This year’s Black Friday saw a significant decrease in online transactions in the Netherlands, with a drop of over 18% compared to 2022. Instead, consumers are increasingly shopping in the days leading up to the event, resulting in a 27% rise in transactions just before Black Friday. Retailers face the dual challenge of rising consumer expectations for discounts while managing concerns about sustainability and potential deceptive pricing tactics. Despite the criticisms, the impact of Black Friday on online shopping continues to grow year after year.