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Teen Retailers Win Over Black Friday’s In-Store Shoppers

Edikted, Brandy Melville and Kendra Scott were some of the busiest stores in the US on the official start to the holiday shopping season.
Teen retailers such as Edikted and Kendra Scott saw crowded stores on Black Friday.
Teen retailers such as Edikted and Kendra Scott saw crowded stores on Black Friday. (BoF Collage)

This Black Friday, one class of retailers has figured out the trick of luring shoppers suffering through frigid temperatures and high inflation: teen brands.

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Further Reading

This Year’s Black Friday Paradox

Shoppers feel worse than ever but are still spending — selectively. This holiday season turns on a widening wealth divide and a rising insistence on quality at a fair price.

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