Black Friday Shopping Trends

Black Friday is widely recognized as the day after Thanksgiving in the United States and marks the unofficial start of the holiday shopping season. This day has become synonymous with large discounts and is marked by significant consumer spending, both in-store and online.

Evolution of Black Friday

Over the years, the trend known as Cyber Black Friday has emerged, reflecting a shift in consumer behavior from in-store to online shopping. This transition is notably prevalent in countries such as Israel, Europe, and Canada. The day has historically been characterized by long lines and early morning openings at brick-and-mortar stores, but the digital age has ushered in a new era of e-commerce dominance.

Cyber Five and Cyber Monday

The period known as the Cyber Five encompasses the days from Thanksgiving through Cyber Monday, which is the Monday following Black Friday. Cyber Monday was introduced to encourage online shopping and has become the second most popular day for e-commerce, trailing only behind Black Friday itself. Despite a noticeable drop in online shopping numbers in 2023, it remains a key day for retailers.

Consumer Behavior and Trends

Recent surveys indicate that approximately 66% of consumers plan their Black Friday shopping ahead of time, with many shoppers taking advantage of deals even before the Thanksgiving weekend. A significant portion of consumers—38%—begin their purchases before the official start of Black Friday sales.

Department stores, online platforms, grocery stores, and supermarkets are among the top destinations for shoppers during the Thanksgiving weekend. Clothing and accessory stores, along with discount outlets, also see a significant influx of consumers during this period. Despite the increase in early shopping, many consumers reach Cyber Week with over half of their holiday shopping still incomplete.

Curbside Pickup and In-Store Shopping

Curbside pickup has become a popular option among retailers, although its use saw a slight decline from 18.4% in 2023 to 17.5%. This service offers a convenient alternative for shoppers looking to avoid crowds while still benefiting from in-store discounts.

In 2023, Black Friday remained the most popular day for both in-store and online shopping. However, 27% of U.S. Black Friday shoppers expressed intentions to spend less in 2024 compared to the previous year.

Global Influence