From Doorbusters to Discounts: Shoppers turn Black Friday into a strategic savings season

Once a one-day shopping event, Black Friday has evolved into a month-long season of rolling discounts and online deals. Research from TopCashback shows most shoppers now prefer the flexibility of longer sales.

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Family Features - Once a one-day shopping extravaganza defined by long lines and doorbuster deals, Black Friday has transformed into a season of rolling discounts and fading excitement.

Photo: Ashkan Forouzani/Unsplash

Shoppers are changing tactics for taking advantage of Black Friday deals. The emotional rollercoaster of Black Friday remains while shoppers have become more aware of the marketing tactics to get them to buy more.

According to new research from TopCashback, nearly 7 in 10 Americans no longer consider Black Friday a one-day event, viewing it instead as a month-long shopping season. Only about one-third still see it as a single-day tradition. More than half of respondents said they now shop online instead of in stores, and 43% start scouting deals in early November.

Findings suggest Black Friday's sense of urgency has shifted, replaced by a steady flow of rolling discounts and digital promotions. What was once a race for the best bargains has become a marathon for savings.

The evolution of Black Friday appears to be changing how people spend, too. While 18% of shoppers said they spend less now than they did five years ago, another 18% said their habits haven't changed much. Only 3% reported spending more. For many, the shift seems to be less about budget and more about timing.

Asked whether they'd prefer Black Friday return to a single-day event, 44% said they like having more time to shop, while 26% said a one-day version would feel "less overwhelming." The rest simply don't mind either way.

"Consumers are rethinking how they approach major sales events," said Destiny Chatman, consumer analyst at TopCashback. "They still want value, but they're less willing to be rushed. The new Black Friday is about planning, timing and feeling in control of spending."

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Photo: CardMapr.nl/Unsplash

Black Friday shopping has morphed into a strategic, less impulsive shopping event. Nearly one-third of shoppers say they are proud of the deals they score from Black Friday sales.

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The research also found shoppers are increasingly aware of the marketing tactics behind the hype. Two-thirds said they believe brands create fake urgency around Black Friday, and another 30% said they think it happens "sometimes." Despite the skepticism, most still admit deep discounts drive their decisions - nearly 87% said upfront savings are their top motivator, compared with just 6% who said they're most influenced by cash back or rewards.

Still, money-back incentives aren't without impact. Four in 10 respondents said they've made a purchase specifically because cash back was offered, and about half said they'd consider choosing a smaller discount if it came with meaningful rewards. Electronics and tech ranked as the top categories where shoppers expect to earn the most cash back, followed by fashion and beauty.

Even with the season stretching longer, the emotional rollercoaster of Black Friday remains. Most respondents said they feel neutral after shopping while 33% said they feel proud of the deals they scored. Smaller groups reported guilt or regret after their purchases.

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For all its changes, Black Friday still reflects the psychology of modern spending: the balance between excitement and restraint, hype and habit.

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Impulse buying persists with more than 62% saying they occasionally buy things they didn't plan to, and nearly 1 in 5 said it happens most years. Still, only 5% said they always feel pressured by sales, though 39% said they sometimes do.

For 68% of shoppers, seeing a huge percentage off is what makes them feel best about spending. Another 8% said they enjoy feeling like they "beat the system" and 7% said earning cash back brings them satisfaction.

"People want to feel proud about their spending," Chatman said. "They're realizing that a good deal isn't just about price in this economy. It's about timing, confidence and getting something that feels worthwhile."

If Black Friday disappeared altogether, 55% of Americans said they'd be indifferent. Only 31% said they'd be disappointed while 13% admitted they'd feel relieved to skip the pressure.

For all its changes, Black Friday still reflects the psychology of modern spending: the balance between excitement and restraint, hype and habit. Experts say shoppers can make the most of the season by planning ahead, comparing prices over time and focusing on rewards that add long-term value rather than chasing every flash sale.

"Black Friday isn't gone; it's simply grown up," Chatman said. "Today's shopper is more strategic, less impulsive and more aware of what makes a deal truly worth it."

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TAGS: Black Friday 2025, Holiday Shopping Trends, Retail Consumer Behavior, Online Shopping Statistics, Cash Back and Rewards

Guest Commentary |Is Congress hypocritical?

The shutdown is expected to shave 0.1 to 0.2 percentage points of annualized inflation-GDP growth per week.

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by Glenn Mollette, Guest Commentator

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Glenn Mollette

The American government shutdown impacts about 1.4 million federal workers, with roughly 700,000 furloughed and another 700,000 deemed essential continuing to work without pay. This number doesn’t include the 42 million Americans who rely on SNAP benefits.

About 13,000 air traffic controllers and about 50,000 TSA officers are currently working without pay. Once the government shutdown ends they will receive their pay. Most Americans live paycheck to paycheck so this is a tough time.

The shutdown is expected to shave 0.1 to 0.2 percentage points of annualized inflation-GDP growth per week. It’s also delaying the release of economic data, which could make it harder for the Federal Reserve to make informed decisions on interest and monetary policy. However, many economists believe the negative effects will be temporary and will be recovered when normal operations resume.

The major holdup is that Democrats want a spending plan that includes an extension of Covid-19 pandemic-era enhanced Obamacare subsidies. Republicans want a spending bill first, and then they’ll talk about the extension of those subsidies.

During the government shutdown, the average US congressman makes around $14,500 per month. Their annual salary is $174,000. They will also receive government health insurance. They will receive their ongoing matching contributions paid into their retirement plan by the government, paid time off, free gym membership and other perks.

US Congress members still receive salaries during a shutdown because the 27th Amendment to the Constitution prevents congressional pay raises or decreases during their current term. Their salaries come from a permanent appropriation that isn’t tied to annual spending bills. They are considered essential workers, even though they’re not directly affected by the shutdown like other federal workers.

Most Americans think it’s unfair for Congress to get paid during a shutdown while federal workers don’t. Many argue it’s hypocritical and unjust. However, there are several members of Congress who reportedly have chosen to not receive their pay until the shutdown is resolved.

During the shutdown, Americans can contact their representatives to express concerns. Donate to charities helping furloughed workers. Participate in peaceful protests/rallies. Support local businesses and national parks. Volunteer for organizations helping federal workers. Stay informed through credible news sources. Reach out to neighbors who are federal workers to offer help. Vote at the upcoming election.

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About the author ~

Glen Mollett is the author of 13 books including Uncommom Sense, the Spiritual Chocolate series, Grandpa's Store, Minister's Guidebook insights from a fellow minister. His column is published weekly in over 600 publications in all 50 states.

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The views expressed are those of the author and are not necessarily representative of any other group or organization. We welcome comments and views from our readers. Submit your letters to the editor or commentary on a current event 24/7 to editor@oursentinel.com.