Although Black Friday arrives at the same time every year, the deals do not. In recent years, Black Friday offers have been stretching into Thanksgiving Day and, in some cases, even earlier.
Marketing professor David Brennan said the 2008 recession is a big reason why deals keep coming sooner.
“(Retailers) got stuck with a lot of inventory,” Brennan said. “There’s been a lot more promotions in terms of not just Black Friday but now Black Thursday because retailers have generally moved up to starting on Thanksgiving Day around 5 o’clock or 6 o’clock.”
St. Thomas is full of students who either shop or work during the event. Senior Lincoln Goetting, who is working on Black Friday, said the early deals interfere with his Thanksgiving celebration.
“I do not mind Black Friday when it takes place on Black Friday,” Goetting said. “A 12 a.m. start on Friday is fine, but this keeps getting pushed earlier and earlier … I find that a bit ridiculous because now workers cannot even have a true Thanksgiving with their families. I understand that I work for retail, but there has to be some limit.”
Brennan said that before a company can decide when to start its deals, it has to know its identity.
“First, you have to look at what type of retailer you are,” Brennan said. “You have to understand the product, the merchandise and the consumer behavior before you can begin to determine what’s the best marketing strategy.”
The varying deal times don’t have a profound effect on senior Bailey Borowicz’s shopping plan.
“I go to Albertville Outlet Mall for Black Friday,” Borowicz said. “I don’t always have an agenda, but my usual spots to check out are Nike, Ralph Lauren, Columbia, Wilsons’ Leather and Coach. I’m usually looking for various gifts for my family members.”
Borowicz said the reasoning behind attending those stores on Black Friday is simple.
“I go to those stores because they are generally high quality and expensive but, with outlet mall prices and Black Friday deals, I can get nice gifts for family and friends at reasonable prices,” she said.
Goetting said although they are a hassle, the early deal times allow for entertainment.
“For me, the best part is the atmosphere if you are at a big mall,” Goetting said. “The frenzy of people trying to get things is pretty hilarious to watch and even participate in.”
Overall, Borowicz said she enjoys the experience.
“I love staying up late, getting coffee and being with friends,” Borowicz said. “I have been going for the past five years with the same two friends, and it has been a fun tradition for us to uphold.”
Andrew Frentz can be reached at fren2218@stthomas.edu.