Black Friday momentum wanes as inflation and mortgage costs bite
A growing portion of households in North America is feeling the squeeze during the Black Friday period. Persistent inflation, higher mortgage payments, and tighter budgets have led many families to rethink their shopping plans. For some, discounts seem less convincing, prompting questions about whether the deals are truly worthwhile. A survey by the Valencian Community Consumers Association, known as UCCV, explored how residents approach this shopping event and what motivates decisions. The results show a clear split: a minority planning purchases, a sizable share opting not to buy at all, and a notable group undecided. This snapshot mirrors broader consumer sentiment across Canada and the United States, where households balance the lure of price cuts against concerns about value and necessity. In many cases, shoppers are shopping more strategically, aiming to stretch limited dollars for key gifts or essential items during promotions that target specific products. — CMB/UCCV
Across North American markets, the traditional Black Friday surge appears tempered. Many households are prioritizing essential needs while keeping a wary eye on overall costs, fuelled by recent rate hikes and ongoing mortgage obligations. For those who do plan to buy, the focus is often on discounted items that offer practical value, such as electronics, home goods, and winter supplies, rather than broad, all-in shopping sprees. This behavior aligns with a cautious consumer mindset that favors verified savings and clear, itemized promotions. Analysts note that retailers may respond by highlighting transparent savings, price histories, and product-specific deals to reassure buyers who remain skeptical of discount claims. — CMB/UCCV
The study’s core takeaway is that Black Friday remains relevant, but its traditional role as the season’s shopping catalyst is evolving. In Canada and the United States, many shoppers view the event through the lens of disciplined budgeting, gift planning, and practical purchases rather than impulse buys driven by aggressive marketing. Retailers are encouraged to adapt by offering clearer discount signals, extended promotions, and product bundles that deliver real value. For consumers, the message is simple: compare prices, read the fine print, and align purchases with genuine needs rather than marketing hype. As inflation and mortgage costs continue to influence household finances, the balance between opportunity and prudence will likely shape Black Friday trends for years to come. — CMB/UCCV