Online vs. In-Store: Where to Get the Best Black Friday Deals
A week before Black Friday, I was already feeling the pressure. My email inbox was flooded with “exclusive offers” from my favorite stores, and I had seen Instagram influencers sharing their latest must-buy items. With a family to shop for and a tight budget, I found myself wondering whether I should hit the stores in person or stick to online shopping.
This dilemma is one that many shoppers face, especially as the rise of e-commerce has transformed how we approach major shopping holidays like Black Friday. Ultimately, your choice between online and in-store shopping depends on personal preferences and priorities. Online shopping offers convenience, allowing you to browse from the comfort of your home, while in-store shopping can bring those unbeatable, limited-time doorbusters that are hard to resist. By weighing the pros and cons of each option, planning ahead, and staying mindful of your budget, you can navigate the shopping season more effectively.
So, where exactly can you find the best deals—online or in-store? Let’s dive into this debate with expert opinions, trends, and the latest insights to help you make the most informed decision possible. After all, the best deals are the ones that fit your needs and bring the most value, regardless of where you find them.
The Rise of E-commerce on Black Friday
In recent years, Black Friday has evolved beyond the in-store frenzy we traditionally associate with it. Thanks to the boom in online shopping, more retailers are offering online-exclusive deals and discounts that rival what you’ll find in-store.
According to the National Retail Federation (NRF), in 2023, a record 196.7 million people shopped over the five-day Thanksgiving weekend, with 63% opting for online shopping at some point during the sale period . This trend has only increased as more consumers prioritize convenience and the ability to shop from the comfort of their homes.
The Pros of Shopping Online on Black Friday
If you’re wondering whether online shopping might be the better option for your Black Friday haul, consider these advantages:
a) Convenience is Key
Online shopping allows you to browse and buy without the chaos of in-store crowds. You can easily compare prices across different retailers and avoid long lines at checkout. With many stores offering early access to Black Friday deals or even “pre-Black Friday” sales online, you can often snag discounts before in-store shoppers even get a chance.
b) Price Comparison Tools
Shopping online makes it easy to compare prices from multiple retailers, ensuring you get the best deal. Tools like Honey and CamelCamelCamel automatically track price changes and alert you when an item reaches its lowest point.
According to consumer savings expert Kristin McGrath of BlackFriday.com, “Consumers can save significant time and money by comparing prices online. Retailers often adjust prices multiple times during the Black Friday period, so using tracking tools ensures you don’t miss out” .
c) Early Access to Deals
Many retailers now start Black Friday sales early online—sometimes even weeks in advance. This trend was particularly pronounced in 2020 and has continued, with brands like Amazon, Walmart, and Best Buy offering “Black Friday Preview” sales online in recent years . Early access means you won’t have to wait until the actual day of Black Friday to score deals.
d) Better Inventory for High-Demand Items
In some cases, high-demand products like electronics or limited-edition items are more readily available online. Retailers often reserve more stock for their websites, which could mean less chance of missing out on popular products.
e) Free Shipping and Delivery Deals
Online shopping offers the advantage of free shipping, which is frequently available during the Black Friday period. Some retailers offer additional perks like curbside pickup or same-day delivery to compete with the immediacy of in-store shopping.
The Advantages of Shopping In-Store
While online shopping offers a multitude of benefits, in-store shopping still has some significant advantages, especially for certain types of shoppers.
a) Instant Gratification
One of the biggest perks of shopping in-store is that you can take your items home immediately. For those who hate waiting for shipping or want their hands on a product as soon as possible, in-store shopping wins.
b) In-Store-Only Deals
Some retailers reserve their best Black Friday deals exclusively for in-store customers. These can include flash sales, doorbusters, and discounts that you simply won’t find online. According to RetailMeNot, 30% of Black Friday shoppers believe the best deals are found in-store .
In 2023, Target and Kohl’s offered limited-time in-store-only deals on select electronics and home goods, drawing crowds despite the rise in online shopping .
c) Personalized Customer Service
Sometimes, the in-person experience matters. If you’re buying large-ticket items like electronics, home appliances, or furniture, you may benefit from talking to sales staff who can guide you through the features and offer expert advice. Shopping in-store also means you can physically inspect items, which is especially useful for clothing, accessories, and gadgets.
d) No Shipping Delays
During Black Friday, shipping delays are a common issue, especially with popular items. Shopping in-store lets you avoid the uncertainty of when your package will arrive, ensuring you get what you need on time.
