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Photos Show How Unhinged Black Friday Shopping Used to Be

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2025-11-08T10:43:01Z

US shoppers and retailers used to go all out for Black Friday.
Things were reaching a fever pitch until 2020, when the pandemic interrupted the trend.
Now, instead of a big kickoff event, holiday sales and shopping are more subdued and drawn out.

It used to be madness.

A few years ago, Black Friday shopping was practically synonymous with sleepless nights, shivering shoppers, and more than a few emergency response calls.

Urged on by retailers, US shoppers used to go truly wild for Black Friday, with mega deals that had people lined up outside for hours after (or instead of) having a turkey dinner with their loved ones.

Things were reaching a fever pitch until the pandemic interrupted the trend in 2020, when in-store shopping was limited.

Now, thanks to the rise of e-commerce and deals that seem to start in September, US holiday sales and shopping are more subdued and drawn out.

A recent survey from consultancy BCG found that while 76% of US respondents shopped on Black Friday last year, 68% said they planned to brave the crowds this year.

Retailers have also increasingly opted to stay closed on Thanksgiving in order to give their staff a true day off.

These photos from the last 10 or so years serve as a reminder of what was once a big kickoff event.

Back in 2011, large crowds gathered on Black Friday.

Black Friday Shoppers November 25, 2011

Black Friday Shoppers November 25, 2011

Thomas Iannaccone/WWD/Penske Media via Getty Images

US shoppers had developed a routine: eat some turkey, watch some football, spend some money.

The deals easily came in at 50% or more.

People shop during Black Friday at Macy's store on 34th St. in New York City, United States on November 22, 2018.

People shop during Black Friday at Macy’s store on 34th Street in New York City on November 22, 2018.

Atilgan Ozdil/Anadolu Agency via Getty Images

According to BCG, discounting has pulled back slightly in recent years as shoppers consider 30% off to be the new benchmark for a good deal.

Best Buy was a staple for the Black Friday crowds.

Customers line up waiting for the doors to open at a Best Buy store in Fairfax, Virginia on November 26, 2015, on a Black Friday sale that started a day earlier during Thanksgiving evening.

Customers line up outside a Best Buy store in Fairfax, Virginia, on November 26, 2015, waiting for the doors to open for a Black Friday sale that began during Thanksgiving evening.

Paul J. Richards/AFP via Getty Images

Shoppers would line up overnight for deals on games, TVs, and more.

Wintry weather didn’t stop diehard deal-seekers.

Maryam Alhamdany, 11, of Portland, sits on the ground swathed in blankets as she waits to get into Best Buy for Black Friday at the Maine Mall.

Maryam Alhamdany, 11, of Portland, sits on the ground swathed in blankets as she waits to get into Best Buy for Black Friday at the Maine Mall.

Brianna Soukup/Portland Press Herald via Getty Images

Late November isn’t exactly the warmest time of year to sit on a sidewalk, but some shoppers braved the elements to score savings.

Now, similar deals are increasingly likely to be found online from the comfort (and warmth) of your couch.

Workers would have to get hyped up, too.

Best Buy employees get a pep talk before opening during Black Friday sales in San Diego, California on November 24, 2016.

Best Buy employees get a pep talk before opening during Black Friday sales in San Diego on November 24, 2016.

Sandy Huffaker/AFP via Getty Images

Dealing with the crowds is not for the faint of heart, and preparing for the surge involved plenty of motivational speeches.

Once the doors opened, it was like popping a bottle of bubbly.

People rush through the doors of the Macys store during Black Friday on 34th St. in New York City, United States on November 22, 2018.

People rush through the doors of the Macy’s store on 34th St. in New York City, United States, on November 22, 2018, during Black Friday.

Atilgan Ozdil/Anadolu Agency via Getty Images

The flagship Macy’s store in Manhattan faced an annual deluge of customers partaking in the Black Friday shopping tradition.

People also raced into Target stores in Utah.

