It started out innocently enough.
Black Friday has served as the biggest shopping holiday in the U.S. since the 1950s, taking place in the wee hours of the morning after Thanksgiving Day. It has long since served as the official start of Christmas shopping for American consumers. As with all things, the faux-holiday has transformed in decades to come: waiting in queues around buildings, fistfights over televisions and buying in bulk to resell later. The madness of this retail nightmare has also transformed into a bleak contrast to the prior day’s intended celebration of giving thanks.
As a retail worker, it’s not the concept that drives me crazy – it’s money, it’s sales – I completely get it. Instead, it’s the bothersome fact that with each year that passes, the hours of Black Friday creep backward more and more. Originally beginning at roughly 6 a.m., it has rolled back to 4 a.m. and even midnight. As of now, the shopaholic’s holiday begins at 6 p.m. on Thanksgiving Day, better viewed as peak time that those celebrating will be eating dinner with loved ones.
Regardless of when I am scheduled, I will work, I will smile and be helpful. But I will also question, silently, what is it that drives people to malls and shopping centers in droves. Basic marketing psychology has demonstrated that the mere concept of potentially saving money is what fuels shoppers, and companies capitalize on this. Research has also shown that the deals offered on Black Friday really don’t save you much more than any other season of the year.
Furthermore, I believe that companies taking part in the Thanksgiving evening madness contribute to the enabling of what is usually outrageous customer behavior. The notion that the customer is always right is simply wrong. Most notably and recently, outdoor goods giant REI nixed their participation this year, announcing they will close on both Thanksgiving Day and Black Friday. Many people find this endearing; others believe it is a marketing ploy. And perhaps that is exactly what it is. I wouldn’t be surprised if consumers who were on the same side that I am would place their loyalty and money into a corporation that respects the actual human aspect of their employees.
I believe in expressing gratitude 365 days out of the year to its fullest extent – I don’t need a holiday or tradition to do that. Even if you don’t celebrate Thanksgiving, I don’t believe in taking that time away from those who do. And by “those” I mean the people who are ringing your items up, bagging your electronics and being yelled at continuously for being out of stock of certain products. American consumerism is an absolute beast 364 days of the year. The humor of having a holiday entrenched in vicious capitalism immediately after a day of thanks is almost hysterical.
But in retrospect, it’s just sad.
