People shop during Black Friday in Santa Anita within the city of Arcadia, California on November ... [ ] 25, 2022. - Inflation hovers over US shopppers this year as many hit the stores for the traditional day after Thanksgiving shopping sales. (Photo by Frederic J. BROWN / AFP) (Photo by FREDERIC J. BROWN/AFP via Getty Images)

As Black Friday approaches, consumer sentiment seems to be shifting, reflecting a mix of excitement and discretion. Historically the biggest shopping day of the year - with the color black reflecting profitability on a retailer’s financial statement - Black Friday has undergone significant changes in recent years in both the timing of promotions and channel shifts from stores to online and then to mobile. While many shoppers still look forward to the steep discounts and holiday deals, there’s some fatigue and a more thoughtful approach toward spending.

Dana Hork, Co-founder and CEO at Beers With Friends, said the overall sentiment about Black Friday at an event her boutique creative agency hosted on the topic this month was that it no longer means anything. In summarizing the point of view of the group, she........

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