The Changing Nature of Black Friday

A Shift in the Shopping Calendar

Recent research by Experian and Reward reveals that Black Friday is no longer a single-day event but has grown into a full shopping season. In the UK, retail activity around Black Friday increased by more than 10% compared to 2023. Shoppers are now spreading their purchases over several weeks instead of racing to buy everything in one day.

This change reflects a broader transformation in how people shop. Consumers are becoming more thoughtful, comparing prices across days and platforms instead of rushing to grab short-term deals.

Who Is Driving the New Pattern?

The research identifies specific groups leading this shift: older shoppers (65+), mature homeowners, suburban families, and budget-conscious buyers. These segments are now more active online and focused on value-led purchases rather than impulsive buying.

Another key change is the rise of non-traditional product categories such as wellness, experiences, and home comfort. These products are increasingly included in the sale window, suggesting that buyers are seeking meaningful purchases instead of quick bargains.

How Retailers Are Responding

Retailers have begun to adapt to this evolving trend. Many are now launching early sales campaigns and extending deals well past Cyber Monday. This longer period keeps consumer interest high and allows companies to manage stock and logistics more efficiently.

At the same time, mobile shopping and resale platforms are becoming stronger players. Consumers are mixing traditional retail with second-hand options, showing that sustainable and affordable choices are gaining attention.

These patterns suggest that shoppers should no longer assume that every “big discount” is truly the best deal. Monitoring price trends before buying can help identify genuine savings.

Smarter Shopping: What Consumers Can Do

To make the most of this changing shopping season, consumers should keep a few practical points in mind:

Track prices ahead of time — Know the regular cost of products before the sales begin.

Shop for value, not urgency — Decide what you actually need instead of reacting to countdown deals.

Take your time — Many offers now last for weeks, so you don’t have to rush at midnight.

These habits can help prevent overspending on items that may appear cheaper but are not truly discounted.

Potential Risks and Confusion

As sale periods stretch out and become more complex, certain risks also increase. Some retailers may use inflated “original prices” to make discounts look larger than they are. Extended sales may also lead to stock shortages or delayed deliveries as supply chains face more pressure.

Consumers should stay alert. Look for clear pricing, read terms carefully, and set personal spending limits. It’s also important to plan purchases based on your own budget rather than falling for the hype surrounding sale events.

The Future of Black Friday

Looking ahead to the rest of 2025 and beyond, analysts predict several long-term shifts:

Hybrid shopping experiences combining in-store browsing with mobile checkout.

A stronger focus on value, sustainability, and experience instead of just low prices.

More personalised deals, driven by data analytics and technology.

These changes show that Black Friday is evolving into a broader retail strategy — a multi-week window that offers flexibility for both shoppers and sellers.

Final Thoughts

Black Friday’s transformation is more than a sales trend; it reflects how technology, consumer behaviour, and economic pressures are reshaping retail itself. Shoppers today are smarter, more digital, and increasingly aware of marketing tactics.

The new season-style approach allows people to plan purchases carefully, reduce stress, and make decisions that align with their actual needs. For both consumers and retailers, this evolution marks a step toward a more balanced and sustainable shopping experience.