Black Friday vs. Brown Thursday
Olivia Debelack
Thanksgiving was created to be a pause in the year; a time to be thankful and spend time with family and friends. But what is this? Has this wonderful time of family, food and football been hijacked? Retailers, by the dozens, are now opening after dinner on Thanksgiving day.
The goal of every retailer, large or small, is additional income from sales. For many companies, the day after Thanksgiving sales would be so brisk, they would finally see a profit; hence the name Black Friday. No more operating in the red. It seemed logical then, that being open one additional day would be a perfect solution to more profit. Hence the dawn of what was affectionately named, Brown Thursday. But was it?
It all began in the 90’s, when Kmart began opening on Thanksgiving day (CNN) in an attempt to grab a bigger piece of the Christmas shopping pie. Kmart sales were struggling and this was an innovative way to get market share. At the time, there were only a select few stores actually open on the holiday, and there were a segment of people, it appeared, looking for something to do. People seemed to enjoy this new shopping option. They were finished with turkey and now had something else to occupy their time. It looked like a success.
Other retailers discovered that being open was accepted, and seemingly embraced, by the consumer. Slowly, at first, other stores began to open Thanksgiving day. This trend forced most national retailers to now open their doors. With a higher supply of stores open, it appeared to create a lower demand by consumer. Suddenly many Americans felt the retailer was infringing on their holiday. Family events were now breaking up early so people could go shopping. Employees of retailers were forced to leave celebrations early to get to work. Now this small number of shoppers running over to Kmart was a large number of people headed for a full evening of shopping. That trend caused controversy from many American families because it distracted from the intention of the holiday. With the help of social media, people began boycotts and protests of retailers that “dared” to be open on Thanksgiving. Below is a picture that went viral, illustrating the extreme side of boycotting black thursday.
This has forced retailers to weigh the tradeoffs of opening: potential additional profits, versus diminished consumer taste, as many found this retailer grab at profits to be offensive. This movement to be open on Thanksgiving Day has consumer and labor groups pushing back against those retailers. In attempt to win the favor of those against this new shopping craze, many retailers were now “promoting” that they were NOT opening. Last year, more retailers chose to remain closed, in part because of consumer response; more likely stores are closing because it is not as profitable as they would like. In a highly competitive employment market, some retailers close as it boosts employee morale.
This year, Mall of America, the largest Mall in country, was the first to make the unprecedented announcement that it will “not be open” on thanksgiving. It appeared they were attempting to appeal to the consumer that is against Brown Thursday. One should note though, that the mall closing cannot stop the individual retailers from being open; which would appeal to the Brown Thursday lovers. Retailers have had to weigh the opportunity cost of opening on Thanksgiving day. Which is more costly? The loss of profit from not being open or the gain of goodwill for being closed? Whether the stores decided to open or not they will most likely experience some sort of profit loss. So far in 2016, it appears many large retailers are electing to close, does this mean the protesters have won?
Works Cited
Board, Editorial. "Should Stores Open on Thanksgiving?" Chicagotribune.com. 27 Nov. 2014. Web. 11 Oct. 2016.
By Submitting You Agree to Our Terms of Service. "Should Retailers Stay Open on Thanksgiving?" Mortgage, Loans, Financial Advice, Debt Help, Insurance and Retirement Planning in the US. 11 Oct. 2016. Web. 11 Oct. 2016.
Chen, By Daryl. "RD Asks: Should Stores Open on Thanksgiving? | Reader's Digest." Readers Digest. 16 Apr. 2016. Web. 11 Oct. 2016.
I've never been a huge black friday shopper, because in the past I've preferred to sit down and watch Thursday Night Football with my Dad and Uncle. I've watched black friday every year from the sideline, and I'm pretty disgusted from what goes on early that friday morning. People trample other, fight, and cry over getting what they want on sale. It's become a ridiculous joke. Also every year it starts earlier and earlier. I completely disagree with this, because it forces workers away from their families and towards the shopping war zone. I personally believe these companies should stop worrying so much about gaining a little more money that year on one night, and should worry more about their employees and consumers. They shouldn't make employees cut time from their families and they should make a more controlled way of opening their stores instead of letting everybody rush into their store in a giant stampede of sale crazed consumers. Part of it is the consumers fault. They do need to grow up at some point, but stores should control it more and stop opening so early.
