As Thanksgiving approaches, Americans will be going through many different rituals in order to prepare. Tasty videos of pumpkin pies and green bean casseroles will be reaching higher views than normal. Meditation apps will be used greatly in preparation for crazy Aunt Janet and the stress of having the whole family in one room. These are just of the few “on-trend” things that people are going to be using leading up to the big day.
However, in addition to planning for the actual Turkey Day, there is one thought looming in everyone’s minds: Black Friday. This stressful ritual of crazy high discounts and the possibility of being stampeded is the Friday after Thanksgiving. People start lining up for these discounts even in the day on Thursday in order to await the 12 AM door openings. Though this is a day that causes a lot of anxiety for many, (including myself) others feel that it is the Super Bowl of all holiday shopping and they would never dream to miss it.
There has been a steady plateau of in-store sales throughout the last couple years, though, and an increase in the infamous Cyber Monday and online discounts all the way through the weekend. This trend is due to those shoppers who feel that the comfort of their own beds is more intriguing than horribly long lines and cranky individuals. Many of these online shoppers are millennials, as older people have not grown up with this online shopping experience.
Millennials like convenience. Even though it is also found that they want to interact face-to-face with brands and stores while shopping, they are not as inclined to shop in-store on Black Friday due to the long lines and stress that come along with this day. Cyber Monday on the other hand, is filled with deals right at our finger tips, with no waiting and hardly any obstacles—exactly portraying the “I need this right now” mentality that many millennials possess.
I do not see this as a death of Black Friday, though, there are just as many or more people shopping in-store as online. But, I do think the dragged-out weekend—not only having huge sales on the early morning of Black Friday—is a positive thing for all Americans, leading to not as much stress and hopefully fewer stampedes. I do predict that in the coming years the Black Friday shopping weekend will continue to evolve and add more elements than we already have, and I am excited to see what these will entail.
Whatever your thoughts on the day are… Happy Shopping!