Should you wait for Black Friday deals? Here's what to anticipate this year.

• The period between Black Friday and Cyber Monday is one of the busiest shopping times of the year, with consumers taking advantage of weekend deals.
• Shopping experts advise that retailers' incentives and discounts may not always offer the best prices of the year.
• Here's what not to buy on Black Friday and how to get the best deals.

The five days from Thanksgiving Day to Cyber Monday are usually among the busiest shopping days of the year.

According to the National Retail Federation's annual survey, the number of people shopping in stores and online during that period could reach a new high this year.

This Black Friday, consumers may not be getting the best prices of the season despite trying to take advantage of the sales.

In WalletHub's 2023 report on the Best Things to Buy on Black Friday, it was found that 35% of items at major retailers did not offer any savings compared to their pre-Black Friday prices. The site compared Black Friday advertisements with prices on Amazon earlier that fall.

This holiday season, cardholders are more likely to max out their credit cards or come close to doing so, according to a survey.

Consumer savings expert Andrea Woroch stated that some Black Friday deals are misleading because retailers may inflate original prices to make the deal appear to be a better value.

This year, some of the deals are already at their best.

Retailers are maximizing their selling days by watering down holidays, according to Adam Davis, managing director at Wells Fargo Retail Finance.

"The retailers are facing a shorter selling season between Thanksgiving and Christmas, which is almost a week shorter in 2024. As a result, they will have to be more promotional in November."

Concerns about shipping

There's another good reason to shop early.

There is a growing concern among consumers that their online orders may not arrive on time for the holiday, which is understandable.

DHL Supply Chain's North America CEO, Patrick Kelleher, informed CNBC that delivery times for certain items may be delayed, particularly around major events like Black Friday and Cyber Monday.

Due to the high volume, third-party shippers are under immense pressure, as per Lauren Beitelspacher, a marketing professor at Babson College. Additionally, the ongoing labor shortage makes it challenging for some companies to hire enough workers to handle package sorting, transportation, and delivery on schedule.

""Although we are spoiled and can easily get what we want, we've learned how fragile the supply chain is," Beitelspacher said."

As the number of packages to ship increases, shipping times may become longer, increasing the likelihood of damage, loss, or theft during transit, as well as the risk of "porch piracy" upon delivery.

What discounts to expect on Black Friday

"Davis stated that you will likely observe discounts of 20% to 30%, but not necessarily across all stores."

According to Beitelspacher, markdowns for retailers could reach up to 50%, but premium brands, including high-end activewear companies such as Nike, Alo, and Lululemon, are likely to discount no more than 20% or 30%. The challenge is to maintain the premium brand integrity while offering promotions.

Consumers have become increasingly price-sensitive, which is something these companies have been aware of for several years.

Beitelspacher stated that during the holidays, individuals desire to indulge themselves but simultaneously strive to stretch their budget.

In addition to offering discounts, many stores will entice shoppers to spend more with incentives such as free gift cards with a minimum purchase, said Woroch.

What not to buy on Black Friday

Black Friday is an excellent opportunity to purchase fall clothing at unbeatable prices, such as flannels, denim, coats, and accessories, in addition to televisions and consumer electronics.

Woroch advised against purchasing beauty and footwear on Cyber Monday.

This year, "Travel Tuesday" is a great opportunity for travelers to take advantage of discounts on airfares, cruises, and tour packages, with many hotels offering 20% to 30% off their best available rates. To learn more about the deals available, check out "Travel Tuesday" deals for 2023.

According to Woroch, it could be advantageous to wait until the last two weeks of December to purchase toys, and holiday decorations are more affordable the last few days before Christmas or immediately after.

Furniture and mattress deals are typically better during holiday weekends such as Presidents' Day, Memorial Day, and Labor Day, while exercise equipment, linens, and bedding are often marked down during January's "white sales," she stated.

How to get even lower prices

Using a price-tracking browser extension like Honey or Camelizer can help you monitor price changes and notify you when prices drop. Honey also scans for applicable coupon codes.

If you're shopping in person, use the ShopSavvy app for price comparisons. If an item is cheaper at another store or popular site, retailers often match the price, according to Woroch.

Earning money back on purchases by combining credit card rewards with coupon codes and a cash-back site like CouponCabin.com, then taking pictures of receipts using the Fetch app and redeeming points for gift cards at retailers such as Walmart, Target, and Amazon.

If you purchase an item during Black Friday and it goes on sale for less shortly after, you may be eligible for a price adjustment. Some retailers, such as Target, have season-long policies that may apply to purchases made up until December 25.