Less clicking as Koreans rethink US Black Friday

A woman shops during Black Friday deals, a post Thanksgiving shopping frenzy that attracts throngs of bargain hunters to stores, at the Roosevelt Field mall in Garden City, New York, Friday. Reuters-Yonhap

Just a few years ago, Korean shoppers would stay up past midnight to pounce on Black Friday deals from the United States. Now, many are closing their browsers instead.

America’s biggest shopping weekend long served as a major online event in Korea, where direct overseas purchases once promised luxury goods and specialty items at bargain prices. But this season, the excitement is noticeably quieter.

With the U.S. dollar still strong against the Korean won, even steep discounts are failing to translate into real savings. The currency gap is wiping out the price advantage that once made the process worthwhile, especially after international shipping fees and customs charges are added.

“Even if an item is 40 or 50 percent off, by the time you convert it into won and add shipping, it’s no longer a deal,” wrote one user on Dealgong, an online community focused on overseas bargains and shipping tips.

Black Friday sales of Ralph Lauren, a consistently popular brand among Korean consumers, also feel underwhelming this year. Its 30 percent discount on select items is not enough to spark past levels of excitement.

“I’m adding stuff to my cart, but I’ll probably never check out,” another shopper wrote. “This is the first year I’m buying this little.”

The slowdown comes as domestic retailers push their own year-end promotions. Many global brands that once required ordering from the United States now operate Korean e-commerce sites, delivering similar prices with far quicker shipping. For many shoppers, the incentive to buy abroad has faded.

Dedicated bargain hunters remain, especially those searching for niche products not sold in Korea. Electronics fans still track limited deals, and parents compare prices on popular children’s items. But overall, the scale is smaller, with fewer late-night shopping sprees and lighter carts at checkout.

Forwarding services that typically brace for a surge in holiday shipments are also preparing for a slower season. Some have reduced temporary staffing, noting that the volume seen in previous years may not return.

As the weekend continues, many shoppers are taking a wait and see approach or turning their attention to domestic promotions instead.