Black Friday has become a global sales event that strongly influences consumer behavior and retail strategies. It helps businesses generate revenue, clear inventory, and build customer relationships, but its long-term implications for consumers remain contested. In Albania, where academic research on this topic is scarce, media reports suggest widespread skepticism about the authenticity of discounts. This study investigates what factors motivate Albanian consumers to engage in Black Friday shopping and whether businesses achieve higher revenues during this period. A mixed-method approach was applied: an online questionnaire (demographics and ten structured questions) distributed via social media, complemented by direct interviews with business representatives. A total of 173 valid responses were collected, primarily from Tirana. Descriptive statistics, frequencies, percentages, and hypothesis testing were conducted using RStudio. The analysis reveals that Black Friday plays a strategic role in Albanian retail, though consumer doubts about discount transparency persist. Respondents were divided between preferring local purchases due to transport costs and delays and foreign purchases, seeking better quality, genuine discounts, and greater variety. Overall, the results show that while Albanian businesses benefit from Black Friday, sustainable growth will depend on transparency and adapting to rising consumer expectations.