Black Friday used to be the Super Bowl of shopping. Recall 4 a.m. lines, doorbusters, and carts piled higher than a dorm loft bed. Today’s Black Friday looks less like chaos and more like a long weekend in sweatpants. Yet despite the calm, consumer spending is surging and that is exactly what makes this moment fascinating for marketers.
Retailers like Walmart, Gap, and TJ Maxx are reporting strong sales as consumers hunt for value, not just discounts. Even in a shaky economy, shoppers are still spending, just more strategically. Walmart is gaining middle and high-income shoppers chasing low prices, while Gap is selling more items at full price because customers perceive higher value. This shift reflects a major trend in consumer behavior. Buyers are willing to spend, but only when price and quality feel aligned.
Meanwhile, Black Friday as an event has been diluted. Before, retailers spent a full year planning one perfect discount. Now? Promotions begin in early November and run through Cyber Monday. This strategy helps retailers manage staffing, inventory, and consumer expectations. But it also changes how shoppers behave. The urgency, and the magic, have faded. Instead of lining up in the cold, consumers – especially Gen Z – browse deals from their phones, cross-shop for better prices, and question whether a deal is really a deal at all.
Consumers know that doorbusters might not be any cheaper than last week’s pre-Black-Friday preview event, creating skepticism about pricing and trust. For marketers, this is a case study in retail strategy evolution. Pricing, timing, and promotion now matter more than the spectacle. Winning brands understand that shopping habits have changed and they meet consumers where they are: online, in-store and most importantly in their wallets. So, Black Friday isn’t really dead, it’s just been rebranded.
Discussion Questions and Activities
- How does the dilution of Black Friday affect consumer trust and behavior?
- Why are value-focused retailers outperforming others right now?
- Is urgency still an effective promotional strategy for younger consumers?
- How should retailers balance price, quality, and messaging during holiday promotions?
- Deal Detective. Compare three Black Friday ads from different retailers and analyze whether the promotions truly create value.
- Price Perception Mapping. Conduct a quick class survey on which retailers students trust for “good deals” and why.
- Bring the Magic Back. In small teams, redesign Black Friday for a major retailer (Target, Walmart, Gap) to rebuild excitement and urgency among Gen Z.
Sources: Kapner, Suzanne and Nassauer, Sarah (23 Nov 2025) Wall Street Journal; Fonrouge, Gabrielle (28 Nov 2025) CNBC.
