The annual Black Friday shopping routine is undergoing a significant transformation as Americans increasingly turn to online shopping, spending 5% more than last year. Instead of braving chilly weather and long lines, consumers are favoring the convenience of laptops and phones over bustling stores.
This transition in consumer behavior is influenced by current economic uncertainties, including inflation and the rising cost of goods due to tariffs. Many shoppers are exercising caution with their finances, wary of overspending amid a softening labor market.
Despite these cautious tendencies, online spending on Thanksgiving alone rose to $6.4 billion, as reported by Adobe Analytics. The trend underscores a dilution of Black Friday's traditional significance, with sales now extending over several weeks. Major retailers offered attractive online promotions to entice budget-conscious buyers.
