Despite retailers offering holiday discounts earlier than usual this year, US consumers did more shopping on Black Friday than the days leading up to it.

Black Friday remains the most popular shopping day for both in-store and online shopping. The NRF survey found 81.7 million consumers shopped in stores on Black Friday, up from 76.2 million last year and the highest level since the pandemic. Approximately 87.3 million shopped online, down slightly from 90.6 million in 2023.

TikTok tripled its US shopping sales to more than $100 million on Black Friday, a sign of the app’s growing popularity despite a looming ban. TikTok Shop, the app’s e-commerce feature, also drew a 165% annual increase in shoppers for the two days between Black Friday and Cyber Monday,