Black Friday shopping

Thanksgiving – Pros and Cons of the shift of Thanksgiving sales from Friday to Thursday

Traditionally Black Friday has been the kick-off of the holiday shopping season. Families spent Thanksgiving together dining, celebrating, catching up with each other and maybe even watching a football game on television. Early Friday following Thanksgiving store employees would start reporting to work preparing for early openings which often took place at 6:00 am. Retailers had advertised their Black Friday specials (Door Busters) and customers would start queuing up at the doors ready to find bargains. The shopping would then continue into Saturday and even Sunday patrons continued to look for bargains to stretch their dollars further. Then something began to happen, stores started competing for those dollars by opening their doors earlier and earlier. We ( I did this for quite a few years) would report to work and 3:00 am for a 5:00 am store opening. The next year we moved to 2:00 am arrival for a 4:00 am opening. Today stores are opening their doors on Thanksgiving Day. There are Pros and Cons to this shift that I think is worth exploring in a bit more depth.

Pros to an opening on Thanksgiving Day:

Shoppers are going to stores on Thanksgiving, according to the balance.com in a story, “What Is Black Friday? Sales and Trends” by Kimberly Amadeo, updated June 20, 2018, 29 million people went shopping on Thanksgiving Day, 2016. That is a significant number of shoppers to just ignore.
According to bestblackfriday.com, 16.22% of Americans said they are in favor of stores opening on Thanksgiving and 5.60% were strongly in favor of it. “Thanksgiving Day 2017 Shopping Survey and Analysis”, Nov 4, 2017, by Phil Dengler. Americans may say they are against it but go out shopping anyways.
Bestblackfriday.com also reported that “younger Americans favor stores being open on Thanksgiving more than older Americans do.” Appealing to younger shoppers could be a way to increase their patronage on Thanksgiving Day.

Con’s to an opening on Thanksgiving Day:

Being open on Thanksgiving can create problems for retailers trying to generate sales on Black Friday as well as Thanksgiving. According to a New York Times article, “More Retailers Are Choosing to Close on Thanksgiving”, by Rachel Abrams, Nov 15, 2016, there are problems in keeping store shelves full for Black Friday and Thanksgiving Day.
The same article points out that stores can give a bad impression to customers if they come in on Black Friday and shelves are empty and employees seem to be exhausted. Joel Alden a partner in a retail consulting firm is quoted as saying, “If you do a lousy job over the Thanksgiving period, it may be a while before those customers come back and visit you again.”
“…retailers that open Thanksgiving risk backlash from consumers who would rather the day be preserved for family get-togethers” according to a story in Richmond.com, written by Tammie-Smith, Richmond Times-Dispatch, Nov 23, 2016, “Retail employees working Thanksgiving as stores offer customers some of the biggest sales of the year”

There is finally a mix of feelings about working on Thanksgiving from the employees who have to work when their company chooses to be open on this day. Some are unhappy that they are expected to work when they would prefer to be enjoying the time with their families. There are those employees who prefer to work the holiday for the extra pay they receive. An article from floridatoday.com “Working retail on Thanksgiving: Here’s the scoop”, by Ilana Kowarski, Nov. 26, 2014, provides a glimpse at this split between retail worker opinions. One employee was quoted as saying she wanted “…to make more money for my family, and that’s on me.” A bit further in the article though another employee said, “Corporate greed drives the business to stay open and, therefore, forces us to work on holidays.”

So what’s the answer? It would seem there is no right or wrong answer, only pros, and cons for the retail owner to consider. Balance the benefits of opening on Thanksgiving with the potential problems that may arise from doing so. Perhaps the best answer you can get is to talk with your employees and find out what their thoughts are on the subject. If enough workers are on board to open the store and run it each day of the holiday weekend and do so with a great attitude you may have the winning solution to the problem!

Strategies to Keep Black Fridays From Becoming Bleak Fridays (A Focus on Sales, Safety and Security)

Black Friday and the holiday shopping weekend has generally been the time of the year that most retailers are excited about. This is the time when shoppers are going to pull out their wallets and spend money. Deep discounts, doorbusters, even gift bags for the first customers, have been used to entice shoppers to visit stores early. It has been so successful as a marketing tool that stores have even advertised early Black Friday sales in JULY! Unfortunately, it seems that there has been a dark cloud overshadowing this weekend and it is more ominous each year. This cloud is one that can turn a Black Friday into a Bleak Friday if a store owner isn’t prepared for it.

The black cloud involves the safety and security of customers and retail sales for the store owners. There are factors owners must take into account to keep that cloud from raining on a weekend that should be making shoppers happy and keeping registers ringing. As a Loss Prevention Manager, I have seen to it that my stores have remained safe during the Black Friday weekend but I have followed incidents at other stores where things turned ugly. Customers have gotten hurt rushing into stores. People have fought over doorbuster items that were limited in quantity. I have had to intervene when shoppers argued over not receiving a raincheck for a one-time purchase item. I have also worked a Black Friday when all of the registers went off-line and customers became angry and abandoned shopping carts. All of these can have a negative impact on sales and hamper the weekend that should be one of significant profits for a store.

Here are some suggestions for preparing your store and employees for the event:

One of the things that set customers off is waiting in a line only to find out that a particular doorbuster is sold out. If you have some item you expect will draw in customers but there is a limited quantity, have a ticket for each item. Have someone go through the line as it forms and ask who is there for that item. Pass out the tickets and set aside enough to fill those orders. Continue to do this until you open the doors. If you run out of tickets before you open the doors be honest with the customers who are continuing to walk up and let them know you are out of that item.
Consider hiring a security company to provide a presence at the front of the stores to help keep order. A lot of altercations begin outside when people who have formed orderly lines and have waited patiently believe others are cutting in front of them. They are also a great presence to keep shoppers safe as they leave with their purchases to go to their cars. If you don’t want to hire security you can see if local police are willing to make frequent drive-by’s. Another alternative is to have two or three employees mingle with the line, talk about the sale items and even hand out store maps where specific sale items are located.
Check all of your point of sale equipment at least a week in advance to try to ensure there are no equipment failures on Black Friday.
Have a technician test all of your electronic article surveillance equipment to minimize false alarms and reduce the opportunity for theft to take place.
A lot of cash transactions take place on this holiday weekend and it is a good time for counterfeit bills to be passed. Be sure cashiers are using counterfeit pens for $50 and $100 bills. If possible a counterfeit bill detector for each point of sale is a better solution. Know that if you take counterfeit bills your store is not reimbursed or covered by your financial institution.
If your store happens to use display cases for some high ticket items, be sure more than one employee is carrying keys to assist customers and minimize wait times (also consider all of the retail anti-theft options available from Sensormatic that can improve security while enhancing sales).
Think about offering free coffee or tea to patrons who may be waiting outside for the store to open. You would be surprised at the positive response you will get from shoppers.

By taking the time to prepare in advance and plan out your Black Friday weekend you can minimize safety and security risks. The same planning will boost sales and ensure that your business truly experiences a very profitable holiday.