The Slow Death of Black Friday

How Retailers Can Combat Consumer Fatigue on Retail’s Big Day

If you think you’ve seen holiday décor in July, you aren’t hallucinating. The holiday shopping season truly is starting earlier every year.

Amazon’s Prime Big Deal Days in October, the company’s self-proclaimed kickoff to the holiday shopping season, was the earliest it has ever been. Simultaneously, Target, Walmart, Best Buy, and Kohl’s all held exclusive sales events to grab an early share of people’s limited holiday budgets. But the question becomes: Will shoppers have any interest, or money, left by the time Black Friday and Cyber Monday roll around?

While retailers have adapted to shifting consumer behavior, mounting evidence suggests the answer to that question could very well be a resounding “no.”

Zenzi by Aletheia conducted a nationwide survey of 1,290 U.S. adults to explore shopper excitement for these events in 2024 and how retailers can respond to evolving consumer attitudes. Analysis of the results yielded five distinct shopper segments, defined by their enthusiasm (or lack thereof) around Black Friday and Cyber Monday.

Segmenting shoppers based on their levels of excitement and attitudes can offer insights to retailers on how to fine-tune their promotion strategies and manage shopper fatigue.

Gain exclusive access to “BLACK FRIDAY 2024 and Shopper Fatigue: How the Nation’s Biggest Retailers Stack Up,” our in-depth report based on a national survey of 1,290 U.S. adults. We’re sharing actionable insights for these Shopper segments.

Get the free whitepaper.

The Five Holiday Shopper Segments

Apathetic (31%)

This segment has little-to-no excitement for Black Friday/Cyber Monday and likely hasn’t for some time. 64% feel there is way too much advertising and 44% tend to ignore the ads they see. A whopping 75% go so far as to say Black Friday is a scam designed to make people spend more money. Over 71% feel less urgency to shop on Black Friday or Cyber Monday because good deals are available year-round. Only 4% plan to begin shopping on Black Friday, while 37% won’t even start shopping until December. These will be the toughest consumers to re-engage.

Fatigued (12%)

Once excited, this group has now lost interest. 43% find the advertising excessive, annoying or overwhelming, 36% feel stressed or even angry about holiday shopping events, and only 6% say they find these events exciting. In fact, over 79% agree that Black Friday/Cyber Monday has become meaningless due to early sales. Like the Apathetic segment, 78% believe Black Friday is a scam. Nearly half of this segment (49%) said their shopping would begin before the end of October and only 4% plan to begin shopping on Black Friday. This group is dangerously close to becoming Apathetic.

Disenchanted (9%)

These folks are somewhat excited, but not nearly as excited as in years past. Ads don’t bother them; in fact, 62% find them informative. Of concern, however, is that like the Fatigue segment, 33% feel overwhelmed or stressed about holiday shopping events. Most (57%) will begin their holiday shopping before the end of October and 11% plan to begin on Black Friday. One of the more movable and curious audiences, these consumers may be best reached through actionable and fact-heavy promotions.

Engaged (20%)

These respondents are somewhat excited about Black Friday/Cyber Monday, with no change compared to previous years. Like Disenchanted shoppers, 64% find the ads informative and they’re equally likely to describe themselves as feeling excited (29%) or curious (29%) about holiday shopping events. While not Highly Enthusiastic, they still have the potential to engage—with the right incentives. 13% plan to begin shopping on Black Friday while 55% start their holiday shopping before the end of October.

Highly Enthusiastic (28%)

Not only are they excited in anticipation, but 92% of this group find the Black Friday/Cyber Monday shopping experience fun and exciting. This stark difference underscores how enjoyment is a critical factor distinguishing Engaged shoppers from Fatigued ones. 81% find the ads exciting or informative. Nearly 60% of this segment would begin their holiday shopping before the end of October, while only 3% will wait until December. 20% plan to begin on Black Friday.

What Does This Mean for Retailers?

By understanding the characteristics and perspectives defining these distinct groups, retailers can more effectively tailor their Black Friday/Cyber Monday promotions and shopping experiences to appeal to different audiences.

Specifically, the results suggest that Fatigued and Disenchanted shoppers—on the verge of disinterest—represent key re-engagement opportunities. These results were further refined using Zenzi by Aletheia’s ValuesBase^® model, which dimensions consumer targets based on the core motivations most predictive of human behavior: Achievement, Pleasure, Freedom, Purpose, Tradition, and Security.

The research showed that Fatigued and Disenchanted shoppers were aligned primarily with the Freedom and Purpose ValuesTypes. Why is this important? Because knowing which Values these consumers share helps inform strategies for how to engage with them around different aspects of holiday marketing.

Are Shoppers tired of Black Friday?

Read the breakdown of our Shopper Segments and see how the segments are feeling about Black Friday advertising by the number.

Click to read

Ways to Combat Shopper Fatigue among Freedom and Purpose ValuesTypes

Freedom ValuesTypes march to the beat of their own drum, so it’s no surprise that they dislike being told when to shop. They want the ease and flexibility of shopping online, where they can easily compare prices, avoid crowds, and enjoy fast shipping,

To effectively market to Freedom ValuesTypes, focus on their desire for independence, creativity, and avoiding the ordinary. Emphasize flexibility and customization, offering online-exclusive deals that allow them to shop on their terms. Appeal to their preference for discovering unique and innovative products, and craft messaging that downplays the high-pressure sales tactics often associated with big holiday events.

Purpose ValuesTypes are driven by a desire to make a difference in the world, and ethical considerations influence where they choose to shop. Unlike their Freedom counterparts, Purpose ValuesTypes prefer shopping in-store, where they can try products and support local businesses.

To effectively market to Purpose ValuesTypes, capitalize on their curiosity by creating meaningful storytelling about your brand’s origins, products, sustainability initiatives, and community involvement. Highlight the people behind the brand and the intentionality of your business practices. Help Purpose ValuesTypes discover how your brand aligns with their core beliefs and subtly incorporate social impact and ethical choices into your promotions.

Aletheia may not be able to prevent the holiday shopping season from encroaching on summer barbecues, but we can help retailers use ValuesBase marketing to reignite the spark in their holiday shopping events.

Check out our companion article here.

Connect with us today to get started on understanding your target audience and how to tailor your messaging to what drives them to shop!