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‘To sustain the ride, they started to dilute it’: How Black Friday became a retail letdown

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‘To sustain the ride, they started to dilute it’: How Black Friday became a retail letdown


Black Friday early morning shoppers rush in as the doors are opened at a Walmart store in Fairfax, Virginia, Nov. 28, 2008.

Gerald Martineau | The Washington Post | Getty Images

Black Friday has long been defined by massive crowds, rock-bottom prices and rabid consumers willing to bite, scratch and claw their way to the best deals of the season. But these days, retail’s biggest holiday looks a bit different

Stores are opening their doors later, foot traffic is flat, online shopping is up and, in a world where Black Friday begins in September, consumers are wary, unsure if the deals they’re getting are even that good

“The integrity of the event is pretty much gone,” said Mark Cohen, former CEO of Sears Canada, who spent a decade as the director of retail studies at Columbia Business School. “Back in the day, a Black Friday price was the best you could ever find on something … never to be seen again. In today’s day and age, promotional pricing just gets better and better from a consumer’s point of view the closer you get to the holiday.”

A line forms for the 4 a.m. Black Friday opening at Kohl’s department store in Pleasanton, California, Nov. 27, 2009.

Michael Macor | San Francisco Chronicle | Hearst Newspapers | Getty Images

While Black Friday remains a critical day for many retailers and is still arguably the most popular shopping day of the year, it’s no longer defined by the in-person experience. Millions of shoppers are expected to visit malls, big-box stores and specialty retailers on Friday, but millions more are expected to stay at home and shop online from their phones and computers.

That means a shift in strategy for retailers that have long gone all in on Black Friday, including Walmart, Target and Macy’s. Some, such as Kohl’s, are launching their holiday sales earlier in the season. Others, such as Walmart, are spacing out promotions in separate events — one in mid-November, another over the holiday weekend and a final, one-day event on Cyber Monday. Many others plan to stay closed on Thanksgiving but will still have deals online during the holiday.

“I still recall queuing up outside stores waiting for those special deals that every retailer would advertise,” said Denish Shah, the department chair and professor of marketing at Georgia State University’s Robinson College of Business. “Whereas now it goes over weeks, over multiple days, and most of the time the consumers are doing it from the comfort of their home through online sales.” 

For the last six years, more people shopped online on Black Friday than in-store, and foot traffic has been relatively flat following a post-Covid spike, according to data from the National Retail Federation and Placer.ai, an analytics firm that uses anonymized data from mobile devices to estimate overall visits to locations.

Since 2021, Black Friday store visits have consistently been more than 50% higher than the daily average for the full year, but the amount of foot traffic stores are getting on the day after Thanksgiving isn’t really growing, data from Placer.ai shows. 

From 2023 to 2025, the number of millennials and Generation X consumers planning to make the majority of their purchases on Black Friday has dropped. It’s largely flat for Gen Z and baby boomer shoppers over that time period, according to data from the Bank of America Institute.

Meanwhile, the amount of money people are spending during the so-called Turkey 5 – the period of shopping days spanning Thanksgiving to Cyber Monday – has declined for two straight years, according to the NRF. Between 2019 and 2024, spending fell nearly 13%.

That decline is expected to continue this year, with consumers planning to spend 4% less on average during the Turkey 5, according to a recent Deloitte survey. 

“There is still going to be a day of highlights from retailers, whether it is door busters, … certain additional promotions, etc.,” said Tiffany Yeh, a managing director and partner with Boston Consulting Group’s consumer practice. “But it is more muted.” 

How Black Friday lost its edge 

When the modern-day version of Black Friday became popularized in the 1980s, it took an entire year of planning to pull off, Cohen said. 

“The art was to convince a vendor to give you an enormous discount on cost so that you could create this tremendously compelling offer to the consumer that would then … benefit you for the balance of the holiday season,” he recalled. “But it required an enormous amount of work.” 

Retailers had to pick the perfect product, set the perfect price and make sure their competitors didn’t get wind of their promotional plans. Then, they had to make sure they ordered enough inventory to sell out, but not so early that it would cause riots. 

Black Friday shoppers pour in to a Best Buy store in Los Angeles at 5 a.m. on Nov. 28, 2008.

Jewel Samad | AFP | Getty Images

But over time, as Black Friday became more popular, retailers began extending the shopping holiday so their biggest sales tailwind of the year could last longer than a single day. First, stores opened earlier Friday morning, then they began opening on Thanksgiving, and then, promotions began the day before. When consumers began expecting discounts on more than a handful of products, promotions were spread to items in every department.

