Teen brands win over wary Black Friday shoppers while other deals disappoint

Core Insights - Teen brands have successfully attracted shoppers during Black Friday despite economic challenges, with stores like Edikted, Kendra Scott, and Bath & Body Works seeing significant foot traffic [1][4][6] - Other retailers, particularly high-end brands, experienced disappointing turnout and customer dissatisfaction due to perceived lack of substantial discounts [2][8][9] Retail Performance - Stores targeting younger consumers, such as Alo Yoga and Brandy Melville, reported busy shopping environments, indicating a shift in consumer preferences towards brands popular on social media platforms like TikTok [4][5] - Bath & Body Works offered compelling promotions, such as a buy three, get four free deal, which drew large crowds [6] Consumer Behavior - Shoppers are increasingly focused on maximizing deals, with many seeking essential items rather than indulging in luxury purchases [7][14] - The overall sentiment among consumers suggests a more cautious approach to spending, with expectations of lower unit sales despite stable overall spending [13][14] Economic Context - The holiday shopping season is influenced by economic factors such as inflation, stagnant wages, and a cooling job market, leading to a more restrained consumer outlook [12][15] - Retailers are facing challenges in providing significant discounts due to tariffs and reduced seasonal hiring, impacting the overall shopping experience [15]