Black Friday Shifts to Season-Long Shopping Focused on Experiences, Value

Black Friday has evolved from a single-day shopping event into a season-long phenomenon, with consumers spreading their spending across several months, including October and December, rather than focusing solely on November. New data from Experian and Reward highlights a shift in consumer priorities toward experiences, wellbeing, and value-driven purchases, with increased spending on travel, fitness, health, and sustainable brands. Despite economic pressures like inflation, Black Friday remains a major online shopping day, but shoppers are becoming more selective, driven more by planning and control than urgency. The traditional hype and rush of Black Friday have diminished, with many consumers skeptical of marketing tactics that create artificial urgency. Additionally, the older demographic (65+) is increasingly active in online shopping, contributing significantly to the market's growth. Some retailers, like Pour Moi, are even opting out of Black Friday discounting, reflecting changing brand strategies in this transformed retail landscape.