What It Is
#BlackFridayDeals documents the post-Thanksgiving shopping phenomenon where retailers offer massive discounts, historically marked by doorbuster sales, long lines, and occasional violence.
Peak Era (2010-2016)
Black Friday was America’s biggest shopping day:
- 4am doorbusters: Crowds camping outside stores
- Doorbuster deals: $99 TVs, $2 toasters, limited quantities
- Violence: Trampling incidents, pepper spray, parking lot fights
- Social media spectacle: #BlackFridayFights trending annually
The Decline (2017-2023)
Multiple factors killed traditional Black Friday:
E-commerce takeover:
- Amazon same-day shipping
- Online deals matched in-store prices
- No need to leave couch
Creep effect:
- Stores opened Thanksgiving Day (2012-2016)
- Week-long sales (lost urgency)
- Cyber Monday competition
Pandemic nail in coffin (2020):
- Store closures
- Capacity limits
- Shift to online-only deals
Consumer fatigue:
- Deals available year-round
- Amazon Prime Day (July)
- Singles Day (November 11)
By the Numbers
- 2013 peak: 141 million Americans shopped Black Friday weekend
- 2019: Down to 93 million (32% decline)
- 2020-2021: Further online migration
- 2022-2023: In-store traffic never recovered to pre-pandemic levels
Cultural Shift
The hashtag evolved from:
- 2010-2015: “Check out my haul!” (bragging rights)
- 2016-2018: “Avoid these stores” (worker solidarity)
- 2019-2023: “Stay home, shop online” (anti-consumption)
Worker Activism
By 2015, #BlackFridayBoycott emerged:
- Retail workers sharing horror stories
- Calls to boycott stores open on Thanksgiving
- Living wage demands
- Some retailers (Costco, REI) closed Black Friday