Consumer Trust in Black Friday Discounts Declines Amid Promotion Fatigue and Skepticism

Decrease in Trust During Black Friday Sales

As the hustle and bustle of Black Friday approaches, a new report from the Boston Consulting Group (BCG) uncovers troubling insights into consumer attitudes towards discounts and promotions. According to their latest survey, merely 54% of consumers have faith that the advertised prices this year are genuinely lower than usual. Moreover, a concerning one in five shoppers openly express distrust regarding the authenticity of these discounts.

The phenomenon of promotion fatigue is evident, with 22% of consumers indicating they plan to decrease their spending or entirely skip year-end sales events. This sentiment reflects a growing disillusionment with the frequency and perceived value of discounts available year-round.

Trust: The New Currency for Year-End Sales

Despite the increasing skepticism, consumers have not necessarily raised their expectations for what constitutes a good deal. In fact, the anticipated minimum discount this year for a sale to be deemed satisfactory has dropped to approximately 30%, compared to 32% in 2025. The report titled "For Year-End Sales Events, Trust Is the New Currency" analyzes shopping behaviors and expectations leading up to key retail events, including Singles’ Day and Cyber Monday.

Nate Shenck, managing director at BCG and co-author of the study, remarked, "Shoppers no longer take Black Friday discounts at face value. Nearly half are unconvinced that prices are actually lower. Retailers can't discount their way past that. The question this season is how to earn shoppers' trust."

Factors Influencing Consumer Trust

BCG's study identified key factors that foster consumer trust. The metrics are based on a net trust score, which compares the number of consumers who feel a particular factor enhances their trust in a deal with those who feel it diminishes it. Remarkably, retailer reputation and money-back guarantees stood out, both achieving a notable net trust score of 65%. Verified purchase reviews also ranked high at 59%, followed closely by transparent price comparisons of regular to discounted prices at 58%.

Conversely, several marketing tactics received lower trust scores, such as real-time scarcity messages (8%), AI-generated review summaries (4%), and influencer recommendations (3%). This indicates a shift away from traditional marketing strategies in favor of more reliable validation methods.

The Rise of AI as a Shopping Inspiration

Interestingly, the survey also revealed a decline in the influence of social media as a source of shopping inspiration. This metric dropped by nine percentage points to 46%, while the use of AI as a shopping aid grew across all surveyed countries. In fact, 56% of consumers indicated they plan to utilize AI in their shopping decisions this year, an increase of eight points since 2025.

Eight-six percent of AI users find it beneficial, while 78% report that it increases their likelihood of completing a purchase. Consumers particularly trust AI for comparing prices across various retailers (39%) and for evaluating product features (37%). However, tasks associated with checkout, such as filling out details, are still developing as a common use case for AI.

Jessica Distler, a managing director and co-author of the report, elaborated, "Shoppers interacting with promotions may be turning to AI for help in finding and comparing deals. This indicates AI is becoming a preferred resource over influencers for inspiration." Retailers must, therefore, reconsider their strategies on how offers are presented and verified to align with consumer expectations for trust and authenticity.

As we approach the upcoming sales season, the insights from BCG highlight a critical moment for retailers. To thrive in this environment of skepticism, they will need to focus on building trustworthiness through transparency, clear communication, and authenticity in their promotional efforts. This shift resonates with consumers’ evolving expectations in the dynamic landscape of retail and offers an opportunity for retailers to connect meaningfully with their audience in the future.