Affordability may be top of mind for many U.S. consumers, but that won’t dampen their appetite for holiday shopping this year. Holiday spending is expected to top $1 trillion for the first time in 2025, according to the National Retail Federation, and Black Friday is the most popular day to buy gifts.

Of the 187 million people expected to shop between Thanksgiving Day and Cyber Monday, the NRF said 70% plan to make purchases Friday.

“Many Americans consider shopping to be an important part of their Thanksgiving holiday and one of the best ways to get deals on gifts,” Prosper Insights and Analytics Executive Vice President of Strategy Phil Rist said in a statement.

“Of those planning to take advantage of sales, over half say it’s because the deals are too good to pass up,” Rist said. “Ot

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