A record number of people are expected to hit stores and shop online during the upcoming Black Friday and Cyber Monday sales events that are tied to the American Thanksgiving weekend.
The National Retail Federation forecasts that 186.9 million people will shop between Black Friday and Cyber Monday, a record number and up from 183.4 million last year.
However, the Federation warns that shoppers are likely to find fewer deals this year from retailers who have been hit hard by U.S. President Donald Trump’s tariffs.
Still, retailers have launched early promotions this year as they attempt to attract shoppers. Walmart (WMT), the largest U.S. retailer, started its Thanksgiving promotions on Nov. 14.
And while there are expected to be fewer bargains this year, holiday sales in November and December (physical stores and online) are forecast to top $1 trillion U.S. for the first time, up about 4% from 2024.
The National Retail Federation estimates average spending on gifts and seasonal items such as decorations, cards, food, and candy will reach $890 U.S. per person this year.
While some retailers have warned in recent weeks that they are likely to curtail promotions this year, Walmart is teasing aggressive price cuts for Black Friday and Cyber Monday.
Some of Walmart’s featured deals include an 85-inch Roku TV, originally priced at $678 U.S., marked down to $498 U.S. for Black Friday.
There is also a Blackstone outdoor grill for sale at $157 U.S., reduced from $224 U.S.
WMT stock has gained 16% this year to trade at $104.06 U.S. per share.
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