After dozing off from the trytophan and that third piece of pumpkin pie on Thanksgiving, American consumers turn their attention to a pressing matter – holiday shopping. I love shopping, and I definitely love sales (I rarely ever buying something that is full-price), but I am not a fan of Black Friday. I definitely have spent many post-Thanksgiving days in the mall with the hordes of manic shoppers, but to what end? Are Black Friday deals really that great?
The little television that I watch has recently been flooded with commercials touting Black Friday sales, not just Friday, but from now until Christmas. Scanning through the fliers, there are “incredible” deals, but are they really that great?
A savvy shopper can spot bargains throughout the year and actually have a chance to buy the product, without camping out overnight at a mega store like Walmart or Best Buy. Yes, the sales are tempting – we are all lured by the fabulous deals and items that stores are nearly giving away. The prices seem almost too good to be true – how can they actually be making a profit?
Before I delve into the nuances of marketing and prices, think about the concept of Black Friday for a minute. What is Black Friday anyway? Is it a day set out every year by retailers nationwide to be especially altruistic and help out the American consumer, by offering unbelievable one-day-only sales??? Even I am not that idealistic. The sales figures that retailers garner are nearly completely based on hype. Black Friday is the day where the stores mock you for not having every gift bought, wrapped, and ready to distribute, even though Christmas is a month away. In my mind, a month is plenty of time to check off every item on your list; there is really no need to panic – the stores just want you to panic because the more you panic, the more you buy.
Just as companies like Gillette sell you a relatively cheap razor holder only to gouge you later on razor blades, and HP sells you the 3-in-1 printer for $70, but charges you around $20 for each ink cartridge, retailers lure you into stores in the same manner. Yes, there are some fabulous sales, but only for the lucky few that sacrifice sleep to be the first people in the store. The rest, once they are lured in, are crestfallen at the thought of missing out on their coveted item, but wait – the store is to the rescue! There so many other great sale items to choose from – how can you resist? So before you get the tent out of the attic and set up your coffee pot for your camp-out at the mall, examine your priorities. Is that one item really that important? You may see me at the mall tomorrow, coupons and list in hand, but before you max out your credit cards: stop, inhale, and really think about what you are about to do. If it is something that you actually want, go ahead, swipe your card, but just remember to keep the receipt.
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