Most brands think of Thanksgiving as just another sales event. But the data tells a different story—shopping behavior starts earlier, happens mostly on mobile, and flows through social and email in ways most marketers don’t fully exploit. This chart breaks down what actually drives action during Thanksgiving week so you can show up where intent already exists.

Essential Statistics

• 60% of Thanksgiving shopping occurs on mobile devices.
• 1 in 3 shoppers choose BOPIS during Thanksgiving week.
• Pinterest and Instagram drive seasonal discovery traffic.
• 30% of holiday purchases are returned, often leading to more buys.
• Emails sent Thanksgiving morning have the highest open rates.
• Searches for holiday terms rise 35% starting around Labor Day.

Key Takeaways

• Mobile is the dominant platform for Thanksgiving shopping behavior.
• Shoppers prefer flexibility with BOPIS options during the holidays.
• Social platforms like Pinterest and Instagram are key for inspiration-based shopping.
• Returns aren’t just losses—they drive additional purchases.
• Email timing around Thanksgiving morning can boost engagement.
• Holiday interest spikes well before November—Labor Day is the trigger point.
• Marketing campaigns need to begin earlier than most realize.

Actionable Insights

• Optimize mobile experiences well ahead of Thanksgiving. With over 60% of purchases made on mobile, load speed, UX, and mobile checkout flow need to be frictionless.
• Time your email campaigns for early Thanksgiving morning. Open rates are highest then, which can give your message a major edge before competitors flood inboxes.
• Include BOPIS messaging in ads and landing pages. With 1 in 3 using Buy Online Pickup In Store, it’s a differentiator for convenience-minded holiday shoppers.
• Run early awareness campaigns on Pinterest and Instagram. These platforms are where meal prep and decor ideas start, which means discovery can happen before purchase intent.
• Prepare for a post-purchase upsell strategy. With 30% of items being returned, have retargeting and winback flows ready to capture second-chance sales.