Black Friday remains as popular as ever, but consumers are becoming noticeably more cautious. In the United States, more people are participating this year, especially Gen Z and millennials, who are taking a liking to physical stores.
Inflation dampens the fun
Americans want to spend an average of 622 dollars (approximately 570 euros) between Thanksgiving and Cyber Monday, a 4% decrease compared to last year. Nevertheless, the number of participants is rising from 79% to 82%, according to a survey by Deloitte.
