Everyone has seen the videos of people fighting over toys on Black Friday. But why do we continue to go out if we know how aggressive other shoppers can be?
A recent study by Trustev technology showed that 31 percent of shoppers have been involved in or witnessed an in-store altercation on Black Friday. Tensions always run high when shoppers are competing for discounted products.
Most Black Friday shoppers are looking to take advantage of limited-time offers and seasonal products, so they feel like they're shopping under a deadline. Once a product is gone, it's gone. And supplies are finite in every store, especially during the holidays. This finite supply leads to zero sum shopping. In other words, desired items are either "won" or "lost." The problem is that every shopper goes out specifically to win on Black Friday.
Retailers use broad promotion of limited-time offers to attract shoppers during the holidays. This brings in more shoppers, which also increases the dangers of altercations. While retailers do not want customers to fight, they do want as many people shopping as possible. However, retailers can avoid consumer altercations while still having large numbers of shoppers, according to Larry Gallagher, Corporate Loss Control Director of Grinnell Mutual Reinsurance Company.
He suggests various ways of managing the allocation of finite products, especially products with a very low supply and a high demand. Among his suggestions are allocating desired products through an online lottery or wristbands that customers bring in to allow them to retrieve certain special items. By making these products available through something other than simply a free-for-all, retailers can reduce their chances of altercations within their locations.
Gallagher also suggests that retailers need to adequately staff their locations in order to have a successful Black Friday. He suggests having every register open and working and maintaining single-file lines. He also suggests having uniformed off-duty police present, both in stores and in parking lots, especially for locations that are likely to have big crowds on Black Friday. Employing seasonal workers can also ensure that a retailer has enough employees to handle Black Friday crowds. However, Gallagher warns against employees directly interfering in any altercations that may occur, especially seasonal workers, who often have the least experience. He suggests calling for help rather than trying to intervene.
As Black Friday approaches again, we can all look forward to reports of people fighting in the aisles of various stores. With everyone rushing to take advantage of limited deals, it's inevitable that people will fight. But there are ways to reduce the risk of altercations, which could make the holidays better for everyone.
