Investing
Zoe Team
6 min read
Digitization has fundamentally shifted shopping from physical lines to online convenience.
Over half of shoppers report regret, often due to impulse buys or poor decision-making.
Retailers now focus on data-driven experiences to capture holiday demand.
Regret often stems from impulse purchases made during chaotic shopping events or from missing out on other activities while waiting in line.
The shift toward digital and online shopping platforms is replacing traditional store visits, offering more convenience and data-driven shopping experiences.
Approximately 52% of Americans have expressed regret over purchases made during major shopping events.
Black Friday shopping have you feeling a twinge of regret? Whether the feeling is from missing your favorite team win their afternoon game, or your aching feet after standing in never-ending lines, you are not alone. Approximately 52% of Americans regret items they’ve bought on sale. Wondering if you made the right call on that spur of the moment in-store purchase has as much to do with buyer’s remorse as it does with the variety of options that now exist as a result of digitalization. Mounting evidence confirms digital shopping has more benefits for consumers, be it on Cyber Monday, or throughout the year.
Black Friday has been the US’s biggest shopping event of the year for brick-and-mortar stores. They slash prices on thousands of products and services to draw shoppers in. The strategy worked for several decades, but the way in which consumers shop is rapidly shifting.
As discussed in our research and previous articles, it comes as no surprise that everyday practices, be it searching for a partner, listening to music, or finding a financial advisor, have rapidly transitioned into the digital domain. The World Economic Forum’s multi-year Digital Transformation Initiative found the consumer industry has been the most impacted by digitization. Retail has felt the largest transformation due to how intricately tied it is to our day-to-day lives.
Fundamentally, the move towards retail online purchasing by consumers can be characterized by increased convenience, access to products, and more control over choice. While for the retailer, digitalization has transformed shopping towards e-commerce, namely: the ways in which they sell products (distribution, communications, and transactions), the retail settings (where shopping takes place), the nature of the retail offerings (increased offerings and pricing), and the participating actors. Taking that all into account when considering the biggest shopping day of the year and digitalization means that mass sales (aka Black Friday) take on a very different look than they did decades ago.
The traditional retail model revolved around the product, namely, the means by which the product was transferred from a supplier or factory to a consumer. To ensure success, the retailer had to optimize the process of buying low and selling high. Digital disruption has led a select few, like Amazon and Alibaba, to master the art of that optimization under a new model, while the brick-and-mortar stores have sought to catch up in the process. Ultimately, the model has transitioned from being product-centric to being customer-centric. Optimization requires the collection of data around a digital value chain geared towards enticing the customer as much as possible.
On average, peak savings in 2018 on Black Friday were 18.5% while 2019 Cyber Monday savings were 21%. Digital transformation has brought on these type of savings due to a disruption of the retail industry as a whole. Ted Donath, the VP of Communications, for discount-shopping browser extension, Honey, revealed “when comparing the two days last year, we noticed more savings on Cyber Monday, as consumers shifted their purchasing channels online.” Not only does shopping online equate to more savings, it also reduce buyer’s remorse and increases trust.
As the New York Times reports, “the divide between the in-store sales of Black Friday and the online deals of Cyber Monday has eroded.” Online sales now stretch from several days before Thanksgiving to the following week, providing consumers with increased liberty to manage their time while shopping. You can shop at any time you want! No need to be tied down to a 24-hour window of “door-buster deals.” The Billion-Dollar Holiday forecasts this entire Thanksgiving weekend to reach $29 billion, nearly $10 billion more than just two years ago. E-Commerce sales tip the scale.
More so, expanded offering via digitalization means increased information. It makes sense that Adobe Analytics found more online purchases were made on Cyber Monday in the US last year than Black Friday itself, with American consumers spending $7.9 billion.
The pestering post-purchase nagging you feel can be attributed to cognitive dissonance. You regret buying the item because the decision was linked to an emotion (ie, I felt uneasy with the number of people clawing at the “$200-off” cashmere sweater and felt pressured to purchase it), an assumption of knowledge (ie. I thought I really needed it, but turns out I have basically the same pair at home), or concern over the deal (ie. It seemed like a tremendous bargain… only to find I was jipped because it’s poor quality). As a consumer on Black Friday, traditional retail puts you at a huge disadvantage while being sold on the idea that it benefits you - talk about a reason for feeling a little awful after!
Luckily, digitalization can give you the power to feel less remorse. Black Friday isn’t necessarily a brick-and-mortar shopping day. Business Insider reports 68% of respondents said that on Black Friday, they also spent time shopping online. Yet another indication of how digitalization is shaping a hallmark shopping. Online shopping experiences thus provide specific discount experiences to favor both their “Cyber-week” and Cyber Monday consumers; whereas, traditional retail will only offer deals on Friday.
