Black Friday made a small comeback in San Francisco this year, thanks to Gen Z shoppers chasing nostalgia and TikTok trends. But even with their excitement, downtown still looked far quieter than the busy Black Fridays of the past.
Gen Z Wakes Up Early for Old-School Black Friday
At 5 a.m., college student Susana Huezo grabbed her buzzing phone. Her friend Jason Acosta was waking her up for a five-hour Black Friday adventure. The two — along with their friend Giovanni Garcia — started at the Serramonte mall in Daly City before heading to Union Square.
The group wanted to try a tradition that was hugely popular in their parents’ generation. TikTok has recently brought back interest in Black Friday shopping, especially for limited-edition sneakers, trendy toys and viral swag bags.
“It’s Nostalgic” — TikTok Inspires In-Person Shopping
Black Friday today is nothing like the wild crowds and overnight campouts of 20 years ago. But the excitement hasn’t vanished. Big retailers still open early, and products like Nike Jordans or Target’s special bags draw long lines.
“This is the first year we saw everything on TikTok,” Huezo said while standing outside Shoe Palace. By 8:45 a.m., the group had already visited two malls before joining the San Francisco crowds. They said the experience felt exciting and new.
Union Square Opens Slowly — And Feels Surprisingly Empty
Just up the street, 18-year-old Fayee Madrigal waited for Victoria’s Secret to open. She had driven from Santa Cruz with her parents, expecting big downtown crowds. But when she stepped outside her hotel at 8:30 a.m., she was shocked — many luxury stores were still closed.
“I used to wake up early with my mom and stand outside stores,” she said, sipping coffee and scanning Powell Street.
Her parents laughed, remembering when people had to wake up at 5 a.m. to get deals.
Smaller Crowds, More Planning
Shoppers were fewer, and the people waiting at Shoe Palace had already pre-ordered their Jordan 11 Gammas through an app. Even the line at Pop Mart — famous for its Labubu collectibles — didn’t appear until minutes before opening.
Some shoppers said they were disappointed by the empty sidewalks and late openings, a reflection of the city’s ongoing downtown struggles. Classic Black Friday — filled with huge crowds, fighting for deals, and long lines — has largely shifted online.
“Shoppable Districts Are Gone,” Experts Say
Retail expert Kirthi Kalyanam from Santa Clara University wasn’t surprised by the quiet streets. He said most downtown shopping areas have faded, and online shopping is simply more efficient.
“People can visit 20 to 30 stores in an hour while sitting at a computer,” he explained.
Still, Union Square may be slowly improving. Retail vacancies dropped this year, and trendy shops like Pop Mart and Dandelion Chocolate are drawing new interest.
Stonestown Galleria Becomes San Francisco’s Black Friday Hot Spot
While downtown stayed calm, Stonestown Galleria on the west side of the city was buzzing before dawn. The first 100 people at Target received free swag bags, which were gone by 6 a.m.
Dozens more shoppers lined up hoping Target would restock Pokémon cards — a rumor that spread through online forums and Discord groups.
Pokémon Fans and TikTok Santa Take Over the Mall
San Jose State student Sonny Gamoras woke up at 3 a.m. and drove between GameStop and Target, spending nearly $450 on collectible items before joining the Stonestown line.
Inside the mall, a professional Santa Claus — complete with a white beard and red suit — entertained children after a long shift. He said part of his earnings go to charity work in South America.
“Go to my TikTok,” he said proudly, showing his account with over 76,000 followers.
To meet the real Santa, kids had to come to the mall in person — a reminder that some holiday traditions still live offline.
Conclusion
Black Friday in San Francisco looked very different this year. Gen Z shoppers brought energy and nostalgia, hoping to recreate the excitement their parents once knew. But downtown remained quiet, with fewer crowds and later store openings. Meanwhile, Stonestown Galleria proved that the holiday spirit still thrives in places where viral products, collectibles, and real-life experiences come together. Black Friday may no longer be the chaotic holiday shopping event it once was, but for many young shoppers, the tradition still holds a special charm.
