By Sayuri Vargas-Hernandez, Staff Writer
Black Friday used to mean a lot to many holiday shoppers. Waking up early, waiting in long lines, and rushing into crowded stores for the best deals was all part of the phenomenon. However, things have shifted, and many shoppers now prefer finding those same deals online from the comfort of their homes, avoiding the instore chaos.
In today’s digital world, shopping is now faster, easier and more personal, making Black Friday no longer just a single day but an entire season of sales, since discounts can be at every store without waiting for a holiday. Based on Deseret News, many stores now begin their Black Friday promotions weeks in advance, with some even starting in early November and continuing through Cyber Monday—the Monday after Thanksgiving. The deals don’t stop.
“The shift to online Black Friday shopping has significantly increased its economic impact by driving strong digital sales growth and changing consumer behavior,” said Dr. Jacqueline Wisler, assistant professor of marketing at Saint Leo University.
“[In the] U.S., online Black Friday spending reached 10.8 billion dollars in 2024, up 10.2 percent from the previous year, while Reuters reports that in store sales declined by about 5.4 percent,” Wisler added.
“This has pushed retailers to invest more in digital advertising, mobile optimization, fast shipping, and transparent pricing, which increases competition as deals become easier to compare,” stated Wisler
This longer shopping season gives people more time to plan, compare prices, and choose the best deals. Many stores now send emails or messages to notify and remind customers about all the new deals they will be having, making rushing for deals no longer necessary as customers can shop when it is best for them.
Customers can search for products, read reviews, and buy with just a few taps on their devices; also, some stores offer special deals only on their apps while others give extra discounts if you sign up for their newsletter or follow them on social media.
This mobile shopping trend is especially popular with young people, including students. They can shop between classes, during lunch, or while relaxing at home, reducing the need to drive to the store and wait in line.
Even though shopping is easier now, it’s important for customers to plan before starting to shop for items. What can help is to make a list of what you need. This way, customers can avoid buying things that aren’t really necessary.
It’s also a good idea to compare prices on different websites. Some websites can help customers track prices and find the best deal. Also, reading reviews from other buyers can help shoppers choose good quality items.
Also, shoppers should always check the return policy to make sure the item can be returned or exchanged if needed. Although online shopping is usually safe, customers should also be cautious.
Some websites may try to trick you with fake deals or ask for personal information they don’t need, so to stay safe, shop from trusted websites, avoid strange links, use strong passwords and secure payment methods, and if something feels wrong, don’t buy it. If you’re unsure, ask a trusted friend, teacher, or family member for help.
“With Black Friday, everything is digitalized: people can shop online at Walmart, Amazon, Shein, etc., and order stuff. A lot of people like it that way because they don’t have to line up [in store]. So, Black Friday is no longer just a day; it is more of a season. It is not how it was 20 years ago,” said Yulissa Barrios, a junior majoring in marketing at Saint Leo University.
In recent years, more people have become more mindful of where their products come from, choosing to support small businesses, eco-friendly brands, or companies that treat workers fairly.
For some students, Black Friday has become a chance to make thoughtful purchases, whether that’s by buying from local shops or handmade sellers or choosing longer-lasting, low-waste products.
Black Friday will continue to change in new ways, such as video shopping, voice shopping, and even virtual stores, but the excitement of finding a good deal will always stay the same. For students, it’s a chance to save money, support meaningful causes, and practice smart, thoughtful shopping, because smart shopping is happy shopping.
