Marquette professor: Early sales and loyalty programs reshape Black Friday shopping

MILWAUKEE (CBS 58) -- Black Friday shopping trends have shifted, with sales beginning earlier and often extending through Cyber Monday.

That is according to Dr. Alex Milovic, a marketing professor at Marquette University, who joined us on Friday, Nov. 29. He explained how online and in-person deals are now closely aligned, giving shoppers more flexibility.

He noted that retailers increasingly use email alerts, text messages and loyalty programs to promote early discounts. Many adjust prices to stay competitive, while smaller businesses implement strategies like "Pink Friday" to attract customers and build loyalty against national chains.

Despite the rise of online shopping, Milovic noted it accounts for just 20% of sales, with most purchases still happening in stores.

Milovic recommended comparing prices, signing up for alerts and setting clear spending limits to navigate changing promotions and secure the best deals.