INDIANAPOLIS — Black Friday shoppers queued outside retailers across Indianapolis as dawn broke, employing both in-store and online shopping techniques to seize the best deals on the year’s most anticipated shopping day. The annual event, known for its significant discounts, drew early birds eager to grab coveted products.
Ezekiel Pugh arrived at Best Buy around 5 a.m. to secure the first spot in line, bundled against the chilly morning air. “I came to this Best Buy because I know that they usually get better stock of Pokémon cards. And it’s a Friday drop, and it’s Black Friday, so we’re hoping that there’s some stuff in there,” Pugh stated, highlighting his specific shopping goal.
Fellow shopper Audra Seifert was pleased with her purchase of a Samsung OLED TV for just over $900, expressing satisfaction with her Black Friday deal. While many ventured out to physical stores, a substantial number of shoppers indicated they would complete most of their holiday shopping online. Pugh estimated he conducts about 70% of his shopping online compared to 30% in stores.
John Talbott, a marketing professor at Indiana University, confirmed that Black Friday remains the single largest shopping day of the year, with online stores increasingly becoming the primary destinations for major retailers. “Every major retailer, their single biggest location is their online store, right? And so they start earlier,” Talbott explained, reflecting the evolving landscape of retail.
Despite the convenience of online shopping, over 70% of Americans report frustrations while navigating e-commerce platforms. Talbott suggested utilizing artificial intelligence tools to enhance the shopping experience. “You can give ChatGPT a list of the things you want, and it will track them in the background and give you alerts. That’s just one of the AI shopping tools that are available. And you can have ChatGPT plot a path through how you’re gonna go to a store, which stores to hit first,” he noted, emphasizing the potential benefits of modern technology.
No matter the shopping method, Talbott urged shoppers to practice patience. “Take your time, be kind to other people when you’re in the store, be kind to especially the people that are working in the store during that holiday season, who are really the centerpiece of every retailer, are the people that are on the front lines,” he explained, advocating for a respectful and considerate approach during the holiday rush.
As the holiday shopping season continues to evolve, both online and in-store strategies will play critical roles. With advancements in technology and increasing reliance on e-commerce, shoppers are expected to embrace innovative tools to enhance their shopping experiences, marking a transformative shift in retail dynamics.
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