Shoppers run into Target as it opened for "Black Friday" deals on November 24, 2016 in Orem, Utah.

Shoppers ran into Target as it opened for Black Friday deals on November 24, 2016, in Orem, Utah.

George Frey/Getty Images

Years later — and with so much stuff available through e-commerce apps — it might be a little harder to imagine sprinting into a Target store at midnight, the way these shoppers did.

The hottest deals could really generate a frenzy.

People shop at Macy's department store on "Black Friday" on November 23, 2017 in New York City.

People shop at Macy’s department store on Black Friday on November 23, 2017, in New York City.

Stephanie Keith/Getty Images

Limited-quantity sales could cause a shopping frenzy for some deals.

Ahead of Christmas, toy sales boomed, too.

Shoppers buy gifts at the Toys"R"Us store during early Black Friday events on November 24, 2016 in Paramus, New Jersey.

Shoppers bought gifts at the Toys “R” Us store in Paramus, New Jersey, during early Black Friday events on November 24, 2016.

Eduardo Munoz Alvarez/Getty Images

Black Friday was so-named because retailers would say they operated much of the year “in the red” at a loss, and that the start of holiday shopping would put them back “in the black,” or turning a profit for the year.

Unfortunately, Toys “R” Us is one retailer that was unable to solidly return to profitability and filed for bankruptcy protection in 2017. The brand has since reemerged with pop-up stores during the holiday season.

Before the age of streaming, physical media was still a big business.

A shopper buys video games at a Best Buy Inc. store on November 22, 2018 in Chicago, Illinois.

A shopper buys video games at a Best Buy Inc. store on November 22, 2018, in Chicago.

Kamil Krzaczynski/Getty Images

Some of the hottest Black Friday deals were for physical copies of movies and video games, many of which are now available for streaming or download instead.

… and this was all from a single retailer.

Women rest next to Victoria Secret shopping bags during Black Friday events on November 25, 2016 in New York City.

Women rest next to Victoria’s Secret shopping bags during Black Friday events in New York City on November 25, 2016.

Eduardo Munoz Alvarez/Getty Images

Many sales like these have since moved online.

Black Friday could be an incredibly physically demanding day.

Exhausted Christmas shoppers on Black Friday taking a break on massage chairs at Westfield Santa Anita in Arcadia Friday, November 27, 2015.

Exhausted Christmas shoppers on Black Friday taking a break on massage chairs at Westfield Santa Anita in Arcadia, November 27, 2015.

Walt Mancini/MediaNews Group/Pasadena Star-News via Getty Images

Staying up all night and shopping all day can leave anyone worn out.

Not to mention squeezing through the crowds.

Shoppers purchase electronics and other items at a Best Buy on November 26, 2015 in San Diego, California.

Shoppers purchase electronics and other items at a Best Buy on November 26, 2015 in San Diego.

Sandy Huffaker/Getty Images

Some stores were simply chaotic.

Big-ticket purchases, such as TVs and appliances, were also among the most popular buys.

Shoppers with their arms full walk to their cars during the "Black Friday" sales at a Best Buy store in Culver City, California on November 25, 2016.

Shoppers with their arms full walk to their cars during the Black Friday sales at a Best Buy store in Culver City, California, on November 25, 2016.

Mark Ralston/AFP via Getty Images

According to BCG, consumer electronics still rank highly — behind apparel and accessories — among shoppers’ planned holiday purchases this year.

Once you made it out of the store, you still had to get home.

Shoppers make their way through a packed parking lot at Westfield Wheaton Mall on the day after Thanksgiving, so called Black Friday, on November, 25, 2016 in Wheaton, MD.

Shoppers make their way through a packed parking lot at Westfield Wheaton Mall on the day after Thanksgiving, so-called Black Friday, on November 25, 2016, in Maryland.

Bill O’Leary/The Washington Post via Getty Images

Parking lot traffic would reach epic proportions on past Black Fridays. How much easier is it to order online?



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