TAMPA, Fla. — Black Friday continues to hold its status as the year’s largest shopping day, yet traditional midnight doorbuster sales may be fading away.
Many shoppers now prefer the ease of online shopping, a trend echoed by local consumers such as Avery Ford. Once a regular at malls during the holiday shopping spree, Ford has transformed his approach, opting to browse for deals online. “The culture of Black Friday got a little out of hand,” he remarked, highlighting his current inclination to check sites like Amazon for savings.
Lindsay Knappenberger is another shopper who appreciates the convenience of digital wish lists, which streamline gift-giving. She noted, “It makes it easy on everybody” as family members can easily express their desires without the need for guessing.
According to the National Retail Federation (NRF), more than 183 million people are expected to shop both online and in physical stores on Black Friday this year, setting a new record. The federation also anticipates a similar shopping split as in previous years, predicting that around 76 million shoppers will hit the stores while over 90 million will shop online.
Jennifer Burton, an Associate Professor of Marketing at the University of Tampa, pointed out that 26 percent of shoppers are willing to wait in line for at least an hour on Black Friday, indicating that in-store shopping remains appealing to many.
Interestingly, retail practices are evolving; many major stores are no longer opening their doors on Thanksgiving or at midnight. Instead, they are focusing their efforts on Black Friday itself, with some retailers launching deals earlier in what has been termed “Christmas Creep.” Burton noted that this year, due to the calendar placement of Thanksgiving, retailers felt an increased need to start their promotions even sooner.
To attract customers into physical locations, stores like Target and Best Buy are providing exclusive in-store deals. But for some, like Ford, the bustling crowds are still a deterrent: “I don’t want to have to deal with bumping through people.”
In summary, as retail strategies adapt to consumer preferences, the trend is clearly moving towards online shopping, highlighting a shift in how holiday shopping is conducted. This evolution, while it may phase out some traditions, offers convenience and modernization, reassuring shoppers that they can enjoy the holiday season without the stress of overcrowded stores. Eventually, this adaptation could lead to a more enjoyable shopping experience overall.