US retail sales for the period between Black Friday and Cyber Monday will rise 9% year on year and top $85 billion, Bain & Co. has projected.
The shopping period is likely to account for 9% of total holiday sales, Bain said Tuesday. That increase will surpass the improvement in total holiday sales, which the consulting firm forecast would climb 4.5% from last year.
“Black Friday and Cyber Monday are becoming increasingly important battlegrounds for retailers, especially as US consumers prioritize value and deal-heavy shopping days,” said Aaron Cheris, global head of retail at Bain. “Retailers that capitalize on these crucial sales days with personalized promotions, can’t-miss events, and targeted campaigns will set themselves up well for the rest of the holiday shopping season.”
Some 34% of consumers plan to do a majority or all of their holiday shopping online, while 25% expect to do most or all of their shopping in-store. Meanwhile, 64% of US consumers anticipate they will shop on Black Friday, up from 55% in 2025. Cyber Monday is also gaining popularity, with 44% set to buy that day, compared with 41% last year.
Bain foresees in-store purchases will account for nearly 70% of holiday sales, while online shopping continues to gain ground. It also predicts US Holiday sales will exceed $1 trillion for the first time, thanks to growth from in-store sales and a rise in online spending.
Image: A couple exchanging holiday gifts. (Shutterstock)
