I don't think it is media hype. From what I have personally experienced Black Friday this year was WAY more crowded and crazy that it was last year. Last year it was like a ghost town in the stores I was in (Wal-Mart, Target, etc.) Online deals especially on
Amazon are going within seconds -- yes literally seconds. Although online is hard to judge because one never knows how many items are available.
Most of the people I know have more stability and security this year than they had last year. Last year everyone seemed to be afraid of loosing their jobs. This year not so much. Many of those that I know who were unemployed are now employed even though in some cases their employment is beneath where they were before.
I don't believe that things are worse than ever. As a whole (there are exceptions) things seems to be stabilizing if not improving.