Oct 20, 2026 · 16 min · 10 segments
Billions are still being spent, but shoppers are losing trust, discounts are becoming predictable, and brands could be paying a much higher price than they realise. While Chanel and Hermès refuse to…
Now what? Last year, Americans spent a record of $12 billion online on Black Friday and more than half said that they wouldn't actually care.
They either stayed up all night after Thanksgiving or they went to bed and got up really early in the morning to get to the stores first.
It was an outing that people looked forward to and it became almost a bit of a competition who could get the biggest discounts, the best products, and it was a really fun day out.
Now, it starts in October, it runs all over November, and most of us scroll past the emails without even opening them.
nobody
So today, we're asking what Black Friday actually is, who is it actually for, and which brands are getting it right.
So how did we get here? As I mentioned, it was an American shopping day after Thanksgiving, and it was named by Philadelphia police in the 1960s for the crowds and the traffic chaos that it created.
And it has since stretched from one day to a weekend with Cyber Monday at the end of it.
And this year, for those who are curious about the dates, Black Friday falls on the 27th of November.
Now what? Last year, Americans spent a record of $12 billion online on Black Friday and more than half said that they wouldn't actually care.
They either stayed up all night after Thanksgiving or they went to bed and got up really early in the morning to get to the stores first.
It was an outing that people looked forward to and it became almost a bit of a competition who could get the biggest discounts, the best products, and it was a really fun day out.
Now, it starts in October, it runs all over November, and most of us scroll past the emails without even opening them.
nobody
So today, we're asking what Black Friday actually is, who is it actually for, and which brands are getting it right.
So how did we get here? As I mentioned, it was an American shopping day after Thanksgiving, and it was named by Philadelphia police in the 1960s for the crowds and the traffic chaos that it created.
And it has since stretched from one day to a weekend with Cyber Monday at the end of it.
And this year, for those who are curious about the dates, Black Friday falls on the 27th of November.
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