For decades, Black Friday has symbolized a pinnacle of holiday shopping and an exciting start to the Christmas season. Customers would line up hours, and for some, even days before! However, recent trends indicate that Black Friday is losing the luster that once thrilled shoppers.

Fading discounts have been a recent trend for many stores around Black Friday. Data analysts show that the average discount from 2019 was 7% higher than in 2024. A multitude of consumers report the sales prices are no longer dramatically lower than everyday discounts offered throughout the year. 

Sophomore Allison Heising states, “Many of the stores I have gone to have the same sales throughout the year. Even [Black Friday week], Hollister has had only 30% off. I feel that the whole idea of Black Friday has been misinterpreted and is no longer the same as it was ten years ago.”

Retailers increasingly spread promotions throughout November as a new strategy known as “Black November,”  further eroding from the day’s exclusivity. “Shoppers have become desensitized to discounts,” says sophomore Leah George. The fascinating deals that once defined Black Friday have now been matched or beaten by online sales.

The rise of online shopping has been a significant factor in understanding the shift away from Black Friday. With the convenience of Cyber Monday and e-shopping, fewer customers feel compelled to brave early-morning lines or huge crowds.  Retailers such as Amazon and Walmart are leading the charge of competitive prices well before Black Friday, leaving less incentive for shoppers to wait. 

Retailers find that the logistical challenges come from huge singular day events. In recent years, to step away from facing the same issues, many retailers have spread out their sales to diminish a surge of in-store traffic that traditionally defines Black Friday.

Consumer sentiment has also shifted. Inflation and economic uncertainty have made shoppers more cautious, with many prioritizing practical purchases over luxury splurges. Younger generations of shoppers are now less enamored with the Black Friday tradition and instead focus on the experience in the comfort of their homes.

Despite these challenges, the overall holiday season remains robust. In 2022, online sales during the holiday period reached $300 billion, a 23.4% increase from the quarterly average for the first nine months of this year.  This trend suggests that while Black Friday’s role is evolving to present-day standards, consumer spending during the holiday season continues to grow. 

As consumer preferences continue to shift, retailers are re-evaluating the role of Black Friday within their sales strategies. The emphasis is increasingly on creating a seamless shopping experience that caters to consumers desires for convenience, flexibility, and value. This approach includes leveraging data analytics to personalize promotions and enhance customer engagement across multiple social media platforms. 

Black Friday is no longer the singular shopping event it once was. The convergence of online shopping growth, extended sales periods, and changing consumer behavior has transformed it into part of a broader holiday shopping experience. Retailers that have adapted to these trends begin to embrace the presence and importance of online shopping and are more likely to thrive in the new retail landscape.