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Black Friday is not the big shopping that it has been.
The increase in online shopping is one of the most important factors in the decreasing importance of Black Friday. With so many offers available online, customers no longer need to wait for the stores to open.
"54% of US buyers say they are more likely to buy online at Black Friday, the main reasons being convenience and simplicity," said Ray Wimer, an assistant professor of retail practice at the University. from Syracuse, in an email earlier this week.
According to RetailNext, the number of people visiting stores on Black Friday decreased by 4.5% in 2017. Online sales that day increased by 16.9% over the previous year, according to the data of Adobe Analytics.
The rise of online shopping has also allowed Black Friday to start earlier. Online shopping on Thanksgiving has increased this year, according to Adobe.
Constant discounts may also be to blame. This year, Prime Day has forced competing retailers such as Target, Macy's and JCPenney to offer massive sales at Black Friday in July, dispelling the excitement sparked by holiday offers.
When I visited a Best Buy and a Target – traditionally two of the biggest destinations on Black Friday – in Westchester, NY, I was surprised to find that the stores were not the best. Were not busy at all. In addition to all the big signs, it looked like any other weekend. Almost no one was waiting before the stores opened and the lines at the register did not seem out of the ordinary.
Here is what it was like to buy at Best Buy and Target on Black Friday morning:
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