Gen Z brands did well during Black Friday and Thanksgiving sales

Brands popular with teens and TikTok users, including Edikted, Kendra Scott, Alo Yoga, Brandy Melville, and Bath & Body Works, attracted some of the longest lines during this year’s Black Friday sales.

Shoppers showed strong enthusiasm for youth-focused labels even though many offered only modest deals, such as 30% discounts or buy-one-get-one promotions. Stores selling viral perfumes and personal care products also saw heavy foot traffic.

In contrast, legacy retailers and higher-end brands, including Ralph Lauren and Coach, saw lower crowds and frustrated patrons due to smaller discounts.

Discount stores like Target reported lines forming as early as 3 A.M., with strong demand for toys at 50% off and holiday decor at 40% off. Walmart highlighted a strong interest in deeply discounted electronics such as Vizio TVs and Oura Rings.

Adobe Analytics says people spent $11.8 billion shopping online on Black Friday, a 9.1% increase from 2024. They also spent $6.4 billion online on Thanksgiving.

Video game consoles, electronics, and home appliances saw strong spending, which was primarily influenced by AI-driven shopping tools and social media advertising.

The stellar sales exist despite inflation-weary shoppers tightening their budgets, signaling a mixed picture of US retailers.