A 2024 study states that most online shoppers use their mobile devices on Black Friday, resulting in a 55% increase in online sales and ultimately $5.9 billion in spending. Overall, this represented a 12.1% sales growth compared to 2023. Hence, every year, additional consumers choose to shop online, creating less of the in-store chaos where others would physically fight over items with the best deals. However, this is not the case with online shopping, as consumers can easily sit comfortably in their homes and continue to get the best deals without leaving the house or their sofa. Over time, Black Friday, the day after Thanksgiving created for sale shopping, grew in significance as businesses began to surge from a loss of profit to soaring sales, resulting in a positive connotation. As more businesses benefit from increased online shopping, it raises the question: “Is online shopping taking over the once notoriously stressful Black Friday at malls?”
Black Friday sales have decreased significantly over the past two decades due to sales earlier throughout November. Even though Black Friday is significant to businesses because of an influx of sales and getting out of financial loss, the infamous holiday has rapidly decreased in popularity. For example, over three or four-quarters of the United States prefer online shopping due to its ability to avoid crowds, include a wider selection, and its 24/7 availability. Technology plays a huge role in this Black Friday pandemic as mobile apps and flash sales lead to mass online purchases. Moreover, with the recent outbreak of COVID-19 in 2020, there was no doubt that it helped accelerate the switch to online shopping.
COVID-19 undeniably acted as a catalyst for the rapid transition to online shopping. As people faced lockdowns and social distancing measures, many turned to the convenience of digital platforms for their shopping needs, revolutionizing the retail landscape in unprecedented ways. Thus, there was no doubt that it helped accelerate the switch to online shopping. As everyone stayed home, online shopping helped to keep people safe during the pandemic. However, when malls opened again, it was a slow transition back to shopping normally. Whether it was out of caution or the preference of being in one’s home, malls were continuously empty. Because of the pandemic, people might have chosen not to go back to the mall simply because they are no longer convenient. Furthermore, many shoppers have stated that malls no longer feel the same due to their outdatedness. A growing number of shoppers expressed nostalgia for the vibrant experiences associated with a day at the mall—a place where one could lounge with friends, savor delicious meals at food courts, and explore a diverse array of stores. Yet, over the years, these cherished experiences have begun to fade into the background, overshadowed by a pervasive belief that malls have become obsolete in today’s fast-paced world of digital convenience. As a result, the once popular shopping destination faces an uncertain future, grappling with the evolving preferences of a population that has redefined what retail means in a post-pandemic era.
Flash sales, the COVID-19 pandemic, and advancements in technology have transformed Black Friday’s once notorious and crowded atmosphere, into a convenient, safe, and efficient era of online shopping. As online shopping continues to dominate Black Friday, the convenience of staying home reshapes how one may engage with the holiday shopping season. As the bustling crowds and in-store deals fade, the shift to digital platforms highlights a broader trend toward a more personalized and streamlined shopping experience—one that reflects our changing expectations and priorities in an ever-connected world.