Black Friday this year: customers want to buy more, yet spend less

Black Friday remains as popular as ever, but consumers are becoming noticeably more cautious. In the United States, more people are participating this year, especially Gen Z and millennials, who are taking a liking to physical stores.

Inflation dampens the fun

Americans want to spend an average of 622 dollars (approximately 570 euros) between Thanksgiving and Cyber Monday, a 4% decrease compared to last year. Nevertheless, the number of participants is rising from 79% to 82%, according to a survey by Deloitte.