Black Friday 2025: What Consumers Really Said On Social Media About Holiday Spending

Summary

Black Friday 2025 saw over a million social media mentions in the US, revealing a complex consumer sentiment. While shoppers eagerly sought genuine value in deals, particularly for streaming services, electronics, and gaming, they also expressed growing fatigue and distrust due to perceived fake discounts, high-pressure tactics, and financial strain. The emergence of AI tools like ChatGPT and Gemini in the research and comparison process signifies a major shift in consumer behavior, demanding greater transparency and meaningful value from brands to gain trust in future holiday sales events.

Black Friday 2025: What Consumers Really Said On Social Media About Holiday Spending

Analysis timeframe: Nov. 18 to Nov. 25, 2025

Geography: USA

Black Friday 2025 generated one of the strongest surges in consumer conversation this season, with more than 1 million mentions across US social media in the last 7 days alone. Shoppers described the event as both a chance to secure meaningful value and a shopping ritual increasingly dominated by pressure tactics, skepticism, and financial strain. The result is a high participation but low trust environment that reshapes how brands must engage with consumers during holiday cycles.

This analysis highlights the themes that emerged most clearly in online discussions this week.

Where Consumers Still See Real Value

Even with growing fatigue around Black Friday, shoppers respond quickly when they see genuine, measurable savings.

Streaming and Software Lead Value Perception

Digital subscriptions remain some of the most celebrated deals. Consumers repeatedly highlighted deep introductory pricing for Hulu and Disney Plus bundles, HBO Max, and Paramount Plus. Productivity tools such as a lifetime Microsoft Office license at 84 percent off were also viewed as “real deals” worth acting on.

Electronics and Gaming Continue to Dominate

Televisions were the most discussed product category, with consumers actively comparing markdowns across retailers. High impact discounts on Samsung and TCL models drove strong engagement.

Gaming followed closely. PS5 bundles, premium controller giveaways, and significant markdowns on popular game titles generated notable excitement, reinforcing gaming as a core Black Friday category.

Everyday “Wins” Add to the Fun

Smaller deals, including Wendy’s Frosty priced at 67 cents, were described as “low risk ways to participate.” These micro promotions help keep consumers engaged even if they cannot commit to big ticket purchases.

Expansion Beyond Electronics

Conversations confirmed that Black Friday has grown far beyond televisions and consoles. Several secondary categories saw strong traction.

Apparel and Fashion

Sitewide discounts on Gymshark, Under Armour, denim brands, footwear, hoodies, tees, and cashmere or business casual clothing were widely shared. Younger audiences focused heavily on sneaker drops and Cyber Week footwear promotions.

Home, Appliances, and Pets

Home related shopping showed significant activity, including mattresses, sheet sets, dining furniture, and kitchen appliances. Retailers like Wayfair and GE were mentioned frequently, along with standout items like Ninja coffee makers and HexClad knives. Pet owners paid close attention to discounts on essentials, such as 60 percent off dog food subscriptions.

Services, Courses, and Tools

A growing segment of consumers now uses Black Friday to invest in professional development or business tools. SEO software, trading platforms, compliance training, and creative courses were cited as smart long term purchases made more accessible by holiday pricing.

Tactical and Niche Categories

There was visible activity in more specialized areas as well, including deals on tactical lights and optics, and a substantial volume of promotions for adult subscriptions and adult products.

AI Is Reshaping Black Friday Shopping Behavior

One of the most notable shifts this year was the use of AI during the discovery and comparison process. Consumers discussed using tools like ChatGPT and Gemini at a rate more than 120 times higher than last year. AI is becoming a first pass research layer for evaluating deals, verifying product value, and comparing retailers. This trend signals a significant transition in how shoppers approach decision making during high volume sales events.

A Clear Rise in Distrust and Fatigue

While participation is strong, the sentiment around Black Friday reveals growing dissatisfaction with retail tactics.

Perceived “Fake” Discounts

Many consumers believe retailers inflate prices before Black Friday and then reduce them to their regular level while marketing them as major savings. Discounts below 30 to 40 percent are viewed as negligible and are often labeled “not serious,” “disrespectful,” or “not worth the hassle.”

Pressure and Urgency Tactics

Shoppers voiced frustration with countdown clocks, narrow sale windows, and site blackouts used to build hype. The idea of setting an alarm to spend money was repeatedly criticized, with many describing the experience as stressful rather than enjoyable.

Financial Strain

Economic pressure is visible across conversations. Numerous shoppers described wanting to participate but lacking the budget. Some mentioned missing sales because their paycheck arrives after the promotion ends. The most common complaint: essentials like groceries rarely receive meaningful discounts during Black Friday.

Concerns About Scams and Poor Operations

Consumers warned each other about scams, misdelivered packages, long delivery times, and slow customer service. Operational breakdowns were a recurring part of the Black Friday experience.

What This Means for Brands

Black Friday 2025 reveals a landscape where consumers are highly engaged but increasingly discerning.

Shoppers reward:

• Transparent, clearly communicated, high impact discounts

• Essentials and long term value items such as appliances, software, quality home goods, and pet products

• Low friction shopping experiences without excessive urgency tactics

They penalize:

• Manipulated pricing strategies

• Overuse of countdown timers and pressure tactics

• Offers that fail to connect with real household needs

With AI now embedded in the holiday shopping path to purchase, brands face a more informed and more demanding consumer than ever. The data indicates that transparency, simplicity, and meaningful pricing differentiation will be key to earning trust and capturing share during future Black Friday cycles.