U.S. Holiday Shopping Season To Hit Record $275.1 Billion Online, Rising 6.7% YoY

U.S. online holiday sales are projected to reach a record $275.1 billion from Nov. 1 through Dec. 31, up 6.7% from 2025. Cyber Monday is expected to generate $15.1 billion, while Black Friday sales are forecast to grow 9.2% to $12.9 billion. Holiday growth will extend across categories, including grocery, toys, cosmetics, furniture, electronics and apparel, while consumers are expected to take advantage of discounts of up to 30%.

The forecast provides sellers with a timely reason to approach electronics retailers, clothing stores, toy stores, furniture and appliance retailers, grocery stores, cosmetics and beauty businesses, sporting goods stores and other local retailers. With October online spending alone projected at $95.8 billion, advertisers should be thinking beyond Black Friday and promoting value, discounts and holiday offers earlier to capture shoppers throughout an increasingly extended season.