A growing shift is underway in how Americans approach Black Friday — and a key factor is demographic change. According to a recent article on Morning Brew, older shoppers are increasingly opting out of the in‑store chaos, preferring to stay home rather than battle crowds.
The Decline of the In‑Store Rush
Once a frenzied ritual marked by early‑morning lines, Black Friday in 2025 looks very different. Early data show that in‑store foot traffic has dropped significantly — one prominent analytics provider, RetailNext, recorded a 3.2% year‑over‑year decline in in‑store visits this Black Friday.
Meanwhile, a 2025 consumer survey found that about 71% of Black Friday shoppers plan to shop online rather than in person.
Key reasons cited include a dislike of crowds, convenience, and a shift toward spreading holiday deals across a longer time frame. For many older consumers — often more sensitive to physical demands and crowds — the convenience and comfort of online shopping wins out.
What This Means for Retailers
For retailers, this isn’t just a temporary bump — it signals a structural shift in how a major customer segment engages in holiday shopping. Stores that once counted on older, more loyal shoppers flocking to physical locations may need to rethink strategy.
- Extended sales windows are now more critical than the traditional “doorbuster” model. Retailers are increasingly launching promotions weeks ahead of the official Black Friday to capture a broader range of consumers.
- Investment in omnichannel and e‑commerce platforms becomes essential for capturing the growing share of shoppers who prefer online channels — especially among older demographics.
- Store formats and experiences might have to evolve — considering accessibility, comfort, and hybrid online‑to‑in‑store fulfillment (e.g. buy‑online, pick‑up‑in-store) to attract and accommodate customers who still value physical shopping but want to avoid crowds.
Looking Ahead
The exodus of older shoppers from the Black Friday in‑store rush underscores how holiday retail is evolving. What once was a nationwide shopping stampede is transitioning into a more measured, digitally‑anchored shopping season. For retailers — especially big‑box and omnichannel players — adapting to this change could determine who wins the holiday shopping rush, not just in 2025, but well into the future.
