Record Crowds Expected as Holiday Shoppers Hit Stores Despite Lower Spending

As Thanksgiving winds down and storefronts glow back to life, the holiday shopping rush begins. This year, a historic turnout is expected, with an estimated 186.9 million Americans planning to shop between Thanksgiving and Cyber Monday.

But there’s a twist: even with record foot traffic, average spending is projected to dip to about $622 per person, roughly 4 percent less than last year.

Outside major retailers — Walmart, Target, Best Buy — crowds gather in hoodies and blankets, phones in hand as they track live deals. Stores are fighting to offer value, but inflation and tariffs have tightened margins, resulting in thinner discounts than in past seasons.

There are still standout deals: a 98-inch top-brand QLED TV dropping from roughly $1,798 to $998 during Walmart’s early event; smaller tech accessories like earbuds seeing modest price cuts; and an electric scooter turning heads with a plunge from $1,199 to $259.99.