Thanksgiving Weekend Expected to Draw Record Number of Shoppers
New findings suggest ads could help the state’s small businesses boost sales this holiday-season
LINCOLN, Neb. November 24, 2025 — The National Retail Federation projects U.S. holiday retail sales to exceed $1 trillion for the first time in history. According to the National Retail Federation forecast, U.S. holiday sales (Nov. 1–Dec. 31) are expected to grow 3.7% to 4.2%, reaching $1.01 to $1.02 trillion. Nebraska retailers are optimistic they can match national trends, supported by strong inventory levels and earlier-than-ever November promotions that give consumers more time to find deals as Black Friday, Small Business Saturday, and Cyber Monday approach.
While promotions will span the entire five-day holiday weekend, Black Friday remains the most popular day to shop, with 70% of shoppers. The second most popular day remains Cyber Monday, with 40% of consumers expected to shop the Monday following Thanksgiving. Of the 36% of potential Saturday shoppers, 80% say they are considering shopping in order to support local businesses and Small Business Saturday.
Against this backdrop, the Nebraska Retail Federation is spotlighting new report showing that data-powered digital advertising could play a crucial role in helping Nebraska’s small businesses capture consumer spending in what is expected to be an exciting holiday season.
“Nebraskans are budget-conscious shoppers, and small retailers will have to be smart about driving sales,” said Nebraska Retail Federation Executive Director Rich Otto. “Data-powered ads offer an affordable, effective way for small businesses to attract customers.”
Nebraska consumers don’t have to choose between convenience and community. Thanks to digital storefronts like GROWNebraska.com and the growing number of local retailers selling through major online marketplaces, shoppers can support small businesses without ever leaving home. Nebraska retailers now operate robust e-commerce sites, offer rapid local shipping, or sell through third-party platforms where customers already shop every day.
“Data-powered digital ads help level the playing field, allowing small businesses to compete head-on with much bigger companies that have huge marketing budgets,” said Janell Anderson Ehrke of GROW Nebraska. “For rural entrepreneurs, these tools are essential. They help local businesses stay visible, reach new customers, and keep our communities strong.”
The report found:
- 57% of Nebraska small & medium-sized businesses (SMBs) use data-driven digital ads.
- Of those, 79% say ads help them reach new customers.
- 83% say digital ads are critical to their success.