Full Breakdown
Black Friday 2025: A Mixed Bag of Deals and Consumer Sentiment
11/25/2025, 7:58:37 PM
The Core Narrative: Black Friday Discounts Under Scrutiny
As Black Friday approaches on November 28, 2025, research indicates that consumers may not find the best prices during this highly anticipated shopping event. A study by Which? reveals that none of the 175 home, tech, and health appliances analyzed were at their lowest prices on Black Friday compared to the previous year. This raises questions about the effectiveness of Black Friday as a discount event, especially as consumers are projected to spend £9.52 billion over the weekend, a 4.2% increase from last year.
Key Findings from Price Research
The Which? report tracked prices from May 2024 to May 2025 across major retailers, including Amazon and John Lewis. It found that 94% of John Lewis products were priced the same or cheaper at other times of the year. For instance, a Samsung Jet Bot Robot vacuum cleaner was priced at £350 on Black Friday but had been available for £299 earlier in the year. This trend suggests that consumers may be better off shopping at different times rather than waiting for Black Friday.
Consumer Sentiment and Spending Trends
Despite the anticipated spending surge, consumer sentiment appears cautious. The National Retail Federation (NRF) projects that 186.9 million Americans will shop from Thanksgiving to Cyber Monday, but many are planning to cut back on their spending due to rising costs. Shoppers like Kate Sanner have indicated they will reduce their budgets, with some planning to spend significantly less than in previous years. The NRF estimates average spending per person will reach $890, down from $902 last year.
Retailer Strategies and Consumer Alternatives
In response to changing consumer behavior, many retailers are adjusting their discount strategies. Companies like Williams-Sonoma and Coach are moving away from deep discounts to maintain brand exclusivity. The British Independent Retailers Association (Bira) reports a growing number of small businesses are opting out of Black Friday altogether, with 77% rejecting participation this year. Instead, some are promoting alternatives like "Bright Friday," which emphasizes independent shopping.
Official Statements & Responses
Retailers maintain that Black Friday offers unique deals. A John Lewis spokesperson stated, “Our Black Friday event brings together a unique breadth and volume of offers that can’t be found at any other time of year.” Similarly, a spokesperson from The Very Group noted that promotions are crucial for their customers, emphasizing that Black Friday is just one of many key sales moments.
Conflicting Reports & Gaps
While major retailers like Walmart and Best Buy are expected to offer significant discounts, reports indicate that many consumers are encountering fewer bargains than in previous years. Some experts suggest that the breadth of sales may not match past years, with many retailers opting for a more staggered approach to discounts throughout the month rather than concentrating them on Black Friday.
Verbatim Quotes
- “Everything seems to be way more expensive” — Kate Sanner, Online Aggregator
- “Knowing when is the right time to buy this year is more difficult,” — Edgar Dworsky, Consumer World
- “Discounting is a death spiral and every industry is already sacrificing too much margin to gain functionally useless turnover.” — Bira Representative
As Black Friday 2025 approaches, consumers are advised to remain vigilant and informed about pricing trends, as the anticipated deals may not deliver the savings they expect.
