U.S. News

Black Friday 2025: Americans Turn to Holiday Discounts for Basic Survival

By Jake Beardslee · November 6, 2025

Inflation Redefines the Holiday Shopping Season

Black Friday, long seen as a celebration of consumerism and steep discounts, is taking on a different tone this year. With just weeks before the major shopping day, new data reveals that many Americans plan to use it not for splurging, but for survival. According to a survey from point-of-sale company Lightspeed Commerce, one in four consumers intends to shop primarily for groceries, toiletries, and household essentials rather than luxury or tech items.

Rising Costs Shift Spending Priorities

“Black Friday is still a make-or-break moment for retailers, but shopper behavior is shifting,” said Dax Dasilva, founder and CEO of Lightspeed. “Shoppers are still under the pressure of a higher cost of living, so fairness, transparency, and empathy matter more than ever.”
Lightspeed’s survey of 3,000 adults across the U.S. and Canada found that nearly half plan to divide their purchases between necessities and premium goods, underscoring how inflation continues to shape consumer behavior.

Political Claims Clash with Economic Reality

Despite President Donald Trump’s claims at the United Nations General Assembly that he has “defeated” inflation and that grocery prices are falling, economists point to continuing price pressures. Federal Reserve Chair Jerome Powell acknowledged in August that “inflation, though still somewhat elevated, has come down from its post-pandemic highs.”

However, experts warn that the worst may not be over. Raymond Robertson, a labor economist at Texas A&M’s Bush School of Government, told Fortune that grocery prices could rise dramatically this winter, predicting produce costs could increase by 50% to 100% by early next year. “This is like when you see a flood coming, the tsunami is coming in, and the water’s gone up two inches,” he said.

Retailers Face Mounting Consumer Skepticism

The challenges extend beyond rising prices. Many shoppers no longer trust Black Friday deals themselves. The Lightspeed survey found 84% of consumers believe retailers inflate prices before major sales to exaggerate discounts. Earlier this fall, employees at major chains such as Target and Walmart alleged that management directed them to remove price tags, reportedly to allow for easier adjustments tied to tariff changes.

Retailers Urged to Emphasize Transparency

“Consumers are buying fast and deciding later, so it’s up to retailers to guide that journey,” Dasilva said. “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.” He added, “When shoppers feel confident, they buy smarter and return less. In a tight economy, transparency is the strongest sales strategy retailers have.”