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This year’s Black Friday shopping will bring a fresh wave of trends for both consumers and retailers.
With electronics, online convenience and competitive pricing at the forefront, the landscape of Black Friday is evolving to match the shifting shopping habits of today’s consumers, said Baylor University consumer behavior expert James A. Roberts, Ph.D.
Roberts – who serves as The Ben H. Williams Professor of Marketing at Baylor’s Hankamer School of Business – keeps a close watch on Black Friday, including what he sees as the Top 5 trends for holiday shopping in 2024.
Top Trends for Black Friday 2024 The Shift in Shopping Habits: The balance between online and in-store sales remains steady, with consumers enjoying a 50/50 split in shopping preference, Robert said. While COVID-19 accelerated a surge in online shopping, this year, both are expected to perform equally as shoppers appreciate the flexibility of both options.
Holiday Deals Start Early: As the competitive landscape has grown, Black Friday sales now launch weeks in advance. This early kickoff benefits consumers who are eager to lock in discounts and spreads out the typical holiday rush, providing retailers a longer window to capture consumer interest, Roberts noted.
Electronics Dominate Sales: As in previous years, electronics will be the driving force of Black Friday 2024, accounting for nearly half of all sales. Roberts said that shoppers are especially focused on deals for televisions, laptops, smartwatches and gaming consoles – underscoring the lasting demand for high-quality technology at competitive prices.
Gen Z and Millennials Drive Online Growth: Digital natives like Gen Z and Millennials continue to shape holiday shopping habits. Roberts said their comfort with online shopping – coupled with their mobile-first approach – makes them a powerful force in the online retail space. Retailers can expect these younger consumers to leverage social media, mobile apps and seamless e-commerce platforms for their holiday purchases.
Rising Categories: Beyond electronics, Roberts predicts that other sectors will see strong sales this season, particularly in clothing, cosmetics and home appliances. As consumer preferences expand, brands in these categories should prepare for increased demand.
Factors shaping consumer choices For Black Friday in 2024, competitive pricing and convenience remain top priorities, Roberts said.
“Retailers who offer the best deals alongside quick and reliable delivery options stand out among consumers,” he said.
Additionally, low-cost brands – such as Shein – have set consumer expectations for affordable pricing, even as “Buy Now, Pay Later” options have increased in popularity – though Roberts said retailers and consumers alike should be cautious when using this financing option at the risk of overspending.
Future of Black Friday Looking ahead, Roberts said Black Friday’s trajectory appears geared more towards online channels, with each year seeing a slight shift away from brick-and-mortar shopping. Retailers are encouraged to keep an eye on pricing expectations and financing trends, as they’ll play an increasingly influential role in the holiday season.
ABOUT JAMES A. ROBERTS, PH.D. James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the "World's Top 2%" most-cited scientists in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others.
Roberts’ research has focused on how individual consumer attitudes and behavior impact personal and collective well-being. His research has investigated the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the impact of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”
Spooky season has arrived, and there's no better way to get into the spirit than by enjoying some classic horror films. Whether you thrive on the thrill of a good scare or you’re more of a “hide your eyes” type, James Kendrick, Ph.D., a film historian and professor of film and digital media at Baylor University, has got you covered. From spine-tingling classics to not-so-scary flicks, Kendrick is here to help you navigate the perfect lineup of Halloween movies – no matter your fear tolerance.
What makes horror movies scary? According to Kendrick, great horror films resonate with audiences by reflecting societal fears.
"We are the monster," Kendrick said. Whether it's current social anxieties, cultural challenges or deep psychological fears, horror films have evolved to capture the essence of what we fear most, he said.
The genre's core remains rooted in three essential elements: character and story, atmosphere and the monster. Without these, Kendrick said, the fear factor simply doesn’t work.
Top 10 Horror Films Everyone Should See For those seeking true horror classics, Kendrick has developed a list of 10 must-watch films that exemplify the genre at its best. From early black-and-white masterpieces to modern independent hits, here are his recommendations:
1. Nosferatu (1922)
2. The Bride of Frankenstein (1935)
3. Cat People (1942)
4. Psycho (1960)
5. Night of the Living Dead (1968)
6. The Exorcist (1973)
7. Suspiria (1977)
8. Halloween (1978)
9. The Shining (1980)
10. The Babadook (2014)
These films not only shaped the horror genre but also continue to be influential today, delving into psychological terror, societal anxieties and primal fears, Kendrick said.
For the Faint of Heart: Scary Movies Without the Gore For those who want to enjoy the Halloween season without being overwhelmed by gore and violence, Kendrick offers his top 10 list of "terror" films that rely more on atmosphere and suspense than graphic horror.
According to Kendrick, these terror films engage the audience emotionally and psychologically, drawing them into the fear without overwhelming them. The Innocents (1961) and A Quiet Place (2018) create tension and fear through the effective use of atmosphere, silence and emotional depth, he said.
Kendrick’s top picks for lighter horror films include: 1. Vampyr (1932)
2. The Innocents (1961)
3. Kwaidan (1964)
4. Invasion of the Body Snatchers (1978)
5. The Vanishing (1988)
6. The Blair Witch Project (1999)
7. The Others (2001)
8. Take Shelter (2011)
9. Warm Bodies (2013)
10. A Quiet Place (2018)
So, whether you’re a horror aficionado looking for spine-chilling classics, or just want to dip your toes into something a little spooky without the nightmares, Kendrick’s expert recommendations offer a Halloween movie night that’s perfect for everyone, thrill-seekers or scaredy-cats alike. Get your popcorn ready, turn off the lights (if you dare) and settle in for a frightfully good time this spooky season!
ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked Research 1 institution. The University provides a vibrant campus community for more than 20,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 100 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. Learn more about Baylor University at www.baylor.edu.
ABOUT THE COLLEGE OF ARTS & SCIENCES AT BAYLOR UNIVERSITY The College of Arts & Sciences is Baylor University’s largest academic division, consisting of 25 academic departments in the sciences, humanities, fine arts and social sciences, as well as 11 academic centers and institutes. The more than 5,000 courses taught in the College span topics from art and theatre to religion, philosophy, sociology and the natural sciences. The College’s undergraduate Unified Core Curriculum, which routinely receives top grades in national assessments, emphasizes a liberal education characterized by critical thinking, communication, civic engagement and Christian commitment. Arts & Sciences faculty conduct research around the world, and research on the undergraduate and graduate level is prevalent throughout all disciplines. Visit the College of Arts & Sciences website.
It's October ... and that means one thing in America: Major League Baseball playoffs are set to begin.
It means wall to wall broadcasts of games, massive advertising buys and gate receipts that means a serious stream of revenue for all of the teams, players and owners who made it through a long season and survived to be one of the dozen teams left to play for the Commissioner's Trophy.
It's going to be a wild few weeks for baseball fans and the reporters covering the games.
And if you're a journalist looking to know how important the marketing and business sides are to the the playoffs - then let us help with your stories.
Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business.
Kirk is available to speak with media - simply click on his icon ow to arrange an interview today.
