Why US consumer interest in Black Friday & Cyber Monday is cooling (2025 trends)

• Interest is slipping: 36% report lower interest, vs. just 11% more interested
• Big participation gap: Only 42% of the “less-interested” plan to shop, compared to 87% among the “more-interested.”
• Tighter spending: 31% of the less-interested expect to spend less; only 2% expect to spend more.
• Demographic divides: Greater drop in interest among women (39% vs 33% men) and older consumers (Gen X / Boomers more likely to shrink their participation).
• AI usage diverges: Just 6–7% of the less-interested plan to use AI shopping tools, vs ~34% of the more-interested.

According to YouGov’s Cart of the deal: America’s appetite for Black Friday & Cyber Monday 2025, over one-third of Americans say they’re now less interested in Black Friday and Cyber Monday than they were two or three years ago. Specifically, 36% report decreased interest, while only 11% say their interest has grown. This shift in sentiment is more than a seasonal fluctuation — it reflects deeper changes in consumer behavior, especially around trust, spending habits, and technology adoption. For retailers and brands, understanding who’s disengaging and why could make or break their 2025 holiday season strategy.

Older and female shoppers are tuning out first

The data shows a clear demographic divide in declining enthusiasm for mega sales events. Women are slightly more likely than men to report a drop in interest — 39% versus 33%. Interestingly, women also report greater increases in interest (15%) than men (8%), suggesting a more polarized response to the retail hype.

Meanwhile, age appears to be a significant factor: 40% of Gen X and Baby Boomers report waning interest, compared to just 31% of Gen Z and Millennials. This generational gap highlights how younger shoppers may still find value in major sales events, while older consumers are more skeptical or fatigued by the format.

Will the “less-interested” still show up?

While enthusiasm for mega sale events has cooled for some, participation remains meaningful. Forty-two percent of those who say they are less interested still plan to shop during Black Friday or Cyber Monday. This is equal to those who say their interest is unchanged. It’s possible that lower levels of interest means that shopping mega sales events has become part of their regular shopping calendar.

While few are more interested in mega sales (11%), those who are very likely to shop BFCM sales (87%).

Younger consumers lead the charge when it comes to mega sale participation. Fifty-eight percent of Gen Z and Millennials say they plan to shop during the major sale period, compared with 39% of Gen X and Boomers.

Planned spending: a cautious approach

Spending plans differ sharply between those whose interest in mega sales is growing and those whose interest is waning. Among the less interested, just 2% say they’ll spend more than last year, and 42% expect to spend less. By contrast, 22% of the more interested expect to spend more, and only 17% anticipate spending less. Those whose interest has stayed about the same fall between these extremes, with 7% planning to spend more and 18% spending less.

The overall picture shows that those disengaged from sales events are also tightening their wallets, with far fewer planning increases in spending compared with those who remain enthusiastic.

Will they use AI to help them shop?

Generative AI is emerging as a shopping companion — but not for everyone. Among the less-interested, just 7% say they are likely to use AI tools such as chatbots or comparison engines to help them shop. That figure rises sharply to 34% among those who are more interested in mega sales events.

The fivefold gap underscores how openness to AI-based shopping tools aligns with overall enthusiasm for sales events. Those most excited about shopping are also the most open to experimenting with new technologies to make it easier.

Why interest is cooling

When asked why they’ve become less interested in major sales events, Americans most often point to concerns about misleading discounts, with 63% of the less-interested group saying this turns them off. Poor quality items on offer is the next most common complaint, cited by 42% of respondents. About a third (37%) say the novelty has worn off, and another 34% point to changes in their financial situation.

Oversaturation is also an issue — 26% feel overwhelmed by too much advertising, and nearly a quarter (24%) believe there are simply too many sales events.

See the full report for more Black Friday insights

YouGov’s Black Friday/Cyber Monday report offers further insights, including:

• The most in-demand Black Friday and Cyber Monday purchases
• How much money shoppers spent during mega sales events last year, and what compelled them to open their wallets
• How many consumers are holding off on purchases in hopes of sales on Black Friday or Cyber Monday
• Which brands had the best Buzz in each sector last mega sale season

Methodology: The insights in this report were sourced via YouGov Surveys: Serviced – providing rapid answers from the right audience. The multi-region survey was conducted from August 8 – August 18, 2025, with a nationally representative sample of 1,536 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.

Additional insights are available for 16 other markets: Australia, Canada, Denmark, France, Great Britain, Germany, Hong Kong, India, Indonesia, Italy, Mexico, Poland, Singapore, Spain, Sweden, and the UAE.