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U.S. Black Friday Sales See More Tradition, Less Frenzy | Seeking Alpha

U.S. consumers went out on Thursday, Nov. 22 – Thanksgiving evening – to shop for Black Friday deals, but it was not the same as previous years. A decade ago, shoppers rushed to the malls for doorbuster deals, and felt a sense of urgency to take advantage of the timely promotions before they disappeared. Today, however, online deals have stolen a lot of that sense of urgency. Walmart (NYSE:WMT), for example, started offering online holiday deals in the beginning of November. As a result, shoppers indicated that they now go to Black Friday because of tradition, and for the experience to shop with their friends and family. Gen Z and millennials showed up to buy items for themselves. Most consumers, however, are expected to procrastinate – which will likely benefit retailers on super Saturday.

As expected, the department stores were discounting heavily – 63% of their merchandise is expected to be on sale this holiday, as Refinitiv discovered in a collaboration with StyleSage Co. Gap offered 50% off the merchandise in its entire store, which was a slight increase from its traditional 40% discount.

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U.S. Black Friday Sales See More Tradition, Less Frenzy | Seeking Alpha.

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