A record 202.9 million consumers shopped during the five-day holiday weekend from Thanksgiving Day through Cyber Monday, according to the annual consumer survey released Wednesday by the National Retail Federation and Prosper Insights and Analytics. The figure is up from 197 million shoppers last year and surpasses the previous record of 200.4 million set in 2023. The total also exceeds NRF’s initial expectations of 186.9 million shoppers over the holiday weekend.

“Thanksgiving weekend is an important time for families and friends to come together, and holiday shopping plays a key role in that shared experience,” said NRF President and CEO Matthew Shay. “This year’s record turnout reflects a highly engaged consumer who is focused on value, responds to compelling promotions, and seizes

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