Morning Business Report: Black Friday deals fall short as Gen Z leads holiday shopping surge

While millions of Americans are hunting for Black Friday deals today, new data suggests many advertised discounts may not be as impressive as they look.

(LILAMAX)- While millions of Americans are hunting for Black Friday deals today, new data suggests many advertised discounts may not be as impressive as they look.

According to WalletHub, 36% of Black Friday “deals” show no savings at all compared to prices between October 27 and November 17. Still, for items that are truly discounted, the average markdown is about 24%.

A new AT&T survey found Gen Z is the most active Black Friday shopper, while older generations tend to wait until closer to Christmas. The survey also shows more people find gift ideas by browsing in stores than on social media. Overall, 40% of Gen Z and 32% of Millennials plan to do most of their shopping today.

On Wall Street, stocks are on track for a losing month despite gains on Wednesday. The stock market will close early at 1 p.m. today — traditionally the lowest-volume trading day of the year.

If you’re shopping for a new car, experts warn that deals may be harder to find this year. Edmunds reports that Black Friday and end-of-year auto specials are limited, and high vehicle prices combined with steep financing costs could make buying more expensive than expected. The good news: inventory levels have improved after years of shortages.

Tomorrow is Small Business Saturday, and many local stores are offering promotions to draw in customers. According to the 2025 American Express Shop Small Impact Study, 86% of consumers say they’re likely to shop small during this holiday season.