"AT&T Business' 2025 Holiday Shopping Survey, conducted by Morning Consult, found that 40% of Generation Z members and 32% of millennials plan to do most of their shopping on Black Friday. Older generations, on the other hand, prefer to shop later in the season, just a week or two before Christmas, the survey found."
"'Black Friday is always such a big deal, and the pricing and the offers and advertising that's done during that time is probably what would draw Gen Z, especially things done on social media,' said Angela Rutherford, AT&T's vice president of mid-market sales."
"Consulting firm PwC reported in September that Gen Z shoppers plan to spend 23% less on average this holiday season than a year ago the sharpest decline of any generation and a significant change from the previous year, when Gen Z said they planned to spend 37% more. And as non-wealthy Americans face pressures of higher prices and economic uncertainty, some reports are showing signs of a "K-shaped" economy that may stretch into the holiday season, with wealthier consumers spending more and lower-income consumers shopping more conservatively."
Younger shoppers lead Black Friday interest, with 40% of Generation Z and 32% of millennials planning most holiday purchases on that day. Older generations tend to shop a week or two before Christmas. Gen Z enthusiasm for Black Friday is linked to pricing, offers and social media promotions. PwC reports Gen Z plans to spend 23% less this season compared with last year, a sharp reversal from previously planned increases. Economic pressures and a possible K-shaped recovery are influencing behavior, and Deloitte finds overall Black Friday spending intentions are down about 4%. Many consumers are more intentional, value-driven and inclined to support small businesses.
Read at www.cnbc.com
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