Unwrapping Black Friday: What Americans Really Buy & Why We’re Obsessed

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The first time I braved a Black Friday sale, I wasn’t hunting for the TV of my dreams—I was just tagging along with my cousin Jill, who turned bargain-hunting into a sport. We queued up before dawn, standing in a crowd that hummed with half-awake excitement and caffeine-fueled resolve. And let me tell you, nothing prepares you for the moment the doors swing open and you suddenly become a sprinter in a marathon of discounts. Have you ever wondered why—year after year—we’re drawn to these wild shopping sprees? Are we buying out of necessity, tradition, or just good old FOMO? Here’s my completely unscientific but deeply human take on America’s favorite retail spectacle—and what we’re really tossing into our carts during Black Friday.

The Electronics Stampede: Why Screens Rule Black Friday Shopping

If you’ve ever braved the Black Friday crowds—or even just scrolled through the deals from your couch—you know one thing for sure: electronics are the undisputed kings of Black Friday shopping. That’s not just my opinion; it’s a fact backed by jaw-dropping numbers and the annual headlines about shoppers camping out for the latest 4K TV. When it comes to Black Friday electronics, the hype is real, and the deals are legendary.

Let’s talk about the stars of Black Friday deals. Flat-screen TVs, especially those massive 4K models, are basically celebrities this time of year. People literally line up overnight just for a shot at snagging one. I’ve seen families tag-team outside Best Buy, bundled up in blankets, just to make sure they don’t miss out. And it’s not just TVs—laptops, Chromebooks, and tablets are right up there on wish lists, especially with so many of us working and learning from home these days.

But it doesn’t stop at screens. Smart home gadgets like Alexa speakers, Google Nest hubs, and Ring doorbells are flying off digital shelves. And let’s not forget headphones and earbuds (my personal pick for surviving the noisy mall—hello, noise-canceling headphones!). Gaming consoles like the PlayStation 5, Xbox Series X, and Nintendo Switch are basically unicorns—rare, coveted, and always the talk of Black Friday trends.

Retailers know how to feed this frenzy. Best Buy, Walmart, and Amazon are the main stage for these deals, often making the news with their doorbusters and lightning sales. In fact, Amazon is expected to see a staggering 94% of Black Friday 2025 shoppers making purchases during Cyber Week. And here’s a stat that blew my mind: 56% of all Black Friday online sales now happen on mobile devices. That means we’re shopping for TVs and tablets on our own screens—talk about full circle!

Just how big is the Black Friday electronics stampede? For 2025, experts project Americans will spend a whopping $55.3 billion on electronics during Black Friday alone. That includes:

• 4K Smart TVs (Samsung, LG, TCL)

• Apple products (iPad, AirPods, Apple Watch)

• Gaming consoles (PlayStation 5, Xbox Series X, Nintendo Switch)

• Wearables (Fitbits, Garmin watches)

• Smart home devices (Alexa, Google Nest, Ring)

Black Friday is still the Super Bowl for electronics deals in retail. —Steve Dennis

It’s easy to see why electronics dominate Black Friday shopping year after year. Whether you’re upgrading your home theater, grabbing a smartwatch, or finally scoring that elusive console, the deals are too good to pass up. And with Black Friday 2025 shaping up to be bigger than ever—especially online and on mobile—screens will continue to rule the day.

Home Appliances: From Air Fryers to Robot Vacuums (and Those Questionable Impulse Buys)

When it comes to Black Friday home appliances, I’ll admit it: small kitchen gadgets like air fryers and Instant Pots almost always make my shortlist. There’s just something about scoring a countertop miracle worker for half price that feels like a win—guilt-free, because discounted, right? I’m not alone. Every year, Americans flood big-box stores like Walmart and Target, hunting for the best Black Friday deals on everything from robot vacuums to refrigerators. If you’ve ever joined the early-morning crowd, you know that shopping in-store for appliances can turn into a full-on team sport—bin diving, anyone?

