Shoppers Are Picky Heading Into Black Friday. Retailers Could Win or Lose Big.

Shoppers Are Picky Heading Into Black Friday. Retailers Could Win or Lose Big.·The Wall Street Journal

Retailers are looking for Black Friday to reignite tepid demand from budget-minded shoppers, who have been hesitant to spend this year unless they are getting a good deal. Among the chains that reported quarterly sales gains this past week were Walmart Gap and T.J. Maxx, a sign that shoppers are willing to spend when they see the right products at reasonable prices. Although inflation has cooled, prices haven’t reverted to prepandemic levels and consumers are still frustrated that they are paying more for many things, including groceries and child care.

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