Shoppers rush to grab electric griddles and slow cookers on sale for $8 shortly after the doors opened at a J.C. Penney story in this file photo from Las Vegas on November 23, 2012. (Julie Jacobson/The Canadian Press/AP)Jacobson

Black Friday fervour wanes as some consumers, retailers shun practice

Some businesses are choosing to opt out, while some shoppers are turning to buying online

Chaotic images of people clamouring to be the first through the doors to get their hands on hot deals have become synonymous with Black Friday in recent years.

However, the one-day shopping frenzy at malls and stores following American Thanksgiving may be on the decline as some consumers and retailers start to shun the tradition by either opting out entirely or turning to internet shopping instead.

“In the ’70s and ’80s if you wanted to distinguish yourself as a company you would participate in this event,” said Markus Giesler of York University’s Schulich School of Business in Toronto.

“Today it’s the exact other way around.”

Online fashion retailer ModCloth, for example, announced this year that its website would shut down on Black Friday and the company would donate US$5 million worth of merchandise to a non-profit organization.

“It’s been fun, Black Friday. You had the deals and the steals, but this year we’re looking for the feels,” the company wrote in a blog post.

Outdoor retailer REI, on the other hand, has closed its stores on Black Friday for the past two years, given their employees a paid day off, and encouraged people to partake in a new tradition and head outside instead.

These brands are mimicking a consumer shift away from mass consumption, said Giesler.

Once fringe activist movements like Buy Nothing Day — an anti-consumerism protest held on the same day as Black Friday — have seeped into the mainstream as more people embrace minimalism and choose conscious consumption.

“My neighbours left and right would unsurprisingly now say, ‘You know, we no longer do the mall thing. We no longer do the Black Friday thing,’” said Giesler.

Last year, Thanksgiving weekend sales in stores in the U.S. were down 4.2 per cent, while foot traffic fell 4.4 per cent, according to data from RetailNext, a retail analytics firm.

Two factors seemed to have altered how people view Black Friday, said JoAndrea Hoegg, an associate professor at the University of British Columbia’s Sauder School of Business.

Sales now last about a week, rather than being a single-day event, she said, and the internet has given consumers the ability to find great deals year round.

“(There) seems to be less of an urgency about the purchases,” she said. “It’s sort of less of a hype that this is the one day of the year — this and Boxing Day — that you can really, you know, get that fantastic deal.”

Still, she believes the shopping spree remains popular, especially online.

American consumers spent US$30.39 billion online between Nov. 1 and 22, according to Adobe Analytics data, which covers 80 per cent of transactions made with the country’s 100 largest e-retailers. That’s up nearly 18 per cent from the same timeframe last year.

As of 5 p.m. ET on Thanksgiving day, the company said Americans already spent nearly 17 per cent more than they did last year, shelling out $1.52 billion online.

For shoppers not interested in the social aspect of Black Friday shopping, online purchases make much more sense, Hoegg said.

“You don’t have to deal with the crowds and the deals are, by and large, just as good.”

Certain industries in particular are experiencing a Black Friday renaissance online, said Giesler, highlighting that technology firms are known to offer “legendary” sales.

Shoppers looking to buy an Amazon Alexa, a Phillips Hue system, a Nest thermostat or other trendy technology, he said, scour the internet for Black Friday deals.

“I may not go for the big-box television flat screen at Best Buy,” Giesler said. “But I may go to Amazon, I may go to Nest or to Ecobee to buy myself a little bit of technology.”

Aleksandra Sagan, The Canadian Press

Just Posted

Trailer fire extinguished in Nanaimo

Fire damage limited thanks to neighbour who spotted smoke and called 911

UPDATE: Stolen pickup truck recovered during arrest south of Nanaimo

Two suspects were arrested in connection with a stolen pickup truck in Cassidy on Thursday evening

City to re-name community policing office and keep it open

Council votes 6-2 for city to maintain a presence at Victoria Crescent office

Adopted pet pig gets killed and eaten

Animal was adopted out by SPCA staff in the Cowichan Valley

Clippers come back, score in double OT and win 10th straight

The Nanaimo Clippers came back to defeat the Surrey Eagles 4-3 on Friday at Frank Crane Arena

Beefs & Bouquets, Feb. 22

To submit a beef or a bouquet to the Nanaimo News Bulletin, e-mail bulletinboard@nanaimobulletin.com

Four prolific offenders arrested in Port Alberni

Drugs, weapons and stolen property seized in search

This year’s Maple Sugar Festival will be sweet

L’Association des francophones de Nanaimo hosts 17th Maple Sugar Festival this weekend

Construction set to begin on Nanaimo airport terminal expansion

First phase of construction project to begin in March or April

City will ask citizens, through alternative approval, to borrow $17M for fire hall

City council votes 5-4 to take next steps to proceed with project

UPDATE: One driver taken to hospital after three-vehicle collision in Harewood

Accident happened at Howard Avenue and Seventh Street at about 9:30 a.m.

Canucks fold 5-3 in first ever trip to Vegas

Daniel Sedin had two points as Canucks fall to the Golden Knights Friday night

That’s a wrap: B.C. Games results after Day 1

Vancouver-Coastal Zone 5 is in the lead for medals Friday at the Kamloops 2018 B.C. Winter Games

Most Read