According to research from data intelligence company Morning Consult, 49% of Americans have decided to forgo participation in Black Friday this year because of the coronavirus pandemic. Just 14% still intend to shop in stores for Black Friday deals, while 41% will shop online. Retailers have responded to the new conditions by offering their Black Friday deals earlier and for longer.
“Fear is a huge motivator, so it’s overriding the impulse,” explains Charles Lindsey, an associate professor of marketing at the University of Buffalo. “Black Friday isn’t dead. It moved earlier.”