Retailers are letting shoppers access some of the lowest prices of the year with many deals available long before the Black Friday rush arrives.
Aggressive advertising of deep discounts on par with Black Friday sales is happening earlier every year, leading to the “graying” of Black Friday that spreads out shoppers’ spending throughout the month of November.
Shopping on Black Friday, the day after Thanksgiving, is traditionally one of the biggest shopping days of the year. In a recent PricewaterhouseCoopers survey, however, only 35 percent of respondents said they planned to do a majority of their shopping on Black Friday, down from 51 percent in 2016 and 59 percent in 2015.
An increasing number of survey respondents, 11 percent, said they planned to do a majority of their shopping the weekend before Thanksgiving, drawn by deep discounts, up from 6 percent last year and only 5 percent in 2015.
“Black Friday has become Black November,” said Steve Barr, PwC’s U.S. consumer markets leader. “As soon as the calendar flips to November, many of the retailers have begun to promote a significant portion of their deals. We’ve had this highly competitive environment since the recession and many retailers are fighting for their own survival.”
Shoppers said they expect to spend an average of $967.13 this holiday season, according to a National Retail Federation survey, a 3.4 percent increase from last year.
Read more: St. Louis Post-Dispatch