Business
‘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?
Online shopping had been on a slow and steady rise for 20 years, but during the Covid-19 pandemic, adoption skyrocketed. Now, retailers don’t need to put on as big of an in-person show on Black Friday, because online sales are increasingly outpacing those in stores.
Stretching Black Friday into a seasonlong event also makes it easier for consumers to spread out their own spending, Shah said.
“November and December are two different pay periods for many consumers,” he said. “It makes a difference if they can spread their spending across two pay periods rather than just one.”
Of course, there’s also debate about how good the discounts actually are on Black Friday, especially in a soft economy where retailers are leaning heavily on promotions to drive sales at the same time they’re raising prices to offset tariffs.
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.”
Business
John Swinney under fire over ‘smallest tax cut in history’ after Scottish Budget
John Swinney has been pressed over whether this week’s Scottish Budget gives some workers the “smallest tax cut in history” – with Tory leader Russell Findlay branding the reduction “miserly” and “insulting”.
The Scottish Conservative leader challenged the First Minister after Tuesday’s Holyrood Budget effectively cut taxes for lower earners, by increasing the threshold for the basic and intermediate bands of income tax.
But Mr Findlay said that would leave workers at most £31.75 a year better off – saying this amounts to a saving of just £61p a week
“That wouldn’t even buy you a bag of peanuts,” the Scottish Tory leader said.
“John Swinney’s Budget might even have broken a world record, because a Scottish Government tax adviser says it ‘maybe the smallest tax cut in history’.”
Raising the “miserly cut” at First Minister’s Questions in the Scottish Parliament, Mr Findlay demanded to know if the SNP leader believed his “insulting tax cut will actually help Scotland’s struggling households”.
The attack came as the Tory accused the SNP government of increasing taxes on higher earners, with its freeze on higher income tax thresholds, which will pull more Scots into these brackets.
This is needed to pay for the “SNP’s out of control, unaffordable benefits bill”, the Conservative added.
Mr Findlay said: “The Scottish Conservatives will not back and cannot back a Budget that does nothing to help Scotland’s workers and businesses.
“It hammers people with higher taxes to fund a bloated benefits system.”
Hitting out at Labour – whose leader Anas Sarwar has already declared they will not block the government’s Budget – Mr Findlay said: “It is absolutely mind-blowing that Labour and other so-called opposition parties will let this SNP boorach of a budget pass.
“Don’t the people of Scotland deserve lower taxes, fairer benefits and a government focused on economic growth?”
Mr Swinney said the Budget “delivers on the priorities of the people of Scotland” by “strengthening our National Health Service and supporting people and businesses with the challenges of the cost of living”.
He insisted income tax decisions in the Budget would mean that in 2026-27 “55% of Scottish taxpayers are now expected to pay less income tax than if they lived in England”.
The First Minister went on to say that showed “the people of Scotland have a Government that is on their side”.
Referring to polls putting his party on course to win the Holyrood elections in May, the SNP leader added that “all the current indications show the people of Scotland want to have this Government here for the long term”.
Benefits funding is “keeping children out of poverty”, he told MSPs, adding the Budget contained a “range of measures” that would build on existing support.
The First Minister said: “What that is a demonstration of is a Government that is on the side of the people of Scotland and I am proud of the measures we set out in the Budget on Tuesday.”
Meanwhile he said the Tories wanted to make tax cuts that would cost £1 billion, with “not a scrap of detail about how that would be delivered”.
With the weekly leaders’ question time clash coming less than 48 hours after the draft 2026-27 Budget was unveiled, the First Minister also faced questions from Scottish Labour’s Anas Sarwar, who insisted that the proposals “lacks ambition for Scotland”.
Pressing his SNP rival, the Scottish Labour leader said: “While he brags about his £6 a year tax cut for the lowest paid, one million Scots including nurses, teachers and police officers face being forced to pay more.
“Even his own tax adviser says this is a political stunt. So why does John Swinney believe that someone earning £33,500 has the broadest shoulders and therefore should pay more tax in Scotland?”
Mr Swinney, however, said that many public sector workers would be better off in Scotland.
He told the Scottish Labour leader: “A band six nurse at the bottom of the scale will take home an additional £1,994 after tax compared to the same band in England.
“A qualified teacher at the bottom of the band will take home £6,365 more after tax in Scotland than the equivalent in England. There are the facts for Mr Sarwar.”
Business
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.
Business
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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