Black Friday Is Getting A Early Jump Start
Nov/23/2009 11:56 Filed in:
Small Retailer, Marketing for the Small
Retailer
It
seems Black Friday, the traditional first day of the
holiday shopping season, has lost some of its shine.
The retail phenomenon, which began in the 1960s,
occurs each year on the day after Thanksgiving, when
stores across the country slash prices on everything
from laptops to the hottest Christmas toys. The use
of “limited supplies” fuel a frenzy among bargain
hunters who brave the crowds and the cold to be first
in line when the doors open wide.
A recent survey of shoppers found just 46 percent of respondents plan to “definitely” shop on Black Friday this year, a 12 percent drop from those who took to the stores in 2008. Many survey respondents are turned off by the long lines and rudeness from fellow shoppers, the survey shows, but for others, it’s a function of the economy.
Black Friday is no longer the beginning of the holiday shopping season. Retailers are finding new ways to reel in reluctant consumers. More than 80 percent of shoppers this year said they planned to spend less on holiday merchandise. In order to win them over retailers are coming out with hard-to-beat promotions two to three weeks early. Sears, K-Mart and Toys 'R Us rolled out Christmas in July sales this summer.
Retailers are all competing with each other right now. Price wins out every time. “There’s no definite time anymore of when people shop. Department stores are even competing with discounters.”
With many retailers offering the same Black Friday deals online that they do in the stores, some shoppers rather surf than fight the crowds.
Waiting in line all night is a logistical nightmare for most shoppers. “These days shoppers go online to a number of sites and make a list of everything They want and wait until midnight on Friday, when a lot of stores start their sales. That’s actually 9 p.m. Thursday for those on the West Coast, so they can usually get everything they want without leaving the house.”
A recent survey found a majority of shoppers (59 percent) say they would rather shop online for Black Friday deals this year than fight the crowds. In-store prices for online purchases and free shipping, offered by many big name brands, is expected to further inspire shoppers to steer clear of the mall this Thanksgiving weekend.
But the convenience factor isn’t the only reason the Internet has rendered Black Friday less relevant as a bellwether for holiday spending. While retailers once kept door-buster deals confidential until Thanksgiving Day, so as not to tip off their competitors, Web sites started leaking Black Friday advertising circulars weeks in advance, putting stores in a tough spot.
Retailers have increasingly opted to disclose their Black Friday discounts early to beat those Web sites to the punch — many making their items immediately available for sale.
While many shoppers will boycott the madness this Black Friday, there are those who still find the long lines and elbow jabs a holiday rite of passage. The phenomenon of Black Friday will ever truly go away. It’s been around for a long time and to some people it’s a tradition.
A recent survey of shoppers found just 46 percent of respondents plan to “definitely” shop on Black Friday this year, a 12 percent drop from those who took to the stores in 2008. Many survey respondents are turned off by the long lines and rudeness from fellow shoppers, the survey shows, but for others, it’s a function of the economy.
Black Friday is no longer the beginning of the holiday shopping season. Retailers are finding new ways to reel in reluctant consumers. More than 80 percent of shoppers this year said they planned to spend less on holiday merchandise. In order to win them over retailers are coming out with hard-to-beat promotions two to three weeks early. Sears, K-Mart and Toys 'R Us rolled out Christmas in July sales this summer.
Retailers are all competing with each other right now. Price wins out every time. “There’s no definite time anymore of when people shop. Department stores are even competing with discounters.”
With many retailers offering the same Black Friday deals online that they do in the stores, some shoppers rather surf than fight the crowds.
Waiting in line all night is a logistical nightmare for most shoppers. “These days shoppers go online to a number of sites and make a list of everything They want and wait until midnight on Friday, when a lot of stores start their sales. That’s actually 9 p.m. Thursday for those on the West Coast, so they can usually get everything they want without leaving the house.”
A recent survey found a majority of shoppers (59 percent) say they would rather shop online for Black Friday deals this year than fight the crowds. In-store prices for online purchases and free shipping, offered by many big name brands, is expected to further inspire shoppers to steer clear of the mall this Thanksgiving weekend.
But the convenience factor isn’t the only reason the Internet has rendered Black Friday less relevant as a bellwether for holiday spending. While retailers once kept door-buster deals confidential until Thanksgiving Day, so as not to tip off their competitors, Web sites started leaking Black Friday advertising circulars weeks in advance, putting stores in a tough spot.
Retailers have increasingly opted to disclose their Black Friday discounts early to beat those Web sites to the punch — many making their items immediately available for sale.
While many shoppers will boycott the madness this Black Friday, there are those who still find the long lines and elbow jabs a holiday rite of passage. The phenomenon of Black Friday will ever truly go away. It’s been around for a long time and to some people it’s a tradition.