- Forty-five percent of Black Friday shoppers will likely be young people, ages 18 to 29. That's also the age group that's been most brutalized by the economy. Thanks to the combined blows of the Great Recession, the housing crisis, and the student debt crisis, their household wealth is in shambles. Entering the post-2008 labor market probably did permanent damage to their future earning prospects.
If the quest for Black Friday deals seem tinged with a bit of manic desperation, well, maybe it's because most Americans have reason to be at least a little desperate.
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