Black Friday 2026 Sales Forecast

Retail sales from Black Friday through Cyber Monday are projected to exceed $85 billion in 2026, an 8.75% increase over last year, according to Bain & Company. The five-day shopping period is expected to account for 8.5% of total holiday spending, outpacing the overall holiday season's projected 4.5% growth. More than 90% of U.S. consumers plan to shop Black Friday, Cyber Monday or another major sales event, while the final two weeks before Christmas are also expected to be critical shopping periods.

With consumers preparing to shop during major sales events, department stores, discount retailers, clothing and jewelry stores, electronics retailers, toy stores, sporting goods stores, furniture retailers and other local businesses have a compelling reason to get their messages in front of shoppers. Sellers can encourage these advertisers to promote discounts, emphasize value and maintain a strong presence throughout the holiday shopping season, not just during Black Friday weekend.