Black Friday, once the frenzied centerpiece of the holiday shopping season, saw a more subdued kickoff this year as early discounts, the promise of Cyber Monday deals, and the growing convenience of e-commerce diluted the urgency to shop in-store. Retailers turned to giveaways and steep discounts to draw shoppers to physical locations, but many consumers remained focused on online shopping or waited for deeper post-holiday discounts.
Shift in Shopping Trends
Frequent deals throughout November reduced the need for chaotic in-store hunts. Analysts noted a shift in consumer behavior, with bargain-hunters opting for strategic purchases over impulse buys.
At a Target in Michigan, Marge Evans filled her cart with discounted apparel but said she was shopping for a cruise rather than holiday gifts. “After the holidays is when the real deals come through,” she remarked. Similarly, Bharatharaj Moruejsan, jet-lagged from a trip to India, found a discounted iPad for his daughter but observed only modest crowds at a Maryland Walmart.
Taylor Swift Merchandise Draws Crowds
One notable exception was Taylor Swift fans. At many Target stores, shoppers lined up hours before opening to snag exclusive Eras Tour books and a special album edition. These products sold out in-store despite being available online the next day.
Smaller Crowds, Lower Urgency
Reports from retail analysts and market observers painted a picture of quieter stores and less urgency. “The spreading out of the holidays has created the lack of need and urgency,” noted Marshal Cohen, chief retail adviser at Circana. Similarly, Michael Brown from Kearney found no lines at New Jersey’s Westfield Garden State Plaza before its early opening.
A Changing Retail Landscape
The pandemic-era shift toward e-commerce and deal-conscious shopping has permanently altered Black Friday dynamics. Industry experts predict a prolonged, steady shopping season rather than the intense one-day rush of the past. “It’s not the old Black Friday that we used to know,” Brown said, signaling a continued evolution in consumer habits.
