

• Tech Expertise: Knowledgeable staff provided guidance, helping shoppers make informed decisions.

By combining competitive pricing with excellent customer service, Best Buy maintained its reputation as a leader in electronics retail. Whether you shop online or visit one of its stores, you’ll find deals that cater to your tech needs.

Macy’s: Strong Performance in Apparel and Home Goods

Macy’s delivered an impressive performance in Thanksgiving 2025, particularly in the apparel and home goods categories. The retailer’s ability to blend tradition with modern trends resonated with shoppers looking for quality and style.

Women’s apparel accounted for 28.5% of Macy’s total sales during the holiday season, while home goods contributed 22.3%. These categories showcased Macy’s strength in offering products that appeal to a wide range of customers. The retailer’s focus on curated collections and exclusive holiday promotions played a significant role in driving sales.

Macy’s also capitalized on key shopping events. Black Friday alone generated $387 million in revenue, representing 6.2% of its annual sales. The broader holiday season brought in $1.2 billion, accounting for 19.5% of yearly revenue. These figures underscore Macy’s ability to maximize sales during peak shopping periods.

Macy’s success lies in its commitment to offering a seamless shopping experience. You’ll find a mix of in-store and online options, making it easy to browse and buy. The retailer’s emphasis on quality, variety, and affordability ensures it remains a favorite for holiday shoppers.

Key Trends in Thanksgiving Sales 2025

Rise of Early Holiday Deals

Thanksgiving week in 2025 saw a significant shift in how retailers approached holiday shopping. Many stores launched their deals weeks before Thanksgiving, creating a longer shopping window for consumers. This strategy allowed you to spread out your spending and avoid the last-minute rush. Retailers like Amazon and Target capitalized on this trend by offering deep discounts on popular products as early as mid-October.

This early start to holiday shopping reflects evolving consumer behaviors. In recent years, shoppers have shown a preference for personalized and value-driven experiences over generic offers. Specialty brands, in particular, have gained traction by focusing on niche marketing and tailored campaigns. For you, this means more opportunities to find deals that align with your specific needs and preferences.

Retailers also benefited from this extended shopping period. By spreading out sales events, they reduced logistical challenges and improved customer satisfaction. This approach not only boosted revenue but also helped create a more enjoyable shopping experience for you.

Increased Focus on Sustainability

Sustainability emerged as a key focus during Thanksgiving sales in 2025. More retailers prioritized eco-friendly practices, responding to growing consumer demand for sustainable options. You may have noticed an increase in promotions for products made from recycled materials or those with minimal environmental impact.

Target, for example, highlighted its commitment to sustainability by featuring eco-friendly products in its holiday campaigns. This trend aligns with a broader shift in consumer spending habits. Shoppers are increasingly choosing brands that reflect their values, including environmental responsibility.

Retailers also adopted sustainable practices in their operations. Many stores reduced packaging waste and offered incentives for using reusable bags. These efforts not only appealed to environmentally conscious shoppers like you but also helped retailers differentiate themselves in a competitive market.

Growth in Mobile Shopping

Mobile shopping reached new heights during Thanksgiving 2025, with record-breaking sales driven by the convenience of online platforms. Approximately 70% of online sales in North America occurred on mobile devices, highlighting the growing importance of mobile-friendly shopping experiences. For you, this means easier access to deals and a seamless checkout process, whether you're at home or on the go.

The average amount spent per mobile transaction reached $120, reflecting the increasing trust consumers place in mobile platforms. Contactless payment options also gained popularity, with 60% of shoppers using them at least once a month. This shift toward mobile and contactless shopping demonstrates how technology continues to shape the holiday shopping landscape.

Retailers have responded by optimizing their websites and apps for mobile use. Features like one-click purchasing, personalized recommendations, and real-time inventory updates make it easier for you to find and secure the best deals. As mobile eCommerce sales grow by 20% year over year, it's clear that mobile shopping will remain a dominant force in the retail industry.

Expansion of Buy-Now-Pay-Later Options

The popularity of Buy-Now-Pay-Later (BNPL) services surged during Thanksgiving 2025, transforming how you shop for holiday deals. This payment option allows you to split your purchases into smaller, interest-free installments, making it easier to manage your budget while still enjoying the season’s best discounts. Retailers embraced BNPL as a way to attract more shoppers, especially younger consumers who value flexibility in their spending.

Younger generations, particularly Gen Z, have driven the rise of BNPL services. In 2024, 43.4% of Gen Z shoppers used BNPL options, and this trend continued into 2025. If you fall into this age group, you likely appreciate how BNPL helps you afford big-ticket items without straining your finances. Retailers have noticed this shift and partnered with BNPL providers like PayPal, Afterpay, and Klarna to meet your needs.

