How retailers can address the Black Friday trust crisis one shopper at a time

For many, Black Friday officially marks the start of the Christmas and holiday season. Black Friday has long been regarded as the busiest shopping day of the entire year as consumers get ready for door-busting deals on everything from clothing and shoes to televisions and gaming consoles.

The reality of holiday shopping today, however, looks very different. A 2025 survey of 1,500 consumers across several age groups conducted by Lightspeed Commerce confirms a confidence gap among shoppers. Not only are consumers increasingly skeptical of these so-called “door-busting deals,” but many also regret their Black Friday purchases just one day later.

So, what does this consumer shift mean for retailers? What steps can they take to ensure that consumers are just as excited about Black Friday and Cyber Week as in previous years? And how can brands sustain this excitement throughout the entire holiday shopping season?

The Black Friday trust crisis

Among consumers surveyed, an overwhelming majority (84%) said they believe that retailers inflate prices ahead of sales in an effort to exaggerate discounts. When broken down by age group, 87% of consumers aged 18 to 24 share this belief, a figure that drops to 78% for those age 65 and older.

At one time, Black Friday used to consist of shoppers lined up outside shopping malls and stores for hours waiting for the doors to officially open before making their way to the top products with the best deals advertised. Whether a TV or laptop for 50% off, or the latest makeup and hair products at their lowest prices yet, shoppers were willing to put in the extra effort of waiting for hours on end, knowing they would walk away with the best deals on the top products they wanted.

Today, however, not only are consumers more skeptical of the true amount these holiday discounts save them, but this confidence gap persists after they’ve made their purchases. In fact, 41% of Gen Z shoppers surveyed said they have regretted a purchase within a day of making it, and 34% said they already expect to make returns. For retailers hoping to capitalize on one of the most important shopping weekends of the year, these are the types of statistics that can’t be ignored.

Maintaining the thrill of Black Friday deals throughout the holiday season

While skepticism around Black Friday remains more prominent today than in years past, consumers are still planning to make the most of the post-Thanksgiving holiday. In fact, nearly half (48%) of consumers said they expect to be shopping on Black Friday or Cyber Monday this year. Among those shoppers, 49% said they expect to spend up to $250, and 36% said they expect to spend at least $250 or more.

With this in mind, what steps can retailers take to ensure shoppers continue to visit their stores on Black Friday and throughout the remainder of the holiday season?

Build lasting trust with shoppers: From small businesses to big-box retailers and everything in between, when it comes to holiday season discounts, retailers should remain transparent with shoppers. Today’s economic uncertainty has left lasting impacts on both businesses and consumers alike. This has impacted how sales days like Black Friday and Cyber Monday look today compared to 10 years ago. Discounts may look different, but this doesn’t mean that consumers won’t still be participating in Black Friday this year or in the future. Retailers should build strong relationships and lasting trust with new and existing customers by remaining transparent and authentic.

Inventory management, inventory management, inventory management: Every year on Black Friday or during Cyber Week, one or more products become the must-have item because of a major discount or deal being advertised (think 50% off TVs). These discounts, the door busters, will go quickly, and it is up to retailers to ensure that their inventory is well-equipped to meet the high demand for these products. In addition, when must-have items eventually sell out, retailers must also ensure that this is accurately communicated to shoppers in stores and online to avoid order cancellations.

Working with the latest and greatest in technology: Adopting and integrating best-in-class technology to conduct customer transactions and manage in-store and online inventory will be integral to retailers’ success this holiday season. A unified point-of-sale system is just the solution retailers need to ensure they are well prepared to tackle the busy shopping season with ease and direct oversight into their internal and external operations.

While Black Friday looks much different from years past, this doesn’t mean that retailers can’t still take advantage of the day and set themselves up for a successful end-of-year shopping season. The most successful retailers will adapt even as consumer behaviors shift, and, in turn, will build lasting relationships and trust to keep customers coming back for next year.

Sponsored by Lightspeed Commerce