What: Retailers are adapting to a prolonged Black Friday season by leveraging digital channels, targeting Gen Z, and shifting away from aggressive discounting.

Why it is important:The evolution of Black Friday highlights the need for retailers to balance digital innovation, targeted marketing, and value-driven strategies to remain competitive.

Black Friday has evolved from a single day of in-store frenzy into a multi-week, omni-channel event, fundamentally reshaping the retail landscape. Retailers now launch promotions weeks in advance, with major players like Best Buy, Target, and Walmart starting their campaigns as early as late October. This shift is driven by the growing dominance of e-commerce and mobile shopping, with online revenue surpassing $10.8 billion in 2024 and over half of digital spending occurring via smartphones. The new Black Friday playbook emphasises seamless mobile experiences, buy now, pay later options, and efficient order fulfillment, as retailers seek to meet heightened consumer expectations for convenience and value. However, macroeconomic challenges such as tariffs, federal shutdowns, and potential subsidy losses are increasing price sensitivity and complicating demand forecasting. Retailers are also intensifying efforts to capture Gen Z’s substantial spending power by investing in TikTok and influencer partnerships, recognising that this demographic’s shopping habits are reshaping marketing strategies. Meanwhile, the risks of aggressive discounting are prompting a move toward layered promotions and loyalty-driven offers, as brands aim to protect margins and long-term equity.

IADS Notes: December 2024 reports from VMSD and Techcrunch confirm the shift to a multi-week, omni-channel Black Friday, with record online sales and 55% of digital spending via smartphones. Macy’s July 2025 press release highlights the extension of Black Friday promotions into the summer, reflecting the expanded promotional calendar. October 2025 coverage in Forbes details the impact of tariffs and economic uncertainty on retail strategies, while September 2025 articles from Forbes and The Robin Report discuss how inflation and weak job growth are affecting forecasts and inventory planning. The strategic focus on Gen Z and TikTok is supported by January 2025 (Inside Retail), February 2025 (Retail Week), and October 2025 (BCG/WWD) sources, emphasizing the influence of younger consumers and digital platforms. Finally, November 2025 (Inside Retail) and July 2025 (WWD) document Macy’s and Amazon’s shift away from aggressive discounting toward more targeted, value-driven promotional strategies.

The death of the traditional Black Friday: how retailers can adapt