Jingle tills! Black Friday through Cyber Monday weekend sales set to surpass $85 billion in USA
US retail sales over the Black Friday through Cyber Monday weekend are expected to top $85 billion, accounting for 8.5% of 2026 holiday sales, according to Bain & Company research. Sales growth during the weekend is set to rise 8.75% year over year, outpacing Bain's total holiday season growth forecast of 4.5%.
Using proprietary credit card data from Pyxis, Bain's consumer intelligence division, its report finds that Black Friday is likely to remain the leading sales day of the holiday season as consumers continue to treat it as the official kick-off. In fact, 64% of consumers surveyed will be out in force on Black Friday, up from 55% in 2025. Cyber Monday has also continued to gain popularity and is expected to crack the top five sales days this year, as more shoppers say they will do their holiday shopping online. 44% of consumers surveyed plan to shop Cyber Monday, compared to 41% last year.
Bains’s survey of US consumers finds that 70% plan to shop Black Friday and/or Cyber Monday, up from 64% last year, and more than 90% are looking to do so on either those days or another major sales event. The final two weekends before Christmas carry just as much weight, however. In 2025, six of the top ten sales days landed in that window. Overall, Bain forecasts US holiday sales will top $1 trillion for the first time, driven by in-store sales and rising e-commerce.
"Black Friday and Cyber Monday are becoming increasingly important battlegrounds for retailers, especially as US consumers prioritise value and deal heavy shopping days," says Aaron Cheris, Global Head of Retail at Bain & Company. "Retailers that capitalise on these crucial sales days with personalised promotions, can’t miss events, and targeted campaigns will set themselves up well for the rest of the holiday shopping season."
2026 RTIH Innovation Awards
Omnichannel retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
