Black Friday is Dead: Why ‘Continuous Commerce’ is the New Holiday Shopping Reality
Forget waiting for the last Friday in November. The lines are already blurring – and shrinking – as retailers launch Black Friday deals in October, and even earlier. This isn’t a glitch; it’s a fundamental shift in how we shop, driven by economic pressures, changing consumer behavior, and a strategic move towards what experts are calling ‘continuous commerce.’
The Erosion of the Black Friday Event
For decades, Black Friday represented the pinnacle of holiday deal hunting. But the traditional model is fracturing. Retailers like Amazon, Best Buy, and Walmart are initiating sales earlier each year, offering discounts throughout October and November. This year’s trend, starting even before Halloween, isn’t an anomaly. It’s a calculated response to several converging factors. Supply chain disruptions, while easing, still linger in the collective memory, prompting retailers to spread out demand. More significantly, consumers, facing persistent inflation and economic uncertainty, are starting their holiday shopping earlier to spread out costs and secure desired items before they sell out or prices increase.
The Inflation Factor & Early Shopping
The current economic climate is a major catalyst. A recent study by The National Retail Federation projects holiday spending will increase, but consumers are being far more strategic. Early deals allow shoppers to capitalize on discounts now, rather than gamble on potentially better (or worse) prices later. This is particularly true for big-ticket items like appliances and electronics, where even a small percentage discount can translate to significant savings.
Retailer Strategies: From Event to Ecosystem
Retailers aren’t simply reacting to consumer behavior; they’re actively shaping it. The extended sales period allows them to manage inventory more effectively, avoid the logistical nightmares of a single-day rush, and, crucially, build sustained engagement with customers. Amazon’s early access deals, for example, are often tied to Prime memberships, reinforcing customer loyalty. Best Buy’s strategy focuses on creating a continuous stream of offers, turning the entire holiday season into a shopping event rather than a single peak. This move towards ‘continuous commerce’ is about building a relationship, not just making a sale.
Beyond Discounts: The Rise of Buy Now, Pay Later (BNPL)
The shift to earlier and longer sales periods is also intertwined with the growing popularity of Buy Now, Pay Later (BNPL) services. These services allow consumers to spread the cost of purchases over several installments, making larger purchases more accessible. Retailers are increasingly integrating BNPL options into their platforms, further encouraging early and frequent shopping. The combination of early discounts and flexible payment plans is a powerful incentive for consumers to start their holiday shopping sooner.
The Impact on Specific Categories
While all categories are seeing the impact of early deals, some are particularly prominent. Electronics, including TVs, laptops, and headphones, consistently drive Black Friday sales, and we’re seeing significant discounts in these areas already. Appliances are also a hot ticket item, with retailers like Home Depot and Lowe’s offering substantial savings. Even traditionally less discount-driven categories like Lego are participating, signaling the widespread nature of this trend. Expect to see continued aggressive pricing on these core categories throughout November.
What This Means for Consumers in 2025 and Beyond
The days of waiting for a single day of deep discounts are largely over. The future of holiday shopping is about continuous deals, strategic planning, and leveraging flexible payment options. Consumers who proactively monitor prices, utilize price comparison tools, and take advantage of early sales are likely to secure the best bargains. Don’t fall for the illusion of the “best deal” on Black Friday itself – the best deals are happening now, and will continue to unfold throughout the holiday season. The smart shopper is an informed shopper, and in 2025, that means embracing the era of continuous commerce.
What are your predictions for the future of Black Friday? Share your thoughts in the comments below!
