Cryptocurrency bitcoin jumped 10 percent over the weekend, successfully reaching yet another milestone in value.

Bitcoin was trading at record-high $9,017.42 before retreating to $8,978.34 early Sunday.

The latest surge of the world's most popular cryptocurrency is likely to be related to the increased investor interest over Thanksgiving holiday and Black Friday shopping in the U.S.

"Anecdotally, everyone I have talked to in the cryptocurrency community has said that Thanksgiving table discussion was all about bitcoin, and that inspired many family members to buy bitcoin," Brian Kelly, CEO of BKCM, an investment firm specializing in digital assets, told CNBC.

Kelly said he suspected that the same discussion was "repeated across tables everywhere."

Coinbase, the largest U.S. bitcoin exchange, added 100,000 new users around the Thanksgiving holiday.

Experts name growing signs of mainstream adoption as another reason for the rise in value.

CME, the world's largest futures exchange, is planning to list bitcoin futures in the second week of December, the company's CEO told CNBC.

Bitcoin added nearly 900 percent to its value since the beginning of 2017.