Consumer Trust in Black Friday Discounts Declines Amid Promotion Fatigue

Consumer skepticism regarding Black Friday promotional events is rising, as a significant portion of shoppers express doubt about the validity of advertised discounts. According to the latest annual study by Boston Consulting Group (BCG), only 54% of consumers believe that Black Friday prices represent genuine savings compared to normal retail pricing, while 20% actively distrust these offers.

The findings point to growing "promotion fatigue," with 22% of surveyed consumers planning to scale back spending or bypass year-end sales entirely. Shoppers increasingly perceive continuous promotional cycles as a standard retail tactic rather than a unique event, which undermines the urgency and perceived value of year-end campaigns.

BCG's research suggests that credibility is becoming the primary driver of consumer behavior. While retailers previously relied on aggressive discounting, the study indicates that high-trust factors—such as solid brand reputation, clear pricing comparisons, and verified reviews—are now more influential than marketing efforts like influencer endorsements. Furthermore, the role of AI is expanding, with consumers increasingly utilizing technology to compare prices and features rather than seeking inspiration through social media channels.

Drawing on data from over 10,000 consumers across ten global markets, the report underscores that trust is now the most critical currency for retailers navigating the holiday shopping season.