Black Friday shoppers are trading in their coveted doorbuster deals for smaller discounts from teen brands, with stores owned by these young companies attracting the largest crowds in cities across the US.
Younger shoppers, who have a strong presence on social media platforms like TikTok, seem to be driving demand for products from brands such as Edikted, Kendra Scott, and Alo Yoga. These brands are offering attractive deals, but not necessarily eye-popping discounts, that are enough to lure customers away from other retailers.
For many shoppers, including Kathy McFarland from Missouri, who visited an Edikted store in New York City with her grandkids, the appeal lies not just in the prices, but also in the brand's popularity among younger generations. "It’s very overstimulating," said Zoe, a 13-year-old girl, as she waited to shop at Kendra Scott in Iowa.
While some shoppers like Deontay Phillips from Virginia, who expects less excitement from Black Friday this year due to economic concerns, are unimpressed with the sales, many others seem to be enjoying the experience of shopping on this day. "Customers are maximizing their deals," said Cedric Clark, executive vice president of store operations at Walmart Inc.'s US division.
However, not all shoppers are convinced that the discounts offered by these teen brands are enough to attract them into stores. Jennifer Schmuck from Maryland reported feeling underwhelmed with the sales at Westfield Montgomery Mall, and many others seem to be taking a more measured approach to shopping on Black Friday, focusing on essentials rather than indulgent purchases.
As consumers head into the official start of the holiday shopping season, it appears that many shoppers are becoming increasingly picky about where they spend their money. With tariffs and economic concerns making it harder for retailers to offer big discounts, shoppers seem to be prioritizing quality over quantity. "The tree is not going to be jammed this year," said Marshal Cohen, chief retail adviser at research firm Circana, suggesting that unit sales could fall as much as 2.5%.
Younger shoppers, who have a strong presence on social media platforms like TikTok, seem to be driving demand for products from brands such as Edikted, Kendra Scott, and Alo Yoga. These brands are offering attractive deals, but not necessarily eye-popping discounts, that are enough to lure customers away from other retailers.
For many shoppers, including Kathy McFarland from Missouri, who visited an Edikted store in New York City with her grandkids, the appeal lies not just in the prices, but also in the brand's popularity among younger generations. "It’s very overstimulating," said Zoe, a 13-year-old girl, as she waited to shop at Kendra Scott in Iowa.
While some shoppers like Deontay Phillips from Virginia, who expects less excitement from Black Friday this year due to economic concerns, are unimpressed with the sales, many others seem to be enjoying the experience of shopping on this day. "Customers are maximizing their deals," said Cedric Clark, executive vice president of store operations at Walmart Inc.'s US division.
However, not all shoppers are convinced that the discounts offered by these teen brands are enough to attract them into stores. Jennifer Schmuck from Maryland reported feeling underwhelmed with the sales at Westfield Montgomery Mall, and many others seem to be taking a more measured approach to shopping on Black Friday, focusing on essentials rather than indulgent purchases.
As consumers head into the official start of the holiday shopping season, it appears that many shoppers are becoming increasingly picky about where they spend their money. With tariffs and economic concerns making it harder for retailers to offer big discounts, shoppers seem to be prioritizing quality over quantity. "The tree is not going to be jammed this year," said Marshal Cohen, chief retail adviser at research firm Circana, suggesting that unit sales could fall as much as 2.5%.
I'm loving the shift towards smaller deals from teen brands 
. It's all about the experience and brand reputation for these younger shoppers 
. They're not just looking for deep discounts, but also want to be part of a trendy movement 
. And it makes sense - with economic concerns on the rise, people are being more mindful of their spending habits 
. The quality over quantity approach is definitely gaining traction, and I think that's a positive trend for consumers 
. It'll be interesting to see how retailers adapt to this new dynamic 
. Maybe we'll start seeing more focus on customer service and personalized shopping experiences 
.
younger shoppers are totally making their own trends and driving demand for these teen brands like edikted & kendrascott i mean what's not to love about cute merch at a decent price lol? and yeah i can relate when it comes to feeling underwhelmed by sales tbh but like, who needs all the hype when you can just get good deals on quality stuff anyway 
.
. With all the economic uncertainty and tariffs, it's smart for people to be picky about where they spend their hard-earned cash 
. Who wants to overspend on something just because it's a sale? Not me! 
. And what about the customers like Jennifer Schmuck from Maryland, who's taking a more measured approach? Are they being priced out of the market because retailers aren't willing to take risks on smaller brands? The whole thing just seems so... calculated 
.
theyre not even doing crazy discounts but people r still flocking to them 
i mean idk if its social media or whats but ppl seem more chill about shopping now 
i guess its about quality over quantity tho 
marshal cohen said something about unit sales falling 2.5%... thats wild