Why Black Friday is Losing Its Spark: An In-Depth Look at Changing Consumer and Retailer Trends
Black Friday used to be the ultimate shopping event—a day of door-busting deals, long lines, and unbeatable discounts. But in recent years, the excitement has fizzled. The urgency that once defined the event is gone, replaced by drawn-out promotions and a growing sense of fatigue among shoppers and retailers alike. So, what’s behind this shift, and can Black Friday still hold its place as the king of holiday shopping? Let’s dive into the changing dynamics.
The Decline of Exclusive Deals
What made Black Friday so thrilling was its exclusivity. Deals were limited, time-sensitive, and truly remarkable. Now? The sales begin weeks in advance, stretching into December. Retailers like Amazon and Walmart have turned Black Friday into a season rather than a single day. In 2023, Amazon launched its “Early Black Friday Deals” on October 27, offering discounts comparable to those on the actual day. While this reduces the chaos of a single-day event, it also dilutes the excitement.
Consumers have noticed. A survey by NielsenIQ found that 34% of shoppers feel Black Friday deals are no better than those offered throughout the year. As a result, shoppers no longer feel compelled to wait for November 24—they can find similar discounts in October or even during other shopping events like Cyber Monday and Prime Day.
The Impact of Inflation
Economic pressures are reshaping how people shop. Inflation has forced many households to prioritize necessities over discretionary spending. While Black Friday sales grew by 5% in 2023, this increase barely kept pace with rising costs. More tellingly, in-store shopping increased by only 1.1%, as consumers became more cautious with their spending.
To adapt, retailers like Target and Walmart have leaned into practical promotions, offering steep discounts on household essentials. While these deals appeal to budget-conscious shoppers, they lack the excitement of snagging the latest TV or gadget at a bargain. Black Friday is starting to feel less like a splurge-worthy event and more like a regular shopping trip.
Sustainability Is Changing the Conversation
In recent years, more consumers have begun questioning the ethics of Black Friday. The event’s focus on overconsumption and its contribution to waste are increasingly at odds with the values of environmentally conscious shoppers. According to a 2022 survey by BCG, 46% of global shoppers prioritize sustainable packaging, while 51% are opting to support local or ethical brands during the holiday season.
Some brands are capitalizing on this shift. Patagonia, for example, has turned its back on Black Friday entirely, encouraging customers to repair their gear instead of buying new products. While this approach might seem counterintuitive for a retailer, it has earned Patagonia immense goodwill among eco-conscious consumers. For traditional retailers, adapting to this mindset could mean rethinking the way they structure their promotions.
The Problem with Endless Online Deals
E-commerce dominates Black Friday, with online sales reaching $9.8 billion in 2023, an 8% increase from the previous year. But this convenience has come at a cost. The sheer volume of ads, emails, and flash sales has created digital fatigue for many shoppers. Deloitte found that 34% of consumers feel overwhelmed by the number of promotions they receive during the holiday season, making it harder for retailers to stand out.
Social media platforms like TikTok and Instagram have further complicated the landscape. While these platforms drive significant sales, they also contribute to decision paralysis. Shoppers are bombarded with influencer recommendations, short-form product videos, and real-time deal alerts, often leaving them unsure of what to buy—or whether to buy at all.
Retailers Are Feeling the Pressure
For retailers, Black Friday is no longer the profit powerhouse it once was. Deep discounts and rising costs in logistics and customer service are eating into margins. Holiday season sales in the U.S. grew by 6.3% in 2023, but the operational costs of shipping and handling returns rose even faster. Smaller businesses, in particular, are struggling to compete with the aggressive pricing of retail giants.
Some companies are taking a different approach. Best Buy, for instance, shifted its focus from deep discounts to membership programs like Totaltech. These initiatives prioritize customer loyalty and long-term revenue over the short-term sales spikes Black Friday traditionally delivers.
Where Does Black Friday Go from Here?
Black Friday isn’t disappearing, but it’s evolving. The lines between Black Friday, Cyber Monday, and general holiday shopping have blurred, creating a longer, less intense shopping season. Consumers are smarter and more selective, seeking value in ways that go beyond the lowest price tag. Retailers, in turn, are rethinking their strategies, focusing on personalization, sustainability, and loyalty over sheer volume.
The big question is whether Black Friday can adapt to these new realities or if its best days are behind it. One thing is certain: both shoppers and retailers will need to redefine what success looks like in the years to come.
