Cyber Week keeps its retail grip because consumers are cost-conscious, not despite it. But winning their business requires that retailers influence shoppers earlier in the research process, tailor messaging to different buying journeys, and make the value of their deals easy to trust.

The five-day span from Thanksgiving to Cyber Monday will capture more than $50 billion in US ecommerce sales this year, according to EMARKETER’s June 2026 forecast. Black Friday ecommerce sales will rise faster in YoY percentage terms, while Cyber Monday will generate more ecommerce dollars as it stems from a larger sales base. All in all, US consumers will designate 40% of their planned gift spending for those five days, according to PwC. 

The burst of activity will reflect weeks of planning. Some 76% anticipate spending more or the same amount this Cyber Week and holiday season compared with last year, but 39% aim to manage economic pressures by timing their purchases around major sales events, according to Impact data. Deals influence when 79% of consumers shop, per PwC. 

But shoppers will not take every discount at face value. Some 84% of shoppers believed retailers inflated prices in the weeks leading up to Black Friday to exaggerate the resulting discounts, according to a 2025 survey from Lightspeed.

Cyber Weeks starts long before the deals appear

For Cyber Week, a drawn-out consumer journey is the new norm. Nearly half of consumers (47%), plan to begin researching their holiday purchases near the end of October, according to Impact. Only 8% admit that they typically don’t research their purchases ahead of time. 

Many shoppers compare retailers, consult product reviews, check pricing, and even save the item in their virtual carts until a major sale hits. By the time Black Friday and Cyber Monday arrive, much of the purchasing decision-making has already taken place.  

The deliberation extends beyond Cyber Week. Nearly a third (30.2%) of consumers say they compare more retailers than they did two to three years ago, while 27% spend more time researching products before buying, according to Similarweb data cited by EMARKETER.

What this means for marketers: Retail marketers should take advantage of the weeks leading up to Cyber Week to make the case for their products. Gift guides, product comparisons, reviews, wish lists, and accurate inventory information can help shoppers better decide what they want. The event should close demand that brands built up earlier, rather than introduce shoppers to a product for the first time. 

Retailers need more than one Cyber Week campaign

Retailers cannot address every shopper with the same promotion. Early planners will need comparison content and inventory visibility. Deal seekers will need price alerts and explicit deadlines. Reviews and tangible proof of quality might help sway unsure shoppers. Existing customers may respond to member pricing, while last-minute buyers focus on delivery dates and local availability. 

“A watch-out area for retailers this season is relying on one-size-fits-all messaging and campaigns to consumers,” said David MacDonald, executive vice president and head of commerce at Razorfish. “Focusing solely on a lower price with a generic message is not a winning strategy; it is simply a race to the bottom.”

Instead, MacDonald said retailers should emphasize value through “actionable product content and personalized experiences.”

Retailers can put that personalization into practice using the intent shoppers reveal before Cyber Week. Someone who repeatedly views a product may need a price drop to close the sale. A shopper who abandons a cart could respond to a reminder or shipping incentive. 

What this means for marketers: Cyber Week campaigns should respond to where shoppers are in the buying process, not just who they are. Retailers can use browsing behavior, cart activity, purchase history, and loyalty status to decide which messaging or incentive should come next. That gives marketers more ways to convert demand without defaulting to the same discount for everyone.

Shoppers will judge value and credibility

More chances to compare are also more chances to doubt. A deep markdown will not close the sale if shoppers mistrust the starting price.

Lightspeed found that price skepticism on Black Friday deals spans across generations: 87% of adults ages 18-24 to 78% of adults age 65 and older. 

Retailers need to make savings easy to verify. Clear reference prices, straightforward exclusions, and consistent promotions across channels can reinforce an offer. Overblown comparison prices or confusing terms can do the exact opposite, sending shoppers back to search, review sites, or even a competitor. 

Price is not the only way a retailer can make an offer worthwhile. Bundles, gifts with purchase, extended returns, loyalty rewards, early access, and flexible payment options can add value without forcing retailers to slash every price. 

“We are seeing deeper discounts and limited promotions this holiday season, but we are also seeing value bundling,” MacDonald said. “Combining promotions to highlight greater value is becoming an important way for retailers to protect margin while still demonstrating good value to price-conscious shoppers.”

What this means for marketers: The winning Cyber Week campaign may not offer the deepest discount. Retailers need to make savings easy to verify, give different shoppers a reason to buy, and deliver on what the marketing promises. When consumers spend weeks researching products and comparing prices before Cyber Week arrives, a credible offer can matter as much as the size of the markdown.