Tiffany Yeh, Boston Consulting Group Managing Director, previews her expectations for Black Friday and the remainder of the holiday spending season.
On past Black Fridays, Eilise Fisher has fired up her laptop and searched for deals on big-ticket items: A reduced Le Creuset Dutch oven, or a new TV at 30% off. This year, her shopping cart looks a little different — Fisher is planning to stock up on three 40-pound bags of Purina kibble, the favorite snack of her three rescue dogs: Luke, Leia and Yoda.
Fisher, a 47-year-old government project manager living in Flagstaff, Arizona, has also created a color-coded spreadsheet of her potential purchases, detailing the product’s original price and any available discounts. It’s a step beyond her usual wish list.
As US consumers remain anxious about job security and the cost of living, some, like Fisher, are using seasonal sales — a period usually geared toward gift buying and the occasional personal indulgence — to restock on essentials. They’re also taking a more cautious approach to shopping; sticking to pre-planned purchases and buying gift cards instead of potentially unwanted presents.
It’s a trend that’s been gathering momentum in recent months. Household items like dish soap and dishwasher rinse aid were among bestsellers during an Amazon Prime sale this summer. And about 64% of shoppers said they planned to buy on-sale necessities during recent October discounts, according to a report from consultancy Deloitte. That’s up from 58% who said the same in 2024.
“As we saw during this summer’s back-to-school shopping season, consumers are keen to take advantage of holiday spending events to also purchase everyday goods,” said Mark Mathews, chief economist and executive director of research at the National Retail Federation.
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