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.