With the annual Black Friday deals hitting stores, the nation is slowly witnessing a change in the shopping landscape. Online retail stores rise in dominance as in-store crowds fade, reshaping the experience across the nation.
Beyond a change in venue, Black Friday’s digital shift means navigating a page of algorithms and personalized recommendations. With a few clicks, consumers have access to a diverse marketplace, amplifying the allure for individualized bargains and simplifying their experience with a simple click.
“I remember the times when people used to stay out till midnight at stores and run towards whatever they wanted, but that culture is slowly dying out. I heard from a lot of people that despite many going to shops in lines, there was no fun or chaos that the previous Black Fridays had,” said Soham Belgal (’25).
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In this digital era of Black Friday, retail shops use online platforms to control crowd flow. Exclusive digital deals and timed promotions replace the once-chaotic rush, allowing major retailers to manage physical consumer flow. Shops like Walmart and Best Buy implement robust staff control and assistance around the store, providing buyers with a more organized shopping experience.
“When I went shopping, what surprised me was how controlled the lines and crowds were. There were people all around the store getting tended to while also standing at the door, which I guess helped control a lot of crowds as it seemed like there was a very small chance of things going wrong,” said Rachna Agnihotri, Black Friday Consumer.
Locally, shops opened up their deals earlier in the week by promoting high-selling goods at a discounted price. Places like Forever 21 and Amazon offered deals at the beginning of Thanksgiving Week, while other stores waited to release large-scale goods on Black Friday.
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“Personally, I loved going out to shop for once and seeing the things I was buying before I actually got them. My parents had shopped for their things earlier in the week at the San Francisco Outlet, but I went shopping on Friday at Best Buy. I think it’s good to let shoppers come at any time of the week, but it does take away from the Black Friday feeling special,” said Sarvesh Sivaraman (’26).