Insights on Shopping for Black Friday

Hello! I’m Amanda.

And I’m Tommy.

We specialize in trading, if you can believe that (imagine us shouting it together!).

We came up with that title ourselves, but we really know our deals. We literally browse the internet for a living, hunting down the best sales during peak shopping seasons. Since we work at NerdWallet, making smart spending choices is our priority, especially when the Black Friday frenzy sets in.

• For over four years, we’ve been following major shopping events like Black Friday and Prime Day.
• We’ve tracked prices of popular tech, home goods, and toys to see if they live up to the hype retailers create.
• We’ve also chatted with numerous industry experts and academics who delve into supply chains, tariffs, marketing strategies, and more.

This year, we’re reflecting on everything related to Black Friday (which is on November 28th), how we feel about sales, the financial factors influencing our shopping habits, and what’s on our personal shopping lists.

What will happen to Black Friday this year?

Amanda: My initial thought: it’s somewhat dull? We just went through Amazon’s October Prime Day and a slew of deals from other retailers. I’m curious about new offerings, especially from small local shops. What’s your take?

Tommy: Overwhelming, honestly. I enjoy savings, but all these early deals are a bit much.

Amanda: It’s amusing—logging into Instagram or TikTok, I feel bombarded with gift guides from every angle.

Tommy: Sometimes, I wonder if it’d just be better to pay an extra $20 on everything to avoid all this noise. If they would leave me alone, I’d pay full price.

Amanda: I’m not sure that’s an option for me; I have three kids to think about.

Tommy: Valid point.

Is there really a best time to buy?

Amanda: This question pops up every year. Is there a truly best time to buy, or is that just a myth?

Tommy: Personally, I think focusing on price matters more than timing. Check price history to identify good deals. Prices fluctuate, whether there’s a sale or not.

Amanda: I keep an eye on products, adding them to my cart and checking back every few days to compare prices. This helps me discern genuine deals from mere hype on Black Friday.

Tommy: Same here. Save items in your cart and watch their pricing trends. You’ll know when the deal is right.

Amanda: I’m always stunned to see prices drop in the week leading up to big sales compared to actual sale days.

With technology, retailers can change prices constantly, making it quite different from the typical Black Friday experience I remember, like waking up early after Thanksgiving to join the line at Best Buy for a DVD player.

Tommy: Is it strange to feel nostalgic about those days? Now, tools like browser extensions help find better prices, but if you find it all too confusing, remember there are still great deals to be had during Black Friday.

Amanda: Absolutely, but overspending can happen easily. It’s smart to make a list of essentials and monitor those as the big sale nears.

Is it still worth shopping on actual Black Friday?

Amanda: For planners like me, Black Friday sets a hard deadline. There’s urgency, especially with gift-wrapping and getting everything under the tree.

Tommy: If you’re the family’s gift buyer, having a specific day helps keep the focus, making the whole Thanksgiving through Cyber Monday weekend still quite relevant.

Our tracking indicates that Black Friday weekend often features the year’s highest prices for many items, especially tech and kitchen gadgets.

Amanda: Some people thrive on that pressure. They enjoy the thrill of last-minute Lightning Deals. They want to see what they can snag the day after Thanksgiving.

How has covering the big sale changed the way we look at shopping?

Amanda: Knowing each other for four years, I feel writing about shopping has altered you.

Tommy: Yeah, I think it has. Even though I’m aware of how these big sales can draw us in, I sometimes still struggle with impulsive buys. It frustrates me when I recognize I’ve made a poor choice.

For instance, after covering the iPhone 17 launch, I was captivated by the new tech. But I advise against buying if you don’t need it, and my iPhone 13 Pro Max is still in good shape.

What did I do? I succumbed to temptation and got an iPhone Air, regretting it for days until I finally returned it.

Amanda: You’ve always been a planner.

Amanda: Writing about these sales has taught me quite a bit. I’ve become more cautious. My focus is on purchasing items that truly matter and not getting swept up in fads, often opting for second-hand buys. This year, I’m mixing old gifts with new ones for the kids.

Tommy: I’m more active on Facebook Marketplace these days. I buy new things only after selling items I no longer use. This role has made me more aware of my spending choices. Thankfully, returns are generally hassle-free.

Will we use AI to shop this year?

Tommy: Not yet. I’m not quite familiar with AI in shopping but see the potential for it in the future. Right now, I use tools like Keepa and CamelCamelCamel for price tracking. What about you?

Amanda: Prime Day utilized AI for creating shopping lists, but I’m still on the lookout for the next big thing in shopping tech. I’ve downloaded Honey, a browser extension that finds coupon codes before checkout. If I’m interested in something, I add it to my watchlist, and Honey alerts me if there’s a price drop.

Are there any major sales or retailers to keep an eye on?

Amanda: I’m eager to check out small retailers, especially stationery shops, kids’ brands, and some clean beauty products I’ve been considering. How about you?

Tommy: Just looking for a love bus. Just kidding! I’m hunting for clothes for my wife and mother, and I prefer shopping on Black Friday itself. I plan to seek out great deals at stores like Gap, American Eagle, and Old Navy, and explore luxury brands like Vuori online—all while in my pajamas with a cup of coffee!

What challenges should shoppers be aware of?

Amanda: Keep an eye on the significant changes in credit scoring. This summer, FICO announced they’ll include “buy now, pay later” purchases in some scoring models. With BNPL gaining popularity, it’ll be interesting to see how this affects credit scores next year.

Tommy: Tariffs are also a concern; we’re still anticipating their full effects. While I worry about rising prices and potential stock shortages, I’m not rushing to buy in panic.

For instance, when searching for a Paw Patrol Pillow Pet for my son on Amazon, I noticed I had purchased it in 2019 for $19. Now, it’s priced at $36—prices have essentially doubled in six years.

Tommy: I agree. Small price increases in various categories can significantly affect your overall budget.

Amanda: As a parent, do you recall what your kids received last Christmas? Probably not, right? This might be a chance for families to reconsider what creating holiday magic entails; it could be about meaningful gifts or reworking the holiday to fit a budget.

Tommy: Or maybe you’ll get an iPhone Air from someone you know! 🙏