Black Friday: A Historical Perspective

Black Friday, the unofficial start of the Christmas shopping season, has a history far more complex and colorful than many realize. The term "Black Friday" itself wasn't always associated with retail profits and doorbuster deals. Its origins can be traced back to Philadelphia in the 1950s and 1960s, where police officers used the phrase to describe the chaotic traffic and large crowds that descended upon the city the day after Thanksgiving. This surge in activity was due to a combination of holiday shoppers and tourists arriving for the annual Army-Navy football game held on the Saturday following Thanksgiving.

Retailers, initially put off by the negative connotations of the term, attempted to rebrand it, with suggestions like "Big Friday" failing to stick. It wasn't until the 1980s that retailers successfully spun the narrative, popularizing the idea that Black Friday was the pivotal day when businesses traditionally moved from operating "in the red" (at a loss) to "in the black" (making a profit) due to the influx of holiday spending. This marked a significant shift, cementing Black Friday's status as a major retail event.

The Digital Revolution: Black Friday Then and Now

For decades, Black Friday was synonymous with physical queues, early morning dashes, and the thrill of securing limited "doorbuster" deals. Retailers began pushing opening times earlier and earlier, from 8 a.m. to midnight, and eventually even into Thanksgiving evening, creating what some derisively called "Black Thursday." However, the advent of the internet and the rise of e-commerce ushered in a new era, transforming Black Friday from a localized American tradition into a global shopping phenomenon.

The most dramatic acceleration of this shift occurred with the COVID-19 pandemic, which saw many retailers opt to remain closed on Thanksgiving Day in 2020, further pushing consumers online. This digital transformation is clearly reflected in recent sales statistics:

• In 2022, global online sales on Black Friday surpassed $40 billion, with U.S. online sales reaching $9.12 billion.
• By 2023, U.S. online sales hit a record $9.8 billion, a 7.5% increase from the previous year, while global online sales reached $70.9 billion.
• The trend continued its upward trajectory in 2024, with U.S. online sales on Black Friday soaring to a record $10.8 billion, marking a 10.2% increase from 2023. Globally, online spending reached an impressive $74.4 billion.
• In 2024, 87.3 million people opted to shop online on Black Friday, compared to 81.7 million who shopped in physical stores. This indicates a continued preference for digital channels, with in-store traffic in the U.S. falling by 8% in 2024.
• Mobile shopping has become a dominant force, accounting for 69% of purchases worldwide on Black Friday 2024. This highlights the importance of optimized mobile experiences for retailers.
• The "Christmas creep" phenomenon has also intensified, with sales no longer confined to a single day but often spread throughout November and December. In 2024, 60% of Cyber Weekend participants shopped early Black Friday deals.

The Benefits of Online Black Friday Shopping

The shift to online shopping for Black Friday offers numerous advantages that resonate with modern consumers:

• Unmatched Convenience: Shoppers can browse and purchase deals from the comfort of their homes, at any time of day or night, avoiding the need to travel or adhere to store hours.
• Bypassing Crowds and Chaos: One of the most significant draws of online shopping is the ability to avoid the often-frenzied crowds, long lines, and parking struggles associated with traditional Black Friday sales.
• Wider Selection: Online retailers typically offer a much broader inventory than brick-and-mortar stores, providing consumers with more choices and better chances of finding specific items.
• Effortless Price Comparison: The internet makes it incredibly easy to compare prices across multiple retailers with just a few clicks, ensuring shoppers get the best possible deal. Price comparison sites and browser extensions further enhance this benefit.
• Mobile Dominance: The rise of mobile commerce allows shoppers to make purchases on their smartphones, often while multitasking or on the go. In 2024, mobile shopping made up 69% of worldwide purchases on Black Friday.
• Early and Extended Deals: Many online promotions now begin well before Black Friday itself and extend through Cyber Monday and beyond, giving shoppers ample time to make informed decisions without the pressure of a single-day event.
• Frictionless Experience: Consumers increasingly value a seamless digital experience. Retailers who provide fast, reliable, and user-friendly websites and apps are more likely to convert browsers into buyers and build customer loyalty.
• Buy Now, Pay Later (BNPL) Options: The popularity of BNPL services has surged, with consumers spending $686.3 million using BNPL on Black Friday 2024 alone, part of $18.2 billion spent during the season with these plans.

The Enduring Appeal of In-Store Black Friday Shopping

Despite the undeniable growth of online retail, in-store shopping still holds a special place for many consumers, particularly during Black Friday. While 2024 saw 81.7 million people shop in stores on Black Friday, a slight dip from 2023, the experience continues to offer unique advantages.

• Immediate Gratification: Unlike online orders that require shipping, in-store purchases can be taken home immediately, satisfying the desire for instant ownership.
• Tangible Product Experience: Shoppers can physically see, touch, try on, and inspect products before buying, which is crucial for items like clothing, electronics, or furniture.
• Social and Experiential Aspect: For many, Black Friday shopping is a cherished tradition to be enjoyed with friends and family, transforming a retail event into a social outing.
• Customer Service and Expert Advice: In-store environments often provide access to sales associates who can offer personalized assistance, answer questions, and provide product demonstrations.
• The Thrill of the Hunt: While less common than in previous decades, the allure of "doorbuster" deals and the excitement of being among the first to grab a highly sought-after item still draws some shoppers.
• Supporting Local Businesses: Choosing to shop in-store can contribute to the local economy and support community retailers.

Navigating the Modern Black Friday: Finding Your Ideal Strategy

Black Friday has evolved into a hybrid event, with consumers strategically blending online and in-store approaches to maximize savings and convenience. In 2025, it's projected that 71% of shoppers will buy online, while 29% will shop in-person, demonstrating a clear preference for digital but a continued presence for physical retail.

For retailers, this means creating an **omnichannel strategy** that offers a seamless experience across all touchpoints. For consumers, it means being adaptable and informed. Whether you prefer the thrill of the physical store or the comfort of online browsing, the modern Black Friday offers unparalleled opportunities for deals. By understanding the historical roots, acknowledging the digital revolution, and weighing the benefits of each shopping method, consumers can effectively navigate this colossal retail event and make the most of the holiday season.