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Black Friday Redefined: A month-long ritual of planning, patience and price-checking
Nearly 70% of Americans now view Black Friday as a month-long season with rolling discounts and digital deals, shifting consumer focus to planning and timing, TopCashback research shows.
- On Nov. 03, 2025, TopCashback released research showing nearly 7 in 10 Americans no longer consider Black Friday a one-day event.
- Two-Thirds of respondents said brands create fake urgency, and shoppers told TopCashback they now focus on timing, confidence and perceived worth rather than rushing for price alone.
- Survey results reveal online scouting and impulse tendencies as more than half shop online, 43% start deal hunting in early November, and four in 10 made purchases for cash back with half accepting smaller discounts for rewards.
- Asked about preferences, 44% of respondents said they like more time to shop while 55% said they'd be indifferent if Black Friday disappeared, showing mixed emotions.
- Once a one-day event, Black Friday now stretches into a season of discounts, and experts cited in the research advise shoppers to plan, compare prices, and focus on long-term rewards.
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Black Friday Redefined: A Month-Long Ritual of Planning, Patience and Price-Checking
MISSION, Kan., Nov. 03, 2025 (GLOBE NEWSWIRE) -- (Family Features) Once a one-day shopping extravaganza defined by long lines and doorbuster deals, Black Friday has transformed into a season of rolling discounts and fading excitement. According to new research from TopCashback, nearly 7 in 10 Americans no longer consider Black Friday a one-day event, viewing it instead as a month-long shopping season. Only about one-third still see it as a singl…
·New York, United States
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Black Friday Redefined: A month-long ritual of planning, patience and price-checking
(Family Features) Once a one-day shopping extravaganza defined by long lines and doorbuster deals, Black Friday has transformed into a season of rolling discounts and fading excitement.
Coverage Details
Total News Sources80
Leaning Left6Leaning Right6Center32Last UpdatedBias Distribution73% Center
Bias Distribution
- 73% of the sources are Center
73% Center
14%
C 73%
13%
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