Teen Brands Steal Black Friday Show Amidst Inflation

This Black Friday saw teen-focused brands like Edikted, Kendra Scott, and Bath & Body Works become unexpected stars, drawing the largest crowds across the US. Shoppers, seeking discounts on items like perfume and sweatshirts, bypassed higher-end retailers such as Ralph Lauren and Coach, indicating a shift in consumer priorities. These brands, popular with younger demographics and on social media platforms like TikTok, successfully lured consumers despite sometimes less significant discounts.

While certain stores saw packed aisles due to appealing offers, such as buy-three-get-four-free deals at Bath & Body Works, a general sentiment of underwhelming promotions prevailed. Many shoppers, including those who have made Black Friday a tradition, noted a lack of doorbuster deals and significant markdowns. Economic headwinds like persistent inflation and stagnant wages contributed to consumers being more price-sensitive and selective with their spending.

Retailers are facing a challenging holiday season, with predictions of lower unit sales despite spending being on par with last year, meaning consumers are buying less for more. Factors like tariffs are also impacting brands' ability to offer deep discounts, and reduced seasonal hiring suggests a tighter retail landscape. The overall consumer mood points towards a less indulgent shopping period, with shoppers prioritizing value and essentials over impulse buys.