Consumers are spending - a bullish signal for 2026

The recent big shopping week of 2025 made one thing unmistakably clear: consumers are spending, and at record levels.

Despite mixed economic sentiment, shoppers set new all-time highs across both Cyber Monday and Black Friday. Cyber Monday hit $14.25B, Black Friday hit $11.8B, and the full Thanksgiving-to-Cyber-Monday window delivered strong numbers, up nearly 8% year-over-year. These are strong, decisive signals of resilient demand heading into 2026.

A few takeaways worth keeping in mind as you plan Q1–Q2:

1. Consumers are willing to buy when value is clear. The record sales show that while people may feel cautious, their behavior tells another story. When a compelling offer, sharp message, and the right moment intersect, they transact. This divergence between sentiment and action is encouraging for brands planning launches, growth pushes, or category expansion in early 2026.

2. Financing is expanding access to more categories. Buy-Now-Pay-Later usage hit new highs this year, driving more than a billion dollars in Cyber Monday purchases alone. These tools make larger categories more accessible for more households, effectively increasing purchasing power and expanding the pool of ready buyers. That’s a tailwind for any marketer communicating affordability, flexibility, or entry-point offers.

3. OOH is perfectly positioned for this environment. As consumers move, shop, commute, and navigate holiday and post-holiday routines, OOH remains the channel that consistently intercepts them in high-intent moments. With OOH revenues continuing to grow and DOOH accelerating, brands can use timely, value-driven messaging to nudge shoppers into action. Especially when paired with fast-turn DOOH creative tied to offers, financing options, or limited-time promotions.

What this means for 2026: The combination of record Cyber Week spending, more accessible purchasing pathways, and strong OOH performance paints a bullish picture for next year. Brands that stay visible, present, and value-oriented are positioned to outperform those waiting for macro “clarity.” Consumers have shown that when the message resonates, they buy.

If you’d like help turning this into client-ready recommendations or building quick-turn OOH packages around value and financing messaging, AdQuick is here and ready to support.