Is Black Thursday the New Black Friday?
Posted Tuesday November 20, 2012 3:29 PM GMT
Over the years, the holiday shopping season has crept further and further back towards Thanksgiving, and now Turkey Day is getting a new name—Black Thursday.
With retailers trying to maximize the spending span, many stores will be open for extended hours, giving consumers even more opportunities to get an early start on their gift list.
Marshal Cohen of the NPD told WWD, “The early bird gets the proverbial worm. Retailers are saying, ‘I want your wallet when your wallet’s full.’ Last year, you had some stores that lost 8 percent if they didn’t extend hours. They missed out.”
To that end, Target and Wal Mart will ask employees to cut their Thanksgiving celebrations short to come into work and prepare for a massive sales event.
Additionally the Gap Inc family of stores (Old Navy, The Gap, Banana Republic) will also observe long hours to attract eager shoppers. “Every brand is determined to compete. We deliver a value proposition and shopping experience. We’re very optimistic,” said a company rep.
Meanwhile, some workers are protesting the infringement on holiday celebrations, though their complaints will likely fall on deaf ears. Cohen explained, “There are plenty of people in this retail environment that are interested in working extra hours for extra pay. This is not a religious holiday. Nobody is telling consumers they have to shop. It’s the sport of shopping. Not everybody wants to watch the NFL all day. Criticizing stores is like criticizing the movies. The movies are the only thing to do. We’re seeing the birth of a new tradition like Cyber Monday or doorbuster deals. We saw retailers open on Christmas Day two years ago and it didn’t really work, so they didn’t do it again.”