Holiday shoppers will be looking for deals in record numbers from Thanksgiving Day through Cyber Monday, according to the newest survey by the National Retail Federation.

A record 183.4 million people are planning to shop in-store and online during the five-day period, according to the annual survey released Thursday by the National Retail Federation (NRF) and Prosper Insights & Analytics. That number is up from a previous record 182 million shoppers in 2023 and 18.1 million people more than five years ago in 2019.

“Even though holiday shopping continues to pull forward, some of the busiest shopping days of the year are during the five-day Thanksgiving weekend,” NRF Vice President of Industry and buyer Insights Katherine Cullen said in a press release. “Consumers are prioritizing gift-giving for the most significant people in their lives, and retailers are prepared to assist customers discover everything on their shopping lists at great prices throughout the period.”

Shoppers are looking for deals in store and online

Consumers said among the top reasons they schedule to shop from Thanksgiving through Cyber Monday are because the deals are too excellent to pass up (57%), it is custom (28%) and they like to commence holiday shopping over Thanksgiving weekend (24%), according to the survey.

Consumers said they would do their shopping both in person and online through the holiday weekend, but Black Friday remains the most popular day to browse and buy, with 72% (131.7 million) planning to head out to stores or shop online. Nearly two-thirds, or 65%, of Black Friday shoppers expect to specifically shop in stores that day. Cyber Monday is the second most popular day, attracting 39% (72.3 million) of those planning to shop, according to the survey.

Adobe has projection that online shoppers are expected to spend a record amount this holiday period, with a larger chunk being spent on mobile devices, USA TODAY previously reported.

In its online shopping projection for the 2024 holiday period from Nov. 1 through Dec. 31, Adobe forecasts U.S. online sales will hit a record $240.8 billion. That is an 8.4% boost over last year.

Shopping on mobile devices is expected to exceed purchases made on desktop or laptop devices with a recent milestone of $128.1 billion in sales, a 12.8% boost over last year. The mobile transactions will represent 53.2% of online purchases for the holiday period, Adobe said.

Holiday shopping started early

The pattern of early holiday shopping continues with 58% of consumers having already started their holiday shopping as of early November, according to the survey. On average, holiday shoppers have completed one-quarter (25%) of their planned purchases.

A Bankrate survey released in September said almost half, or 48%, of shoppers were planning on starting their holiday shopping before Halloween, USA TODAY has previously reported.

“Younger shoppers are most likely to receive advantage of Thanksgiving weekend deals this year, with 89% of youthful adults between 18-24 planning to shop over the weekend,” Prosper Insights & Analytics Executive Vice President of schedule Phil Rist said in a press release. “The social facet of holiday shopping is also enticing to this age throng, and they are most likely to shop because it’s a throng activity that can be enjoyed with friends and household (20%).”

Click to shop:Holiday shoppers expected to shop online this period in record numbers

Among shoppers who were not planning on shopping during the holiday weekend, half or 51% said they could be convinced to shop if presents they desire to buy are on sale, if they are offered free shipping, or if friends or household members invite them to shop, according to the NRF survey.

Earlier this year, NRF projection that holiday spending is expected to reach record levels during November and December and will develop between 2.5% and 3.5%, totaling $979.5 billion to $989 billion.

Betty Lin-Fisher is a buyer reporter for USA TODAY. Reach her at [email protected] or pursue her on X, Facebook or Instagram @blinfisher. Sign up for our free The Daily Money newsletter, which will include buyer information on Fridays, here.