A record 190 million U.S. consumers shopped those five days, an increase of more than 24 million from last year, the National Retail Federation and Prosper Insights & Analytics said Tuesday.
Echoing other studies, the survey found a healthy in-store appetite from Gen Z shoppers, driven by their desire for social interaction, nostalgia about the childhood family tradition and FOMO (fear of missing out) about deals.
That online fervor beat even Black Friday’s own in-store traffic of 84.2 million shoppers.
“You no longer need to wait till Monday.”
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While Black Friday may have gotten more online browsers and buyers, Cyber Monday remains the reigning king when it comes to actual spending.