US Consumers Expected To Spend About $622 Between Black Friday And Cyber Monday, Deloitte Says

• Deloitte said cost pressures and financial constraints are likely to result in more cautious spending from Black Friday to Cyber Monday.
• According to the Deloitte survey, 47% of shoppers reported higher prices on gifts purchased so far compared to last year
• JPMorgan noted that heading into Thanksgiving and Cyber Five weekend, Amazon remains the firm’s “Best Idea.”

U.S. shoppers are expected to spend about $622 on average between Black Friday and Cyber Monday this year as value-seeking consumers continue to rely on promotions to stretch their holiday budgets, according to a survey by Deloitte.

This spend is down 4% year over year from the $650 Deloitte forecast last year.

According to the firm, 82% of surveyed consumers plan to shop on Black Friday and Cyber Monday this year, up from 79% in 2024. “Cost pressures and financial constraints are likely to result in more cautious Black Friday Cyber Monday spending,” Deloitte said,

The Deloitte Survey

While consumers still consider the period from Black Friday to Cyber Monday the perfect time to take advantage of deals and treat themselves, they are showing more restraint, and spending has dropped 14% year over year to $240, according to Deloitte.

The firm noted that income groups earning under $50,000 and over $200,000 plan to lower their expected Black Friday to Cyber Monday average spend by 12% and 18%, respectively. Younger shoppers continue to sustain spending levels, but older generations signal greater caution, Deloitte said.

According to the survey, 47% of shoppers report higher prices on gifts purchased so far compared to last year. The expected average spend of $622 marked the first pullback after four years of growth from Black Friday to Cyber Monday.

JPMorgan’s Holiday View

JPMorgan is projecting U.S. e-commerce holiday season sales growth of 7%, which would be slower than last year's 9% year-over-year in the fourth quarter, but "solid" and suggesting continued strong online share gains, according to TheFly.

The firm noted that, heading into Thanksgiving and Cyber Five weekend, Amazon remains JPMorgan’s “Best Idea,” especially given the pullback since third-quarter earnings.

Retail sentiment on Amazon remained unchanged in the ‘bearish’ territory, with message volumes at ‘low’ levels, according to data from Stocktwits. Shares of Amazon have gained nearly 12% in the last 12 months.

For updates and corrections, email newsroom[at]stocktwits[dot]com.

Also See: BEA Cancels Q3 2025 GDP Advance Estimate Due To 43-Day Federal Shutdown

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