(Family Features) Once a one-day shopping extravaganza defined by long lines and doorbuster deals, Black Friday has transformed into a season of rolling discounts and fading excitement.

According to new research from TopCashback , nearly 7 in 10 Americans no longer consider Black Friday a one-day event, viewing it instead as a month-long shopping season. Only about one-third still see it as a single-day tradition. More than half of respondents said they now shop online instead of in stores, and 43% start scouting deals in early November.

Findings suggest Black Friday’s sense of urgency has shifted, replaced by a steady flow of rolling discounts and digital promotions. What was once a race for the best bargains has become a marathon for savings.

The evolution of Black Friday appears

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