Black Friday just isn’t the same anymore. It doesn’t have the same excitement and hype surrounding it as it once had. I’m sure we’ve all seen the viral videos of people storming Victoria’s Secret Pink and Walmart for their huge 50 to 70 percent off sales and fighting to get the best deals. Sigh. Those were the days (I was literally 12). But now, all we see from brands are their 20% off “deals,” and I’m wondering whether we’re supposed to see it as some type of steal. We already see those types of sales throughout the year, and Black Friday is supposed to be the time of year when you get unbeatable deals, but the essence of it seems to have faded over the years. I think it’s become evident that with the rise of e-commerce and a shift in consumer behaviour, this once-cherished tradition by people across North America has now become a thing of the past.
The Changing Landscape
With the rise of e-commerce, online shopping has become more accessible and easier than ever, undeniably affecting how people approach Black Friday. The convenience of online shopping, coupled with the exclusive deals offered by those who choose to shop online, draws in-person buyers to brands also available online. People are now presented with a multitude of options and the mall has now become most people’s second option. I found that over the years, many of my friends and family would opt to shop online instead of facing the overwhelming and crowded malls. Shopping from the comfort of one’s own home affords consumers the ability to avoid the chaos of this annual shopping tradition.
Throughout the years, retailers who are eager to profit have started to extend Black Friday deals. Promotions for products happen well in advance which has diluted the intensity that this single-day holiday once brought. It’s left people more time to create the perfect shopping cart, so I wouldn’t say most are complaining in that regard!
Cyber Monday, A Now Mega Event
In a world where online shopping has become the norm, Cyber Monday is what can be considered Black Friday’s digital counterpart. As more and more customers look to Internet channels for unique offers and discounts, the difference between these two shopping occasions is becoming less noticeable. Cyber Monday’s focus on online promotions has taken a portion of consumers who once participated in the in-store Black Friday experience.
A Shift in Consumer Behaviour
The ever-evolving behaviour of consumers over the holidays has played a significant role in the transformation of Black Friday. This shift is particularly seen in younger generations, who prioritize efficiency and know how to navigate a company’s online promotions. Black Friday is now all about sharing your favourite online finds and creating digital wish lists. I mean who said you can’t shop and relax at the same time, right?
So, there you have it! Black Friday traditions have seriously levelled up and taken a turn from what they once were. The once unmatched frenzy associated with Black Friday in-store shopping has given way to a more dispersed and tech-driven experience. It’s evident now, more than ever that Black Friday has changed over the years, even though it’s still a big shopping day and not the beloved tradition it once was.