Have you seen the Sears TV ad where the couple tells the sales clerk “We only shop on Black Friday,” and the clerk is explaining there are deals to look for BEFORE Black Friday?
Yes. Pick up the Sears ad that’s in your newspapers today. I’m looking at the one in the Detroit Free Press that shows a variety of winter coats for $19.99 on Saturday morning. Toys R Us also has doorbuster specials this weekend.
Now, let’s talk about that situation.
I know the retail industry created the Black Friday buzz. The Detroit News explained in a feature story last year that Hudson’s held a sale on the day after Thanksgiving in 1981 and opened the store one hour early. That sale became the start what we know now as Black Friday shopping promotions.
But while the TV stations and newspapers do Black Friday stories featuring the long lines outside the mall or whatever store is hosting the deal of the day, many other stores don’t get that boost in retail business. Some, in fact, get lower traffic than usual that day.
I was a reporter for The News Herald in Port Clinton, Ohio, in November 1997, when my editor told me to go do a local story on Black Friday shoppers. I discovered a very empty downtown at lunchtime as compared to the regular business day traffic. That scenario was most certainly NOT fitting in with the buzz of the day.
The following year, I planned my news article based on where the local Black Friday shoppers could be found. They were at Wal-Mart a couple of miles out of the city limits, waiting for a 6 a.m. opening.
And if you live in Monroe, Mich., these days, you know that the downtown Monroe district holds its Christmas festivities and tree lighting ceremony on the weekend BEFORE Thanksgiving.
The stores that schedule early sales are being practical. They would like to get some of your shopping dollars. Waiting until Black Friday for a promotion makes absolutely no sense for stores that won’t be able to compete for attention with lines at the mall and big box stores.
It’s smart for even the big guys to spread out their sales promotions over a few weeks so that their employees are not so overwhelmed on Black Friday.
Cyber Monday is also a factor these days, with a noticeably huge spike in Internet purchases made on the Monday after Thanksgiving.
So if Black Friday shopping is part of your traditions, fine. Have fun!
But don’t assume that will be the only day in which you can find the Christmas deals. It’s not. You need to be watching those sales fliers now, and pay close attention for a few weeks.