Black Friday and Cyber Monday this year proved to be a massive shopping event, with consumers flocking to both online and brick-and-mortar stores for deals and discounts. Retailers were poised for a record-breaking holiday season, and the data reveals just how much shoppers spent during this key shopping period. 

With a combination of in-store and e-commerce sales, the numbers tell a story of both shifting consumer behavior and economic optimism.

But we wanted to take a look at how Americans living paycheck to paycheck—individuals who allocate the majority of their income to monthly expenses— were spending their money over the long weekend. 

Did Brigit users spend more this year than last year? How did e-commerce brands like Temu and Shein fare over traditional brick-and-mortar retailers? Which retailers did users spend the most at? 

Our findings give us an inside look at what went down on America’s biggest shopping weekend.  

Methodology: Our Black Friday & Cyber Monday Spending Report draws from anonymized and aggregated spending data of our user base. Covering top U.S. retailers and popular retail and e-commerce categories, the analysis provides a clear look into consumer behavior and spending during the Black Friday and Cyber Monday shopping period from November 29 to December 2, 2024, with YOY comparisons to 2023.

Results from the spending patterns of millions of Brigit users show:

  • Average Transaction Size: The average transaction size rose 5.71%, to $42.34, compared to $40.05 in 2023, as shoppers set out to make the most of seasonal discounts.
  • Of the top 20 merchants with the highest transaction volume: 
    • Retailers with the largest jumps in spending per user include Temu, Walmart, and Amazon, with increases of 19.65%, 11.11%, and 8.68%, respectively.
    • Steepest spending declines per user came from Macy’s, Nike, and Shein, decreasing by 4.31%, 12.33%, and 16.24%, respectively. 
    • Merchants with the highest total number of transacting consumers in 2024 were Walmart, Amazon, and Apple.

Here’s how each retailer performed: 

  1. Temu: 
    • Avg. spend per user increased by 19.65%
    • Total shoppers increased by 39.16%
  2. Walmart: 
    • Avg. spend per user increased by 11.11%
    • Total shoppers increased by 26.82%
  3. Amazon: 
    • Avg. spend per user increased by 8.68%
    • Total shoppers increased by 47.58%
  4. Costco:
    • Avg. spend per user increased by 6.27%
    • Total shoppers increased by 38.57%
  5. Dollar General:
    • Avg. spend per user increased by 4.67%
    • Total shoppers increased by 22.67%
  6. Dollar Tree:
    • Avg. spend per user increased by 3.90%
    • Total shoppers increased by 30.35%
  7. Sam’s Club:
    • Avg. spend per user increased by 3.31%
    • Total shoppers increased by 36.40%
  8. Lowe’s:
    • Avg. spend per user increased by 3.06%
    • Total shoppers increased by 46.54%
  9. Apple:
    • Avg. spend per user increased by 2.86%
    • Total shoppers increased by 26.23%
  10. Rent-A-Center:
    • Avg. spend per user increased by 2.48%
    • Total shoppers increased by 15.39%
  11. TJ Maxx
    • Avg. spend per user increased by 1.92%
    • Total shoppers increased by 37.23
  12. Home Depot:
    • Avg. spend per user increased by 1.92%
    • Total shoppers increased by 37.42%
  13. Target:
    • Avg. spend per user increased by 1.81%
    • Total shoppers increased by 29.43%
  14. Ross Stores:
    • Avg. spend per user increased by 1.55%
    • Total shoppers increased by 36.14%
  15. Family Dollar:
    • Avg. spend per user increased by 1.02%
    • Total shoppers increased by 9.91%
  16. Kohl’s:
    • Avg. spend per user decreased by 1.01%
    • Total shoppers increased by 32.74%
  17. Best Buy:
    • Avg. spend per user decreased by 2.05%
    • Total shoppers increased by 30.96%
  18. Macy’s:
    • Avg. spend per user decreased by 4.31%
    • Total shoppers increased by 47.86%
  19. Nike:
    • Avg. spend per user decreased by 12.33%
    • Total shoppers increased by 60.97%
  20. Shein:
    • Avg. spend per user decreased by 16.24%
    • Total shoppers increased by 146.3%

While the holiday season can mean financial and emotional stress for many Americans, from travel expenses to family get-togethers, the increase in consumer spending over Black Friday and Cyber Monday shows that Americans remain determined to find the best deals. 

At Brigit, we’re committed to providing our users with the tools they need to manage their money with less stress, especially during the holidays.