December 4, 2025

If you felt crowded over the five days of the holiday shopping this year, there is a good reason for that. A new report says a record 202.9 million consumers were out in force from Thanksgiving Day to Black Friday, Shop Small Saturday, through Sunday, and on into Cyber Monday. That number is based on a consumer survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics. That broke the previous record of 200.4 million, set in 2023. NRF President and CEO Matthew Shay, during a virtual