Teagan Hickson entered a Walmart Supercenter in Fort Wayne, Indiana, on Black Friday, brushing snowflakes off her hair. The first thing she saw was a pallet of Gourmia digital air fryer ovens for $50 each, which her sister Jordan had been wanting. Hickson, concerned about potential price hikes due to President-elect Donald Trump’s tariffs, tried to be mindful of her spending.
As American stores reopened after Thanksgiving, shoppers like Hickson were on the lookout for Black Friday deals, comparing prices in-store with online options. The looming possibility of increased prices in 2025 due to new tariffs was a concern for many consumers.
At Walmart, Hickson called her husband, Josh, to compare prices online before making a purchase. The retailer, with 4,700 US stores, was offering various discounts on items like Samsung TVs, Dyson vacuum cleaners, and more.
Across the country, shoppers like Cristal Lopez were navigating stores to find holiday clothes for their children. Lopez, shopping at a Walmart in North Bergen, New Jersey, noted that prices seemed consistent with the previous year.
While online shopping was expected to increase on Black Friday, projections indicated that in-store purchases were still popular. Discounts on TVs were expected to peak at 24 percent off the listed price.
‘Spontaneous purchases’
The National Retail Federation predicted an increase in store visits this year, with shoppers having fewer days between Thanksgiving and Christmas to shop. Marshal Cohen from Circana highlighted the importance of good deals in driving retail growth during the holiday season.
Shopper Evelyn Contre was seen waiting in line at a Lululemon store, while Macy’s in Santa Barbara saw fewer crowds despite offering significant discounts. John Dillard, shopping for discounted clothing at Macy’s, emphasized the importance of deals for his holiday party attire.
Target announced price cuts on various products and exclusive deals for Target Circle members. Despite changing shopping trends, some shoppers like Hoss Moss believed that prices were higher than before, with plans to spend a significant amount on gifts at retailers like Macy’s and Lululemon.
