During the early 2000s, Black Friday was considered the definition of chaos. Lines formed outside of stores hours before they even opened, shelves were cleared in minutes, and deals seemed almost too good to be true. But in the present decade, Black Friday has lost its appeal to consumers, with deals no longer worth dedicating a day to shopping.

Ever since the COVID-19 pandemic, consumerism has changed significantly. Due to the 2020 lockdown, online shopping became the easiest and safest way to consume. Although conditions have now returned to normal in 2024, companies continue to allocate much of their resources to promote this digital mode of shopping. Because online shopping does not require a physical space, it is cheaper, making it more cost-efficient for companies, as well as more convenient for consumers with busy schedules.

However, this boom in online shopping is the main reason for the stark decline in Black Friday excitement, especially considering the popularity of Cyber Monday. With the advanced technology we have today, people feel much more inclined to shop from the comfort of their own home on their own time.

But besides the global shift to online consumerism, retailers have also begun to use more personalized marketing strategies. Companies are now marketing their sales towards loyal customers, especially those with rewards accounts and the corresponding company app.

Despite changes in retailer marketing, the pandemic remains the main reason for the shift away from the traditional Black Friday. The economic impact of the 2020 lockdown has led many individuals to become more conservative with their money, especially with the lack of significant deals seen the past few Black Fridays. Ultimately, while Black Friday still exists, its role as a shopping event has diminished, as both retailers and consumers adapt to new realities of shopping in the digital age.