Consumer Behavior
Shoppers a bit wary Black Friday deals are really deals
November 25, 2025
A hefty number of shoppers, 84%, believe retailers inflate prices ahead of sales to exaggerate discounts. Skepticism is highest among the younger shopper, those 18 to 24 years old.
Those are findings from Lightspeed Commerce research that also revealed more women view deals as exaggerated compared to men.
Yet that isn't deterring shoppers from shopping on Black Friday, according to a press release on the research.
Nearly half (48%) expect to shop on Black Friday or Cyber Monday this year, rising to 68% among 18 to 24 year olds. Of those shoppers, 49% expect to spend up to $250, while 36% said at least $250 or more.
"Black Friday is still a make-or-break moment for retailers, but shopper behavior is shifting," Dax Dasilva, founder and CEO of Lightspeed Commerce, said in the release. "Consumers are buying fast and deciding later, so it's up to retailers to guide that journey. The best way to do that is with clarity — showing what discounts really mean, being upfront about fit and product details, and keeping customers informed on delivery and stock. When shoppers feel confident, they buy smarter and return less. In a tight economy, transparency is the strongest sales strategy retailers have."
