Patience recommended when it comes to holiday shopping

Black Friday 2025 may have delivered tempting deals, but for many shoppers, the real savings came in the days that followed. Out of more than 430 products tracked by web data firm Decodo, 111 items – roughly 1 in 4 – were discounted further after the shopping frenzy ended, with an average additional discount of 34.55%.

But which categories saw the most post-Black Friday discounts, potentially leading to ‘shoppers' regret’?

Nearly 2 in 5 fragrance and body products were discounted after Black Friday

Fragrance and body products were the most affected, with 39% of items seeing further price drops after Black Friday, while 23% actually increased in price. Shoppers who purchased during the main sale potentially missed out on significant savings, highlighting the high “regret risk” associated with this category.

Kids and baby items followed closely, as 36% of products continued to fall in price post-Black Friday, with 21% rising. This demonstrates how extended promotions in this sector rewarded shoppers willing to wait a few days beyond the initial sales.

Skincare products also experienced notable post-sale reductions, with 29% of items dropping further and 14% increasing. Consumers who bought on Black Friday may have found even better deals in the days that followed, reinforcing the idea that for certain categories, the real savings often come after the shopping frenzy has passed.

Pet supplies, TVs and audio, and food items saw no further price reductions after Black Friday

Some categories offered shoppers complete peace of mind, with Black Friday truly delivering the lowest prices and no post-sale discounts. Pet supplies, TVs and audio, meat and seafood, and pantry staples all fell into this “zero regret” group, with none of the tracked items dropping further after the event. In fact, many actually increased in price in the days following – 67% of pet supplies and 33% of TVs, audio, and meat and seafood saw price hikes.

What should shoppers expect from prices this holiday season?

Historical trends show that by mid-December, prices generally stabilize as retailers shift from maximizing margins to clearing inventory. By around December 10, repricing becomes more predictable – discounts may be smaller than Black Friday, but shoppers gain certainty that today’s price is unlikely to change.

“The hangover period is when retailers test price elasticity,” says Gabrielė Vitkė, Senior Product Marketing Manager at Decodo. After mid-December, pricing steadies, though some items like electronics, toys, and seasonal clothing may see new discounts closer to Christmas as leftover stock is cleared.

The findings can be found here: https://decodo.com/blog/post-black-friday-us-shopping/