By: Ava Puckett
We have all heard the stories about Black Friday: long lines that wrap around the store, shoppers shoving to be the first inside, and racing for the last item on the shelves. Black Friday is one of the most iconic shopping days across the U.S., as everyone wants to secure the best deal, especially with Christmas right around the corner.
Traditionally, Black Friday is the one day each year when retailers give major discounts on a wide range of products. However, in recent years, the question has emerged: Is Black Friday becoming a dying tradition? Well, the answer? It’s complicated.
Current Trends Surrounding Black Friday
Black Friday used to be all about waking up to be the first in line at a store. People would even pitch tents, huddle in sleeping bags, and brave the cold just to be first in line when the doors opened. But thanks to technology, those days of camping out for deals have mostly faded as sales and promotions are accessible online.
While Black Friday remains hectic, it is not the same experience that it used to be. Today, Black Friday deals are just a click away. There are no lines, no chaos, and no fighting for parking spots. So let’s be honest, who would want to leave home?
However, despite the shift from in-person shopping to online shopping, it hasn’t decreased spending. In fact, in 2024, it was reported that U.S. consumers spent $10.8 billion online shopping on Black Friday. So while the pushing and shoving may be fading, Black Friday spending remains very relevant in the U.S.
Advertising Strategies to Bring Back In-Store Shopping
With the rise of online shopping, getting customers back into the stores will take creativity and strategy. Here are a few ways companies could encourage more in-store shopping with effective advertising:
- In-Store Exclusives: Offer a free item with an in-store purchase. Black Friday is all about deals, so retailers can offer a “deal on top of a deal”. Whether big or small, providing a free item along with your in-store purchase can give customers the nudge needed to show up in person.
- Create a positive customer experience: Highlight helpful and friendly employees who make shopping feel personal. Hosting pop-up events with interactive tools like spinning a wheel for a small gift showcases a fun, engaging atmosphere while also giving your brand a positive image that will have customers coming back for more.
- Utilize social media apps: Social media is one of the most powerful marketing tools at our fingertips. Retailers should use Instagram, TikTok, and Facebook to tease in-store exclusives and build hype for the event. Social media is a perfect way to drive foot traffic back into the stores.
Overall, while online Black Friday shopping continues to grow, the tradition itself is far from obsolete. In fact, Black Friday still offers brands a great opportunity to showcase their best marketing tactics. With the right strategies, like exclusive in-store perks, immersive experiences, and smart social media campaigns, retailers have the power to reignite the excitement of in-person shopping. The comeback isn’t just possible, but it’s waiting to be advertised.
Because things get real, real fast. 