The Cyber Five shopping frenzy is finally here again. Spanning Thanksgiving Day through Cyber Monday, this period sets the tone for holiday shopping, blending steep discounts with the convenience of omnichannel experiences.
According to a report by Numerator, 84% of U.S. households participated in Cyber Five shopping last year, with online spending reaching record levels—23% higher than in 2022. Online retailers accounted for 56% of total spending in 2023, with the average online spend per shopper nearly three times higher than in-store.
Prices will likely climb again this year, continuing to grow since 2016, excluding a brief dip in 2020. From 2022 to 2023, the average spend per unit rose 6%, fuelled by inflation and a shift toward high-value purchases. Shoppers are expected to prioritise deals not just for gifting but also for personal and household needs, with nearly a third (32%) of 2023 shoppers buying primarily for themselves.
This year, Amazon is poised to dominate again after capturing 31% of Cyber Five spending in 2023. With orders from 44% of U.S. households and a strong ability to secure multiple purchases per shopper, the retail giant is expected to widen its lead over competitors.
Despite Cyber Monday’s steady growth, Black Friday will likely remain the busiest day of the Cyber Five. Its mix of in-store and online options and longstanding popularity continues to attract the highest traffic. While Cyber Monday closes the gap year after year, Black Friday’s dual appeal keeps it at the heart of this shopping period.
Nearly one-third of consumers (31%) intend to shop on the weekend following Thanksgiving, while just over one-fifth (21%) plan to make purchases on Thanksgiving Day. Many shoppers are approaching the season with a mix of strategy and spontaneity—40% are targeting specific items they’ve been waiting to buy at a discount, whereas 33% are more inclined to take advantage of deals that catch their attention in the moment.