Remember when Black Friday used to feel like a national sport? Crowds camping outside stores at 4 a.m., elbows flying for the last discounted TV—pure chaos. I’ll be honest, I thought those days were slowly dying out with the rise of Cyber Monday and year-round sales. Turns out I was wrong, at least for one generation.
A brand-new holiday shopping survey dropped this week, and the results caught me completely off guard. While many of us are hitting the malls (or the “add to cart” button) closer to Christmas Eve, there’s one demographic charging straight into the Black Friday madness like it’s 2010 all over again. Any guesses?
Gen Z Is Officially the Black Friday Generation
Yes, you read that right. The same generation raised on TikTok Shop and “buy now, pay later” is apparently more excited about classic Black Friday doorbusters than millennials, Gen X, or boomers. According to the latest data, a full 40% of Gen Z shoppers say they plan to do the majority of their holiday shopping on Black Friday itself. Compare that to just 32% of millennials, and the preference gap becomes pretty clear.
Older shoppers? They’re playing it cool. Many told researchers they’d rather wait until one or two weeks before Christmas—probably hoping for those desperate last-minute markdowns. In my experience covering retail trends, this split feels like more than just timing preference. It’s a cultural difference showing up in credit card statements.
Why Black Friday Still Hits Different for Younger Shoppers
Let’s be real: Black Friday has been declared “dead” approximately 47 times in the last decade. Yet here we are in 2025, and it’s having a zombie apocalypse-style comeback among 18- to 28-year-olds. Part of it is pure FOMO fueled by social media hype. Limited-time drops, flash sales announced on stories, influencers unboxing hauls in real time—it’s theater, and Gen Z bought front-row tickets.
But there’s also the price factor. When you’re early in your career, maybe juggling student loans or sky-high rent, a genuine 50-70% off deal actually moves the needle. Those discounts feel less like marketing gimmicks and more like survival tools.
“The pricing and offers that explode during that weekend, especially the way they’re advertised on social channels, just hit Gen Z where they live.”
– Telecom executive familiar with the survey
The Spending Paradox Nobody Saw Coming
Here’s where things get interesting—and honestly a little worrying. Even though Gen Z is showing up in droves for Black Friday, separate research shows they’re planning to spend 23% less this holiday season compared to last year. That’s the sharpest pullback of any generation. Last year they were bragging about spending 37% more. Talk about whiplash.
This contradiction tells us something important: they’re not staying home. They’re just hunting harder for value. The days of tossing random stuff in the cart because “it’s on sale” are over. Every purchase has to justify itself now.
The K-Shaped Holiday Season Is Real
If you’ve been paying attention to economic commentary lately, you’ve probably heard the term K-shaped recovery thrown around. Upper arm keeps climbing, lower arm struggles. Unfortunately, that shape appears to be carrying straight into December.
Higher-income households are still splurging—luxury goods, experiences, the whole bit. Meanwhile, many middle and lower-income shoppers are trading down, delaying purchases, or skipping gift-giving entirely for certain people (sorry, third cousins).
- Overall Black Friday spending expected to dip about 4% year-over-year
- Primary reason cited: financial constraints and cost-of-living pressures
- Lower-income respondents twice as likely to say they’re “cutting back significantly”
It’s not all doom and gloom, though. There’s a silver lining hiding in these numbers, and it’s pretty heartwarming.
Small Businesses Are the Surprise Winners
Maybe the most encouraging finding from the survey? A whopping 77% of consumers say that if pricing were equal, they would do all their holiday shopping at small or local businesses. That’s not just lip service—support for shopping local to boost community economies jumped eight percentage points in a single year.
I’ve noticed this shift personally. The boutique candle shop down the street from me used to be dead in November. This year? Lines out the door starting mid-month. People seem willing to pay a tiny premium—or at the very least hunt for comparable deals—if it means keeping money in their own neighborhood.
“There’s definitely a ‘price consciousness plus community consciousness’ vibe right now. If I can get a good deal and support local, that’s the sweet spot.”
In-Person Still Beats Algorithms for Gift Ideas
Social media gets credit for a lot of purchases these days, but when it comes to actual inspiration? Brick-and-mortar is quietly winning. Over 72% of shoppers say they get their best gift ideas from walking around stores rather than scrolling feeds.
Think about it—you see a gorgeous sweater on your cousin’s wishlist color in real life, touch the fabric, imagine their reaction. An Instagram ad can’t replicate that moment. There’s something deeply human about discovering gifts organically.
AI Shopping Tools: Not Quite There Yet
Speaking of technology, everyone keeps asking when artificial intelligence will completely take over holiday gifting. According to this research? Not this year. Only 9% of respondents say they’re more likely to use AI-powered gift finders than traditional search engines.
That number will obviously grow—probably fast—but right now people still want control over something as personal as choosing presents. There’s a fear (valid, in my opinion) that AI suggestions feel generic. “You might like this scented candle because 3,847 other 28-year-old women bought it” just lacks soul.
So where does all this leave us heading into the busiest shopping weekend of the year?
Black Friday isn’t dying—it’s evolving. For Gen Z, it’s becoming less about sheer volume and more about strategic, value-packed strikes. For small businesses, it’s an opportunity to capture hearts (and wallets) in ways big-box stores are struggling to match. And for the rest of us? Maybe it’s a reminder to slow down, walk through a local shop, and remember why we give gifts in the first place.
The numbers paint a complex picture—excitement mixed with caution, tradition mixed with new priorities. One thing feels certain: this holiday season won’t look quite like any we’ve seen before. And honestly? I kind of love that.
