Why Black Friday Feels Different These Days

Black Friday used to be the most exciting shopping day of the year. It was all about door-busting deals, long lines, and the thrill of snagging a once-a-year bargain. But let’s be honest—something’s changed. Shoppers aren’t as excited, and retailers are struggling to keep the hype alive. So, what’s behind this shift? Let’s dive in.

1. Deals Are Less Exclusive

Remember when Black Friday felt special? Now, sales start in October and stretch into December. Retailers like Amazon and Walmart have turned Black Friday into a season, not a day, which has diluted its urgency. In 2023, over 40% of shoppers said they made Black Friday purchases during pre-sales, long before the actual day.

This constant stream of sales means customers no longer feel they’re missing out by skipping Black Friday. Why fight the crowds (or refresh your browser at midnight) when you can get the same deal two weeks earlier?

2. Inflation Changes Priorities

Economic realities are making shoppers more cautious. With inflation impacting household budgets, many are focusing on essentials rather than splurging on luxury items. Retailers have adapted, offering discounts on practical items like groceries and home essentials. While these sales attract buyers, they don’t create the same excitement as big-ticket tech or fashion deals.

For example, Black Friday sales grew by 5% in 2023, but in-store shopping barely increased (1.1%), showing that while people are still shopping, they’re more budget-conscious than ever.

3. Sustainability Is Shifting Mindsets

Consumers are more aware of overconsumption and waste, and Black Friday’s reputation as a “buy everything” event doesn’t sit well with everyone. Brands like Patagonia have capitalized on this by rejecting Black Friday entirely, instead encouraging customers to repair their gear and embrace sustainability.

A survey by BCG found that 46% of shoppers now prioritize sustainable packaging, and 51% prefer buying from ethical or local brands during the holidays. This trend is forcing retailers to rethink how they approach Black Friday.

4. Online Fatigue Is Real

E-commerce has made shopping more convenient but also more exhausting. Black Friday 2023 saw $9.8 billion in online sales, an 8% increase over 2022. But the constant bombardment of ads, emails, and notifications has left many shoppers overwhelmed.

Platforms like TikTok and Instagram dominate holiday marketing, but the endless stream of “best deals” can lead to decision fatigue. Shoppers often delay purchases or skip them altogether, unsure if the deals they’re seeing are truly the best.

5. Retailers Are Feeling the Pressure

For retailers, Black Friday isn’t the profit windfall it once was. Deep discounts, rising logistics costs, and increasing return rates are squeezing margins. Small businesses are finding it particularly tough to compete with retail giants like Amazon, which can afford aggressive pricing.

Some companies are shifting strategies. Best Buy, for example, is focusing on membership programs like Totaltech, aiming for long-term customer loyalty rather than relying on one-off sales.

Where Does Black Friday Go From Here?

Black Friday isn’t gone—it’s just evolving. For shoppers, it’s no longer about one crazy day but a season of steady deals. For retailers, it’s a balancing act between delivering value and protecting margins.

The big question: Can Black Friday adapt to meet changing expectations, or will it fade into just another sale period?

Read my full in-depth analysis here: https://brandao.consulting/why-black-friday-is-losing-its-spark-an-in-depth-look-at-changing-consumer-and-retailer-trends/

What’s your take? Is Black Friday still relevant, or has it lost its spark?

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