Should you combine online and in-store shopping this weekend?

Should you mix up online and in-store shopping on the first holiday weekend? Well, there are definitely benefits to both — including Target's new promotion.

Black Friday is here. With the average holiday spend expected to be over $1,000, engaging customers is important. Twenty years ago, the malls were crowded and the news reported that Karen was eager to score shopping deals. Online shopping is now easier, but the in-store experience remains crucial. This year, 26% of consumers plan to shop primarily in person over the holidays, while 51% plan to shop both in person and online. As usual, retailers offered early discounts and unique shopping experiences to attract people to brick-and-mortar stores.

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In 2024, the Black Friday shopping landscape has evolved dramatically, offering consumers compelling reasons to choose both online and in-store shopping experiences. Each approach offers unique benefits that address different buyer preferences and priorities. Online shopping continues to gain momentum: 75% of shoppers plan to shop digitally in 2024.

Photo by Christopher Polk/Staff/Getty Images

The benefits are simple and you rarely have to deal with a long line (except for very hard limited items). Shoppers can browse and shop from the comfort of their own home. It provides access to extensive product catalogs from multiple retailers and an easy way to compare prices instantly.

Despite the rise of digital, in-store shopping lends itself to being more celebratory and offering a longer, interactive experience. Shoppers have the opportunity to try on clothes, test electronics and physically examine items, and are three times more likely to spontaneously purchase in-store. Typically, grocery shopping from coffee to lunch to drinks is required and is considered a full activity. And buyers come home with packages.

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Many consumers are taking a hybrid approach. For example, some shoppers visit physical stores to try out products and then purchase them online. Retailers are adapting by offering exclusive in-store experiences like Target's Taylor Swift album release and special giveaways. Many wine and liquor stores offer tastings and marijuana dispensaries offer specials on products.

And the reason we call today Black Friday is thanks to the Philadelphia Police Department. The city's department stores would hold huge sales to capitalize on the big rush before the Army/Navy football game. Huge crowds caused chaos for police, forcing them to work hard, overly long shifts, leading them to call the day Black Friday, both to express their dislike of the day and to try to reduce attendance by marking it made it sound less attractive.