Philly-area Black Friday shoppers flock to Cherry Hill Mall for holiday traditions over shopping deals.

Black Friday has evolved into a significant cultural and economic event, drawing legions of shoppers into stores and malls across the nation. As evidenced by this year’s scenes at Cherry Hill Mall in New Jersey, the day after Thanksgiving remains a testament to American consumerism, despite underlying economic concerns such as inflation and the growing presence of e-commerce.

For residents like Stephanie Greenleaf from Moorestown, this annual shopping tradition has become a well-rehearsed affair. Each year, she and her family rise early to navigate the bustling Cherry Hill Mall, starting their day at Nordstrom before making their way to various retailers such as Soma and Urban Outfitters. Greenleaf’s family embodies a commitment to the Black Friday experience, valuing the tradition of in-person shopping over online alternatives.

This year’s Black Friday was marked by a palpable mix of urgency and nostalgia as shoppers flocked to the mall, armed with shopping bags and holiday drinks. Retailers had prepared for crowds, but reports indicated that foot traffic may have been more subdued than in past years, as consumers grappled with a challenging economic landscape. With prices rising and many shoppers focusing on deals online, observers noted a shift in the shopping dynamic.

Barbara Kahn, a marketing professor at the University of Pennsylvania’s Wharton School, highlighted the omnichannel experience that characterizes modern retail. Shoppers today compare prices online, making them more price-sensitive than ever before. Kahn observed that retailers are increasingly turning to unique shopping experiences—such as giveaways and exclusive items—to draw consumers back into physical stores.

Despite economic anxieties, many shoppers at Cherry Hill Mall expressed a desire not just for discounts but for the nostalgic allure of Black Friday itself. For example, Karrim Gordon, accompanied by his son, emphasized the importance of introducing his children to the cherished tradition. Similarly, Daniel Leslie, a young shopper from Franklinville, became one of the early arrivals, motivated by indisputable deals that transcended economic concerns.

The tradition of Black Friday remains deeply intertwined with American culture, evolving from its origins in Philadelphia to a month-long shopping frenzy. While the landscape of retail continues to change, the essence of the Black Friday experience persists, blending in-person shopping with the conveniences of online commerce. As Americans navigate this blend of experiences, the excitement surrounding Black Friday endures, illustrating the resilience of consumer traditions.

As we look ahead, it will be essential to monitor how retailers adapt to shifting shopper behaviors and economic challenges while ensuring that the Black Friday experience remains vibrant and appealing.