If you have a week to shop at a reduced cost and the ability to review price at all of the stores that offer the pair of shoes you’ve been lusting after all year (at the same time!), you’re far less likely to regret the purchase. Furthermore, e-commerce sites typically give you the ability to view reviews from previous customers. A recent study by Northwestern University showed that by reading the reviews, the consumer reduces the risk associated with a purchase. Positive reviews can also help generate trust by ensuring the quality of the product you’re purchasing. As noted, the digitalization of shopping has led to a more customer-centric experience, which in turn drives consumers towards purchasing online.
While it may feel like e-commerce has taken over, consumer preference for shopping online still has ample room for expansion, particularly on sales-driven holidays like Cyber Monday. In 2013, China overtook the US as the largest digital retail market in the world. A 2018 PriceWaterhouseCooper (PWC) report on China’s trajectory found the exceptional momentum in growth was driven by digital innovations that focused on the consumer’s demands.
China’s e-commerce giant, Alibaba, has emerged as a global leader in cyber sales. By transforming the customer’s online experience, the company’s sales on Singles’ Day, China’s version of Black Friday/Cyber Monday, show tremendously rapid growth year over year. This year, $38.4 billion, worth of products were sold. Be it Taylor Swift’s showstopping performance to begin the 24-hour shopping frenzy, the quality of the deals due to improved process, or the ease with which consumers were able to make purchases, it’s clear there is no stopping online shopping. Not only has it eclipsed worldwide online sales, it’s the clearest example of where America’s cyber shopping will go next.
The shift in shopping, from brick-and-mortar Black Friday sales to a total e-commerce experience, is entirely dependent on the costumer’s demands and ultimately, their best interest. From reducing stress and buyer’s remorse to improving savings, digitalization is here to stay. This Cyber Monday, enjoy the variety of benefits online shopping has to offer, and take note of how technology continues to positively shift your daily experiences.
Black Friday shopping have you feeling a twinge of regret? Whether the feeling is from missing your favorite team win their afternoon game, or your aching feet after standing in never-ending lines, you are not alone. Approximately 52% of Americans regret items they’ve bought on sale. Wondering if you made the right call on that spur of the moment in-store purchase has as much to do with buyer’s remorse as it does with the variety of options that now exist as a result of digitalization. Mounting evidence confirms digital shopping has more benefits for consumers, be it on Cyber Monday, or throughout the year.
Black Friday has been the US’s biggest shopping event of the year for brick-and-mortar stores. They slash prices on thousands of products and services to draw shoppers in. The strategy worked for several decades, but the way in which consumers shop is rapidly shifting.
As discussed in our research and previous articles, it comes as no surprise that everyday practices, be it searching for a partner, listening to music, or finding a financial advisor, have rapidly transitioned into the digital domain. The World Economic Forum’s multi-year Digital Transformation Initiative found the consumer industry has been the most impacted by digitization. Retail has felt the largest transformation due to how intricately tied it is to our day-to-day lives.
Fundamentally, the move towards retail online purchasing by consumers can be characterized by increased convenience, access to products, and more control over choice. While for the retailer, digitalization has transformed shopping towards e-commerce, namely: the ways in which they sell products (distribution, communications, and transactions), the retail settings (where shopping takes place), the nature of the retail offerings (increased offerings and pricing), and the participating actors. Taking that all into account when considering the biggest shopping day of the year and digitalization means that mass sales (aka Black Friday) take on a very different look than they did decades ago.
The traditional retail model revolved around the product, namely, the means by which the product was transferred from a supplier or factory to a consumer. To ensure success, the retailer had to optimize the process of buying low and selling high. Digital disruption has led a select few, like Amazon and Alibaba, to master the art of that optimization under a new model, while the brick-and-mortar stores have sought to catch up in the process. Ultimately, the model has transitioned from being product-centric to being customer-centric. Optimization requires the collection of data around a digital value chain geared towards enticing the customer as much as possible.
On average, peak savings in 2018 on Black Friday were 18.5% while 2019 Cyber Monday savings were 21%. Digital transformation has brought on these type of savings due to a disruption of the retail industry as a whole. Ted Donath, the VP of Communications, for discount-shopping browser extension, Honey, revealed “when comparing the two days last year, we noticed more savings on Cyber Monday, as consumers shifted their purchasing channels online.” Not only does shopping online equate to more savings, it also reduce buyer’s remorse and increases trust.