ReplyDeleteIn this case I do not believe that the protesters have "won". But more so that the concept of black Friday has been taken as far as it could be. As you mentioned, when black Friday first started it was only one or very few companies participating in this sales tactic. But as more companies witnessed the major profit of the few companies participating in black Friday- of course they wanted to join in. And as others joined it it meant more stores for people to go shop in, causing them to not spend all their money in one store and sales per company to not be as high as they were the first couple times we did this. It was only a matter of time before black Friday went from a special something that one or two companies were doing, but now it's not so special because every company does the "big Friday sales".
ReplyDeleteAs I personally work at a retail store, I understand all the frustration with companies that their employees come in on days meant to be days of relaxation and time off. I think that it was smart for businesses to appeal to the large population that agrees with the fact that everyone deserves time with their family, even if they work at a place ‘expected’ to be open. It’ll be interesting to see how this does end up affecting the economy, as it will either benefit the companies who participate in closing on Thanksgiving, or it will hurt them for not taking the benefit of the opportunity. I personally hope it benefits them.
ReplyDeleteThis is just another example of the how the billion dollar industries have ruined the Holidays. With "Black Thursday", they're basically offending an American holiday and its purpose of family first. Additionally, I feel other industries are guilty as well. The NFL, for example, has games that take place on Thanksgiving, also forcing hundreds, if not thousands of people to work on a day when they should be celebrating.
ReplyDeleteStories like this make me wonder why more businesses can't be like the warehouse club Costco. Not only are they closed on Easter, Memorial Day, Independence Day, Labor Day, and all the Winter Holidays, they also have a great reputation for their employees (and they have a great food court). The same thing can be said about Chic-fil-A: They're close on every Sunday of the year, and are never open on Thanksgiving (and their food is amazing!). These models for Employee service are what makes companies more appealing to consumers. Pick 'n Save, on the other hand, is only closed all day for one day: Christmas. They close at 3 PM on Thanksgiving, but I can only wonder when the apathetic presence of greed will force the helpless employee to unlock the doors on Christmas Day. Hopefully I will be gone by then.
As someone who usually goes shopping on the night of Thanksgiving it is interesting to see why many are against it. However, will the closing of stores on Thanksgiving decrease the amount of profit that stores make? The demand for these deals and products rapidly increases as the end of November approaches and I wonder if not being able to shop on Thursday will decrease the amount of profit, or if it will just make Friday even more hectic than it already is. With this in mind, I wonder if stores are going to be concerned about their quantity supplied. Typically they had a 2 day span to stock their store, however, now it will be a one day only event. Plus, now that the crowds will not be divided the lines will be even longer which also makes me wonder if customers will just give up which brings me back to the idea of a loss in profit. While I understand that people want to value Thanksgiving as family time, I understand why stores felt the need to utilize two days in order to maximize their sales and upkeep the amount of products they keep in stock. Therefore, I agree that there is a lot of controversy presented here.
ReplyDeleteI personally look forward to black friday every year-for the deals and the people watching. But I didn’t know the history of where it all started and the reasoning behind it. I appreciated your analysis on Black Friday and the effect it has on the economy, especially how culture affects the way it works. For the past couple decades, millions of Americans fight over the cheapest television, but now many are boycotting it in the name of saving the Thanksgiving spirit. I think it would be interesting to see how Cyber-Monday also affects the deals.
ReplyDeletePre-black Friday shopping is one of the most controversial topics around the holidays, because people don’t want to diminish the Thanksgiving holiday--and rightfully so. I think there is something to be said about spending time with family on that Thursday because it is one full day that should be designated to that and not worrying about spending money just to get a deal. Stores electing to be closed on Thanksgiving is a good idea because their profits and deals that they give to people for shopping would probably make their profits slightly less. Therefore, people would spend time with their family and stores could make all the profit in the following days, with exactly the same sales.
