We all knew that it was coming. Black Friday shopping continues to be pushed back well into Thanksgiving day.
Does that make you frown as it does me? I sure don’t like to hear that stores will be extending their hours into Thanksgiving. Our knee-jerk reaction is to exclaim, “That’s terrible! Shame on them!”
Let’s look deeper into the problem and find the root cause of our discomfort, shall we?
The Problem With Extending Black Friday
- Employees must often work the open hours, regardless of whether or not they’d prefer to be at home on the recliner in a post-turkey semi-comatose state.
- A lack of impulse control and shopping addiction (not to mention deal-seeking addiction) will send many out into the maelstrom who would otherwise enjoy extended time with friends and family.
- The extended shopping hours indicates that these companies will do whatever it takes to earn more revenue, even if it means trampling on what was once considered a sacred holiday.
The Benefits of Extending Black Friday
- The endorphin rush experienced by shopping can be enjoyed even earlier. Never mind that endorphins are also released while savoring the fellowship of friends and family.
- Stores will earn revenue that is normally lost by closing for the holiday.
I’m married to a former Black Friday shopper. My husband used to brave the crowds early each post-Thanksgiving morning to fill a basket with bundles of flashlights, batteries, jeans, sweatshirts, and the occasional child’s toy. Yep, he’s awesome!
In the past two years we’ve stayed home to shop online. We don’t engage in brick-and-mortar Black Friday madness anymore.
That change of routine might affect my conclusions in this article. I’d love to hear in the comments about your own take on Black Friday and how you shop for the holidays.
What are the financial ramifications for the business?
Companies that use the extra shopping day will realize greater revenue than they would have if they had been closed. Whether or not that increased income will be offset by decreased sales on the traditional madhouse shopping day (Friday) remains to be seen. I would imagine that an offset will occur.
What are the financial ramifications for the consumer?
I doubt that there will be any negative consequences from engaging in a frenzied shopping spree with thousands of other folks while under the influence of endorphins and group think.
Is my sarcasm coming through loud and clear?
Is there a better solution for businesses?
Offer more online deals. Just like us, Americans are already choosing to forego the wild morning of in-store purchases. Consumers can shop from the comfort of their own home where they are less likely to make hysterical decisions. Far fewer employees are needed to come in to work that day.
Ultimately, if consumers choose to utilize these extended hours, companies will continue to offer them. Americans will vote with their pocketbook.
I’m comfortable with that method of electing how and when we shop. I look forward to seeing how these new hours affect businesses’ bottom line and whether consumers continue to vote for earlier openings.
How do you shop for the holidays? Does the thought of Black Friday get you excited or does it give you the shivers?
Photo by Mikey Jones.