n=827 Cyber Monday Shoppers · Fielded October 6–9, 2026
61% of holiday shoppers plan to shop on Cyber Monday 2026 (Nov. 30), down from 63% in 2025 and 68% in 2024, according to Drive Research’s survey of 1,405 U.S. adults. The 827 Cyber Monday shoppers we surveyed are trimming big-ticket buys, and 82% will already have shopped online on Black Friday.
This is our seventh year tracking Cyber Monday. Below, we follow this year’s Cyber Monday shoppers from the first promo email to checkout: where they find deals, what goes in the cart, how they pay and what makes them choose one retailer over another.
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61% of holiday shoppers plan to shop on Cyber Monday this year, down from 63% in 2025 and 68% in 2024. That’s a 7-point drop in two years, though Cyber Monday is still the second-most-popular shopping day of Cyber Week after online Black Friday (69%).
For most people, Cyber Monday isn’t a separate shopping day. It’s a second pass at the deals they started looking at on Friday. 82% of Cyber Monday shoppers also plan to shop online on Black Friday, about 1 in 3 will shop Small Business Saturday and 30% will hit stores on Black Friday.
Other Cyber Week days Cyber Monday shoppers plan to shop | 2025 | 2026 |
|---|---|---|
Online Black Friday | 83% | 82% |
Small Business Saturday | 38% | 34% |
In-person Black Friday | 30% | 30% |
20% of Cyber Monday shoppers say Cyber Monday offers the best deals of the year, the same as last year. Twice as many (40%) pick Black Friday, and 27% pick Amazon Prime Day. Even the people shopping it see Cyber Monday as a backup to Black Friday rather than the main event.
74% of Cyber Monday shoppers say Black Friday and Cyber Monday deals aren’t nearly as good as they used to be, and 33% strongly agree. 65% also believe retailers raise prices ahead of time, so the discounts aren’t real discounts. They’re still shopping, but they’re comparing prices before they buy.
19% of Cyber Monday shoppers typically spend $1,000 or more on holiday shopping, down from 26% in 2025. Budgets under $400 grew from 26% to 34%, and $400 to $599 is now the most common range at 24%.
Typical Holiday Spending | 2025 | 2026 |
|---|---|---|
Less than $200 | 10% | 12% |
$200 to $399 | 16% | 21% |
$400 to $599 | 23% | 24% |
$600 to $799 | 14% | 15% |
$800 to $999 | 12% | 9% |
$1,000 or more | 26% | 19% |
32% of Cyber Monday shoppers say buying big-ticket items is a reason to shop Cyber Week, down from 42% in 2025. Discounts are still the main draw (82%), and 69% are waiting to buy something they’ve wanted at a lower price. Shoppers are still hunting for deals, but on smaller purchases.
40% of Cyber Monday shoppers expect to spend less on holiday shopping than last year, up from 30% in 2025. Among those cutting back, rising grocery costs jumped 10 points to 68%. Spending more on experiences instead of gifts fell from 31% to 21%, so fewer of these shoppers are cutting back by choice.
73% of Cyber Monday shoppers plan to buy clothing and accessories online, followed by electronics at 62%. Both are down from last year, and so is almost every other category. Shoppers are buying across fewer categories this year, not just spending less on each one.
What Cyber Monday Shoppers Plan to Buy | 2025 | 2026 |
|---|---|---|
Clothing and accessories | 78% | 73% |
Electronics | 70% | 62% |
Toys | 49% | 40% |
Health and beauty | 45% | 35% |
Gift cards | 37% | 35% |
Pet items | 30% | 33% |
Household necessities | – | 31% |
Household appliances | 32% | 29% |
Books | 27% | 22% |
Arts and crafts | 25% | 21% |
Interior home design | 24% | 20% |
Sport and leisure | 22% | 19% |
Furniture | 20% | 17% |
Outdoor and gardening | 17% | 15% |
Fitness equipment | 17% | 15% |
Office and business items | 9% | 8% |
40% of Cyber Monday shoppers plan to buy toys online, down from 49%, and health and beauty fell from 45% to 35%. They’re the biggest drops of any category. Electronics, the usual big-ticket Cyber Monday purchase, slipped 8 points to 62%.
33% of Cyber Monday shoppers plan to buy pet items online, up from 30% in 2025. It’s the only category that grew this year. Pet food and supplies are an everyday expense, so a Cyber Monday discount on them saves real money.
94% of Cyber Monday shoppers plan to buy from Amazon, about the same as last year (95%). Walmart is a distant second at 60%, and Target is third at 46%. No other retailer reaches even a third of Cyber Monday shoppers.
Where Cyber Monday Shoppers Plan to Buy | 2025 | 2026 |
|---|---|---|
Amazon | 95% | 94% |
Walmart | 63% | 60% |
Target | 51% | 46% |
Best Buy | 26% | 28% |
Kohl’s | 30% | 24% |
Costco | 25% | 21% |
Macy’s | 25% | 19% |
Ulta Beauty | – | 18% |
Sam’s Club | 13% | 17% |
Old Navy | 23% | 17% |
Sephora | 21% | 15% |
eBay | 13% | 15% |
Local businesses | 15% | 15% |
Home Depot | 13% | 12% |
Dick’s Sporting Goods | 14% | 12% |
Etsy | – | 11% |
TikTok Shop | – | 11% |
Chewy | – | 11% |
TJ Maxx | 14% | 11% |
Marshalls | 12% | 10% |
Temu | – | 10% |
PetSmart | 8% | 10% |
Lowe’s | 10% | 10% |
Shein | – | 9% |
Macy’s fell from 25% to 19% of Cyber Monday shoppers, Kohl’s from 30% to 24%, Old Navy from 23% to 17% and Sephora from 21% to 15%. Target lost 5 points. Department stores and apparel brands took most of the losses, which tracks with clothing slipping in Cyber Monday carts.
