The era of holiday deals is dead; so is Black Friday

Washington

IT TURNS out we're killing Black Friday. Fewer Americans plan to shop on Black Friday this year than in previous years, as consumers grow accustomed to deep discounts year-round. Thirty-five per cent of consumers who plan to shop during Thanksgiving week say they will do so on Black Friday, down from 51 per cent last year and 59 per cent the year before, according to consumer markets research from PwC, the professional services giant. "Black Friday has lost its significance," said Steven Barr, consumer markets leader for PwC. "Retailers have conditioned the consumer to believe everything's on sale every day, which means the deals on Black Friday are not significantly different from any other time."

The shift comes as retailers - and shoppers - treat the holiday shopping season as more of a weeks-long marathon than a one-day sprint. Seasonal discounts have become more spread out, both in stores and online, as consumers demand lower prices and greater convenience, which means the Black Friday frenzy isn't nearly as pronounced as it once was.