17 Ways Black Friday Has Changed Since the 1950s

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11. People shop online after Thanksgiving dinner

People’s favorite activity on Thanksgiving may not be watching football after dinner anymore; it just might be shopping online. In 2018, people spent $3.7 billion online on Thanksgiving Day alone, an increase of 28% from the previous year. Considering how mobile devices are increasingly used, it wouldn’t be a surprise if this year people don’t even wait until after dinner to start shopping.

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12. Social media is a big player

There are still plenty of ads in local and national papers, as well as on TV, but young shoppers are changing the advertising game. People between 18 and 34 years old use social media for inspiration and for making holiday purchase decisions over the Thanksgiving weekend. About a third of Americans in that age range look up sales and promotions on Facebook, a fifth use Instagram.

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13. More shoppers are willing to wait

At a time when the economy is doing well and wages are rising, people don’t feel pressure to save as much money as possible for items they want or need. They are not in quite such a rush to find the best possible sale on the market. Shoppers have become more savvy about pricing and are simply willing to wait for better deals.

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14. Vendors push doorbuster deals

Black Friday no longer feels like the day for the very best deals of the year because many of the deals, discounts, and promotions have already been available for a week or two. Some of the biggest retailers start offering deals as early as Nov. 1.

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15. Many consumers begin holiday shopping by Halloween

About 40% of U.S. consumers start shopping for the Christmas season two months in advance — by Halloween, according to a report by the National Retail Federation. A study by the coupon company Retailmenot.com found an even more surprising number — 25% of shoppers start their holiday shopping before October. Consumers are pushing retailers to start offering deals earlier and earlier.