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Black Friday is most popular with Gen Z, even as the holiday loses its shine, new survey finds

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Black Friday is most popular with Gen Z, even as the holiday loses its shine, new survey finds


People shop at a clothing store in Manhattan on Nov. 7, 2025, in New York City.

Spencer Platt | Getty Images

Black Friday is proving more popular for younger consumers than for their elders, according to a new report provided exclusively to CNBC.

AT&T Business‘ 2025 Holiday Shopping Survey, conducted by Morning Consult, found that 40% of Generation Z members and 32% of millennials plan to do most of their shopping on Black Friday. Older generations, on the other hand, prefer to shop later in the season, just a week or two before Christmas, the survey found.

“Black Friday is always such a big deal, and the pricing and the offers and advertising that’s done during that time is probably what would draw Gen Z, especially things done on social media,” said Angela Rutherford, AT&T’s vice president of mid-market sales.

The enthusiasm for Black Friday comes even as Gen Z plans to pull back their spending.

Consulting firm PwC reported in September that Gen Z shoppers plan to spend 23% less on average this holiday season than a year ago – the sharpest decline of any generation and a significant change from the previous year, when Gen Z said they planned to spend 37% more.

And as non-wealthy Americans face pressures of higher prices and economic uncertainty, some reports are showing signs of a “K-shaped” economy that may stretch into the holiday season, with wealthier consumers spending more and lower-income consumers shopping more conservatively.

A new Deloitte survey found that consumers at large plan to spend 4% less on Black Friday than they did last year, primarily due to concerns of financial constraints and a higher cost of living.

Still, Rutherford said consumers are being more “intentional and value-driven” in their holiday shopping this year.

That spending is translating into more support for small businesses rather than large legacy retailers, with 77% of consumers reporting they would do all of their holiday shopping at small businesses if they could and if the pricing was the same, according to AT&T’s survey.

Compared with last year, the number of survey respondents who said they shop at small businesses to boost their local economies grew by 8 percentage points.

“I think there’s a price consciousness out there, combined with a, ‘If I can still save money or get a good price, I will still shop local,’ type of mentality out there,” Rutherford said.

The AT&T survey also found that 72% of people reported getting their gift ideas from in-person shopping rather than from social media.

And even as artificial intelligence begins to reshape the way people shop, more than half of shoppers said they were more likely to use traditional online search methods for their gifting this holiday season than AI – just 9% of those surveyed said they are more likely to use AI to find gifts.

“AI has exploded over the last couple years, and it’s infiltrating all aspects of life,” Rutherford said. “I think as time goes on, you will see a shift from the traditional search to AI for shopping.”



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High street drug dealer sells cannabis to undercover reporter

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High street drug dealer sells cannabis to undercover reporter



Across the UK, shopfronts are being exploited by criminal gangs pushing illegal drugs, experts say.



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Oil surges past 4% as Iran keeps Hormuz locked – SUCH TV

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Oil surges past 4% as Iran keeps Hormuz locked – SUCH TV



At around 8.25 am, the benchmark US oil contract, West Texas Intermediate (WTI) climbed 4.06% to US$96.73 per barrel.

International oil benchmark Brent North Sea crude rose 3.62% to US$105.63. Both eased back in the following minutes.

Oil prices have soared since Israel and the US attacked Iran on Feb 28, and they have kept inching up due to the uncertainty over whether war will resume.

As the clock ticked for a return to the war that has engulfed the region, US President Donald Trump had said Tuesday he would maintain the truce to allow more time for Pakistani-brokered peace talks.

Iran said it welcomed the efforts by Pakistan but made no other comment on Trump’s announcement.

Wall Street stocks gained ground following President Trump’s unilateral ceasefire extension in the Iran war.

All three major US stock indexes advanced, with tech shares helping to put the Nasdaq out front, while gold advanced and the dollar edged higher.

The S&P 500 and the Nasdaq reached record closing highs.

“Despite the energy shock and headlines that have inundated investors, the macroeconomy, corporate fundamentals, and consumer spending remain strong,” said Bill Merz, head of capital markets research at US Bank Wealth Management in Minneapolis.

“Investors are taking the stance that the Strait of Hormuz will open before too much damage is inflicted on the global economy.”

Iran’s Revolutionary Guards seized two vessels for maritime violations just hours after Trump agreed to extend the ceasefire until negotiations are concluded.

About a fifth of the world’s oil and liquefied natural gas (LNG) supplies normally pass through the strait.

US stocks, initially battered by the war, have since made a full recovery, with the S&P 500 and the Nasdaq having reached all-time closing highs in recent sessions.

But geopolitical uncertainty lingers, and a prolonged period of elevated oil prices remains a threat.

About two-thirds of the S&P 500 companies that have reported quarterly earnings since the beginning of April have voiced concerns about energy prices in their analyst conference calls, according to a Reuters review of transcripts.

“Anytime there’s a global event like the conflict in the Middle East, and it grabs so many headlines and captures attention, it will crop up in earnings commentary,” Merz added. “But we’re not seeing it significantly impact behaviour yet.”

First-quarter earnings season is well underway amid lofty expectations. Analysts currently estimate year-on-year S&P 500 earnings growth of 14.4% for the January-March period, according to the most recent LSEG data.

The Dow Jones Industrial Average rose 341.27 points, or 0.69%, to 49,490.52, the S&P 500 +gained 73.90 points, or 1.05%, to 7,137.91, and the Nasdaq Composite was up 397.60 points, or 1.64%, to 24,657.57.

European shares ended lower for the third straight session as the Middle East strife continued to weigh on markets and investors assessed a raft of corporate earnings.

Dozens of international firms have withdrawn guidance or signalled price hikes since the war began.

MSCI’s gauge of stocks across the globe rose 4.52 points, or 0.42%, to 1,070.98.

The pan-European STOXX 600 index fell 0.35%, while Europe’s broad FTSEurofirst 300 index fell 8.58 points, or 0.35%.

Emerging market stocks fell 9.41 points, or 0.58%, to 1,606.07. MSCI’s broadest index of Asia-Pacific shares outside Japan closed lower by 0.6%, to 822.27, while Japan’s Nikkei .N225 rose 236.69 points, or 0.40%, to 59,585.86.

The dollar rose amid lingering geopolitical worries.

The dollar index, which measures the greenback against a basket of currencies including the yen and the euro, rose 0.26% to 98.63, with the euro down 0.32% at $1.1704.

Against the Japanese yen, the dollar strengthened 0.12% to 159.56.

In cryptocurrencies, Bitcoin gained 4.13% to $78,866.74. Ethereum rose 3.48% to $2,398.37.

US Treasury yields increased, rangebound amid choppy trading.

The yield on benchmark US 10-year notes rose 1.2 basis points to 4.304%, from 4.292% late on Tuesday.

The 30-year bond yield rose 1.1 basis points to 4.9091% from 4.898% late on Tuesday.

The 2-year note yield, which typically moves in step with interest rate expectations for the Federal Reserve, rose 2.1 basis points to 3.8%, from 3.779% late on Tuesday.



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How a pivot to hair accessories led to business success

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How a pivot to hair accessories led to business success



Jenny Lennick’s colourful hair clips are sold across the US and around the world.



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