I visited Target and Best Buy on Black Friday — and I couldn't believe how empty they were (TGT, BBY)
- Black Friday isn't as crazy of a shopping day as it once was.
- Black Friday's decline is in large part due to the rise of online shopping and heavy discounting year-round.
- When we visited Best Buy and Target, traditionally two of the biggest Black Friday destinations, the stores were close to empty.
Black Friday isn't the massive shopping event it once was.
One of the biggest factors in Black Friday's declining significance is the rise of online shopping. With so many deals available online, customers no longer have to wait out in long lines for stores to open.
"54 percent of US shoppers say they are more likely to shop online during Black Friday with the biggest reasons being convenience and simplicity," Ray Wimer, an assistant professor of retail practice at Syracuse University, said in an email earlier this week.
According to RetailNext, the number of people actually visiting stores on Black Friday declined by 4.5% in 2017. Meanwhile, online sales on that day were up 16.9% compared with the previous year, Adobe Analytics data showed.
The rise of online shopping has also allowed Black Friday to begin earlier. Online shopping on Thanksgiving surged this year, according to Adobe.
Read more: Black Friday deals sold out before Friday even began
Constant discounting also may be to blame. This year, Prime Day forced competing retailers like Target, Macy's, and JCPenney to offer massive Black Friday-style sales in July, taking away from the excitement of holiday deals.
When I visited a Best Buy and a Target — traditionally two of the biggest Black Friday destinations — in Westchester, New York, I was surprised to find that the stores weren't busy at all. Besides all of the big signs, it seemed like any other weekend. Hardly anyone was waiting in line before stores opened, and the lines at the register didn't seem out of the ordinary.
Here's what it was like to shop at Best Buy and Target on Black Friday morning:
SEE ALSO: Photos show how much holiday shopping has changed in America over the years
Best Buy was the first store I went to. I arrived about 20 minutes before it opened at 8 a.m.
I was surprised to find the parking lot was mostly empty.
There were a handful of people waiting in line to get in, but not many.
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