Just like rock and roll, Black Friday is something imported from the USA that has gone from niche to consumer frenzy levels in a few short years. What originally started as a physical retail initiative has now morphed into a digital one, with offers pinging onto our phones as customers spend more of their lives in the digital, mobile-first realm. With so many brand vying for customers attention, paid online activity is a necessity in developing a smart strategy to win customers not only at this time of year, but to also inform your strategy for the future.
Nearly two-thirds (62%) of Americans said they're likely to grab a holiday deal as soon as they spot one, according to the 2025 Norton Cyber Safety Insights Report, as reported by Gen Digital, the parent company of Norton and GOBankingRates. And this is often without vetting the source. That kind of impulse buying can make shoppers easy targets for fake online stores.