Black Friday deals and discounts can be expected this season

On By Littum

A customer visits Macy’s Herald Square store in New York City during Black Friday sales early in the morning on November 24, 2023.

Kena Betancur | Getty Images

Typical is five days the beginning of Thanksgiving Day and the end of Cyber ​​Monday are some of the busiest shopping days of the year.

This year, the number of people shopping in stores and online during that period could hit a new record, according to the National Retail Federation’s annual survey.

But consumers trying to make the most of Black Friday sales may not be getting the best prices of the season.

According to WalletHub’s 2023 Best things to buy on Black Friday reports, 35% of items at major retailers offered no savings compared to their pre-Black Friday prices. The site compared Black Friday ads to prices on Amazon earlier this fall.

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“Some Black Friday deals are deceptive as retailers may inflate the original prices to make a deal look like a better value,” said consumer savings expert Andrea Woroch.

This year in particular, some of the deals are already as good as they’re going to get.

“These holidays have gotten a little watered down because retailers want to maximize sales days,” said Adam Davis, managing director at Wells Fargo Retail Finance.

“Compared to the importance of extending the holiday season, retailers face a shorter selling season between Thanksgiving and Christmas — nearly a week shorter in 2024,” he said. “That will force the retailer’s hand to be pretty promotional in November.”

Shipping concerns

There’s another good reason to act early.

Consumers are increasingly concerned that their online orders may not arrive in time for the holidays—and rightfully so.

DHL Supply Chain’s new CEO for North America, Patrick Kelleher, recently told CNBC that items may arrive later than in previous years, especially those ordered around big dates like Black Friday and Cyber ​​Monday.

Retailers plan to deliver your holiday deals a little slower this year

During a period of such high volume, third-party shippers are especially strained, according to Lauren Beitelspacher, professor of marketing at Babson College. A persistent labor shortage also means some companies simply can’t hire enough workers to sort, transport and deliver packages on time.

“We’re very spoiled; we got to the point where we think of something we want and it magically appears,” Beitelspacher said. But at the same time, “we’ve learned how fragile the supply chain is.”

When there are more packages to ship, shipping times increase, which can also increase the chance that they could be damaged, lost or stolen along the way – not to mention the risk of a “pirate on the patio” once an item is delivered.

What discounts can you expect on Black Friday

“You’re going to easily see 20% to 30% off,” Davis said — but “not necessarily store-wide.”

Depending on the retailer, some markdowns can be up to 50%, according to Beitelspacher. But premium brands — including high-end activewear companies like Nike, Alo or Lululemon — likely won’t offer more than a 20% or 30% discount, she said. “It’s a fine balance of maintaining premium brand integrity and offering promotions.”

As in previous years, these companies are aware of how price sensitive consumers have become.

“The holidays are a time when people want to treat themselves, but they also want to make their dollar last longer,” Beitelspacher said.

To that end, retailers will also try to entice customers to spend with incentives, such as a free gift card with a minimum purchase, Woroch said. “Many stores will also offer bonus rewards when you spend a certain amount on Black Friday.”

What not to buy on Black Friday

Typically, Black Friday is a good time to find rock-bottom prices on fall clothing — including flannels, denim, coats and accessories — as well as televisions and consumer electronics.

But hold off on beauty and footwear, which are typically better buys on Cyber ​​Monday, Woroch said.

For those planning a trip, ““Travel Tuesday” is a great time to score discounts on airfare, cruises and vacation packages, with many hotels offering 20% ​​to 30% off the best rates available. Travelers can check out Travel Tuesday offer from 2023 to get an idea of ​​what to expect this year.

With toys, it pays to hold out until the last two weeks of December, and holiday decorations are cheaper the last few days before Christmas or right after, according to Woroch.

Exercise equipment, bedding and bedding tend to be marked down more during January’s “white sales,” she said, and furniture and mattress deals are often better than other holiday weekends throughout the year, such as Presidents’ Day, Memorial Day and Labor Day -weekends. .

This way you get even lower prices

Woroch recommends using a price-tracking browser extension such as Honey or Camelizer to keep an eye on price changes and alert you when a price drops. Honey will also scan for applicable coupon codes.

If you shop in person, try the ShopSavvy app for price comparisons. If an item costs less at another store or popular site, the retailer will often match the price, Woroch said.

Plus, stack discounts: By combining credit card rewards with coupon codes and a cash-back site like CouponCabin.com, you’ll earn cash back on those purchases. Then, take photos of your receipts using the Fetch app and earn points that can be redeemed for gift cards at retailers like Walmart, Target, and Amazon.

Finally, pay attention to price adjustment policies. “If an item you buy over Black Friday goes on sale for less shortly after, you may be able to request a price adjustment,” Woroch said. Some retailers, such as Target, have season-long policies that may apply to purchases made through December 25th.