Is Black Friday Still Relevant? Or Has it Evolved?
by Charles Cubelic
For decades, Black Friday has been a cornerstone of the holiday season, known for jaw-dropping discounts, long lines, and even longer receipts. It’s a day that once symbolized the thrill of scoring unbeatable deals and marked the unofficial start of Christmas shopping. But in today’s fast-changing retail world, many wonder whether Black Friday is still relevant. Historically, Black Friday was a big event, both economically and culturally. The day after Thanksgiving was all about waking up at the crack of dawn (or skipping sleep entirely) to hunt for doorbuster deals on everything from electronics to toys. Crowded malls and jam-packed parking lots were the norm, and for many families, the tradition of shopping together was as cherished as the Thanksgiving meal itself. But the retail landscape has changed dramatically.
The rise of e-commerce has transformed how we shop, and Black Friday has been one of its biggest casualties. With online retailers like Amazon offering competitive prices year-round—and hosting their own shopping events like Prime Day—the pressure to wait for Black Friday deals has lessened. Moreover, the event has increasingly shifted online, with many retailers offering the same discounts on their websites as in their physical stores. Why wait in line at midnight when you can get the same deal from your couch? Another factor diminishing Black Friday’s relevance is how it has expanded beyond a single day. What was once a 24-hour shopping frenzy has turned into “Black Friday Week,” or even “Black November.” Retailers now start slashing prices weeks in advance to capture early holiday shoppers, spreading the excitement thin. This trend has watered down the urgency and exclusivity that made Black Friday such a phenomenon.
And yet, Black Friday is far from obsolete. It remains one of the busiest shopping days of the year, generating billions in revenue. It’s especially appealing for big ticket items like TVs, appliances, and gaming consoles, where discounts can still be substantial. For those who enjoy the thrill of the hunt, Black Friday shopping—whether online or in stores—can feel like an adventure. Additionally, the event carries sentimental value for many. Shopping in-store on Black Friday, despite the chaos, is a tradition for families and friends. It’s about more than just finding deals; it’s about bonding, strategizing over store maps, and sharing the excitement of the season. Retailers capitalize on this nostalgia by creating festive atmospheres, offering exclusive in-store experiences, and combining deals with community-oriented events. However, the pandemic accelerated changes in shopping habits. With the need for social distancing, online sales surged, and consumers became more accustomed to the convenience of digital shopping. Even as restrictions eased, many didn’t return to their pre-pandemic Black Friday routines. Today’s shoppers prioritize convenience, flexibility, and avoiding stress—a stark contrast to the chaotic nature of Black Friday’s traditional in-store experience.
So, is Black Friday still relevant? Yes, but it’s evolving. It’s no longer the singular shopping day that defines the holiday season, but rather one part of a larger sales strategy. Retailers now focus on blending online and in-store experiences, using personalization and early access offers to keep shoppers engaged. For some, Black Friday has shifted entirely online, while for others, it remains a cherished tradition of braving the crowds and scoring deals in person. Black Friday is a reflection of modern retail: dynamic, adaptable, and customer-driven. As long as shoppers crave bargains and traditions, Black Friday will persist, even if it looks a little different with each passing year. Whether you’re braving the crowds or shopping in your pajamas, the spirit of Black Friday—a celebration of finding the perfect deal—remains alive and well.
References:
Anderson, Sam. “‘Less about the Deal, More about the Feel’: AD Execs on Black Friday in 2024.” The Drum, 19 Nov. 2024, www.thedrum.com/news/2024/11/19/less-about-the-deal-more-about-the-feel-ad-execs-black-friday-2024.
Dennis, Rachel. “All the Black Friday Holiday Decor Deals I’m Currently Eyeing as a Shopping Editor | CNN Underscored.” CNN, Cable News Network, 2 Nov. 2024, www.cnn.com/cnn-underscored/deals/black-friday-holiday-decoration-deals-2024-11-21.
Hernandez, Joe. “Black Friday Deals Start Early and Seem Endless. Are There Actually Any Good Deals?” NPR, NPR, 21 Nov. 2023, www.npr.org/2023/11/21/1214141681/black-friday-cyber-monday-deals-are-they-actually-good.
Wasserman, Andrea. “Why Black Friday Is Losing Popularity with Holiday Shoppers.” Forbes, Forbes Magazine, 21 Nov. 2024, www.forbes.com/sites/andreawasserman/2024/11/21/why-black-friday-is-losing-popularity-with-shoppers/.
