• by Ray Schultz , Columnist, Yesterday

Shoppers will be spending more during Black Friday-Cyber Monday (BFCM), but in a more strategic way than they did last year, judging by a new study from Omnisend, an email-SMS platform that serves ecommerce brands, conducted by Cint.

The average person will spend $340 on Black Friday, an increase of $90 YoY. And they will spend $300 on Cyber Monday, a $60 hike over 2024. 

Overall, 40% of shoppers plan to spend more than last year on Black Friday than last year, and 32% expect to do the same on Cyber Monday.

"Shoppers aren't just chasing discounts — they're making strategic financial decisions," says Marty Bauer, ecommerce and retail expert at Omnisend, in a statement. "Even though many Americans are facing higher living costs, credit card debt, and tighter budgets, they're choosing to lean into BFCM as the best time to make their money go further."

In general, shoppers will spend between $100 and $499 this year. A minimum of buyers will go over $1,000.

Perhaps predictably, 68% say discounts are their main priority this year, and free shipping is influencing 52%.

Less critical drivers include loyalty rewards (20%) and influencer promotions (16%). 

"This data proves that the basics still win," Bauer emphasized. "Discounts and free shipping are what consumers want most, while loyalty programs and influencer campaigns play a much smaller role in driving actual purchase decisions."

However, the Buy Now, Pay Later (BNPL) option appears to have limited appeal. Of the shoppers polled, 21% of plan to use BNPL on Black Friday and 17% on Cyber Monday, but mostly for big-ticket items. 

"BNPL has established itself as a viable payment option, but trust and financial control still matter," Bauer says. "Shoppers are willing to use BNPL for big purchases, but the majority still prefer the peace of mind of paying upfront."

Meanwhile, the main purchase items include:

• Clothing and accessories — 53%
• Tech and electronics — 47%
• Toys and games — 33%
• Beauty and self-care — 28%
• Home décor — 24%

As for shopping platforms, "Amazon is still the undisputed leader, but shoppers are becoming more adventurous," Bauer adds. "The rise of Temu and TikTok Shop shows that new platforms are successfully capturing attention with aggressive pricing and social-driven commerce."

What does this mean for email marketers? Omnisend recommends that they:

• Position deals as financial relief and show that BFCM purchases save money .
• Emphasize free shipping and discounts.
• Offer tiered promotions to appeal to shoppers at different spending levels. 
• Experiment with platforms like Temu and TikTok Shop.

On behalf of Omnisend, Cint surveyed 1,200 U.S. consumers in August 2025.