Black Friday has long stood as the premier discount holiday, but consumer sentiment around the monolithic marketing event has begun to shift in recent years.
The shopping day, which takes place after Thanksgiving in the US, experienced its biggest losses in traffic in 2023, declining by 20% according to research from Queue-it.
Some 84% of British shoppers are also more likely to shop during the period between Christmas and New Year, rather than on Black Friday or Cyber Monday, found Snapchat.
The growing reality is that Black Friday is declining in relevance, Ben Shaw, Chief Strategy Officer at marketing communications company MullenLowe, tells Cosmetics Business.
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