Deals and promotions have been top of mind for holiday shoppers this year, likely leading to reported record-breaking Black Friday/Cyber Monday sales for many retailers. CivicScience data find that more than half of U.S. adult respondents (55%) said they shopped Black Friday and/or Cyber Monday sales.

What drove shoppers this year? Black Friday/Cyber Monday shoppers report they were most likely to have been hunting for gifts – 53% report gifts made up half or more of their purchases, and 29% alone said they only purchased gifts.

However, about 1-in-2 shoppers took home purchases for themselves, highlighting the importance of the sales events outside of holiday gift sales.

Spur of the moment purchases were also prevalent – more than 40% of shoppers reported they made impulse buys.

Find even more detailed holiday retail trends with the CivicScience Consumer Holiday Tracker. Learn more.