ReplyDeleteBeing that I am guilty of shopping late on Thursday night and into Black Friday I don't think it is that offensive or wrong that stores open late Thursday night. You can't blame them for tying to make as much profit as possible. Plus, it's not like people are forcing you to go shopping on Thursday night. If someone is greatly offended by stores being open, then they shouldn't be out shopping. I will admit it is ironic that on the day we are supposed to be thankful for what we have, Americans trample each other in order to a discounted price on an item. However, it is the consumers responsibility to decide if that product is worth going out to get.
ReplyDeleteI think that opening stores on Thursday night is actually ridiculous. It's as if America has lost all of its morals. Thanksgiving is about taking the time to appreciate everything you have, not crave more. I think black Friday is an awesome day, but solely on Friday. Where is the fun 4:00AM opening times anymore? Those used to be so thrilling for consumers. But now, it's turned into a night where people are hungry for deals rather than turkey, and that is truly a shame. I disagree with your statement "Whether the stores decided to open or not they will most likely experience some sort of profit loss." If Target for example does not open on Thanksgiving Day, they won't experience any profit loss, because consumers know that all of Friday the deals will be open to the public. They will also receive goodwill from those protesters against black Thursday. So no, there will be no form of profit loss if stores decide to close all of Thanksgiving.
ReplyDeleteWhile opening earlier was originally a tactic appreciated by consumers and increased sales, diminishing marginal returns caused this trend to eventually stop bringing in such great marginal benefits. As stores eventually began to be open early Thursday evening, people appreciated the extended hours less because the marginal cost of not spending time with their family on Thanksgiving became too great. Now, the marginal benefit is actually becoming negative as people are less satisfied with retailers who open too early. By returning to the opening hour that satisfies both early shoppers and people hoping to celebrate a traditional Thangskgiving, retailers would be able to maximize both their profits and their consumer satisfaction.
ReplyDeleteAs a "proud" employee of Walmart, I get the immense privilege of working on Thanksgiving night. In fact, every employee is expected to work when they are supposed to be having turkey. There is one reason for this, Walmart is an absolute madhouse on Thanksgiving evening. I have never before seen so many people jam packed into the checkout aisles as I did thanksgiving night. This experience leads me to disagree with your point that there is large, effective, boycotting movement experienced by the major retailers. Furthermore, I am sure that those who do like to protest the opening of Walmart on thanksgiving by not shopping there on any day will soon forget their disdain when they need some cheap food or clothing. I believe companies that stay open on Thanksgiving don't receive any harsh backlash, instead they sit back and laugh as the money rolls in.
ReplyDeleteI am guilty of being one of the people who go out shopping on thanksgiving night. I do enjoy my family party first and never go out shopping before 8. I feel as if most stores are opening at such a ridiculous time when their employees just want to have a traditional thanksgiving. When black friday first started, most stores opened up at midnight or early morning friday. It honestly shouldn't even be called black friday. I think the loss of revenue the stores will have is worth the price of giving their employees family time and a traditional holiday.
ReplyDeleteI personally have always loved black friday. It not only was a great chance to get deals, but it was kind of a tradition, and it was fun and exciting to wake up at 2 in the morning just to go shopping. However, now, people only have to wait until after dinner to go shopping, which competely ruins the fun, and it ruins the whole concept of thanksgiving. People are right to protest stores opening on thanksgiving, and I am glad stores are responding. Even if they do make a profit from the couple extra hours they are open, that profit is not worth the bad rep. Not to mention the fact that they probably have to pay their employees extra to work a holiday so they are losing money there as well.
ReplyDeleteThanksgiving is supposed to be a holiday where you are thankful for what you already have. Having shops open and actually going to the stores is the complete opposite of that idealogy. But I don’t think the blame should be put on the stores. They’re just looking out for themselves. Clearly they think that being open on Thursday means it would bring in some extra money. Those people who are going to the stores are the ones with the messed up ideals. If they care so much about the sacredness of the holiday, why are they themselves breaking it? Stores don’t make any money if they don’t have any customers.
