Long lines of customers wrapped around a Toys ‘R Us and camping out until it opened at 5 a.m., stampedes of people running over each other, deals actually worth waiting in the cold for. Why is everything limited to 30 percent off now and what happened to brands caring about the bargains customers looked forward to after their Thanksgiving meal?

There’s a heightened sense of financial instability affecting many people, so it’s understandable why the majority would be highly optimistic about having major discounts on their expenses, especially during one of the biggest retail events happening for over 40 years. Additionally, there’s a nostalgic wave to either relive or experience the grainy images of crowded malls in the early years of Black Friday: running over each other to grab the latest Nintendo 64 or Motorola flip phones in the 1990s, or a PlayStation 2 or Bratz dolls in the early 2000s. As electronics remain a major category of interest throughout the decades, are retailers still in control of what categories remain the most important during these sales or have they lost the playbook on what customers want? 

In recent years, the trend cycle on social media has accelerated from wanting the hottest item of the year to the hottest item of the month, thanks to TikTok. There’s a noticeable pattern that new product releases advertised by influencers foster intense praise towards items like an Owala, the current replacement for Stanley cups, which becomes an urgent and sought-after necessity rather than a waiting gift. Once the attention dies down, it’s only a matter of time before the next product gains traction, furthering the constant and expected series of “what’s next?” This urgency in obtaining the current trend diminishes the wait for Black Friday, as well as the week of deals happening before the actual day, where stores extend their sales for a longer duration, instead of the exclusivity this event once held.

An additional inclusion to the Black Friday week was Cyber Monday, starting in 2005, to boost internet use as a faster alternative and to increase online sales. There are many reasons why someone might be dependent on online shopping: avoidance of large crowds, mobility disabilities or not being able to leave their home and show up outside a store in the middle of the night. Even with the presence of the Internet, the hype around Black Friday still remained as bigger purchases occurred during the late-night followed by online-only deals happening on Cyber Monday. Despite this being a solid game play for early Christmas shoppers, the number of in-person shoppers took a major hit during the COVID-19 pandemic. Social distancing, major health concerns and regulating back into society changed the methods future shoppers would take around this time.

Compared to past discounts of 70 to 80 percent off, this year’s Black Friday ranged from a devastating 15 to 50 percent off electronics, beauty and clothing items with most companies staying around the mid-range mark of 30 to 35 percent off their inventory. Many shoppers have recognized this and have even made jokes and comments about deals being equivalent to “Buy one, get the one you bought” and “Get a free pair of socks with a purchase of $300.” It’s clear that companies have prioritized quarter reports, using this time to up original prices so their “Black Friday Deals” of $290-down-to-$275 seem worth it. Year after year, this highly anticipated event loses public appeal as the meaning of Black Friday no longer holds what it used to signify 10 to 15 years ago. In terms of customer loyalty, the low-discounted sales are more beneficial to established buyers than it is for a new market of first-time customers.