A Retail Reflection: What My Holiday Shopping Says About Consumer Behavior

Let’s get one thing straight: I’m not a consumer behavior expert. This is simply a reflection on my natural shopping behavior during the holiday kickoff weekend—Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday.

The idea came from a Monday morning team meeting where we shared our weekend activities. As I described my shopping, it hit me: I was a walking, talking consumer trend.

Here’s the play-by-play and what it reveals about today’s retail landscape:

Thanksgiving Day – Couch Commerce

My mom and I declared Thanksgiving a pajama day (don’t judge) with seafood, cheesy Christmas movies, and some pre-shopping prep. I had links from my grown kids, sizes, colors—all ready to hit “buy” when Black Friday deals went live.

For items already discounted, I used one-click checkout via Apple Pay or Shop Pay. By 6 PM, I wondered how people relax all day—I was itching for Friday’s family gathering.

Shopping Behaviors:

• Intentional online shopping
• Price comparison and deal hunting
• Populating carts early for quick purchase
• Frictionless checkout (one-click wins every time)

Black Friday – Quick Wins

Friday morning, I opened my laptop, hit “buy” on my prepped cart for the promised 30% discount, and moved on to cooking for family.

Meanwhile, my mom shared her $4 turkey story. She earned it by spending $50 during a promo day at her local market. Larger chains offered free turkeys for $300+ spend, but Mom’s strategy was smarter. She even went back for another turkey for her church. What’s a $4 turkey taste like?  The same as the $27 turkey. Very good.

Shopping Behaviors:

• Deal hunting and planning
• Double dipping on promotions

Small Business Saturday – Heart Over Head

This was my favorite day. I visited Main Street in Gloucester, VA—where I spent 16 years as a Main Street Director. Every store owner knew my name. We hugged, laughed, and shopped.

One shop combined my mom’s and my purchases so one of us could get their free gift—a cute LED Christmas tree set now gracing Mom’s mantle. Another gave me my old “Main Street Director” discount. The last boutique offered coffee while we browsed. I left with jeans (I’m a jeans snob), candles, a necklace, and a sweater jacket for Mom.

We ended with lunch at a favorite spot—more hugs from another business owner.

Shopping Behaviors:

• Brick-and-mortar shopping with emotional connection
• Spent more than intended (personalized service works!)

Side Note: One retailer shared her best year yet. Her secret? Frequent inventory refreshes and creating a “get it while you can” mindset. Others reported average years, which helps us plan future education for retailers.

Sunday & Cyber Monday – Omnichannel in Action

Sunday started with a Zoom interview with WAVY TV10 about Cyber Monday and supporting local retail. Then, on my drive home, I made a return at Ulta using Happy Returns. I’d purchased a coat online and sadly, it was too big.

Here’s how it worked: I requested the return online, got a QR code, walked into Ulta, scanned, and they bagged the item. Bonus? A $5 coupon to use that day. Cue Charlotte Tilbury lipstick—Supernudes collection, Matte Revolution in Supermodel. Because who doesn’t want to feel like a supermodel and save?

Shopping Behaviors:

• Seamless omnichannel experience
• Incentivized impulse purchase

Side Conversation: I asked the Ulta employee how the weekend went. Her response? “Exhausting! Whoever said brick-and-mortar is dead should’ve been here Friday—it was one of the busiest Black Fridays I’ve seen in eight years.”

When I asked if it was mostly Gen Z, she paused and said, “Yes.”

What Does This Mean for Retail?

Gen Z—the largest buying generation—showed up in stores. Despite online growth and new purchasing channels, people still crave connection and memorable experiences.

Retail’s future? Tech-enabled convenience plus human touch. My own behavior proves it: I shopped online for efficiency, but I spent more and felt happier when I connected with real people.

Brick-and-mortar isn’t dead. It’s evolving. And at its heart, retail is still about making people feel special.

Happy Shopping and Happy Holidays! 🎄✨