Black Friday is one of the most anticipated shopping days of the year, a retail phenomenon that kicks off the holiday season and marks a major shift in consumer spending patterns. As millions of Americans rush to stores and websites for deals, it’s easy to overlook the origins of this tradition. The history of Black Friday is complex, shaped by economic forces, cultural shifts, and technological advancements. Over time, the event has evolved into a global shopping spectacle, but its roots tell a much more intricate story. In this article, we’ll explore the origins of Black Friday, how it became the shopping event we know today, and what 2023 may bring in terms of new trends and consumer behavior.
The Origins of Black Friday
The term “Black Friday” was first coined in Philadelphia in the 1960s by the city’s police department. Originally, the term had a negative connotation, describing the chaotic and often dangerous conditions that accompanied the post-Thanksgiving shopping rush. The day after Thanksgiving was already a busy shopping day, as people began their holiday preparations. However, it was a time fraught with traffic jams, crowded streets, and overstretched resources for local police.
At the time, police officers in Philadelphia began referring to the day as “Black Friday” because of the high volume of pedestrian and vehicular traffic, as well as the large number of accidents and incidents that occurred. It wasn’t until the 1980s that retailers in other parts of the country began to adopt the term, but with a much more positive spin.
The shift from a negative to a positive connotation of Black Friday came from the idea of businesses “moving into the black” financially. In accounting terms, “being in the black” refers to a company’s ability to turn a profit, as opposed to “being in the red,” which signifies financial loss. Retailers began to market Black Friday as a day when businesses would finally turn a profit for the year, thanks to the surge in sales.
This shift in interpretation helped solidify Black Friday’s status as the unofficial start of the holiday shopping season. As a result, the day evolved from a local phenomenon into a nationwide event, eventually spreading to other countries as well.
The Rise of Black Friday in the Retail World
From the 1980s through the early 2000s, Black Friday’s status as a retail event grew steadily. The increasing availability of discounting strategies, from doorbuster deals to time-sensitive promotions, drew more and more customers into stores. Retailers also began to extend the duration of Black Friday sale, with many offering deals that lasted throughout the weekend or even into the following week, known as “Cyber Monday.”
In the late 1990s, the advent of e-commerce took Black Friday to a new level. Online shopping allowed customers to avoid the crowds and the physical rush of stores, while still taking advantage of the same discounts. This change reshaped the way consumers approached Black Friday. Initially, brick-and-mortar stores were the main beneficiaries of Black Friday sales, but by the mid-2000s, e-commerce platforms like Amazon were drawing a significant portion of holiday sales.
Cyber Monday, the online shopping event that follows Black Friday, quickly emerged as an important counterpart to the brick-and-mortar shopping day. As technology advanced, so did the shopping experience, with retailers developing sophisticated digital marketing strategies, offering targeted discounts, and enhancing the user experience on e-commerce sites. Black Friday, as well as the extended shopping period, became synonymous with online deals as much as in-store bargains.
Global Expansion and Cultural Shifts
The influence of Black Friday has spread beyond the borders of the United States, with many countries around the world adopting the tradition. In the 2010s, major retailers in Canada, the United Kingdom, and parts of Europe began holding their own Black Friday sales. By 2019, the global reach of the event had solidified, with retailers from Australia to Brazil promoting Black Friday discounts.
As Black Friday expanded globally, its cultural significance also evolved. In many countries outside the U.S., Black Friday wasn’t necessarily tied to Thanksgiving, a holiday unique to American culture. Rather, it became a widely recognized opportunity for retailers to offer major discounts, providing a boost to their sales numbers in a time when many consumers were already preparing for the year-end holiday season.
In addition, the rise of social media and the influence of influencers played a crucial role in globalizing Black Friday. Brands and marketers began to use platforms like Instagram, TikTok, and Twitter to generate excitement and hype about Black Friday sales, offering sneak peeks at deals and building anticipation among consumers. These platforms allowed consumers to share their own experiences, further amplifying the event’s global impact.
The Evolution of Black Friday in the 21st Century
By the 2010s, Black Friday had become more than just a single day of shopping—it had grown into a multi-day event, often stretching through the entire weekend and culminating in Cyber Monday. Retailers began offering “pre-Black Friday” deals earlier in November to capture consumer attention even before the official start of the holiday shopping season.
The growing importance of e-commerce and online shopping led some brick-and-mortar stores to alter their approach. Many began to open their doors earlier than ever before, with some stores even opening on Thanksgiving Day itself. This shift was controversial, as many argued that it undermined the holiday spirit of Thanksgiving and forced employees to work on a national holiday. Nevertheless, the rise of online shopping meant that consumers could increasingly shop from the comfort of their homes, bypassing the hassle of in-store crowds.
In the past few years, retailers have also embraced the trend of “Black Friday week,” offering discounts in the days leading up to the big day. Many large stores, including Target, Walmart, and Best Buy, have capitalized on this extended period, offering deals as early as the first week of November.
Black Friday in 2023: What to Expect
As we look ahead to Black Friday 2023, there are several key trends and developments that are likely to shape the event. Here are some of the most important factors to consider:
1. Economic Uncertainty and Inflation
In 2023, inflation remains a concern for many consumers, which could influence how much people are willing to spend on Black Friday. As household budgets continue to feel the strain of rising costs for everyday items, shoppers may be more discerning and focused on finding the best deals. Retailers will likely need to strike a balance between offering deep discounts and maintaining profit margins.
2. The Rise of Sustainable Shopping
As sustainability becomes a priority for many consumers, it’s likely that Black Friday 2023 will see a shift toward more eco-conscious shopping habits. Consumers are increasingly looking for brands that promote sustainable practices and products. Expect retailers to offer promotions tied to environmentally friendly products, and for some to even announce initiatives to offset the carbon footprint of their Black Friday sales.
3. Continued Growth of Online Shopping
Though physical stores still play a significant role on Black Friday, online shopping is expected to continue growing. The convenience of shopping from home, coupled with the ease of comparison shopping, will likely lead to an even greater share of sales taking place online. E-commerce platforms will likely feature improved interfaces, augmented reality tools, and personalized recommendations to enhance the online shopping experience.
4. Early Deals and Longer Sales Periods
The trend toward extended sales periods will continue into 2023, with many retailers already offering discounts in the weeks leading up to Black Friday. “Pre-Black Friday” and “Black Friday Week” promotions are expected to dominate, with some stores offering discounts as early as mid-November.
Conclusion
Black Friday has come a long way from its chaotic and often negative beginnings in the 1960s to become the global shopping event it is today. With its blend of in-store and online shopping, discounts, and the increasing influence of social media, Black Friday has evolved into a major cultural and economic milestone. As 2023 approaches, we can expect some of the same trends—like online shopping dominance and extended sales periods—while also seeing shifts in consumer priorities driven by economic uncertainty and sustainability concerns. What is clear, however, is that Black Friday is here to stay, continuously evolving in response to both consumer behavior and the broader economic landscape.
