Who Killed Black Friday?

Black Friday weekend is just not what it used to be.

Despite falling gas prices, stock prices posting records, and buoyant consumer confidence, Thanksgiving weekend sales—in stores and on-line—were down about 11 percent from last year.

Five forces combined to reduce this year’s spending binge—and most will endure in the years ahead.

1. Black Friday Isn’t So Special Anymore

Years ago, retailers attracted shoppers to malls the day after Thanksgiving by offering limited supply door openers—one-day deep discounts. These days more stores open on Thanksgiving Day, offer equally good deals the days before and after Black Friday, and keep cutting prices to clear out inventory before Christmas rather than hold back for January sales.

Black Friday simply isn’t special anymore, unless a shopper is scooping up that deeply discounted home theater whose availability may disappear. It may be a great day to get out and have fun with friends, but Black Friday is often not the best day to get the best deal.

2. Middle Class Has Less Money to Spend

For most folks’ incomes have not kept up with inflation.

Since 2007, median family income is down more than $4000, and the biggest price increases have been for items most folks deem necessities—food and rent, health care, and internet and cellular phone service.

To accommodate, middle class families are spending less on apparel, furniture and appliances, and meals in restaurants.

Americans may still be purchasing items for everyone on their holiday list but are forced by limited budgets to buy less expensive items—unless they borrow.

3. Americans Are More Cautious about Debt

Americans once viewed what they could afford by the money in their pockets and bank accounts, but after World War II that increasingly changed to include what they could borrow on credit cards and with second mortgages.

Hardships in the wake of the financial crisis have changed habits. Americans still borrow for cars and college but are more reluctant to buy other items on time payments.