Record-Breaking Cyber Five: A Full Breakdown of Black Friday and Cyber Monday 2025 in the US
- Jonathan G. Blanco
- 22 hours ago
- 2 min read
December 3, 2025 | Seattle, WA
The 2025 Thanksgiving holiday shopping weekend, often referred to as the "Cyber Five" (Thanksgiving Day through Cyber Monday), has officially wrapped up, setting new records for both consumer turnout and online spending in the US. Data from the National Retail Federation (NRF), Adobe Analytics, and Salesforce paints a clear picture: consumers were highly engaged and actively seeking value, even amidst continued economic caution.
A Record-Setting Turnout
The sheer number of participants was staggering. According to the NRF, a record 202.9 million consumers shopped during the five-day period, surpassing the previous year’s 197 million shoppers. This strong turnout reflects a consumer base focused on responding to promotions to make the winter holidays special.
The growth was strong across the board, with 134.9 million consumers shopping online (a 9% increase from 2024) and 129.5 million shopping in-store (up 3% from 2024). While the digital space continues to dominate, the in-store experience is clearly still valued by millions.
Online Spending Hits New Heights
Digital sales were the star of the weekend, with both Black Friday and Cyber Monday setting individual records:
Black Friday achieved a record $11.8 billion in US online sales, marking a 9.1% year-over-year increase, according to Adobe Analytics. While Salesforce reported a higher figure of $18 billion, they noted that inflation (with average selling prices climbing 7%) meant shoppers bought 2% fewer units per transaction.
Cyber Monday solidified its title as the largest online shopping day of the year, driving an estimated $14.2 billion in revenue (a 6.3% annual rise).
The entire Cyber Five period saw an estimated $43.7 billion in total online spending, representing a 6.3% growth over last year.
Key Consumer and Technology Trends
Several factors drove the shopping experience this year:
AI Takes Center Stage:Â The most dramatic shift was the integration of artificial intelligence into the shopping journey. Traffic from AI sources to US retail websites grew by over 800% compared to 2024. AI and shopping agents were incredibly effective, driving an estimated $3 billion in online sales, and shoppers who arrived from an AI service were 38% more likely to convert.
Demand for Financial Flexibility:Â The "Buy Now, Pay Later" (BNPL) option continues its upward trajectory. BNPL services were expected to drive more than $1 billion in online spending on Cyber Monday alone, demonstrating that consumers are prioritizing payment flexibility to manage their holiday budgets.
Value Over Volume: While discount rates remained generally flat compared to 2024, consumers were keen on finding the deepest price cuts. The highest discounts were typically found in categories like toys (with peak discounts around 30%), followed by electronics and apparel. The cautious spending environment means that consumers are treating the weekend as a search for true value, often planning purchases well in advance.
Generated by Google Gemini for Niftmint, 2025. The 2025 Cyber Five weekend proved that despite economic uncertainty, the American consumer remains highly motivated to shop when offered compelling value. The record turnout and massive online sales confirm a successful kickoff to what the NRF predicts will be the first trillion-dollar holiday season.