As Black Friday frenzy grips the retail world, some shoppers are playing hard to get, refusing to jump at the initial deals and holding out for deeper discounts.

Retailers are facing an unexpected challenge this year as more consumers adopt a “wait and see” approach, which could potentially impact their earnings.

The trend of demanding bigger discounts has caught many retailers off guard.

Traditionally, Black Friday has been the day for shoppers to snag the best deals of the year, but this year, it seems consumers are looking for even more significant price cuts.

This shift in behavior has left some retailers scrambling to adjust their strategies in real-time.