Shoppers bought more during the Black Friday weekend but spent less by prioritizing early deals and savings. They spent 5% less per purchase while increasing online shopping cart items by 5%.
Those are findings from Rakuten Advertising's 2024 Black Friday and Cyber Monday trend report.
"This year, shoppers prioritized price above all else," Nick Stamos, CEO of Rakuten Advertising, said in a press release on the findings. "Our data revealed that shoppers did the bulk of their holiday purchasing early when better deals were available so they could make bigger ticket purchases come Cyber Monday. We saw them stocking up on affordable items at steep discounts before making larger purchase decisions on luxury brands."