According to the experts at WalletHub, 85% of American consumers planning to spend the same amount or less during the 2025 holiday season relative to 2024. As part of the personal-finance company’s report on the Best Things to Buy On Black Friday in 2025, WalletHub determined that 36% of items offer no savings compared with their pre-Black Friday prices. How is that for hype?
“WalletHub found that around 36% of Black Friday items offer no real savings for consumers compared to their usual prices, but the items that are on sale are an average of 24% off, with the highest markdown at 87%,” explains Chip Lupo, WalletHub Analyst. The caveat bing high end electronics and even vehicles buck this trend.
Michael Carr, Ph.D. “Dr. C” – Assistant Professor, Thomas More University told WalletHub, “I’ve found Black Friday an excellent time to purchase high-end products. Many retailers offer significant discounts and 0% financing for up to 48 months on major brands. This makes getting items on your wish list more accessible.” So what is your strategy at the dealership level to get a bigger slice of the shrinking pie this holiday selling season?
Bottom Line: Are Black Friday Discounts Worth The Hassle?
“Yes, for many people it is worth it, but not automatically. There are genuine deep discounts (especially for equipment nearing end‐of‐life or retailer clearance) and for shoppers who have done their homework tracking prices and comparing models etc. But with inflation, tariffs, and consumer confidence weaker (or at least cautious), the ‘value’ proposition may be less compelling this year. I suspect with rising costs of living and inflation many shoppers may plan to spend less this year. I would suggest looking before and beyond Black Friday for deals. It does not have to be on a single day. You might get similar value without the hassle of crowds. Also, online shopping and tracking prices is a more disciplined approach,” — P. K. Kannan – Professor, University of Maryland
