Black Friday Shoppers Disappointed by Lackluster Deals and Overwhelming Crowds

Black Friday 2023 has left many shoppers feeling dissatisfied, largely due to a perceived lack of impressive deals and overwhelming crowds. Consumers across the United States have reported that this year’s promotions didn’t meet their expectations.

Disappointing Deals and Experience

This year, families like the Repaskys, who traditionally visit Tysons Corner Center in Virginia, noted a decline in doorbuster deals and freebies. Jennifer Schmuck, who was shopping at Westfield Montgomery Mall in Maryland, remarked on the lack of enticing offers compared to previous years. For instance, Macy’s, which provided coupons to early shoppers last year, did not do so this time.

Shoppers like Melissa Ritzius from Pennsylvania also felt let down by the sales at the Polo Ralph Lauren Factory Store. Though advertised prices seemed similar to last year, the actual discounts were minimal. One sweater, for example, jumped from $125 to $170, making the savings hardly worth it.

Shoppers’ Experiences Across the Country

• Rickards from Virginia noted empty shopping environments, contrasting sharply with the expected bustling atmosphere of Black Friday.
• Nicole Slaughter from the Mall of Georgia expressed disappointment, stating it felt less active than an average Saturday.
• Deontay Phillips, a first-time Black Friday shopper, was disillusioned by the lack of deals and festive activities.

Economic Factors Impacting Consumer Spending

As the holiday shopping season kicks off, many consumers are grappling with economic uncertainties. Concerns such as a cooling job market, stagnant wages, persistent inflation, and fallout from tariffs have raised questions about consumer spending. Retail experts predict that this could lead to a subdued holiday season.

Marshal Cohen, chief retail adviser at Circana, stated that while spending might align with last year’s figures, unit sales could decrease by as much as 2.5%. Although shoppers may spend more, the variety of items they purchase could diminish.

Retailers Compete for Attention

Despite the overall sentiment, some retailers are still offering notable promotions this Black Friday. Here are a few highlighted sales:

• Walmart is providing up to 50% off on select televisions and winter jackets.
• Amazon features discounts up to 50% on beauty products.
• Target is showcasing deals of nearly half off on SodaStream machines and Apple products.
• Home Depot is selling power tools and appliances with discounts of 50%.

In a bid to attract shoppers, some stores are implementing unique strategies. For example, Target planned to distribute free gift bags to the first 100 customers and offered exclusive holiday items.

Shifting Consumer Behavior

Amid economic challenges, consumer spending has remained fairly stable. However, shoppers are becoming more selective about where they allocate their funds, often prioritizing essential purchases over luxury items. With continued uncertainty about future tariffs, many consumers are choosing to buy products that provide joy and comfort during stressful times.

The meaning of Black Friday continues to evolve, as many shoppers now take advantage of earlier sales opportunities such as Amazon’s Prime Day. These shifts in shopping behavior might shape the landscape of holiday spending as the season progresses.