Black Friday falls on Nov. 28, and as the day approaches, consumers are either preparing for the chaos of in-person shopping, planning to browse deals from home, or choosing instead not to participate. Online Black Friday sales have dramatically increased as in-store shopping continues to decline.

According to Drive Research, 71 percent of this year’s Black Friday purchases are expected to be online, while only 29 percent will take place in person. Retailers such as Target, Walmart and Amazon have shifted marketing strategies accordingly, adopting digital-first campaigns in response to current e-commerce trends.

Oakland University student shoppers offered a variety of opinions on the rise of Black Friday digital shopping trends. Many prefer to avoid crowded stores when similar deals are available on their laptops and phones, allowing them to shop comfortably and at their own pace.

Others suggest prime discounts are not as common as they were in past shopping seasons, with traditional 50 to 75 percent markdowns now reduced to closer to 25 percent.

“I don’t like having to deal with the large crowds,” Annabelle Holliday, a senior who does her Black Friday shopping online, said.

“I feel like a lot of people are feeling the same as me with not wanting to go out and deal with all the people, and online is much more convenient,” Holliday said.

Holliday believes that stores offer fewer deep discounts than in previous years, noting that very few still provide “true Black Friday deals.”

“It’s more efficient and less chaotic,” junior Kendall Bluestein said. “I feel like their deals aren’t as good as they were in the past.” Bluestein does not participate in Black Friday shopping, considering many discounts to be insignificant and too often limited to items she does not want or need.

Although both prefer online shopping to the traditional in-person shopping experience, they acknowledge certain unique advantages that in-person shopping can provide.

“In-person shopping and being able to see the physical product so you can try it on — I think it gives the nostalgic feeling of Black Friday shopping, like when we were younger,” Holliday said.

Clothing and accessories are the most commonly purchased items during Black Friday, both online and in stores. Some shoppers may prefer trying items on in person rather than waiting to receive a product, sometimes only to end up returning it. 

“When shopping online, you can take your time,” Bluestein said. “You don’t need to rush.”

Crowds and lines can be a common concern for some students shopping in-person as well. Drive Research reported that 29 percent of shoppers are willing to wait up to two hours to enter a store, with 42 percent waiting an additional 30 minutes or more in checkout lines. Some retailers adjust store opening times and security measures to manage high customer traffic during peak hours.

“You can visit many different websites in a shorter amount of time than visiting each store in person,” Holliday said.

While some may find the packed mall atmosphere and hunt for deals exciting, others prefer the simplicity and calm convenience of shopping from home.