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Black Friday, traditionally the day after Thanksgiving in the US, has become a global retail phenomenon. Marked by significant discounts and promotions, it signals the start of the festive shopping season. Yet, its nature is changing, evolving into more than just a single-day event, reflecting the dynamic retail landscape.

Historical Overview of Black Friday

Black Friday’s roots trace back to 1950s America, marking the start of the Christmas shopping season after Thanksgiving. Initially, it was famed for massive in-store sales, drawing huge crowds. Over time, this phenomenon crossed borders, evolving into a global shopping event.

What began as a one-day affair has transformed, embracing the online shopping surge. This evolution reflects changing consumer habits and retail strategies, making Black Friday a pivotal event in the retail calendar, well beyond its American origins.

Global Changes in Black Friday Trends: Focus on Great Britain and the World

Black Friday, traditionally an American retail event, has seen a dramatic shift in its observance globally, especially in Great Britain. The trend has moved from crowded in-store shopping to more online sales. This shift is greatly influenced by e-commerce platforms like, making deals easily accessible from anywhere.

The integration of technology and social media in Black Friday promotions has revolutionised the shopping experience. Retailers are now using these platforms for more effective advertising and customer engagement. This change signifies not only the adaptation of Black Friday to digital advancements but also the evolving preferences of consumers in a globally connected world.

Transformation Into a Long-Term Shopping Marathon

Black Friday, once a one-day shopping frenzy, has evolved into a long-term event. Retailers are now extending their offers, with sales stretching over a week or even encompassing the entire month of November. This strategy aims to maximise consumer engagement and sales volume. For example, the use of promo code Aliexpress UK reflects a tactical move by retailers to attract online shoppers throughout this extended period. By spreading out deals, retailers effectively manage customer flow and inventory while offering shoppers more flexibility and time to browse and purchase.

Surge of Interest in the Pre-Black Friday Week

The surge in interest in Black Friday deals during the week leading up to the event reflects a significant shift in consumer behaviour and retail strategy. This period has evolved into a crucial time for both shoppers and retailers. Consumers increasingly engage with early promotions, drawn by the anticipation of Black Friday deals. Retailers respond to this growing interest with early-bird specials and sneak-peek promotions.

These strategies aim to capture consumer attention and spending before the official Black Friday, marking a strategic extension of the traditional one-day shopping event. This change reflects a broader trend in retail, where major shopping events are expanding in duration and scope, adapting to consumer habits and technological advancements in the retail sector.

Impact on the Economy

Black Friday in the UK significantly influences retail sales and consumer spending. In 2023, despite economic challenges, an estimated £3 billion is expected to be spent, a decline from previous years, reflecting cautious consumer spending amid the cost-of-living crisis. However, this spending spree presents a dilemma for small businesses.

Some choose not to participate, prioritising sustainability and value alignment over profit. This trend points to a shift in consumer behaviour towards more mindful spending and support for businesses that resonate with personal values, indicating the complex economic impact of Black Friday.


Black Friday has significantly evolved, transitioning from a one-day shopping frenzy to a more extended event with global reach. Its impact on consumer trends and the economy is profound and ever-changing, reflecting the dynamic nature of this retail phenomenon.