Has Black Friday lost its magic? Is there any point in going in-store for good deals when they are also online? The prevalence of online shopping has drastically changed the look and feel of Black Friday.
Black Friday was once a momentous event, where after a long day on Thanksgiving, people would line up in the early hours of the morning in a line to make sure they were able to secure the doorbuster deals they wanted. There would be fights over TVs and gaming systems, and now there are deals weeks ahead of the actual day online.
With “Cyber Monday” deals on the rise, what is the point of Black Friday? Today, on Black Friday (November 29), I went into a store that was advertising 20% off all merchandise, but on the small print of the sign, it said the deal was available online only. With online shopping gaining popularity by the day, shouldn’t stores do their best to encourage in-person shopping?
As much fun as I had, the trip to the mall was wasted. I fought for a parking spot and was in large crowds for lackluster deals. To me, it seems that companies have given up on their storefronts for their online counterparts.
There have been online deals ready to shop for weeks online, all under the guise of a “Black Friday” sale, so why take the trip to the store when you have all the shopping you need at your fingertips? Perhaps some go in store for a nostalgic feeling, or as a getaway from family after a long Thanksgiving week.
This year, the place that drummed up the most in-person business was Target, for a Taylor Swift promotional book with limited quantities. The lines outside the red and white stores were reminiscent of former Black Fridays. The reason for these lines was that the book did not drop online until Saturday (November 30). Fans wanted to make sure that they were able to secure their copies (which were limited to four per person).
This release differs from the way that many stores are releasing promotional products, generally, they are released online at a set time and it is a total free-for-all. However, at Target, whoever lines up the earliest has the best chance of securing the product they want.
At the mall on Black Friday, I observed many people with full shopping bags, but all of the bags were on the smaller side. I left empty-handed. I compared every deal I saw in-store to the deals online. Online, I got a better price and more selection in the products, colors, and sizes.
As much fun as I had, the trip to the mall was wasted. I fought for a parking spot and was in large crowds for lackluster deals. To me, it seems that companies have given up on their storefronts for their online counterparts. More effort is put in for online shoppers, and there is less of a satisfying feeling when shopping in-store nowadays. Companies should prioritize the in-store experience, and ensure the same deals can be found inside a story that can be found on a website. Simply put, Black Friday feels different because it is different.
Online shopping has completely changed the game, but should it be allowed to take over? There is a lot to be gained from going into a store to shop, but the experience has slowly been taken away as companies feel that malls are dying. To bring back Black Friday, stores have to be at the forefront, not online fronts. Black Friday was once not just about the deals, but about the thrill of being able to secure them, among many other excited shoppers.