“In other words,” Cohen said, “to sustain the ride, they started to dilute it.” 

As discounts spread across the store, the operational feat behind inventory and staffing became even more challenging to manage, leading retailers to spread out promotions even earlier, Yeh said. 

“It’s always been a tough one to really staff up labor so significantly for a short period of time,” she said. “If it’s only for a day, people are not going to necessarily want to sign up for that, versus, if it’s for a longer season, then you’re more likely to get the necessary team members and also be able to train them.”

At the same time, consumer habits began to shift in the backdrop. 

Are Black Friday deals still worth it?

People crowd the first floor of Macy’s department store in New York as they open for Black Friday sales at midnight on Nov. 23, 2012.

Stan Honda | AFP | Getty Images

“Rampant discounting” across the industry — before, during and after the holiday shopping season — has left many consumers feeling “skeptical” about promotions overall, said Sonia Lapinsky, the head of consulting firm AlixPartners’ global fashion practice. Some promotions this holiday season could also be disguising price increases, notching the cost back down to what it was before the ticket price was raised, said Lapinsky.

“They’ve had the power to cross-shop and look for these discounts, and now there’s just this lack of trust,” Lapinsky said. “They’re tired of doing that, and there’s a lack of trust that they’re actually getting the value piece of it.” 

For example, brands like Gap, Levi Strauss and Under Armour started their Black Friday sales on Thanksgiving, and the promotions were comparable to those offered earlier in the season.

“The whole idea of creating urgency is kind of goofy and gone,” Cohen said. “Like so many headlines that purportedly offer a deal, the deal is something of a scam.”



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BP cautions over ‘weak’ oil trading and reveals up to £3.7bn in write-downs

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BP cautions over ‘weak’ oil trading and reveals up to £3.7bn in write-downs



BP has warned it expects to book up to five billion dollars (£3.7 billion) in write-downs across its gas and low-carbon energy division as it also said oil trading had been weak in its final quarter.

The oil giant joined FTSE 100 rival Shell, after it also last week cautioned over a weaker performance from trading, which comes amid a drop in the cost of crude.

BP said Brent crude prices averaged 63.73 dollars per barrel in the fourth quarter of last year compared with 69.13 dollars a barrel in the previous three months.

Oil prices have slumped in recent weeks, partly driven lower due to US President Donald Trump’s move to oust and detain Venezuela’s leader and lay claim to crude in the region, leading to fears of a supply glut.

In its update ahead of full-year results, BP also said it expects to book a four billion dollar (£3 billion) to five billion dollar (£3.7 billion) impairment in its so-called transition businesses, largely relating to its gas and low-carbon energy division.

But it said further progress had been made in slashing debts, with its net debt falling to between 22 billion and 23 billion dollars (£16.4 billion to £17.1 billion) at the end of 2025, down from 26.1 billion dollars (£19.4 billion) at the end of September.

It comes after the firm’s surprise move last month to appoint Woodside Energy boss Meg O’Neill as its new chief executive as Murray Auchincloss stepped down after less than two years in the role.

Ms O’Neill will start in the role on April 1, with Carol Howle, current executive vice president of supply, trading and shipping at BP, acting as chief executive on an interim basis until the new boss joins.

Ms O’Neill’s appointment has made history as she will become the first woman to run BP – and also the first to head up a top five global oil company – as well as being the first ever outsider to take on the post at BP.

Shares in BP fell 1% in morning trading on Wednesday after the latest update.



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Budget 2026: Kolkata realtors seek tax relief, revised affordable housing cap; eye demand revival – The Times of India

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Budget 2026: Kolkata realtors seek tax relief, revised affordable housing cap; eye demand revival – The Times of India


