Shoppers flocked to the Maine Mall in South Portland on November 24, 2023, as the doors opened at 8 a.m. for Black Friday. Families and friends filled the aisles, eager to take advantage of the day’s deals. Although early-morning activity was steady, many remarked that foot traffic appeared lighter compared to previous years.
Thirteen-year-old Lennon Smart-Dennon noted the shift in shopping habits, saying, “I feel like there’s way less people actually going out to shop. I feel like everyone’s doing it online now.” Her sentiment was echoed by her mother, Barbie Smart, and grandmother, Vicki Smart, who emphasized the importance of tradition in their decision to shop in person.
Tradition Versus Online Shopping
The concept of Black Friday as a shopping ritual remains significant, according to Curtis Picard, president of the Retail Association of Maine. He highlighted that while shoppers are aware of sales weeks in advance, the unique experience of in-store shopping still draws many to brick-and-mortar stores.
“There’s the tradition of it: it’s Black Friday, you hear about all the sales,” Picard stated. “But you’ve been hearing about those sales and deals for weeks now.”
Despite the changing landscape, in-person shopping is expected to gain momentum in December, as consumers look for gifts they can take home rather than wait for deliveries. This year’s holiday season unfolds against a backdrop of economic uncertainty, with rising inflation and tariffs impacting consumer behavior. According to the Conference Board, consumer confidence has dipped to its lowest point since April 2023, raising concerns about spending.
Predictions regarding consumer spending vary. Several analysts anticipate a reduction in the average amount spent compared to last year, while the National Retail Federation forecasts that overall holiday spending will exceed $1 trillion for the first time.
Shoppers Seek Value Amid Economic Concerns
Research from the University of Maine indicates that economic anxiety often heightens sensitivity to sales. Erin P. Carter, a professor specializing in consumer behavior and marketing, explained that uncertain economic conditions can influence shopping habits, making consumers more receptive to marketing strategies during the holidays.
One shopper, Kyle Kalbhenn from Kennebunk, typically prefers online shopping but chose to visit the South Portland Target on Black Friday. He left the store before 9 a.m. with limited-edition Pokémon cards that were unavailable online. “I’m not a Black Friday shopper in general. But I know these are hot and hard to get for the kids,” he shared.
For others, Black Friday is all about maximizing savings. Amanda Seely, who traveled from New Brunswick with friends, filled her cart with toys and clothing, taking advantage of the favorable currency exchange rate. “We have lists. We plan them all year long,” she said, highlighting the importance of preparation.
Although Seely noted that the deals seemed less exciting than in previous years, the group remained committed to their shopping tradition. Laura Marr, another member of the group, emphasized her strategy of comparing in-store prices against online retailers to ensure the savings were substantial.
As the holiday shopping season progresses, the dynamics of consumer behavior will likely continue to evolve. With many shoppers prioritizing value and convenience, retailers will need to adapt to meet changing demands and preferences in a competitive landscape.
