This Black Friday, Dog Food Is In and Luxuries Are Out

Consumer Behavior Shift - A significant number of Americans are shifting their focus on Black Friday from splurging on luxuries to stocking up on necessities [1][3] - 64% of shoppers planned to buy discounted essentials during October promotional events, up from 58% last year [1][2] - 62% of people feel financially strained, leading 87% to plan shopping at discount stores [2] Economic Concerns - Americans feel the worst about their personal finances since 2009 [2] - Concerns about job security and the rising cost of living are driving the shift in shopping behavior [3] Retail Expectations - The National Retail Federation expects holiday spending to dip slightly from 2024's record [3] - 85% of shoppers anticipate higher prices, including those resulting from tariffs [3]