The day of mega offers in the United States, known as “Black Friday”took place this Friday in a positive economic context but with consumers sharpening their ingenuity in search of opportunities after three years of high inflation.
Some opened on Thursday night to take advantage of the buying impulse, such as the open-air Citadel shopping center near Los Angeles, California (west).
“We have a large clientele of tourists, people who take a plane from different countries. Therefore, opening at 8 (the night before) is giving earlier access to Black Friday,” Junior Bolden told AFP. , shopping center employee.
Mario Clemente, a Mexican tourist, traveled from Guadalajara (western Mexico) “first for the experience, but we also found very good prices. Compared to Mexico, it is much cheaper to come here. It is cheaper even including hotel and flight.”
Many customers who arrived early were residents hoping to avoid the crowds, like Jaiden and Maria, a couple who lives in Los Angeles. They thought everyone would come on Friday, “but obviously that’s not the case. It’s busy tonight!” they said a few hours before Black Friday.
The national federation that brings together local businesses (NRF) was very optimistic on Friday, with an expectation of more than 183 million customers visiting stores on the weekend, which would be a record.
In the balance period, which lasts until Monday with Cyber Monday when more technology is sold, the federation anticipates an increase in consumption of 2.5% to 3.5% over 2023. This would mean sales of almost 1,000 million dollars.
Consumers are looking for bargains and some stores, like Target, begin their “Black Friday” promotions as early as early October.
“We’re seeing increased price sensitivity among consumers. And they’re very reactive to promotions and offers tied to specific events,” said Vivek Pandya, principal analyst at Adobe Digital Insights.
He “Black Friday”which follows the Thanksgiving holiday, is the beginning of the year-end shopping season in the United States.
Tight budget
The discontent of American families regarding inflation is one of the reasons for Donald Trump’s victory in the November 5 elections.
After years of rising prices, Americans “are telling us their budgets are still tight,” Target President Brian Cornell said earlier this month.
“They are becoming more inventive in their purchasing behavior, waiting until the last moment to buy. They focus on opportunities and stock up when they find them,” he explained.
More competitive online sales
Families with lower incomes were the most affected by inflation, but the situation is evolving. “For the first time since 2021, perhaps,” when inflation began to climb, “it would appear that your real income is finally increasing,” Michael O’Sullivan, CEO of the discount clothing brand Burlington Stores, said this week. phone this week.
For online sales, the Christmas season started strongly, with a 9.6% increase in 24 first days of the seasonalthough the market expects an increase of 8.4%, according to Adobe Digital Insights.
This reflects the way online sales drive down prices, according to Vivek Pandya. Inflation remains just above the 2% target of the Federal Reserve, the US central bank. But Adobe estimates that prices of goods sold online fell 2.9% in the 12 months to October.
