**Black Friday is Most Popular with Gen Z, Even as the Holiday Loses Its Shine, New Survey Finds**
As the holiday shopping season kicks into high gear in 2025, a surprising trend is emerging: while Black Friday may be losing its luster for many consumers, it remains the undisputed favorite among Gen Z shoppers. According to the latest McKinsey ConsumerWise survey and supporting data from Deloitte and other retail analysts, Gen Z is not only keeping Black Friday alive but is actively reshaping how the event is celebrated—both online and in-store.
### Gen Z’s Loyalty to Black Friday
Despite a broader shift toward earlier holiday shopping, Gen Z continues to view Black Friday as the true start of the season. Nearly one in five Gen Z consumers (17%) say they begin their holiday shopping during Black Friday weekend, compared to just 11% of all shoppers. This loyalty isn’t rooted in nostalgia—it’s a calculated, value-driven approach that reflects the financial realities and digital habits of a generation raised in an era of economic uncertainty.
For Gen Z, Black Friday represents the perfect storm of maximum savings and social relevance. With less disposable income than older generations, waiting for peak sales events allows them to stretch their budgets further. As one survey respondent put it, “That’s when I get the most bang for my buck, and it makes holiday shopping less daunting and more manageable.”
### The Digital Transformation of Black Friday
While Gen Z’s loyalty to Black Friday is traditional in spirit, their shopping habits are anything but. The 2025 shopping season is defined by a digital-first approach, with 80% of e-commerce traffic over Black Friday and Cyber Monday coming from mobile devices—and Gen Z leading the charge at 90%. Platforms like TikTok, Instagram, and livestream shopping have become central to the Black Friday experience, with one popular Gen Z platform reporting over 30,000 livestreams and billions of views on Black Friday content in 2024.
This blend of digital rituals and traditional retail timing creates a hybrid shopping experience that marketers must understand. Gen Z isn’t just browsing deals—they’re sharing hauls, participating in influencer-led shopping events, and turning Black Friday into a social media spectacle. For brands, this means that visibility on social platforms is no longer optional; it’s essential.
### Cautious Spending, Strategic Shopping
Gen Z’s approach to Black Friday is also marked by caution. Nearly 50% of Gen Z shoppers say they plan to buy only necessities and gifts, and 26% report spending at least half of their monthly budget on Black Friday purchases. This reflects a broader trend of economic prudence, with Gen Z expressing skepticism about the authenticity of Black Friday discounts and prioritizing transparent, value-driven offers.
Despite these concerns, Gen Z’s spending on Black Friday and Cyber Monday has accelerated since 2021, with a three-year compound annual growth rate of 13.2%—rising to 25% among Gen Z consumers. This growth is fueled by a combination of rising consumption and the adoption of payment deferral systems that allow shoppers to spread out the cost of their purchases over time.
### The Generational Divide
The generational divide in holiday shopping behavior is stark. While older generations increasingly begin their gift buying well before November, Gen Z remains loyal to the traditional Black Friday weekend. This isn’t just a retail curiosity—it’s a marketing signal. Gen Z is blending digital rituals with traditional retail timing, creating a hybrid approach that brands must adapt to in order to capture their attention and spending.
### What This Means for Marketers
For marketers, the message is clear: Gen Z is redefining Black Friday. To succeed in 2025 and beyond, brands must:
1. **Embrace digital-first strategies**: Invest in mobile optimization, social media engagement, and influencer partnerships to reach Gen Z where they spend their time.
2. **Offer transparent, value-driven deals**: Gen Z shoppers are savvy and skeptical. Clear, honest discounts and promotions will resonate more than flashy, misleading offers.
3. **Create shareable experiences**: Black Friday is no longer just about shopping—it’s about sharing. Encourage user-generated content, livestreams, and social media challenges to build community and drive engagement.
### The Future of Black Friday
As Black Friday continues to evolve, Gen Z is proving to be its saving grace. While the holiday may be losing its shine for some, it remains a vibrant, dynamic event for the youngest generation of shoppers. By blending tradition with innovation, Gen Z is not only keeping Black Friday alive but is shaping its future.
In 2025, Black Friday is more than just a shopping holiday—it’s a cultural moment, a digital spectacle, and a testament to the resilience and creativity of Gen Z. For brands willing to adapt, the rewards are significant. For those who ignore this shift, the risk is missing out on the most influential shopping generation of our time.
Original source: CNBC Business – Black Friday is most popular with Gen Z, even as the holiday loses its shine, new survey finds