What Consumers Really Think About Thanksgiving and Black Friday Shopping
AI-moderated interviews reveal shifting attitudes toward holiday shopping, deal culture, and the blurred lines between celebration and consumption.
Revelo Research Team
The Changing Face of Holiday Shopping
Every year, the gap between Thanksgiving dinner and Black Friday shopping narrows. We interviewed 200 consumers to understand how they really feel about this cultural shift.
Key Findings
Deal Fatigue Is Real More than 60% of participants expressed some form of deal fatigue. The constant drumbeat of "sales events" throughout the year has diminished the excitement around Black Friday specifically.
The Experience Matters More Younger consumers in particular are shifting spending from products to experiences. Gift-giving trends are moving toward subscriptions, experiences, and digital goods.
Sustainability Concerns A growing segment of consumers feels conflicted about consumption-heavy holidays. They want to participate but are increasingly conscious of environmental impact.
What This Means for Brands
Brands that acknowledge these tensions — rather than ignoring them — will connect more authentically with consumers during the holiday season. The opportunity is in experiences, sustainability, and thoughtful consumption rather than just deeper discounts.