As the New York Times reports, “the divide between the in-store sales of Black Friday and the online deals of Cyber Monday has eroded.” Online sales now stretch from several days before Thanksgiving to the following week, providing consumers with increased liberty to manage their time while shopping. You can shop at any time you want! No need to be tied down to a 24-hour window of “door-buster deals.” The Billion-Dollar Holiday forecasts this entire Thanksgiving weekend to reach $29 billion, nearly $10 billion more than just two years ago. E-Commerce sales tip the scale.
More so, expanded offering via digitalization means increased information. It makes sense that Adobe Analytics found more online purchases were made on Cyber Monday in the US last year than Black Friday itself, with American consumers spending $7.9 billion.
The pestering post-purchase nagging you feel can be attributed to cognitive dissonance. You regret buying the item because the decision was linked to an emotion (ie, I felt uneasy with the number of people clawing at the “$200-off” cashmere sweater and felt pressured to purchase it), an assumption of knowledge (ie. I thought I really needed it, but turns out I have basically the same pair at home), or concern over the deal (ie. It seemed like a tremendous bargain… only to find I was jipped because it’s poor quality). As a consumer on Black Friday, traditional retail puts you at a huge disadvantage while being sold on the idea that it benefits you - talk about a reason for feeling a little awful after!
Luckily, digitalization can give you the power to feel less remorse. Black Friday isn’t necessarily a brick-and-mortar shopping day. Business Insider reports 68% of respondents said that on Black Friday, they also spent time shopping online. Yet another indication of how digitalization is shaping a hallmark shopping. Online shopping experiences thus provide specific discount experiences to favor both their “Cyber-week” and Cyber Monday consumers; whereas, traditional retail will only offer deals on Friday.
If you have a week to shop at a reduced cost and the ability to review price at all of the stores that offer the pair of shoes you’ve been lusting after all year (at the same time!), you’re far less likely to regret the purchase. Furthermore, e-commerce sites typically give you the ability to view reviews from previous customers. A recent study by Northwestern University showed that by reading the reviews, the consumer reduces the risk associated with a purchase. Positive reviews can also help generate trust by ensuring the quality of the product you’re purchasing. As noted, the digitalization of shopping has led to a more customer-centric experience, which in turn drives consumers towards purchasing online.
While it may feel like e-commerce has taken over, consumer preference for shopping online still has ample room for expansion, particularly on sales-driven holidays like Cyber Monday. In 2013, China overtook the US as the largest digital retail market in the world. A 2018 PriceWaterhouseCooper (PWC) report on China’s trajectory found the exceptional momentum in growth was driven by digital innovations that focused on the consumer’s demands.
China’s e-commerce giant, Alibaba, has emerged as a global leader in cyber sales. By transforming the customer’s online experience, the company’s sales on Singles’ Day, China’s version of Black Friday/Cyber Monday, show tremendously rapid growth year over year. This year, $38.4 billion, worth of products were sold. Be it Taylor Swift’s showstopping performance to begin the 24-hour shopping frenzy, the quality of the deals due to improved process, or the ease with which consumers were able to make purchases, it’s clear there is no stopping online shopping. Not only has it eclipsed worldwide online sales, it’s the clearest example of where America’s cyber shopping will go next.
The shift in shopping, from brick-and-mortar Black Friday sales to a total e-commerce experience, is entirely dependent on the costumer’s demands and ultimately, their best interest. From reducing stress and buyer’s remorse to improving savings, digitalization is here to stay. This Cyber Monday, enjoy the variety of benefits online shopping has to offer, and take note of how technology continues to positively shift your daily experiences.
Disclosures: Zoe Financial, Inc. ("Zoe Financial") is an investment adviser registered with the U.S. Securities and Exchange Commission. Registration does not imply a certain level of skill or training. Zoe Financial provides investment advisory services and access to independent registered investment advisers through its platform. The information provided by Zoe Financial is for educational and informational purposes only and should not be construed as personalized investment advice or as an offer to buy or sell any security. All investments involve risk, including possible loss of principal. Past performance is not indicative of future results. Clients should consult with their own financial, tax, or legal professionals before making any investment decisions. The material presented by Zoe Financial is for informational purposes only and is not intended to serve as a substitute for personalized investment advice or as a recommendation or solicitation of any particular security, strategy, or investment product. Material presented has been gathered from sources believed to be reliable, however Adviser cannot guarantee the accuracy or completeness of such information, and certain information presented here may have been condensed or summarized from its original source. Past performance is no guarantee of future results. Zoe Financial does not provide legal or tax advice, and nothing contained in these materials should be taken as legal or tax advice. SEC Registration does not constitute an endorsement of Zoe Financial by the SEC nor does it indicate that Zoe Financial has attained a particular level of skill or ability. The sole purpose of this material is to inform, and it in no way is intended to be an offer or solicitation to purchase or sell any security, other investment or service, or to attract any funds or deposits. Investments mentioned may not be appropriate for all clients. Before making any investment, each investor should carefully consider the risks associated with the investment, as discussed in the applicable offering memorandum, and make a determination based upon their own particular circumstances, that the investment is consistent with their investment objectives and risk tolerance. Lower expenses do not guarantee better investment performance. Certain information contained herein may constitute forward-looking statements. Due to various risks and uncertainties, actual events, results or the performance of a fund may differ materially from those reflected or contemplated in such forward-looking statements.
