Doorbusters beyond the mall: Black Friday effects on tourism

Veronica Leoni, Vicente Ramos and Bartolomé Deya-Tortella

Current Issues in Tourism, 2025, vol. 28, issue 9, 1462-1477

Abstract: Shopping holidays are worldwide phenomena that have gained momentum in marketing and management studies; however, there is a lack of research in the tourism academia. The current study aims to contribute by proposing a generalisable theoretical framework that synthesises consumer behaviour during time-limited discounts. The analysis specifically focuses on Black Friday and its effect on hotels’ booking patterns. We use a dataset of more than four million bookings to offer the first empirical evidence of: (i) the overall effect of the BF on the volume of received bookings; (ii) the existence of temporal consumption displacement in the weeks around the event. Based on our findings we elaborate on the potential profitability and companies’ motivation to participate in time-limited discounts.

Date: 2025
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DOI: 10.1080/13683500.2024.2339965

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