According to the National Retail Federation, 183.4 million people are expected to take advantage of Black Friday and Cyber Monday deals - an increase from 2023 with a total of 182 million people shopping last year.

The most popular gift purchases during the holiday season are holiday greeting cards, with 53% of shoppers saying that’s their favorite, followed by 49% who target clothing and accessory purchases. Some 28% say they like to buy books, video games and other media, while 25% say they favor buying personal care or beauty items, according to the NRF.