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Stuffed & Sold Out: How Thanksgiving Fuels Black Friday Shopping
Thanksgiving and Black Friday feel like total opposite events. One's slow and cozy and the other's basically a competitive sport full of deals and discounts.
But we found that people aren't choosing between the two. They're doing both. And that chaotic mix is what makes the holidays feel so real.
We talked to 40 people about how they actually spend Thanksgiving and tackle their holiday shopping. Turns out this combination of family time and deal hunting isn't contradictory anymore. It's just how the season works.
Let's get into what people really think and do during this phase of the year.
The big takeaways
Value and convenience drive decisions. People know what they want because of their wish list but still a strong deal can impact the final decision. 88% say sales and discounts heavily influence what they actually buy.
Being together is important. 93% of people put family time first on Thanksgiving. Food and tradition create the emotional foundation for everything that follows.
Online shopping is the clear winner. 90% prefer shopping online for Black Friday. It's not even close. Transparent pricing, easy comparisons, and no crowds beat fast shipping every time. People care more about getting a good deal than getting it in two days.
Mixed emotions for shopping. Everyone (100%) feels excited about holiday shopping. But 70% also feel stressed. The key is giving people tools to manage that stress, budgets, lists, easy returns. Control reduces anxiety.
How people really decide what to buy
You might think holiday shopping is so chaotic. It's not. Most people shop from specific wish lists. They know what they're looking for before they start.
But here's the surprising part: 88% say deals and sales drive their decisions. You'd think it would be 100%, right? With all the Black Friday hype, you might think price is everything. But it's not that simple.
The online shopping takeover
Let's talk about where people actually shop on Black Friday. The answer is overwhelming:
90% prefer shopping online. Only 8% prefer going to stores. Just 2% don't care either way.
Why does online dominate so completely? People told us exactly why:
Avoiding crowds and chaos. This came up constantly. The thought of fighting for parking, navigating packed stores, and dealing with long lines? No thanks. Many people mentioned social anxiety specifically.
Shopping in comfort. Pajamas. Coffee. Your own couch. Why would you leave?
Better prices and easier comparisons. Online, you can open five tabs and compare prices in seconds. In a store, you're stuck with whatever that store offers.
Bigger selection. You're not limited to what's physically in stock at your local mall.
No sales pressure. No one is hovering. No awkward "just browsing" moments. You shop at your own pace.
95% of people have participated in Black Friday in the past two years. 85% have done Cyber Monday. And 85% have shopped on Amazon Prime Day. The online sales events are just as popular, sometimes more popular, than the traditional in-store madness.
The emotional rollercoaster
The way people feel about holiday shopping is something really complicated. 100% of people feel excited and joyful because of the satisfaction of finding something your kid will love. It's genuinely fun. But here's what else you need to know.
The bottom line
The holidays are complicated. We want togetherness but we're also hunting deals online. We feel generous but we're watching our budgets.
The shopping that follows lets us express that gratitude through giving. And 100% of people are celebrating and 95% are participating in Black Friday, that means we all are somehow being part of Black Friday shopping.
The 93% who put family first have it right. Smart people always make their wish lists beforehand, wait for your deals and shop Black Friday without any stress. And that adrenaline rush when you score a great deal has become part of the Thanksgiving tradition now.
Wondering what's really happening between the turkey and the checkout cart? Grab a 15-minute walkthrough to learn how Listen Labs reveals behaviors behind Thanksgiving and Black Friday shopping.
What does "Black Friday" even mean?
We asked people where they think the name "Black Friday" comes from. The answers were hilarious.
Some thought it had religious origins: "Thought it had to do with the Catholic church." Others saw it as ominous: "It's like a warning." One person guessed: "Maybe because people used to wear black to shop?"
It's called "Black Friday" for a couple of overlapping historical reasons. Some say it came from Philly police describing the brutal traffic the day after Thanksgiving, labeled as a "black" day due to its stressful and chaotic nature. Another popular explanation is that it's about retailers going from "in the red" (losing money) most of the year and finally go "into the black" (profitable) thanks to huge sales following Thanksgiving.
The truth is… Black Friday has turned into its own tradition. It’s something people take part in simply because that’s what you do the day after Thanksgiving.
Six insights that redefine Thanksgiving shopping
So what do we take away from all this?
1) Thanksgiving creates the foundation. The togetherness, the gratitude, the full tables, this is what makes people want to give. Don't skip over this part. It's not just a lead-up to shopping. It's the emotional anchor.
2) People are more strategic than they seem. 93% shopping from wish lists shows planning. But 88% chasing deals shows flexibility. The strategic people know what they want and wait for the right price.
3) Online has won. 90% preferring online isn't a trend. It's the new reality. The convenience, the lack of crowds, the easy price comparisons, these aren't small perks. They're deal-breakers.
4) Emotions are real and mixed. Everyone feels excited. Most feel stressed. The key is acknowledging both. Give people tools to manage anxiety (lists, budgets, easy returns) while preserving the fun (great deals, surprise finds, that adrenaline rush).
5) Brand matters less than value. People want quality, but they're not married to specific brands. They'll switch for better value. Loyalty is earned through actual product quality and fair pricing, not just name recognition.
6) Holiday shopping is personal too. Don't forget that 64% are also shopping for themselves. Black Friday isn't just about gifts. It's about taking advantage of the year's best deals for whatever you need or want.
