Retailers incentivized U.S. shoppers with giveaways and deep discounts this Black Friday, aiming to draw in customers despite the lack of the usual hype. The rise of early deals, combined with the anticipation of even better bargains on Cyber Monday and the convenience of online shopping, lessened the urgency that once defined the holiday shopping season.
Black Friday, once a frenzy of crowded stores and frenzied shoppers, felt much quieter this year, with many people choosing to shop online rather than deal with the bustle of in-person crowds. Yet, physical stores still found ways to lure consumers into their doors. For instance, Target had shoppers lining up as early as 11:30 p.m. on Thanksgiving Day for exclusive Taylor Swift products, though these items were also available online shortly after.
Some shoppers, like Marge Evans from Southfield, Michigan, were focused more on picking up deals for personal purchases rather than holiday gifts. Evans, who was preparing for a cruise, mentioned that she plans to wait until after the holidays for even better discounts. This type of strategic shopping reflects broader trends seen throughout the year, where consumers remained more cautious and deal-driven, adapting their spending habits following a period of rising inflation.
The massive crowds typical of Black Fridays past didn’t materialize in many places. For example, a Walmart in Germantown, Maryland, had only half its parking lot filled. Instead, some customers were returning items or picking up groceries. Despite this, industry experts still saw Black Friday as the busiest retail day of the year in terms of foot traffic.
Analysts observed that while the size of crowds was smaller, certain discounts captured consumers’ attention. Stores offering deeper markdowns, such as Forever 21, which offered discounts of 50% to 70%, attracted more shoppers, while others like H&M, with more modest discounts, saw less foot traffic.
At Macy’s in Manhattan, which has become iconic for its association with holiday shopping, a steady stream of shoppers took advantage of significant discounts on shoes, handbags, and luxury bedding. Meanwhile, online sales also surged, with Thanksgiving Day alone seeing a record $6.1 billion in spending, an 8.8% increase over the previous year. Electronics and apparel saw some of the biggest gains.
However, some analysts noted that Black Friday’s prominence as the season’s retail centerpiece has waned, with shoppers now spreading their holiday purchases out over a longer period. The upcoming Cyber Monday is expected to offer even steeper discounts, with some items expected to be marked down by as much as 30%.
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Despite a slightly slower start to the season, overall expectations for holiday sales remain strong, though experts predict that this year’s shopping season may not be as robust as last year’s. Retailers face added pressure to secure early and bulk purchases from consumers, particularly since there are fewer days between Thanksgiving and Christmas.
Shoppers at various locations, like the Lakeside Shopping Center in Metairie, Louisiana, were treated to special touches like free champagne and gift receipts, while others enjoyed more nostalgic Black Friday experiences, such as the large crowds at the Mall of America. Internationally, Black Friday also gained traction, with retailers in countries like Canada, the U.K., and Australia joining in the promotions.
Meanwhile, in India, some Amazon workers staged protests, demanding better wages and working conditions, highlighting labor issues in the wake of the retail giant’s global sales.
Overall, while Black Friday no longer holds the same level of excitement as it did in the past, it continues to serve as a key moment in the holiday shopping season, setting the stage for an extended period of sales and promotions.