Anyone else seeing weak Black Friday performance this year?

So far, nothing impressive for me this Black Friday week. It honestly feels like all the hype got drained by the endless early sales, one-month Black Friday, 10-day countdowns, “early access” deals… there’s no real sense of urgency left.

What’s weird is that my product rankings are basically identical to last year same keywords, same positions but my sales are down about 50% compared to the same time in 2024.

Is this just me, or are others seeing something similar?