Real estate developers in Kolkata have urged the Centre to use the Union Budget to recalibrate housing policies to reflect rising land and construction costs, calling for higher tax benefits for homebuyers and a long-pending revision of the affordable housing definition to revive demand, especially in the mid-income segment, PTI reported.With the Budget set to be tabled on February 1, industry players said measures such as revisiting price caps for affordable homes, rationalising GST on under-construction properties and easing approval processes could significantly improve affordability and sales momentum.Sushil Mohta, president of CREDAI West Bengal and chairman of Merlin Group, said reforms must align with current market realities. “Revisiting the affordable housing definition, rationalising housing loan interest deductions and streamlining GST rates will significantly improve affordability and demand, especially for middle-income homebuyers,” he told PTI, adding that a policy push for rental housing and wider access to formal housing finance is crucial amid rapid urbanisation.Mahesh Agarwal, managing director of Purti Realty, said continued policy support through tax rationalisation and infrastructure spending remains critical. “A re-evaluation of affordable housing price limits in line with rising land and construction costs, along with adjustments to GST on under-construction property, will enhance affordability,” he said, stressing that simpler tax frameworks and incentives for first-time buyers would help stabilise the market and speed up project execution.Echoing similar concerns, Merlin Group MD Saket Mohta pointed to sharp increases in construction costs since the introduction of GST in 2017, underscoring the need for further rationalisation. He also called for raising the affordable housing price cap from Rs 45 lakh to around Rs 80–90 lakh and expanding unit size norms. “Mid-income housing will be the key demand driver going into 2026, and supportive tax and policy measures are essential to sustain growth,” he said.Eden Realty MD Arya Sumant said the Budget must strike a balance between fiscal discipline and growth-oriented reforms. “Higher home loan interest deductions for mid-income and first-time buyers, an updated affordable housing definition, GST rationalisation and faster approvals will improve project viability and speed-to-market,” he said, adding that sustained urban infrastructure investment would unlock demand across residential and commercial segments.Sahil Saharia, CEO of Bengal Shristi Infrastructure Development Ltd, said policy focus should shift towards large, integrated developments. “Support for mixed-use townships, rental housing and commercial hubs, along with faster clearances and digital single-window mechanisms, can help create self-sustained urban ecosystems and improve execution efficiency,” he said.Developers said clear and stable policy signals in the Budget could help restore homebuyer confidence, attract long-term capital and ensure sustainable growth for the real estate sector in eastern India.



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Asian stocks today: Markets remain mixed after Trump’s Iran remarks; HSI down over 76 points, Kospi gains 1.5% – The Times of India

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Asian stocks today: Markets remain mixed after Trump’s Iran remarks; HSI down over 76 points, Kospi gains 1.5% – The Times of India


Asian markets ended mixed on Thursday, after US President Donald Trump’s comments on Iran, saying that he was told “on good authority” that plans for executions in Iran have stopped. At the same time, oil prices dropped sharply, falling more than $2 a barrel.Hong Kong’s HSI was up 76 point or 0.28% down at 26,923. Nikkei plunged 230 points or 0.42% to trade at 54,110. Shanghai and Shenzhen ended down 0.33% and up 0.41%. In South Korea, Kospi was up 1.5% or 74 points.US benchmark crude slid $2, or 3.4%, to $59.75 a barrel. Brent crude, the global benchmark, fell $2.31, or 3.5%, to $64.21 a barrel.Shares of Toyota Industries rose 6.2% after reports said Toyota Motor had increased its buyout offer for the company to 18,800 yen ($118.61) per share. US futures were little changed. The future for the S&P 500 rose by less than 0.1%, while futures for the Dow Jones Industrial Average edged down by less than 0.1%.On Wednesday, Wall Street closed lower for a second consecutive session. The S&P 500 fell 0.5%, the Dow slipped 0.1%, and the Nasdaq composite dropped 1%.Losses were led by Big Tech stocks, even as most shares on Wall Street advanced. The sector came under pressure as investors pulled back from the artificial intelligence rally and amid warnings from some critics that valuations had become stretched. Nvidia shares declined 1.4%, while Broadcom fell 4.2%.Bank stocks also weakened. Wells Fargo sank 4.6% after reporting quarterly profit and revenue that missed expectations. Bank of America fell 3.8%, and Citigroup dropped 3.3%.Energy stocks provided some support to the broader market. Exxon Mobil gained 2.9%, and Chevron rose 2.1%.Investors continued to seek safe-haven assets as geopolitical uncertainties remained elevated. Gold prices slipped 0.8% on Thursday but stayed close to their previous record levels.In the bond market, the yield on the US 10-year Treasury fell to 4.14% from 4.18% late Tuesday, reflecting increased demand for safer assets. Bond prices move inversely to yields.In currency trading early Thursday, the US dollar strengthened to 158.63 Japanese yen from 158.46 yen. The euro weakened slightly to $1.1636 from $1.1645.



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