Disclosure: This page is not investment advice and should not be relied on for such advice or as a substitute for consultation with professional accounting, tax, legal or financial advisors. The observations of industry trends should not be read as recommendations for stocks or sectors.
Investment advisory services are provided by Zoe Financial, Inc. (Zoe Financial), an investment adviser registered with the U.S. Securities and Exchange Commission (SEC). Registration does not imply a certain level of skill or training. Learn more about Zoe Financial on the SEC’s Investment Adviser Public Disclosure website. Brokerage services are provided by Zoe Securities LLC and Apex Clearing Corporation, members of the Financial Industry Regulatory Authority Inc. (FINRA) and Securities Investor Protection Corporation (SIPC). Learn more about Zoe Securities and Apex on FINRA’s BrokerCheck website.
The information in the visuals above is for illustrative purposes only and does not represent an actual user's account, balance, or return. Zoe Financial does not provide tax or legal advice.
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Some of this content may have been generated with the assistance of AI. Please review and sense-check all outputs, as AI tools can occasionally produce incomplete or inaccurate information.
In certain situations, you may be required to disclose that the content was “generated by AI.” Please confirm any specific disclosure or labelling requirements with Compliance.
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support@zoefin.com
666 Third Ave, 6th Floor
New York, NY, 10017
Copyright © 2026 Zoe Financial, Inc. | All rights reserved
Find an Advisor
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Disclosure: This page is not investment advice and should not be relied on for such advice or as a substitute for consultation with professional accounting, tax, legal or financial advisors. The observations of industry trends should not be read as recommendations for stocks or sectors.
Investment advisory services are provided by Zoe Financial, Inc. (Zoe Financial), an investment adviser registered with the U.S. Securities and Exchange Commission (SEC). Registration does not imply a certain level of skill or training. Learn more about Zoe Financial on the SEC’s Investment Adviser Public Disclosure website. Brokerage services are provided by Zoe Securities LLC and Apex Clearing Corporation, members of the Financial Industry Regulatory Authority Inc. (FINRA) and Securities Investor Protection Corporation (SIPC). Learn more about Zoe Securities and Apex on FINRA’s BrokerCheck website.
The information in the visuals above is for illustrative purposes only and does not represent an actual user's account, balance, or return. Zoe Financial does not provide tax or legal advice.
Explore the Zoe Wealth Platform with AI
Some of this content may have been generated with the assistance of AI. Please review and sense-check all outputs, as AI tools can occasionally produce incomplete or inaccurate information.
In certain situations, you may be required to disclose that the content was “generated by AI.” Please confirm any specific disclosure or labelling requirements with Compliance.
(646) 680-9244
support@zoefin.com
666 Third Ave, 6th Floor
New York, NY, 10017
Copyright © 2026 Zoe Financial, Inc. | All rights reserved
Find an Advisor
Retirement Planning
Disclosure: This page is not investment advice and should not be relied on for such advice or as a substitute for consultation with professional accounting, tax, legal or financial advisors. The observations of industry trends should not be read as recommendations for stocks or sectors.
Investment advisory services are provided by Zoe Financial, Inc. (Zoe Financial), an investment adviser registered with the U.S. Securities and Exchange Commission (SEC). Registration does not imply a certain level of skill or training. Learn more about Zoe Financial on the SEC’s Investment Adviser Public Disclosure website. Brokerage services are provided by Zoe Securities LLC and Apex Clearing Corporation, members of the Financial Industry Regulatory Authority Inc. (FINRA) and Securities Investor Protection Corporation (SIPC). Learn more about Zoe Securities and Apex on FINRA’s BrokerCheck website.
The information in the visuals above is for illustrative purposes only and does not represent an actual user's account, balance, or return. Zoe Financial does not provide tax or legal advice.
Explore the Zoe Wealth Platform with AI
Some of this content may have been generated with the assistance of AI. Please review and sense-check all outputs, as AI tools can occasionally produce incomplete or inaccurate information.
In certain situations, you may be required to disclose that the content was “generated by AI.” Please confirm any specific disclosure or labelling requirements with Compliance.
(646) 680-9244
support@zoefin.com
666 Third Ave, 6th Floor
New York, NY, 10017
Copyright © 2025 Zoe Financial, Inc. | All rights reserved
