Millions of shoppers across the United States are flocking to malls and stores to commence their Christmas shopping on Black Friday. This day is traditionally recognized as the beginning of the shopping season.
Lars Perner, an associate professor of clinical marketing at the USC Marshall School of Business, explained that over the last five years, Black Friday sales have been beginning earlier, often prompted by initiatives from major online retailers.
Perner noted that while cultural backlash previously deterred early sales, public expectations have shifted. People now anticipate these early sales, and any philosophical objections are less common. The change in consumer habits reflects a larger trend in how holiday shopping unfolds.
A survey by the National Retail Federation, conducted by Prosper Insights & Analytics and released on November 14, indicated that 131.7 million Americans planned to shop in stores on Black Friday. This number is part of a record 183.4 million expected to shop between Thanksgiving and Cyber Monday. The previous record, set in 2023, was 182 million.
The survey revealed that 72 percent of holiday shoppers plan to shop in stores or online on Friday. Of those, 65 percent intend to shop in physical stores. The primary reasons for shopping during this five-day period include unmissable deals, holiday tradition, and the desire to start holiday shopping over Thanksgiving weekend.
Katherine Cullen, vice president of industry and consumer insights for the National Retail Federation, said that despite the forward shift in holiday shopping, the Thanksgiving weekend remains one of the busiest shopping periods. Retailers are prepared to support consumers in finding gifts at competitive prices.
According to the survey, clothing and accessories are at the top of shoppers’ lists, followed by gift cards, toys, books, video games, and food/candy.
The survey, which included responses from 8,135 adult consumers, was conducted from November 1-7. It has a margin of error of plus or minus 1.1 percentage points.
In Beverly Hills, the 38th annual Black Friday Fur-Free Friday protest took place, organized by Last Chance for Animals. The sale of new fur products has been banned in California since January 2023. Nevertheless, the group continues to protest on Rodeo Drive due to the ongoing presence of fashion brands that have not adopted fur-free policies and sell fur outside California.
Black Friday also marks the 33rd annual “Buy Nothing Day,” initiated by Adbusters. This event encourages a 24-hour break from consumerism, offering a chance to reflect on the environmental impact of shopping. Adbusters describes itself as a global network of activists and creatives focused on social and environmental change.
