Retailers used a mix of giveaways and steep discounts to entice U.S. shoppers for Black Friday, despite the growing trend of early holiday sales and the ease of online shopping diluting some of the excitement surrounding the traditional holiday shopping kickoff. Frequent deals throughout the month and the promise of additional bargains on Cyber Monday diminished the urgency of Black Friday, as many consumers opted for the convenience of online shopping rather than battling crowds in stores.
Despite this shift, many retailers tried to draw in customers to physical stores. For instance, shoppers at Target braved long lines starting as early as 11:30 p.m. on Thanksgiving Day to buy exclusive items, such as a Taylor Swift book tied to her Eras Tour and a special edition of her album. Although these items would be available online the following day, several locations sold out of their stock quickly.
At a Target in Southfield, Michigan, Marge Evans, a 32-year-old massage therapist, was shopping for a cruise with her fiancé rather than holiday gifts. “After the holidays are over is when the real deals come through,” she said, noting that retailers often offer steep discounts in January. This sentiment echoed a broader trend where consumers have become more selective, seeking out the best bargains as inflationary pressures linger.
Black Friday crowds also appeared smaller compared to pre-pandemic years. At a Walmart in Germantown, Maryland, parking lots were notably emptier than usual, with many shoppers opting to return items or purchase groceries. Bharatharaj Moruejsan, a 35-year-old software engineer, took advantage of the deals to buy an iPad for his daughter at a significant discount, appreciating the value in the offers.
Marshal Cohen, chief retail adviser at Circana, observed that the absence of huge crowds on Black Friday highlighted the shift in shopping behavior, driven by the spread-out nature of holiday deals. The excitement and rush of the past were now replaced by a slower, more deliberate shopping process.
At Macy’s flagship store in Herald Square, shoppers found various discounts, including half-off shoes and 60% off luxury bedding. Despite the shift toward online shopping, some still enjoyed the in-store experience. “I’m actually shocked to see so many Black Friday deals,” said Morghan Clark, who was visiting New York from North Carolina.
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However, in terms of online shopping, retailers had a more optimistic outlook. Adobe Digital Insights reported record online sales of $6.1 billion on Thanksgiving Day, an 8.8% increase from the previous year, driven by larger-than-expected discounts on electronics and apparel. Black Friday weekend deals were expected to peak at 30% on Cyber Monday, then taper off to around 15% afterward.
Despite the overall slower pace of in-store shopping, Black Friday remains a major day for retail foot traffic, especially in large shopping centers like Mall of America in Minnesota, which saw even more visitors than the previous year. Retailers like Lego and Forever 21, which offered deep discounts, attracted the largest crowds.
Black Friday has also become a global phenomenon, with retailers in countries like Canada, Australia, and the UK holding their own sales events. However, the day was also marked by protests in India, where Amazon workers rallied for better pay and working conditions.
While the traditional Black Friday rush may have changed, retailers are still optimistic that the holiday season will end strong, despite fewer days between Thanksgiving and Christmas this year.