Puerto Rico shopping centers expect a cautious consumer on Black Friday this year, with activity steady but not stronger than last year, according to Marnie Marquina, president of the Puerto Rican Shopping Center Association (ACCP). Marquina said last year’s season was fairly active, but current challenges on the island, such as inflation and electricity rates, may lead consumers to hold back on spending the day after Thanksgiving.
She recalled other periods of uncertainty around Black Friday, including the impact of Hurricane Maria in 2017 and the COVID-19 pandemic in 2020. "What we are seeing is a consumer who is a bit more strategic and cautious—less impulsive," Marquina said, describing shoppers who look for promotions and compare options as part of planned purchases.
She said technology products lead in sales, though this varies by shopping center, and that Puerto Ricans enjoy heading out early to shop, spending the day with family and friends and moving from one shopping center to another. Edwin Tavares, general manager of Plaza Las Américas and Plaza del Caribe, said the period is not only a day of intense activity but historically the weekend with the highest foot traffic at the shopping center, and he anticipates an even greater impact this year based on trends observed throughout the year.
He noted that promotions now begin well before Black Friday, and that both shopping centers open at 6:00 AM and serve customers until 9:00 PM.