Here’s how BNPL reshaped the Thanksgiving shopping landscape in 2025:

• PayPal reported $9.5 billion in BNPL transaction volume over the 12 months ending in September. This figure highlights the growing trust in these services.

• Around 9.5 million consumers chose BNPL at checkout, showing how widespread this payment method has become.

• Over 950,000 merchants offered BNPL options, giving you more opportunities to shop with flexibility.

The convenience of BNPL extends beyond affordability. It simplifies the checkout process, whether you shop online or in-store. Many retailers integrated BNPL directly into their payment systems, allowing you to select this option with just a few clicks. This seamless experience encourages you to complete your purchases without hesitation.

BNPL also played a role in boosting sales for high-value items. Electronics, furniture, and luxury goods saw increased demand as shoppers like you took advantage of installment plans. For example, if you wanted a new gaming console or a high-end kitchen appliance, BNPL made it possible to buy these items without paying the full price upfront.

As BNPL continues to grow, it’s clear that this payment option is here to stay. Whether you’re shopping for gifts or treating yourself, BNPL gives you the flexibility to make the most of Thanksgiving sales without breaking your budget. Retailers will likely expand these offerings even further, giving you more ways to shop smarter in the future.

Black Friday vs Cyber Monday: Sales Comparisons

Consumer Preferences Across Both Days

When comparing Black Friday vs Cyber Monday, you’ll notice distinct consumer preferences for each event. Black Friday often attracts shoppers looking for in-store deals and doorbuster discounts. Many people enjoy the excitement of visiting physical stores to grab limited-time offers. On the other hand, Cyber Monday appeals to those who prefer the convenience of online shopping. It’s a day when you can find exclusive online sales without leaving your home.

In 2021, Cyber Monday achieved $10.7 billion in online sales, slightly higher than Black Friday’s $9.5 billion in 2023. These black friday statistics highlight how both events play a significant role in holiday spending. While Black Friday focuses on a mix of in-store and online deals, Cyber Monday remains the champion of online-exclusive discounts.

Product Categories That Performed Best

During Black Friday sales, electronics and home appliances often dominate. Shoppers like you flock to stores for deals on TVs, gaming consoles, and kitchen gadgets. Cyber Monday, however, sees a surge in online sales for tech accessories, software, and fashion. The difference lies in how you shop—Black Friday encourages bulk purchases in-store, while Cyber Monday caters to smaller, online-friendly items.

For example, laptops and smartphones perform well on both days, but Cyber Monday offers better deals on digital subscriptions and online-exclusive products. If you’re looking for big-ticket items, Black Friday might be your best bet. For smaller, niche items, Cyber Monday provides more options.

Online vs In-Store Shopping Trends

The rise of online shopping has blurred the lines between Black Friday and Cyber Monday. In 2025, online sales accounted for a significant portion of Black Friday revenue, showing how consumer habits are shifting. However, in-store shopping still thrives during Black Friday, especially for those who enjoy the thrill of finding deals in person.

Cyber Monday remains the leader in online sales. Retailers optimize their websites for mobile users, making it easier for you to shop from anywhere. Black Friday vs Cyber Monday comparisons show that while both events drive massive sales, Cyber Monday continues to dominate the online space.

Actionable Insights for Shoppers

Timing Your Purchases for Maximum Savings

Timing plays a crucial role in maximizing your savings during the holiday shopping season. Retailers have extended the shopping period, offering deals earlier than ever. This gives you more opportunities to plan your purchases strategically. Starting early can help you avoid the last-minute rush and secure better discounts.

• Many stores launch promotions as early as October, allowing you to spread out your spending.

• About 75% of shoppers participate in these early events, highlighting their popularity.

• Making multiple trips during the extended shopping season can help you find the best deals.

Early shopping also reduces stress and ensures you get the items you want before they sell out. By keeping an eye on promotional calendars, you can time your purchases to align with peak discounts.

Comparing Online vs In-Store Deals

Choosing between online and in-store shopping depends on your preferences and the type of deals you’re looking for. Online shopping offers unmatched convenience, allowing you to browse and buy from the comfort of your home. In 2023, US consumers spent $1.257 trillion online, driven by factors like coupons and discounts. Nearly 39.5% of shoppers cited discounts as their primary motivation for shopping online.

In-store shopping, however, provides a tactile experience. You can see and test products before buying, which is especially useful for items like electronics or furniture. Retailers often offer exclusive in-store deals to attract foot traffic. If you enjoy the thrill of finding doorbuster discounts, visiting physical stores might be your best option.

To maximize savings online, consider using price monitoring tools. These tools track prices across multiple retailers and alert you to drops, ensuring you get the best deal. Whether you shop online or in-store, comparing prices and promotions can help you make informed decisions.

