Black Friday: A Vanishing Holiday Tradition

The Black Friday shopping tradition smelled a little different this year at Bath & Body Works and most retail stores across the country.

Allison Del Valle, 23, who is a nurse, said shopping the Bath & Body Works Black Friday sale with her mom has been a cherished tradition for years.

“Nothing screams Christmas more than a Bath & Body Works holiday candle,” said Del Valle. “I remember standing in line at 5 a.m. with my mom eagerly waiting to get my hands on my favorite scents for the best prices, but this year feels different, it’s not as exciting.”

Del Valle thinks stores are not seeing the same foot traffic as previous years because people are shopping online and Black Friday now lasts a month.

Bath & Body Works started its Black Friday sale early online and in stores on Nov. 21 offering a buy three, get-three-free deal plus 20% off storewide.

Bath & Body Works customers shopping during Black Friday (Nicole Sued/SFMN)

According to Adobe Analytics, which measures e-commerce businesses by tracking sales, reported that consumers spent a record-breaking amount of $9.12 billion this year online shopping during Black Friday.

Bartender Ryan Calixto, 26, decided to go out on Black Friday for the first time since the pandemic. Shopping at Bath & Body Works is a must for him as he stocks up on Christmas gifts for his friends and family.

“I wanted to come out to shop in person to get that authentic Black Friday feel,” said Calixto. “You know, the feeling of snatching up the best deals, and finding golden offers, but it’s not like that anymore.”

Del Valle agrees.

“It’s like a national tradition is slowly dying,” she said.

Nicole Sued is a junior at Florida International University majoring in digital communication and media. She is a bilingual reporter who is passionate about the entertainment industry and hopes to host a television show for Telemundo.