What Black Friday Has Become and Why It Still Matters

Black Friday used to be a day marked on the calendar for every retailer and shopper as a special event. Something to look forward to. A point in time when the best savings would be available, the biggest event to kick off the holiday selling season, and one you had to prepare for. It was a story for retailers to tell and be excited for. It was born from the idea that this was when retailers would finally move their books into the black from losing money all year because the holiday season was so important. Boy, have we moved on from that.

Black Friday is no longer a single day. It has morphed into a season of its own. The original meaning is long gone. The simplicity of working all year to reach this point and push the books to the positive is a distant memory. Quarterly earnings reports, partner or investor expectations, and the need for more have taken over. There is no waiting until the end of the year. Every day is a mad dash for more, better, faster. Not all of that is bad. The push for better was always there. Sam Walton didn’t sit around and wait for November when he was running his original variety and general merchandise stores more than seventy years ago. But now it is a constant battle for every dollar. So, does Black Friday even matter anymore?

The answer is yes, but it matters differently now. We have moved from a single day to a season. It is an every industry event now, not just what we think of as traditional retail. Nearly everything is retail these days. If you sell something, including services, you are essentially in a retail world. Cruise lines, mattress manufacturers, restaurants, even hotels now offer something tied to Black Friday. What was once only the day after Thanksgiving is now every day in November. Early, Pre, or Almost Black Friday events start on the first day of the month. Even earlier for some. It is like a pre-pre-event. Those who do not lean into Halloween move straight to the next opportunity. It has become a bit crazy.

According to Inside Retail, nearly half of shoppers say their decisions this year will be influenced by bundle deals and loyalty perks, not just the biggest percent-off price.

If there is a positive, I think this relieves some pressure from leaders and teams in retail stores. The anticipation and planning that went into a one-day sale on the Friday after Thanksgiving were hard. Not to mention the day itself. The crowds were often overwhelming and in some cases dangerous. Black Friday as a single day with massive deals had evolved into a free-for-all for some. I recall images and news footage of people getting trampled trying to reach displays of TVs or toys at their best prices. Maybe spreading this out was a better idea.

On the flip side, I remember it being a day to have some fun and it would fly by. The preparation was tough on the Tuesday and Wednesday before Thanksgiving. It was hard to enjoy a family day on Thursday when you knew Friday was going to be crazy. But it was an experience to share with the team. You saw customers enjoying the shopping, finding the deals, and making a day of it. I have many fond memories of exciting Black Friday events in my stores.

So where does that leave us? While not as big or as special as it once was, Black Friday is still a unique day in retail. Those who have lived it keep the nostalgia alive. There are stories that paint the pictures I mention above. And a new generation, while not fully understanding what it was really like, still sees glimpses of it. I am glad some retailers stepped back from the trend of opening on Thanksgiving night to start Black Friday early. I will trade the month-long promotions for everyone who works in retail to have that full day with friends and family. I love the brands that make a clear statement and simply do not participate. REI has made it a store holiday and gives their team the day off to be outside and live their brand. That is fantastic. I doubt they lose much from that. And once you cycle it from a business perspective, there is no need to go back.

I expect Black Friday will continue to evolve and remain a busy day, part of a busy month in November. It will remain a marketing promotion that moves from Pre-Black Friday to Early Black Friday to Black Friday itself.

And of course, we have Cyber Monday. With so much being discussed now about AI Agents doing the shopping for people, perhaps this becomes a holiday for the bots. Consumers can browse stores to see what they want, tell their Agents to find the best price, and AI will grab the best Black Friday (or whatever the next generation of it will be called) Deal. Retail will continue to move forward. For now, there are emails to click and offers to sift through. What was once a Thanksgiving morning with physical ads is now a sorting exercise in your inbox. Happy deal hunting and Black Friday month.

How have you seen Black Friday evolve in the last few years? Do you think it still has relevance?

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