Leveraging Loyalty Programs and Discounts

Loyalty programs are powerful tools for saving money during holiday sales. Many retailers offer exclusive discounts to members, making these programs worth joining. By engaging with loyalty programs, you can earn rewards that reduce your overall spending.

• Redemption rates show how effectively shoppers use earned rewards.

• Active engagement with loyalty programs correlates with increased savings.

• Successful programs aim to reduce customer churn, ensuring you benefit from ongoing discounts.

Retailers like Target and Macy’s often provide additional perks to loyalty members, such as early access to deals or personalized offers. Signing up for these programs can give you an edge during the holiday shopping season. Combining loyalty rewards with other discounts ensures you maximize your savings.

Actionable Insights for Businesses

Optimizing Marketing Strategies for Holiday Sales

To maximize your holiday sales, you need to refine your marketing strategies. Start by leveraging benchmark data to evaluate your performance and identify areas for improvement. Predictive analytics can help you anticipate customer behavior, allowing you to tailor your campaigns for better results. For example, analyzing past trends can reveal which products are likely to attract the most attention, enabling you to focus on promoting those items.

Marketing Mix Modeling (MMM) is another powerful tool. It helps you understand how different marketing activities impact your sales. By analyzing this data, you can allocate your budget more effectively, ensuring that every dollar spent delivers maximum returns. Offering deep discounts on high-demand products during peak shopping periods can also drive significant traffic to your store.

Enhancing Customer Experience During Peak Shopping

Providing an exceptional customer experience during the holiday season is crucial. High contact volumes, staff shortages, and system failures often challenge businesses during this time. To overcome these issues, ensure your team is well-prepared and your systems are robust. Training seasonal staff thoroughly can help maintain service quality, even during busy periods.

Focus on increasing the Average Order Value (AOV) by offering holiday bundles, limited-time offers, and personalized recommendations. For instance, brands like Nautica and Timberland have successfully boosted AOV by suggesting complementary products. These strategies not only enhance the shopping experience but also increase your revenue.

Customers expect seamless service across all channels. Whether they contact you via email, chat, or phone, ensure consistent and timely responses. Meeting these expectations can build trust and encourage repeat purchases.

Investing in Technology for Seamless Transactions

Investing in technology is essential for creating a smooth shopping experience. With 91% of shoppers using smartphones for purchases, optimizing your mobile platform should be a top priority. Mobile commerce sales are projected to account for 62% of all retail sales by 2027, making it clear that mobile-friendly payment solutions are no longer optional.

Self-service technology, such as kiosks and automated checkout systems, can also improve customer satisfaction. These tools give shoppers more control over their journey, reducing wait times and enhancing convenience. Additionally, offering multiple payment options, including mobile wallets and Buy-Now-Pay-Later services, caters to diverse customer preferences.

Thanksgiving sales in 2025 reached $76 billion, marking a 7% increase over 2023. Stores like Amazon, Walmart, and Macy’s led the way by adapting to consumer preferences. Department stores and online platforms emerged as the top shopping destinations, each attracting 42% of shoppers. Black Friday and Cyber Monday remained pivotal, driving significant revenue and shaping consumer spending habits.

For shoppers, timing purchases early and leveraging loyalty programs proved essential for maximizing savings. Businesses benefited from focusing on mobile optimization and sustainable practices. By applying these insights, you can enhance your holiday shopping or business strategies and make the most of future Thanksgiving opportunities.

FAQ

What is the difference between Cyber Monday and Black Friday?

Cyber Monday focuses on online shopping, while Black Friday includes both in-store and online deals. Cyber Monday often features discounts on tech gadgets, software, and digital products. Black Friday offers broader categories, including electronics, home goods, and apparel.

How can you prepare for Cyber Monday sales?

Start by researching deals early. Bookmark your favorite retailers and sign up for email alerts. Use price comparison tools to ensure you get the best value. On Cyber Monday, shop early to avoid missing out on limited-time offers.

Are Cyber Monday deals better than Black Friday deals?

Cyber Monday deals often provide better discounts on tech-related items and online-exclusive products. Black Friday deals may offer more variety, especially for in-store shoppers. Your choice depends on what you’re shopping for and how you prefer to shop.

Can you combine discounts on Cyber Monday?

Yes, many retailers allow you to stack discounts. Use promo codes, loyalty rewards, and cashback offers to maximize savings. Check the terms and conditions to ensure discounts apply to your purchases.

Is Cyber Monday only for tech products?

No, Cyber Monday includes deals across various categories. While tech products dominate, you’ll also find discounts on fashion, beauty, home goods, and more. Explore different retailers to discover diverse offers.