On Tuesday (11.28.2017) the National Retail Federation (NRF) and Prosper Insights and Analytics released sales highlights of digital and bricks & mortar stores during the long weekend. On Monday, American Express and NFIB released similar statistics for Small Business Saturday. Here are highlights of the five-day weekend, the unofficial opening of the holiday shopping season.


174 million |  Number of Americans who shopped in stores and online during the holiday weekend

Average spending per shopper over the five-day period

$335.47 | Average purchase per shopper
$250.78 (75%) |  Average portion of purchases that were gifts
$419.52 | Average spent per Millennial (25-34 years old)

“From good weather across the country to low unemployment and strong consumer confidence, the climate was right, literally and figuratively, for consumers to tackle their holiday shopping lists online and in stores”

Matthew Shay
President and CEO, National Retail Federation

64 million | Shoppers who shopped both online or in stores (multichannel) during the five days

$82 | Multichannel shopper spent an average of $82 more than online-only shopper
$49 | Multichannel shopper spent an average of $49 more than instore-only shopper

Time of day the shopping took place

11% |  Percentage of shoppers before 5 p.m. on Thanksgiving Day
25% | Percentage of shoppers who started  shopping at 10 a.m. or later on Black Friday
49% | Percentage of shoppers who started  who started shopping early in the morning on Cyber Monday

Location where the shopping took place

75% | Percentage of shoppers using their computers at home
43% | Percentage of shoppers using a mobile device
13% |  Percentage of shoppers using their computer at work

What influenced shopper’s purchase most

60% | Sales
48% | Said deals were better than earlier this season

Places where people did their shopping

43% | Department stores
42% | Online retailers
32% | Electronic stores
31% | Clothing and accessories stores
31% | Discount stores

Types of merchandise shoppers purchased

58% | Clothing or accessories
38% | Toys toys
31% | Books and other media
30% | Electronics
23% | Gift cards

Small Business Saturday

More shoppers reported visiting local independent businesses on Small Business Saturday this year than ever before, according to results from the Small Business Saturday Consumer Insights Survey, released Monday by the National Federation of Independent Business (NFIB) and American Express. Here are more insights from the report.

Where did you make your favorite purchase of the day?

19% | Restaurant / bar / pub
9% | Clothing and accessories store
7% | Food store / supermarket
7% |Gift / novelties / souvenirs store

Who did you shop with on Small Business Saturday

27% |
Yourself (alone)
58% | Family
27% | Friends

Who did you shop for on Small Business Saturday?

48% | Yourself
61% | Family
25% | Friends
7% | Colleagues
8% | Other

 More highlights from Small Business Saturday

70% | Percentage of U.S consumers who were aware of Small Business Saturday
35% | Percentage of participating shoppers who shopped online at a small business
58% | Percentage of participating shoppers who  shopped or dined at more than one small, independently-owned retailer or restaurant
48% |Percentage of participating shoppers who reported visiting a small business they had not previously been to

Also on SmallBusiness.com

What is Small Business Saturday? | 2020

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