Black Friday’s over, but the ripple effects are just getting started. Shoppers are showing up, and they’re shopping differently.
Here’s what we saw—and what it means for our industry:
1. Shoppers Still Spent—They Just Wanted Smarter Value
Despite the economy, people opened their wallets. What worked? Brands like Lowe’s leaned into social-first promotions.
Lesson: Convenience wins. If it’s easy to find, compare, and buy—it moves.
2. Gen Z & Millennials Are Browsing with Their Thumbs
Younger shoppers flooded social platforms, looking for deals on TikTok and Instagram. But they’re spending less overall—meaning the content has to do more heavy lifting.
Lesson: Eye-catching, creator-backed content matters more than ever. Make it fast, mobile, and clear.
3. Gen X Is Spending—But Untapped
This is the generation actually increasing their holiday spend… but most brands are still chasing younger demos.
Lesson: Don’t sleep on Gen X. They’re upgrading their homes, investing in quality tools, and they’re on social media every day. Talk to them.
4. AI Isn’t Replacing In-Store—It’s Reinforcing It
Yes, AI is booming—but shoppers aren’t using it to find gift ideas. They’re using it to double-check what they already found.
Lesson: Discovery still happens in-store and on social. Make your products easy to trust—and easy to buy.
What This Means for Hardware Brands
Retailers like Lowe’s didn’t just discount—they delivered clarity, ease, and relevance. That’s how they won Black Friday.
This season’s about meeting customers where they are—on mobile, in store, and in the moment—with messaging that connects.
