Align is a movement bringing Americans together to restore the country we love. We curate products, companies, and services working to build a better way of life.

Consumer Decisions Around Black Friday

A shopper buying items on sale with her credit card at a cash register

The Friday after Thanksgiving, more commonly known as “Black Friday,” is one of the biggest retail days of the year. An estimated 140 million American adults plan on shopping pre-holiday sales like Black Friday and Cyber Monday, and the average consumer plans on spending more than $350 during those sales.

Every consumer looks for value while shopping, but is Black Friday worth it? Here’s our guide to help shoppers with conservative values know where and when to spend their money during the holiday season.

Common Black Friday Consumer Behavior

A man and woman window shopping at night

Nearly 13% of all U.S. retail sales occur between Black Friday and Christmas. Last year alone, businesses made roughly $30 to $40 billion from Black Friday sales. But are price reductions significant enough to justify big spending?

One survey asked consumers whether they thought Black Friday sales offered value. 

  • 41% of respondents said yes, but it’s not worth the hassle
  • 29% of respondents said yes
  • 21% of respondents said no because retailers inflate prices and then discount them
  • 9% of respondents said no because products they are interested in aren’t discounted much—if at all

In 2021, Americans saved an average of 24% on Black Friday sales. However, some of these savings may represent consumers who fell to marketing tactics instead of enjoying legitimate deals. 62% of shoppers believe Black Friday is a scam, while 81% agree there is too much consumerism involved in the discounts.

How to Find Black Friday Deals

High inflation and the ever-present threat of a recession have created an environment where sales and promotions are primary influencers in the consumer decision process. To ensure Black Friday bargains aren’t retail marketing ploys, try the following.

  • Check the MSRP. The manufacturer’s suggested retail price (MSRP) is a company’s recommended price for its products. Manufacturers create MSRPs to keep the cost of their products even across all retailers. Look for the MSRP on the website of the brand you’re shopping for and compare it to the Black Friday price. Shopping at low-price stores doesn’t always guarantee the lowest price.
  • Look up the product price history. Online shopping allows for real-time dynamic pricing, which means the cost of a product may fluctuate constantly. On most retail websites, such as Amazon, you can use a price tracker tool like CamelCamelCamel to see how costs have changed over a period. Some prices dip throughout the year, not just on Black Friday. Look for products with generally consistent pricing rather than prices that spiked right before Black Friday to make the deals seem better.

Avoid Impulse Buying

There is a fine line between what consumers need and what they want. Black Friday is a great time to find deals on products you need, but you may be tempted to purchase non-essential accessories and amenities you can’t afford.

Buyer’s remorse is expected during the holiday season. 60% of survey respondents said they bought a sale item only to regret it later, with the average cost of the regretted purchase coming out at $233.

Before shopping for discounts, create a list of things you need and set a budget. Knowing different retailers’ return policies can be helpful, especially if they have holiday-specific guidelines. Some larger items like TVs, electronics, and cell phones may have a shorter return window.

Should You Shop on Black Friday?

A man and woman shopping online from their iPad at home by their Christmas tree

Savings abound on Black Friday. If you take the necessary steps to avoid unnecessary impulse purchases, it’s a great time to shop for discounts on pricier essentials.

The rise of e-commerce has created an additional way for consumers to take advantage of deals without shopping in person. Online shoppers spent $8.9 billion during Black Friday last year, and a growing safety concern may lead to increased online traffic. Last year, Fox News released a story detailing several “smash and grab” robberies on Black Friday in California. E-Commerce is a viable alternative for anyone wanting to avoid crushing crowds.

Where to Shop on Black Friday

In our increasingly polarized society, many companies are taking a stand on political issues. While many conservative shoppers don’t endorse what big tech companies and other woke parties stand for, consumers may still shop at woke companies out of convenience. 

We’ve created a list of companies with conservative values so you know where to spend your money during Black Friday.

Bass Pro Shops

Bass Pro Shops carries outdoor gear for activities like hunting, fishing, and boating. The company usually runs a Black Friday sale, and conservatives don’t have to worry about their funds being allocated to a woke cause. Since 2004, almost all of Bass Pro Shop’s political donations have gone to Republican parties, including over $260,000 in 2020. Additionally, the company advocates for the NRA and 2nd Amendment rights.

Home Depot

Home Depot is the largest home improvement retailer in the U.S., and while it doesn’t actively promote conservative ideals from a corporate level, its donation history leans Republican. In 2022, Home Depot’s top two political donations as a company were to the National Republican Senatorial Committee and the National Republican Congressional Committee.

Hobby Lobby

Hobby Lobby is a Christian-owned company committed to sharing religious values and donating to Christ-centered charities and ministries. While the organization has not made donations to political parties, individuals within the company have made contributions to Republican parties and candidates.

Find Companies with Conservative Values at New Founding

Christmas presents in red and gold gift bags with white tissue paper

At New Founding, we believe that corruption and bureaucracy have damaged the trust Americans used to place in the media and society. What once was a system of close relationships and trusted endorsements has become stagnant and inhuman.

We want to restore a system of trust by creating a platform where users can find communities with similar conservative values and find new companies and opportunities based on group endorsements. 
If you are unsure where to go Black Friday shopping, use our featured businesses guide to find more endorsed companies with conservative values.