Black Friday 2024: The changing face of holiday shopping

Lincoln, Neb., (KLKN) – From packed shopping malls to online checkout queues, millions geared up to open their wallets on the biggest shopping day of the year.

Black Friday is a tradition that draws in shoppers to score deals, discounts, and door busters to mark the official start of the holiday shopping season.

Some people headed out in full force and looked for in-person bargains, while others looked to bypass the crowds and shop online from the comfort of their homes.

But Black Friday is no longer only a single day, some deals started days in advance and extend into the weekend.

Retailers have started spreading out their sales to try and grab as much of the holiday spending as possible.

E-commerce giants like Amazon focused on special promotions and ensured their websites were prepared for the surge of online shoppers.

One woman told Channel 8, she’s been online shopping since the beginning of this week and planned to take inventory of what she has and re-evaluate what gifts she may buy on Cyber Monday.

But whether shoppers rushed to catch a limited-time sale or compared prices from their phones, one thing is clear; Black Friday is evolving.

The hustle for holiday discounts is still alive, but how and where people shop is changing in ways that could reshape future holiday seasons.