As Black Friday arrived, shoppers were eager to snag holiday deals, with many already feeling the strain of rising prices and uncertain economic conditions. Inflation-weary consumers flocked to stores, hoping to find discounts before potential price hikes in the coming year, fueled by the anticipated tariffs under President-elect Donald Trump’s administration.
Teagan Hickson, a mother of two, walked into a Walmart Supercenter in Fort Wayne, Indiana, with hopes of finding holiday bargains. The first deal she spotted: a Gourmia digital air fryer oven for $50, a perfect gift for her sister Jordan. But Hickson had concerns beyond the price tags. She had read about the upcoming tariffs on imports, and like many others, feared that these could push prices higher in 2025, making her holiday shopping even harder.
“I’m trying not to overspend,” Hickson explained. “I don’t want to rack up credit card debt, but I don’t want to pay more for things next year.”
Shoppers across the U.S. descended on stores, eager to compare prices on Black Friday deals, especially in light of the tariff worries. As retailers like Walmart offered a range of discounts on items like Samsung TVs, Dyson vacuums, and popular toys, shoppers were quick to check if better deals were available online. Hickson even called her husband Josh from the store to compare prices with what was available on Amazon.
Many shoppers, like Cristal Lopez in North Bergen, New Jersey, found that prices were relatively consistent with last year. Lopez was shopping for holiday clothes for her children, planning to spend between $1,000 to $2,000, the same as the previous year. Meanwhile, online sales were projected to hit $10.8 billion, up nearly 10% from the previous year, according to Adobe Analytics.
The competition between physical stores and online retailers has intensified, with shoppers hunting for the best deals, particularly on high-ticket items like TVs, where discounts of up to 24% were reported. Despite this, the retail trade group, the National Retail Federation, expects about 85.6 million people to visit U.S. stores this Black Friday, an increase from 76 million in 2023.
With just 26 days between Thanksgiving and Christmas this year, compared to 31 days last year, retailers are feeling pressure to entice customers to make spontaneous purchases. As Marshal Cohen, chief retail advisor at Circana, pointed out, the shorter shopping window is pushing consumers to act quickly.
Shoppers like Evelyn Contre, 49, who visited Crabtree Valley Mall in Raleigh, North Carolina, with her daughters, had already researched Black Friday deals on websites like Abercrombie & Fitch and Lululemon before heading to the store. In Santa Barbara, California, crowds were sparse early at a Macy’s, despite 50% discounts on home goods and apparel and a 7 a.m. opening—three hours earlier than usual.
John Dillard, a local retiree, was also in the mood for a deal, purchasing Levi’s jeans at Macy’s for 40% off. “I’m only buying what I need for a party,” he said, highlighting his preference for getting the best prices without overspending.
At Target, shoppers found significant markdowns on electronics and home goods, including a $100 discount on a 75-inch TV and a 50% discount on Barbie dolls and Keurig coffee machines. Yet, some customers like Hoss Moss, a 58-year-old chef from New Jersey, felt the holiday shopping experience had changed. “Black Friday isn’t what it used to be,” Moss said, acknowledging the higher grocery and clothing prices while still planning to spend up to $3,000 on gifts for his family.