Recent Trends and Insights: Black Friday 2024
As we look ahead to Black Friday 2024, it’s clear that the lines between online and in-store shopping have blurred. A trend known as “omnichannel shopping” has emerged, where consumers use both online and in-store options to get the best deals.
According to a recent Adobe Digital Insights report, in 2023, 43% of Black Friday shoppers used a combination of both online and in-store shopping . This allows shoppers to make the most of exclusive in-store deals while using online platforms to compare prices and ensure they’re getting the best possible price.
Retailers are also leveraging tools like buy online, pick up in-store (BOPIS), which has surged in popularity. This option combines the ease of online shopping with the instant gratification of in-store pickup.
Additionally, social media and mobile apps have become critical in the Black Friday shopping experience. Retailers like Walmart and Macy’s have invested in app-exclusive deals, while social media platforms such as Instagram and TikTok are offering real-time deal alerts and “swipe-up” purchase options.
What Do the Experts Say?
Experts in the retail and e-commerce space suggest that while both online and in-store shopping have their merits, savvy shoppers should embrace a hybrid approach to maximize savings.
Jackie Warrick, a savings expert at CouponCabin, says, “It’s not about choosing between online or in-store anymore. Consumers should strategically use both to take advantage of store-only promotions while also capitalizing on online coupons, cashback, and price comparison tools” .
Similarly, Krista Fabregas, an e-commerce expert with Fit Small Business, advises shoppers to “start early, make a plan, and use every tool available. Pre-planning your purchases will help you avoid unnecessary impulse buys and ensure you’re truly getting the best price.”
How to Maximize Your Black Friday Savings
Whether you prefer to shop online, in-store, or a combination of both, here are a few tips to help you get the best deals this Black Friday:
a) Create a Shopping List and Set a Budget
Impulse buying can derail your Black Friday strategy. Avoid this by making a list of the specific items you want to buy and setting a budget beforehand. Apps like Mint can help you track your spending in real-time.
b) Sign Up for Email Alerts and Loyalty Programs
Many retailers offer exclusive deals to email subscribers or loyalty program members. Signing up in advance ensures you’ll be the first to know about flash sales or early discounts.
c) Use Cashback and Coupon Apps
Apps like Rakuten and Honey not only provide coupon codes but also give you cashback on purchases. You can stack these savings with store sales to maximize your discounts.
d) Keep an Eye on Social Media
Follow your favorite brands and influencers on Instagram, Facebook, and TikTok for real-time updates on deals. Some retailers even post “secret” discount codes or limited-time offers that are only shared on their social media channels.
e) Be Flexible
If you’re set on a particular product, you may miss out on other great deals. Be flexible with brands or models and consider alternatives if your first choice sells out.
Conclusion: Online vs. In-Store – Which is Best for You?
Ultimately, whether you shop online or in-store on Black Friday depends on your personal preferences. If you value convenience, early access to deals, and the ability to compare prices, online shopping is your best bet. On the other hand, if you enjoy the thrill of in-person shopping, want immediate access to your purchases, and are seeking in-store-only deals, hitting the stores might be the way to go.
The key to winning Black Friday 2024 is a balanced approach. By blending the benefits of online shopping with the excitement of in-store finds, you’ll be able to score the best deals without breaking your budget.
References:
- National Retail Federation (NRF). (2023). 2023 Thanksgiving Weekend Shopping Results. Retrieved from NRF
- RetailMeNot. (2023). Black Friday Shopping Trends. Retrieved from RetailMeNot
- Adobe Digital Insights. (2023). Holiday Shopping Trends: 2023. Retrieved from Adobe
- BlackFriday.com. (2023). 2023 Black Friday Deals Preview. Retrieved from BlackFriday.com
- CouponCabin. (2023). Expert Tips for Black Friday Shopping. Retrieved from CouponCabin
- Fit Small Business. (2023). How to Prepare for Black Friday Shopping: Expert Tips. Retrieved from Fit Small Business`
