Black Friday Shoppers Boost Volume Despite Lower Spending, Says Rakuten

New York, NY - U.S. consumers increased their purchase volume while spending less per item during the Black Friday shopping weekend, according to data released by Rakuten Advertising on Tuesday.

The affiliate marketing network reported that shoppers increased their cart sizes by 5 percent while reducing spending per purchase by 5 percent during Black Friday, indicating a stronger focus on value shopping this holiday season.

Luxury purchases saw a significant shift between shopping days, surging 66 percent on Cyber Monday compared to Black Friday. 

Conversely, apparel orders declined by 20 percent after the weekend shopping period.

Thanksgiving Day emerged as a key shopping day for specific retail categories. 

Consumer electronics retailers recorded nearly twice the number of items per order compared to the previous week despite a 9 percent year-over-year decrease in per-order spending. 

Beauty retailers experienced a 10 percent increase in cart size, though average purchase amounts decreased by 8 percent.

Rakuten Advertising Chief Executive Officer Nick Stamos said consumers prioritized early deals and concentrated their holiday purchasing when better discounts were available, particularly on Cyber Monday for higher-priced luxury items.

The data revealed distinct shopping patterns across the "Cyber 5" weekend, with consumer electronics and beauty products dominating Thanksgiving Day sales, traditional gift categories such as apparel and toys leading Black Friday, and luxury items showing strength on Cyber Monday.