Small Kitchen Gadgets: The Guilt-Free Upgrade

Air fryers and Instant Pots have become Black Friday legends. These small appliances are practical, trendy, and—let’s be honest—impossible to resist when the price drops. Coffee makers (especially Keurig and Nespresso) are another hot ticket. I’ve seen shoppers load up carts with these gadgets, convinced that this is the year they’ll finally master meal prep or become a home barista. And honestly, with the markdowns retailers offer, who can blame them?

• Air fryers: The go-to for crispy fries and guilt-free snacks

• Instant Pots: For fast, fuss-free dinners

• Coffee makers: Because caffeine is non-negotiable

Big-Ticket Appliances: The Once-a-Year Mega Markdown

For families and new homeowners, Black Friday retailers like Walmart and Target are the place to be for big-ticket upgrades. Refrigerators, washers, and dryers often see their steepest discounts of the year. Shoppers know this is the moment to finally replace that ancient fridge or snag a washer-dryer combo without breaking the bank. Practical home upgrades are a huge driver of Black Friday traffic, and stores lean into these deals as both doorbusters and online specials.

• Refrigerators: Essential for growing families

• Washers & Dryers: A must-have for new homeowners

Vacuum Wars: Roomba vs. Shark

Every November, my family’s group text lights up with the annual debate: Roomba or Shark? Robot vacuums are a Black Friday staple, and the competition is fierce. Whether you’re team Roomba or team Shark, these little cleaning robots fly off the shelves. There’s a certain satisfaction in snagging a shiny new appliance for half price—call it domestic adrenaline.

There’s a certain satisfaction in snagging a shiny new appliance for half price—call it domestic adrenaline. —Samantha Daniels

In-Store Shopping: The Appliance Adventure

While online deals are tempting, there’s nothing quite like the thrill of in-store shopping at Walmart or Target on Black Friday. Picking out appliances with family or friends turns the hunt into a shared adventure. Whether you’re diving into bins for a discounted air fryer or comparing robot vacuums side-by-side, it’s a uniquely American tradition that keeps us coming back year after year.

Fashion Free-For-All: Why Clothing Sales Go Off The Rails

Every November, I tell myself I don’t need another hoodie. But let’s be honest—when Target drops a 50% off Black Friday apparel deal, all my good intentions vanish faster than a cart full of $10 leggings. If you’ve ever found yourself frantically refreshing your browser for a Macy’s flash sale or racing to snag that last pair of discounted boots at Kohl’s, you’re not alone. Fashion is always a top contender during Black Friday shopping, and the frenzy only seems to grow each year.

Major retailers like Macy’s, Target, Kohl’s, Old Navy, and a whole army of online-exclusive brands know exactly how to reel us in. They slash prices on winter coats, boots, and those must-have athleisure brands (looking at you, Nike and Lululemon). The result? A shopping free-for-all that feels a little bit like a competitive sport. And with 71% of Black Friday 2025 shoppers planning to buy online, it’s never been easier—or more tempting—to fill up a digital cart from the comfort of your couch.

Why Black Friday Apparel Deals Are Irresistible

• Steep Discounts: Black Friday deals on clothing are often the best of the year, with prices slashed on everything from basics to statement pieces.

• Seasonal Timing: The timing is perfect—just as the weather turns cold, retailers offer deep discounts on winter gear, boots, and cozy loungewear.

• Online Shopping Convenience: With generous return policies and easy browsing, online shopping has made it less risky to try new styles or stock up on favorites.

• FOMO and Flash Sales: Limited-time offers and countdown timers create a sense of urgency. As Maria Lopez puts it:

  Fashion is about timing—and nothing beats the timing of a Black Friday flash sale.

What’s Filling Our Carts?

This isn’t just about chasing trends. Black Friday shopping is practical, too. Shoppers gravitate toward:

• Winter clothing: Jackets, sweaters, scarves, and gloves fly off the shelves.

• Shoes and boots: From snow boots to trendy sneakers, footwear is a hot ticket.

• Sportswear: Nike, Adidas, and Lululemon are perennial favorites for both working out and lounging in style.

• Basics and loungewear: Think comfy joggers, tees, and sweatshirts—perfect for home or a casual Instagram post.

Retailers know exactly how to tap into our desire for value and style. They use limited-time Black Friday deals to create FOMO crowds, both in-store and online. And with returns easier than ever, there’s less risk in grabbing that extra pair of jeans or splurging on a statement jacket. In the world of Black Friday apparel, it’s not just about what you buy—it’s about the thrill of the hunt and the satisfaction of scoring a deal you can brag about all winter long.

The Toy (& Gaming) Rush: Holiday Lists and Last-Minute Dashes

Full confession: I once bought a Magic 8 Ball and a LEGO set for myself, not the kids. No regrets. If you’ve ever found yourself “accidentally” adding an extra toy or game to your Black Friday shopping cart, you’re definitely not alone. When it comes to Black Friday toys and gaming deals, the rush is real—and it’s not just for the little ones.

Every year, as soon as those Black Friday deals drop, parents and gift-givers across America spring into action. There’s a reason: Toys and games (classic and digital) see a huge surge in sales, with many folks finishing most of their Christmas shopping before December even starts. It’s not just about saving money (though, let’s be honest, those discounts are hard to resist)—it’s about avoiding the December scramble and the dreaded “sold out” signs.

According to recent data, 24% of Black Friday shoppers expect to spend $1,000 or more on gifts and holiday items in 2025. That’s a huge chunk of the holiday budget, and a big slice of that goes straight to the toy and gaming aisle.

• LEGO sets—from Star Wars to Harry Potter—are top sellers and often disappear from shelves by Cyber Monday.

• Barbie and Disney toys (think Frozen, Encanto, and Marvel) are always in high demand.

• Board games make a comeback every year, with classics like Monopoly and new hits flying off the shelves.

• Remote-control cars, drones, and interactive pets are hot picks for kids (and, let’s be honest, adults too).

• And then there’s the video game gold rush: PlayStation, Xbox, and Nintendo Switch consoles, plus accessories and the latest games, are almost impossible to find at regular price after Black Friday—so if you see one, grab it.

Gift shopping (especially for kids) is a major motivator for Black Friday shopping. I’ve learned the hard way that waiting until December means risking higher prices and empty shelves. Early shopping helps avoid those last-minute dashes and the stress that comes with them.

I start my gift dash on Black Friday—because December lines? No thanks.
—Erin Thompson

It’s not just about the toys themselves—it’s the thrill of the hunt, the satisfaction of scoring a deal, and the joy of knowing you’ve checked off your holiday list before the real chaos begins. Black Friday toys and gaming deals are legendary for a reason: they’re the key to a smoother, happier holiday season. So whether you’re shopping for kids, teens, or yourself (no judgment here), Black Friday is the time to pounce.

Beauty, Self-Care, and Small Luxuries: The Fastest-Growing Black Friday Fix

When I think about Black Friday shopping, my mind used to jump straight to TVs and laptops. But lately? It’s the Black Friday beauty deals that get my heart racing. If you’ve ever found yourself adding a skincare set to your cart “just to see the price,” you’re not alone. Beauty and personal care have become one of the fastest-growing categories for Black Friday in the U.S.—and for good reason.

Impulse Buys and Self-Care Wins

I’ll admit it: I’ve snagged a skincare set I didn’t even know I needed (hello, impulse) thanks to Ulta’s timed ‘doorbusters.’ There’s something about seeing that “limited time only” banner that makes me feel like I’m treating myself and saving money at the same time. And I’m not the only one. According to recent data, personal care and beauty items are now a leading gift category for Black Friday 2025, with shoppers prioritizing both gifting and self-indulgence.

From Wishlist to Reality: Hair Tools Take Center Stage

Every year, hair tools like the Dyson Airwrap or high-end straighteners go from “maybe someday” to “mine” thanks to deep Black Friday deals. These aren’t just small splurges—they’re investment pieces that rarely go on sale. Black Friday is the one time I can justify upgrading my hair game without feeling guilty.

Makeup, Fragrances, and Self-Care Bundles: The New Big-Ticket Gifts

Makeup kits, fragrances, and self-care bundles have become the new big-ticket items. They’re not just for gifting to others—more and more, I see friends (and myself) buying these sets as a form of self-spoiling. As James Nguyen puts it:

I always treat myself to at least one luxurious beauty find—self-care is a deal worth chasing.

This shift isn’t just anecdotal. Major retailers like Sephora, Ulta, and Amazon are offering bigger and better Black Friday beauty deals each year, making it easier than ever to justify a little luxury.

Online Shopping: The New Beauty Battleground

While in-store doorbusters are still a thrill, I’ve noticed that online shopping platforms now rival (and sometimes surpass) in-store deals. Sephora and Amazon, in particular, have made it almost too easy to score exclusive bundles and limited-edition sets from the comfort of my couch. With free shipping and easy returns, online Black Friday beauty shopping is quickly becoming my go-to strategy.

• Top beauty buys: Skincare sets, makeup palettes, fragrances, premium hair tools

• Best places for deals: Ulta, Sephora, Amazon

• Why we buy: Self-care, gifting, and the thrill of scoring luxury for less

It’s clear: beauty and self-care aren’t just afterthoughts—they’re at the heart of the modern Black Friday experience.

Wild Card: The Tech Revolution and the Black Friday Mindset (with a Dash of Holiday Chaos)

Let’s be honest: Black Friday shopping trends have never moved this fast—or felt this wild. If you blink, you might just miss the deal of the year. The tech revolution is at the heart of it all, and it’s not just about snagging the latest 4K TV or a pair of noise-canceling headphones. It’s about how we shop, what we buy, and the way technology is quietly (or not so quietly) shaping our Black Friday mindset.

This year, more than half of US shoppers are planning to use AI shopping assistants to help them find the best deals. Yes, you read that right—AI is now making wish lists on our behalf. I’ll admit, I was skeptical at first, but after watching my digital assistant track down a discounted Apple Watch and a robot vacuum in under five minutes, I’m a believer. The pace is dizzying: Black Friday sales are expected to peak at a jaw-dropping $4.6 million per minute in 2025, according to the latest Black Friday statistics. That’s a lot of “add to cart” clicks happening in real time!

But it’s not just AI that’s changing the game. Buy Now, Pay Later (BNPL) services are quietly rewriting the rules of Black Friday shopping. Suddenly, those $500 headphones or the latest gaming console don’t seem so intimidating when you can split the cost into four easy payments. No wonder BNPL is on track for $20 billion in online Black Friday spend, with a 10-11% year-over-year growth. It’s a shift that’s making big-ticket tech more accessible—and a little more tempting—than ever before.

So what does the average Black Friday cart look like these days? The latest Black Friday shopping statistics put it at $110, but if you’re anything like me, it’s packed with “essentials” you didn’t even know you needed until the sale made them irresistible. (Confession: Some of my best finds are the ones I stumble across in the chaos, like a smart home device I never knew existed but now can’t live without.)

It’s not just about the savings. As Lydia Tran puts it,

“Holiday shopping isn’t just about saving money—it’s about the thrill and excitement, amplified by technology.”

The FOMO is real, and it’s fueled by lightning-fast online shopping, personalized AI recommendations, and the promise of scoring something special before it’s gone.

As Black Friday continues to evolve, the numbers tell a clear story: this single day now accounts for 9% of all holiday retail sales, with an 11% year-over-year gain. The tech revolution isn’t just changing what we buy—it’s transforming how we experience the holiday shopping season. And honestly? I wouldn’t have it any other way. Here’s to the deals we chase, the gadgets we discover, and the holiday chaos that makes Black Friday a tradition like no other.