The National Retail Federation estimates 137.4 million people are planning or considering shopping during this year’s Thanksgiving weekend. The splurge reaches its zenith on Black Friday, the busiest shopping day of the year, when Americans spend billions getting a head start on their holiday shopping. However, the majority of holiday shopping still happens in December. A Deloitte survey recently revealed that only 9% of Americans plan to do the majority of their holiday shopping on Black Friday with 40% preferring to purchase the bulk of their gifts in December. After the holidays, 3% prefer to take advantage of the post-Christmas sales and do the bulk of their shopping in January.
Statista wraps all this up nicely in the chart below: