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. “Everything seems to be way more expensive,” said Kate Sanner, a New Yorker who runs an online aggregator for second-hand listings to Reuters.
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Sanner 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. This leads to buyers getting limited offers and discounts, dimming the biggest sale day of the year.
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.
Black Friday Crowds To Find Fewer Bargains as Tariffs Hit Retailers
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. “Knowing that our healthcare premium bill is going to jump astronomically in 2026. All of our discretionary spending has dropped significantly,” said Liz Sweeney, founder of marketing agency Dogwood Solutions.
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“While we spent close to $2,000 on gifts in 2024, our 2025 budget is $750,” for Black Friday, she said. “I’ve definitely seen fewer promotions this year, both in-store and online. The first two weeks of November usually bring some activity,” said Jessica Ramirez, who runs the Consumer Collective.