Annual Black Friday shoppers are complaining that Black Friday deals are declining year by year. Stores are not willing to lower prices as low as they used to. Some stores have even gone far enough not to lower their prices at all. 

This year, Target was caught skipping Black Friday deals on a viral TikTok video. The clip shows a customer pulling up the Black Friday “sale” to reveal the original price, which is the same. The video has circulated worries that other stores are doing the same. The video has been viewed more than 41 million times and liked 3.4 million times.

It was told that some stores, like Buckle, didn’t have deals that were any different than any other day of the year. 

“Buckle had no deals at all,” Allison Wesley said.

Customers complained that most deals you could already get if you are signed up for their rewards program.

“If you’re signed up for their rewards program you could get that 10% off,” said Brenna West

A worker at TJ Max exposed that the business has never had Black Friday deals. The reason is that their prices are already lowered; thus, there’s no need for a Black Friday deal.  

“TJ Max didn’t have any deals on Black Friday,” Brenna West said.