Sam’s Club rose from 13% to 17%, and Best Buy edged up from 26% to 28%. Both sell bulk and big-box basics that shoppers would buy anyway, which is where a Cyber Monday discount still makes sense to a shopper on a tighter budget.
39% of Cyber Monday shoppers prefer to shop on a desktop or laptop, more than any single phone option. Phones still win overall: 51% shop on a smartphone, through either a retailer’s app (29%) or a mobile browser (21%). Those totals are unchanged from 2025.
Preferred way to shop Cyber Monday | 2025 | 2026 |
|---|---|---|
Desktop or laptop | 40% | 39% |
Smartphone, retailer’s app | 27% | 29% |
Smartphone, website browser | 24% | 21% |
Tablet, website browser | 6% | 6% |
Tablet, retailer’s app | 4% | 4% |
62% of Cyber Monday shoppers plan to use a credit card for holiday shopping, followed by debit cards (54%) and cash (47%). 23% plan to use Buy Now, Pay Later services like Affirm, Klarna or Afterpay, and only 18% have a savings or holiday fund set aside.
47% of Cyber Monday shoppers using a credit card plan to pay it off in full when the bill is due. 24% expect to carry a balance for three months or more. More than a third (34%) feel pressure to spend more on gifts than they can comfortably afford.
40% of Cyber Monday shoppers expect to be done with holiday shopping by the end of Cyber Monday, and another 37% plan to finish by mid-December. That leaves 23% still shopping the week before Christmas or on Christmas Eve, so Cyber Monday isn’t the last chance for everyone.
60% of Cyber Monday shoppers find deals on retailer websites, and 56% find them in promotional emails. For a day that happens almost entirely online, the inbox is nearly as important as the homepage. Another 26% find deals through retailer text messages.
Word-of-mouth recommendations fell from 36% to 29% of Cyber Monday shoppers, and retailer social media ads dropped from 52% to 45%. Almost every channel reached fewer shoppers this year. AI tools are the only one that grew, rising slightly to 12%.
78% of Cyber Monday shoppers say free shipping matters when choosing where to shop, just ahead of promotions and sales (77%). Guaranteed delivery before the holidays (52%) now matters more than fast shipping (47%). And 41% weigh loyalty perks like Prime or Walmart+.
What matters when choosing where to shop on Cyber Monday | 2025 | 2026 |
|---|---|---|
Free shipping | 83% | 78% |
Promotions and sales | 82% | 77% |
Product availability | 65% | 61% |
Guaranteed delivery before the holidays | – | 52% |
Fast shipping | 54% | 47% |
Return and exchange policies | 52% | 46% |
Loyalty programs or memberships | – | 41% |
Online reviews | 44% | 39% |
Buy online, pick up in store | 23% | 18% |
Buy Now, Pay Later | 16% | 17% |
Recommendations from family and friends | 19% | 15% |
AI-powered shopping assistance | 9% | 4% |
Survey Methodology
Drive Research surveyed 1,405 U.S. adults about their 2026 holiday shopping plans. Fieldwork was conducted October 6 to 9, 2026. Cyber Monday shopper results are based on the 827 respondents planning to shop on Cyber Monday, a group with a margin of error of approximately ±3.4 percentage points at a 95% confidence level. Comparisons to 2025 use the same Cyber Monday shopper group from our 2025 survey (n=774).
Cyber Monday 2026 is Monday, November 30, the Monday after Thanksgiving. 82% of Cyber Monday shoppers will also have shopped online on Black Friday, three days earlier.
61% of holiday shoppers plan to shop on Cyber Monday in 2026, down from 63% in 2025 and 68% in 2024. It’s still the second-busiest day of Cyber Week, behind online Black Friday at 69%.
Most Cyber Monday shoppers don’t think so. 40% say Black Friday has the best deals of the year, compared with 20% for Cyber Monday and 27% for Amazon Prime Day.
Clothing and accessories top Cyber Monday shopping lists at 73%, followed by electronics (62%) and toys (40%). Nearly every category is down from 2025, except pet items, which rose to 33%.
Amazon, by a wide margin. 94% of Cyber Monday shoppers plan to buy from Amazon, compared with 60% for Walmart and 46% for Target.
Both. 51% of Cyber Monday shoppers prefer a smartphone, but desktops and laptops are the most popular single option at 39%.
$400 to $599 is the most common holiday budget, chosen by 24% of Cyber Monday shoppers. 19% typically spend $1,000 or more, down from 26% in 2025.
Suggested citation: Drive Research, 2026 Holiday Shopping Survey (n=1,405 U.S. adults, including 827 Cyber Monday shoppers, fielded October 6–9, 2026).
Media contact: Emily Rodgers, Director of Marketing | [email protected]
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