Black Friday is most popular with Gen Z, even as the holiday loses its shine, new survey finds

A recent survey reveals that Black Friday continues to resonate strongly with Generation Z, even as the overall excitement around the holiday shopping event appears to be waning. While older generations may be showing signs of fatigue, Gen Z shoppers remain enthusiastic about scoring deals on technology, fashion, and lifestyle products.

The survey highlights that this demographic values both the experience and the savings, often combining in-store and online shopping to maximize convenience and variety. Social media trends and influencer recommendations also play a key role in shaping Gen Z’s Black Friday preferences, making digital engagement more critical than ever for retailers.

Despite the persistent popularity among younger consumers, the survey confirms that Black Friday is losing some of its broad appeal. Many shoppers across other age groups are shifting their focus to earlier holiday deals, online promotions, and more personalized shopping experiences. Retailers are adapting by offering extended sales periods, exclusive online discounts, and curated bundles to capture attention beyond the traditional one-day event.

For businesses, these insights underscore the importance of targeting younger audiences with digital-first strategies, social media campaigns, and exclusive deals that align with Gen Z’s values and shopping habits. Understanding these trends can help retailers maintain relevance and drive sales even as traditional holiday shopping patterns evolve.

In summary, Gen Z remains the most engaged demographic during Black Friday, keeping the shopping tradition alive for retailers, even as the holiday’s overall appeal declines among older consumers.