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Black Friday is an annual holiday in the United States that marks the unofficial start of holiday shopping. The day after Thanksgiving, Americans shop at all their favorite stores, and retailers offer sales, discounts, and promotions. The day is easily associated with crowds and in-store frenzy. However, in recent years, online shopping has become more prominent, shifting Black Friday to more of an electronic event with online shoppers spending a record 10 billion dollars in 2024.
Because of the influence of online shopping, the day Black Friday is now sometimes referred to as a month-long event, Black November, so instead of a day full of deals in establishments, brands provide deals online all throughout the month of November. Hillgrove student Kessa Chatterjee explained what the length of Black Friday is like now, “Last year, I swear, I saw Black Friday deals start coming out like two weeks before Black Friday. And, like, it lasts for, like, two weeks after.” and Hillgrove student Ava Black said, “Now it Probably lasts about the whole month of November kind of going into December”.
With online Black Friday sales booming, many believe the holiday that used to have the sense of excitement may be losing its spark. Kessa Chatterjee stated, “I miss actually seeing people in stores on Black Friday. Like, it kind of takes away from the vibe of it, because everybody's just like, I'll just do the online stuff. So, it literally does not feel like Black Friday.” Wyatte Grantham-Philips from the global media organization Fortune explained, “The annual sales event no longer creates the midnight mall crowds or doorbuster mayhem of recent decades, in large part due to the ease of online shopping."
This change in culture has transformed Black Friday and the way consumers shop for the Holidays. The once frenzied atmosphere of in person shopping has now diminished to the comfort of online shopping at home.
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