Why Black Friday Deals and Crowds Are Leaving Shoppers Disappointed: Insights from Fortune

This Black Friday left many shoppers feeling underwhelmed. Families looking for traditional deals, like the Repaskys in Virginia, noticed fewer special offers than in past years. Jennifer Schmuck, a banker, echoed this sentiment at a Maryland mall, saying the deals just weren’t as enticing as last year.

In Pennsylvania, shopper Melissa Ritzius had similar complaints. She found that while items seemed discounted, the original prices were higher than before, meaning the savings didn’t feel as real. For example, a Polo sweater she liked jumped from $125 last year to $170 this year. “That’s a big change,” she remarked, ultimately deciding against the purchase.

Expectations for lively crowds were also dashed. Some malls, like the Patrick Henry Mall in Virginia, were surprisingly empty. Nicole Slaughter at the Mall of Georgia noted it felt quieter than a regular Saturday. Even Deontay Phillips, a first-time Black Friday shopper, left disappointed, stating, “It’s not really what I expected.”

This year, worries loom over the holiday shopping season. Economic concerns—like a slow job market, inflation, and tariffs—might be making consumers more cautious. Retail expert Marshal Cohen predicts a subdued holiday season, suggesting that while overall spending might match last year’s, actual sales could drop by 2.5%. Essentially, shoppers may spend more, but buy less.

Shoppers are being more selective with their purchases. Some aim to take advantage of Black Friday primarily for essentials rather than splurging. Tariffs have complicated the typical discount strategy, making significant markdowns harder to find. Seasonal hiring for retail is also set to hit its lowest level since 2009, leading to longer wait times for customers in stores.

Despite these challenges, there will still be promotions. Major retailers like Walmart and Target are offering substantial discounts, such as 50% off on select electronics and beauty products. Target is also showcasing fun incentives like themed merchandise and exclusive items to attract shoppers. Amazon has lined up its own deals, tempting buyers with significant savings on holiday gifts.

Consumer spending has been stable, influenced by a robust stock market that keeps higher-income shoppers engaged. Yet, there are signs of growing unease. Lower-income consumers are tightening their belts, while overall consumer confidence took a dip this November, with retail sales growth slowing down earlier this fall. Some experts predict shoppers will prioritize joy-bringing items during tough times, such as home decor or cheerful accessories.

Interestingly, Black Friday itself is evolving. More people opt for earlier sales and online shopping, with events like Amazon’s Prime Day attracting attention. According to Michael Brown, a retail leader at Kearney, this shift may impact total spending during the holiday season. An online emphasis and a desire for deals throughout the fall may mean that Black Friday’s traditional significance is diminishing.

As we look ahead, retailers face the challenge of adapting to these changes in shopping behavior. Success will depend on how well they can align offers with what consumers need while navigating economic pressures.

Bloomberg reports that understanding consumer sentiment will be key for retailers this holiday season.

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