Black Friday — once a symbol of doorbuster TVs and luxury splurges — has taken on an entirely different meaning in 2025. For millions of Americans, the annual shopping frenzy isn’t about upgrading electronics or buying holiday gifts. It’s about survival. As inflation continues to erode purchasing power, consumers are turning to Black Friday and Cyber Monday discounts just to afford groceries, household goods, and basic necessities.
From Flat-Screens to Food Staples
The traditional spirit of Black Friday — scoring a great deal on something extra — has been replaced by something far more sobering. According to a recent survey by the National Retail Federation, nearly 42% of U.S. consumers say they plan to use Black Friday sales to stock up on essential items such as food, cleaning supplies, and toiletries rather than discretionary products.
In previous years, shoppers camped out for the latest iPhones or gaming consoles. This year, the deals they’re chasing include discounts on canned goods, baby formula, detergent, and bulk toilet paper.
“It’s not about gifts anymore,” says Denise Harper, a single mother from Ohio. “I’m saving up to hit the grocery sales on Black Friday because that’s the only time I can stretch my food budget. It feels crazy to say that out loud.”
Inflation Still Squeezing Household Budgets
While headline inflation has eased from its 2022 peak, core consumer prices remain stubbornly high, particularly in food, rent, and utilities. Grocery prices have surged over 25% since 2020, according to Bureau of Labor Statistics data, and many essentials — from bread to coffee to eggs — remain far above pre-pandemic levels.
For lower- and middle-income households, the result is a persistent squeeze. Wages have grown, but not fast enough to keep up with the cost of living. Credit card debt in the U.S. has surpassed $1.3 trillion, the highest on record, and delinquency rates are climbing.
“The average American household is paying nearly $800 more per month for the same goods and services compared to just four years ago,” notes economist Sarah Ellis from the Brookings Institution. “It’s no surprise that Black Friday has become an essential budgeting event.”
Retailers Shift Strategy as Demand for Basics Surges
Major retailers are taking notice of the shift in consumer priorities. This year’s Black Friday campaigns from Walmart, Target, Costco, and Amazon are emphasizing practical savings rather than flashy tech deals.
Walmart, for instance, is promoting “Everyday Essentials at Black Friday Prices,” with markdowns on groceries, paper goods, and personal care products. Target’s “Stock Up & Save” event features discounts on bulk household items and kids’ clothing, while Amazon has expanded its deals on pantry staples under its “Fresh” delivery service.
Even high-end chains are rethinking their approach. Macy’s and Kohl’s — traditionally focused on apparel and gifts — are adding home goods and kitchen basics to their Black Friday catalogs, hoping to attract cost-conscious shoppers.
“People aren’t buying luxury anymore — they’re buying value,” says retail analyst Dana Cohen. “Retailers that recognize this shift and offer real affordability are the ones who will win this season.”
The Rise of ‘Necessity Shopping’ and Discount Hunting
The psychological shift in consumer behavior is profound. Many Americans are now planning their entire month around Black Friday deals, creating what experts call “necessity-driven bargain hunting.”
Budget-conscious families are using apps and browser extensions to track discounts on everyday products weeks in advance. Some are forming informal “deal clubs” online to swap tips on where to find the lowest prices on diapers, rice, or pet food.
“I used to think Black Friday was about impulse buying,” says Marcus Nguyen, a teacher from Texas. “Now it’s about survival shopping. I’m watching deals on bulk beans and protein powder, not PlayStations.”
This trend also reveals how deeply inflation has reshaped the American consumer psyche. The excitement of Black Friday has given way to anxiety — not about missing out on luxury purchases, but about being unable to afford essentials without the seasonal discounts.
Credit Strain and Financial Fatigue
While many shoppers are hoping to save, the truth is that a large portion of Black Friday spending still goes on credit. According to Bankrate, 63% of Americans plan to use credit cards for Black Friday and Cyber Monday purchases, and nearly half of those admit they won’t be able to pay off their balances in full by January.
That raises the risk that what feels like a short-term relief — scoring cheaper groceries or household goods — may actually deepen long-term financial strain.
“Inflation fatigue is pushing people to rely on credit even for basic purchases,” warns financial planner Melissa Grant. “It’s a dangerous cycle where consumers are borrowing to survive, not to thrive.”
A Symptom of a Larger Economic Malaise
The growing reliance on Black Friday to make ends meet reflects a deeper structural issue in the U.S. economy. Despite record employment and robust GDP numbers, the sense of financial security among working Americans has eroded.
The uneven effects of inflation — hitting essentials like food and rent hardest — have widened the gap between income groups. Wealthier households, who benefited from asset gains during the pandemic, have largely weathered the storm, while working- and middle-class families continue to face real hardship.
“Macroeconomic data might suggest stability,” says Professor Daniel Ortega of NYU’s Stern School of Business. “But when families are timing their grocery runs to coincide with Black Friday, it shows how fragile that stability really is.”
Beyond Discounts: The Emotional Toll of Inflation
For many, the emotional toll of this economic pressure is as real as the financial one. What used to be a season of generosity and celebration has turned into a test of endurance.
Charities and food banks across the country report a surge in demand, even among full-time workers. Meanwhile, social media is filled with posts about people budgeting their holiday meals around discount cycles or skipping gift exchanges entirely.
“It feels like the joy has been sucked out of the holidays,” says Harper from Ohio. “We’re just trying to get through December without running out of money.”
Conclusion: A Sobering Reflection on Consumer Reality
As Americans gear up for another Black Friday, the event that once epitomized abundance now highlights economic scarcity. The sight of shoppers lining up outside Walmart or scrolling through online sales will no longer represent the thrill of luxury — but the struggle for affordability.
In an age where inflation has blurred the line between necessity and indulgence, Black Friday has become a lifeline — a temporary reprieve from relentless price pressures.
Unless wages catch up or costs come down, next year’s holiday season may not bring celebration, but more of the same: a nation chasing discounts not for what it wants, but for what it needs to survive.
