Has Black Friday lost its shine?

Black Friday is proving more popular for younger consumers than for their elders, according to a new report provided exclusively to CNBC.

AT&T Business’ 2025 Holiday Shopping Survey, conducted by Morning Consult, found that 40% of Generation Z members and 32% of millennials plan to do most of their shopping on Black Friday. Older generations, on the other hand, prefer to shop later in the season, just a week or two before Christmas, the survey found.

A new Deloitte survey found that consumers at large plan to spend 4% less on Black Friday than they did last year, primarily due to concerns of financial constraints and a higher cost of living.

Still, Rutherford said consumers are being more “intentional and value-driven” in their holiday shopping this year.

That spending is translating into more support for small businesses rather than large legacy retailers, with 77% of consumers reporting they would do all of their holiday shopping at small businesses if they could and if the pricing was the same, according to AT&T’s survey.

Compared with last year, the number of survey respondents who said they shop at small businesses to boost their local economies grew by 8 percentage points.

“I think there’s a price consciousness out there, combined with a, ‘If I can still save money or get a good price, I will still shop local,’ type of mentality out there,” Rutherford said.

The AT&T survey also found that 72% of people reported getting their gift ideas from in-person shopping rather than from social media.

Source: msn.com/en©

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