70% of Americans plan to shop Black Friday or Cyber Monday this year. Here’s what’s driving the surge

As financial stress rises in the United States, more Americans are looking to snag deals during the holiday shopping rush between Black Friday and Cyber Monday. Bain & Company projects over $85 billion in spending during the four-day period, a nearly 9% increase from 2025. A survey by the management consulting firm found that more than 90% of consumers plan to shop during this time. While some shoppers still brave the early hours of Black Friday for deals, the shopping frenzy has largely shifted online.

Black Friday is expected to maintain its position as the leading sales day, with Cyber Monday breaking into the top five sales days in 2026. Aaron Cheris, Bain's global head of retail, noted that these two days are becoming crucial battlegrounds for retailers, as U.S. consumers prioritize value and heavy discounting. The affordability crisis is adding to consumers' concerns, with inflation hitting 3.7% in September.

Despite this, holiday sales are projected to exceed $1 trillion for the first time. However, about half of consumers plan to adjust their holiday spending due to higher prices.

Retailers anticipate that some shoppers will be particularly price-conscious this year. Around 40% of retailers expect consumers to focus more on deals, while 26% anticipate a shift towards spending on essentials and experiences. With only 29 days between Thanksgiving and Christmas, the four-day window between Black Friday and Cyber Monday is critical for retailers.

Bain suggests that retailers who leverage these periods with personalized promotions and targeted campaigns will be well-prepared for the rest of the holiday shopping season.