BCG: Only 54% of Shoppers Trust Black Friday Discounts
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.
The findings come from BCG's sixth annual Black Friday Consumer Study, which surveyed 10,220 consumers across ten countries ahead of Singles' Day, Black Friday and Cyber Monday. The report is titled "For Year-End Sales Events, Trust Is the New Currency."
BCG senior partner Nate Shenck, a coauthor, said "Retailers can't discount their way past that" and added that the question this season is how to earn shoppers' trust.