Survey: Consumers expected to spend $80 billion on Black Friday, Cyber Monday

CHARLESTON, S.C. – Black Friday and Cyber Monday spending is expected to see an increase of nearly $20 billion with more emphasis on various “Buy Now, Pay Later” programs, according to a new survey.

E-commerce marketing company Omnisend recently released results from a new survey that shows consumers across the U.S. are planning to spend close to $80 billion online and in-store during Black Friday and Cyber Monday. The average consumer expects to spend $340 on Black Friday and another $300 on Cyber Monday – and increase of $90 and $60 respectively compared to 2024.

“Shoppers aren’t just chasing discounts — they’re making strategic financial decisions,” said Marty Bauer, ecommerce and retail expert at Omnisend. “Even though many Americans are facing higher living costs, credit card debt and tighter budgets, they’re choosing to lean into Black Friday and Cyber Monday as the best time to make their money go further. People are spending more during Black Friday and Cyber Monday not because they’re carefree, but because they see it as the smartest financial strategy in a tough economy.”

According to the survey, 40 percent of shoppers say they will spend more on Black Friday compared to last year, while 32 percent expect to spend more on Cyber Monday. The average consumer will spend somewhere between $100 and $499 this year and, while nearly half of consumers prefer to pay for everything upfront, more than one-fifth plan to utilize “Buy Now, Pay Later” services like Klarna and Afterpay on Black Friday and another 17 percent plan to use it on Cyber Monday.

“Buy Now, Pay Later has established itself as a viable payment option, but trust and financial control still matter,” Bauer said. “Shoppers are willing to use Buy Now, Pay Later for big purchases, but the majority still prefer the peace of mind of paying upfront.”

So what’s making consumers pull the trigger on their purchases during the holiday season kickoff? Discounts, of course. Sixty-eight percent of respondents said discounts are the top priority when it comes to Black Friday and Cyber Monday shopping. Free shipping deals (52 percent) and early access or limited time offers (33 percent) round out the top three.

“This data proves that the basics still win,” Bauer said. “Discounts and free shipping are what consumers want most, while loyalty programs and influencer campaigns play a much smaller role in driving actual purchase decisions.”