ReplyDeleteSince I have never gone Black Friday shopping before, I was not even aware of the fact that some companies were open on Thanksgiving Day and hearing this definitely surprises me. It is bizarre enough that people rush out to go shopping right after Thanksgiving, so I cannot believe that people would be going shopping or being forced to work on Thanksgiving day. Thanksgiving is supposed to be a holiday to spend with your families and be grateful for that, but it is difficult to be grateful if you are forced to work or decided to go shopping rather than spending time with the people you love. I think that people definitely need to spend more time thinking about this holiday than the shopping that comes after, therefore, I am glad that companies are deciding to not be open this year because it will only hurt us.
ReplyDeleteI have always loved black Friday, as we are normally up north that weekend and without much else to do will always go shopping, for my family it's not only a chance to get amazing deals but it's about the opportunity to be able to go without missing out on important "family time." However, now it seems like most people just want to go shopping the whole week, forget about Thanksgiving and stand outside in the cold for hours to get the best deals. I think that it is acceptable for people to protest against stores being open on Thanksgiving day as even if they do make extra profit, it is not what the whole essence of Thanksgiving is supposed to be. Not to mention that the employees of these stores not only don't get to enjoy the holiday's with their families but also have to work long hours in order to satisfy the demand for the deals in their stores on Black Friday.
ReplyDeleteOverall I thought the post was well thought out and had good evidence. I feel like I didn’t notice it as much as a kid, but now that I’m more aware it seems that most of the good sales and ones that people really want to get, all start on Thursday instead of Friday morning. I remember my cousins that are a lot older would always be really excited to get up early and go and try their luck at a really good deal, but it seems that isn’t the case anymore. I feel that now the sales are more on Thursday, it actually is a lot less busy on Friday. This turn of events makes me think that it would actually help the economy tremendously because more people feel safer and less stressed about the overpack stores with people on Friday. I do agree that it is making people leave the family events and takes away from the holiday, but in reality it’s those people's choices to go and get the best sales. Another impactful day is the Cyber Monday which I feel is even bigger than both those days for the economy.
ReplyDeleteMy family has never been one to go out shopping on Black Friday, so the idea of shopping on Thanksgiving just seems silly to us. It is one of the topics of our Thanksgiving dinner; a time when some people are already spending hundreds of dollars on goods. To me, Black Friday has always seemed like a time when people spend money on things that they don't really need, simply because it is on sale. It follows the law of demand, as price decreases, demand increases. The lowering of prices raises the profits for businesses. However, it seems very unnecessary to put material goods over the meaning of the Thanksgiving holiday. Mall of America closing on Thanksgiving is a big step to bringing back the meaning of Thanksgiving, even though this could be profit decrease. Even though some businesses and consumers could be upset with this change, it could actually work in their favor with the consumers that argue with being open on Thanksgiving. These consumers could have more respect for the stores and be more willing to spend their money there.
ReplyDeleteI think that stores being open on Thanksgiving day is something that should not happen. Although it gives people an opportunity to go out and buy even more than they already have, it takes away from those people and employees the time they are supposed to spend cherishing what they already have. Although you could go out and buy a few more things for a bit lower of a price, is it really worth it to spend this day doing things other than being grateful for what you already have? I believe that black friday is a time in which people are given the opportunity to go and do whatever they want whether it be shopping for a few things, or investing a whole day's worth of shopping. However, Thanksgiving is meant to be spent with those you love, not walking the aisles of stores looking for the best bargain. Although it is somewhat profitable for stores, they do get a bad reputation from some consumers in the sense that they are taking away from an important holiday. Overall, black friday should solely be for a single day, and it should not affect the importance of Thanksgiving.
ReplyDeleteI think that having stores opening up their shopping on Thursday night is awful because it takes away from the eating and family part of Thanksgiving which is what it was originally meant to be for. I don't usually go hardcore Black Friday shopping because it takes away from Thanksgiving and I would rather be with my family. Instead of staying out late and getting a workout while running around to a bunch of different stores, I shop online and get my "Black Friday" deals on Cyber Monday which is easier, faster and doesn't take away from my Thanksgiving celebrations.
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