Black Friday, the day after Thanksgiving, has evolved significantly since its establishment. This term was originally coined in 1869 to describe a financial panic that resulted when Wall Street speculators attempted to increase the price of gold artificially. This caused thousands to fall into bankruptcy and the stock market crashed as gold prices fell significantly.
The term took on a new meaning in the 1950s as it became synonymous with post-Thanksgiving shopping crowds and traffic congestion, a day dreaded by police officers and retail workers alike. By the mid-1960s, it was recognized in print as a day marked by chaotic shopping scenes, for example in the 1994 Philadelphia Inquirer article where it said that “The Friday was Black with traffic.” Retail Store employers also dreaded the day as personnel would often call in sick to extend their Thanksgiving weekend, causing staff shortages, adding to the mayhem they experienced. One well known PR executive attempted to rename Black Friday to Big Friday to mirror the big discounts one could find, and hopefully give the day a better reputation and a positive spin. Alas, it never caught on. Now it is said that the ‘Black’ in Black Friday is associated with the black ink that retailers see from increased sales. In 2019, online sales during Black Friday reached 7.2 billion- a 14% increase from 2018. Economists have said that Black Friday is a great example of the principle of scarcity in persuasion. Limited discounts create a sense of urgency, which in turn drives crowds to the stores.
With the rise of online shopping, is Black Friday slowly becoming obsolete? Short answer: no. It is definitely not going anywhere anytime soon, but with the shift to online shopping, it may seem as though this day is losing its spark and appeal. Despite its history, Black Friday may be losing its hype with the rise of online shopping and the proliferation of sales events throughout the year, such as Singles day (11.11) in November, year-round flash sales and New Year’s sales, to name a few. These events now compete with Black Friday for attention, making it just one of many shopping extravaganzas throughout the year. In addition to virtually everything under the sun – every single holiday and celebration, no matter how small – has an accompanying discount.
This day has undergone a significant transformation over the decades. Once associated with large crowds, long lines and great deals, it is now increasingly characterised by the convenience of online shopping and a more enjoyable and subdued atmosphere. As consumer behaviour changes, so does Black Friday. The allure of camping outside stores for hours is giving way to the convenience of shopping from home.
Seniors Sean Toth and Rachel Wu explain this trend through the eyes of a younger generation.
For Toth, Black Friday used to be synonymous with chaos. He recounted a particularly outrageous story:
“My mom was at Macy’s, and she saw a guy waving a machete around. That was a couple of years ago before COVID.”
While extreme incidents are rare, 17 people have died in the last 20 years according to BlackFridayDeathCount.com, due to crowds and violence when hunting for deals and fighting over stock. Additionally there have been 125 injuries during this time period, ranging from minor bruises to more serious concussions and shootings. Toth’s parents forbade him from participating in the in-store shopping due to fears of being trampled, a concern that conveys the wild nature of Black Fridays’ past. Despite his restricted experiences, Toth admits to being drawn to the bustle: “If I had the choice, I'd go in person. I want to experience the chaos of it.”
Wu shared a similarly vivid memory:
“My mom went on one of those Black Friday runs in 2016. She left me and one of my friends at home at 3 a.m., and she and my friend’s mom went out and shopped until the crack of dawn.”
Even so, Wu herself has never experienced the in-store frenzy herself: “I usually just shop online.”
The rise of e-commerce has also played a role in reshaping Black Friday. Toth acknowledges this change, attributing it to the growing prevalence of online deals: “People are lazy; they don't go out anymore, so we have less fights and drama. Unfortunately, I think it's becoming less chaotic, and it sucks for obvious reasons. It's fun when it’s messy.” This highlights a generational divide; while older shoppers may still remember brick-and-mortar shopping, younger consumers are gravitating toward the convenience of platforms like Amazon, offering similar discounts but without the hassle of crowds during the holiday season. Wu also prefers shopping online, stating that:
“I like to shop from the comfort of my own bed.”
When asked where she typically finds deals, Wu said TikTok, highlighting the increasing role of social media in shaping shopping trends, especially among younger consumers.
Another factor contributing to Black Friday's evolution is the rise of Cyber Monday and year-round online discounts. With deals no longer confined to a single day, the urgency and scarcity that once defined Black Friday are diminished. Toth remarked, “When there’s a lot of discount times, it takes away from the importance of one big sale at the end of the year.” Wu observed a similar trend: “It’s a whole week now. It’s not just one day, and then there’s Cyber Monday too. So they extended it.” Wu says, “Black Friday is not that big of a deal anymore. It's not a big thing at all,” agreeing that the event’s significance has shifted. Perhaps the cultural significance of Black Friday has been diluted by the accessibility of online sales, with major retailers and brands offering deals weeks before Thanksgiving.
For Wu, the chaos associated with Black Friday seems like a relic of the past: “I remember looking at the news when I was a kid and people rampaging into Walmart and killing each other, stomping over other people’s bodies. That’s not a thing anymore because these sales are not that good to die over.” The decline in extreme shopping behaviour reflects a shift towards practicality, driven by better deals online and throughout the year.
Once a uniquely American Tradition, Black Friday has expanded its reach internationally. Wu states, “It’s a worldwide thing now. I know brands from other countries that have Black Friday sales too.” The event first made its way to Canada in 2008, and by 2010, it had spread to the UK and Brazil as Amazon shopping introduced the shopping day to these regions. Over the years, Black Friday continues to gain popularity, with Germany, Australia, New Zealand, South Africa, Libya, and Egypt embracing the event between 2013 and 2015. This global expansion highlights the cultural and economic influence of Black Friday, demonstrating its adaptability and assimilation within different countries.
The cultural impact of Black Friday is evident in its rebranding to fit local customs and traditions in its respective countries. For instance, in the Middle East, Black Friday was rebranded as “White Friday,” presenting a more positive image and extending the sale period to four days. In Pakistan, it was renamed “Blessed Friday” due to religious reasons. In Mexico, the tradition took a slightly different form with “El Buen Fin” (The Good End), celebrated on the third Monday in November, inspired by the U.S’s Black Friday. These variations underscore the acculturation brought about by this shopping event with humble beginnings, showcasing how Black Friday has become an internationally embraced phenomenon.
Black Friday may not be as wild as it once was, but its development over the past century reflects the shift in our shopping and retail culture. Whether it is through a crowded store or a quiet evening at home, this day remains one that sparks excitement- even if the frenzied crowds have subsided.
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