Black Friday’s Steep Discounts Now a Thing of the Past

An extraordinary number of Americans are set to hit the stores for Black Friday sales, but will curtail their spending as cheaper bargains are limited. It is estimated that 186.9 million people are expected to shop, but drop-down discounts are minimal as tariffs have hit retailers.

The National Retail Federation projects that Black Friday sales are expected to slow down as shoppers might find no difference in prices. Kate Sanner, a New Yorker who runs an online aggregator for second-hand listings, spent $500 on Black Friday gifts last year but is trimming the expenses to $300 this time. She explained that most deals for this season are marked only for selected products and not for everything.

Thanksgiving falls on Thursday (November 27) this year, leading to an extended Black Friday holiday followed by the Weekend. Retailers such as Walmart, Macy’s, and Amazon, among others, are setting up dedicated portals for the sale day.

The buyer’s psychology on Black Friday alters their ability to spend on items when the prices are not discounted. Shoppers will also avoid dipping into their savings to buy things that are no longer cheap, said Liz Sweeney, founder of marketing agency Dogwood Solutions.