Once again, we get that Black Friday that, of American origin and linked to its Thanksgiving Day, has been fully consolidated between us. An initiative that complements, rather than replaces, Christmas shopping and January sales. All of this as another example of the radical transformation of traditional commerce, accustomed to a predictability that has become decimated by the massive emergence of the internet and the emergence of multiple initiatives to invite consumption at reduced prices.
Black Friday has been added to our calendar as the day that, supported by more than notable pomp, is aimed at those citizens who are especially sensitive to the price of a product that interests them. Therefore, it has had a less negative effect on Christmas shopping than was initially feared, rather contributing to greater global consumption.
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An event that, furthermore, has come to consolidate itself in some very complex years in which, from the pandemic to economic uncertainties, everything invited us to think of a very general drop in trade. A rational analysis based on historical experience indicated that, In times of crisis, it is better to save than spend. But that has not been the case, sales will increase more or less, but the figures for recent years are higher than what could have been predicted at the time.
And, after that, the feeling that we are not facing yet another of the recurring crises of capitalism in which, after a hiatus of a few years, the lost normality is recovered. Now we are dominated by the feeling that we are living in the beginning of an era that does not know certainty and predictability, a context that invites citizens to consume and experience immediacy as best as possible. A phenomenon very similar to that which occurs in the world of work, where more and more young people are not even considering their future in the medium term. Something profound is shaking our societies. Let’s think about it another day. Today it’s time to buy.