BOSTON – November 03, 2026 -- Only 54% of consumers trust that advertised Black Friday prices are genuinely lower than usual, and one in five actively distrust them, according to a survey from Boston Consulting Group (BCG).

Promotion fatigue is also spreading. 22% of consumers plan to spend less or skip year-end sales events because they believe discounts are available all the time.

Shoppers have not raised the bar for a good deal. The expected minimum discount eased to about 30%, from 32% in 2025.

Stockholm – September 17, 2026 -- Only 43% of shoppers believe AI will make their holiday shopping easier this year, down from 48% in 2025, according to new research from Sinch AB (publ) covering 2,501 consumers across eight markets ahead of Black Friday and the holiday season.