CHARLOTTE, N.C. — The countdown to Black Friday has already ended for some brands. Experts say it's a sign of the times, as the best deals go digital.
Jane Thomas is a marketing professor at Winthrop University. She, along with her colleague and co-author Cara Peters, is also one of the first people to publish an academic analysis of Black Friday.
"We finished the big Thanksgiving meal, and everybody pulls out the circulars from the newspaper, and they're clipping ads, and they're planning this strategy, and I started to see this year after year," Thomas said. "That's where the idea came from."
They followed it up with another piece in 2022 addressing how and why the holiday tradition had changed so drastically.
"I'm sure you've found yourself thinking, 'Oh my gosh, how did Amazon know or put in any retailer that I needed a black turtleneck sweater?'," Thomas said. "We live in this digital age where messages are now curated and targeted to us individually, and of course, that encourages us to buy it."
A new High Point University Survey found that 36% of North Carolinians plan to shop on Black Friday. Meanwhile, nearly half (46%) plan to participate in Cyber Monday.
It's a trend experts saw start to begin before 2020 but the pandemic propelled it even further.
"Moving to online space, there's definitely less competition, and the barrier to entry is lower, so brands can compete on price much easier and faster," said Nima Jalali, a marketing professor at UNC Charlotte.
Despite the convenience of Cyber Monday, Thomas says that long-time Black Friday enthusiasts will likely go in person anyway.
"It really is a ritual for many people that's part of their holiday tradition, as much as having a turkey or the sweet potato casserole on the table," Thomas said.
For those who do still plan to go in person, the South Park Mall opens at 6 a.m. on Friday. Carolina Place opens at 9 a.m.