The day after Thanksgiving also known as Black Friday, has traditionally served as the start of the holiday shopping season since the Macy’s Thanksgiving Day Parade began in 1924. So it’s time to snap out of your turkey-atropine induced stupor and head for Wal-Mart, the mall, or at least fire up the laptop. The term, “Black Friday” can be traced back to the 1960s, when policemen and bus drivers in Philadelphia used it to refer to the terrible traffic jams cause by the rush of holiday shoppers.
The phrase also harkens back to 1929 when “Black Tuesday” was the day the stock market crashed, ushering in the Great Depression, which is maybe a little too close to home this year. “Black Friday” also suits the day because many businesses depend so heavily on holiday shopping to make their year profitable and being profitable is referred to as being “in the black”. Black ink was traditionally used in bookkeeping ledgers to record gains while red ink was used to record losses. Black Friday is often thought to be the busiest shopping day of the year, but this is not always true. While it has been among the top 10 shopping days for the past 20 years, it has risen to first place only a couple of times. Days towards the middle of December usually rank higher. When I was growing up in St. Louis, I remember a well-known local radio DJ getting in serious trouble for saying that this is the day when the merchants downtown dance around their cash registers, singing What a friend have in Jesus.
In 2005 the National Retail Federation coined the term “Cyber Monday” for the Monday following Black Friday, to mark the beginning of the on-line shopping season. Like Secretaries’, Bosses’, and Emergency Medical Technician’s Day, Cyber Monday is essentially a marketing ploy, intended to whip us up into a buying frenzy, as if we needed one. Even so, Cyber Monday is not the busiest on-line shopping day of the year. This also takes place later in the season, when we start to feel really desperate. With greater broadband availability, many people start their on-line shopping Thanksgiving Day itself or earlier. For some, on-line shopping has taken the place of the traditional Thanksgiving walk, nap, football watching, or family argument. Many on-line retailers have responded by offering their sales a day earlier. For the past few years DealTaker.com has created a special Black Friday website (www.dealtaker.com/blackfriday.html). You can find out what promotions are taking place in stores, as well as get access to items that are available online, at the same or better price. There are lists of the hottest toys, electronics, household items, and latest fashions. as well as exclusive coupons. You can even compare bargain hunting strategies on one of the discussion forums. So what is the outlook for today? According to Deloitte’s annual survey, more than half of all consumers plan to reduce holiday spending this year and the average reduction is about 14%. People blame higher food and energy costs and job uncertainty for the cutbacks.
About one in ten say they are still paying off last year’s holiday debt. People plan to cut in the areas of home improvement, household furnishings, clothing, charitable donations, and entertainment. Spending on gifts showed the smallest planned decrease (only 6.5%). Shoppers plan to spend an average of $532 on gifts this holiday season and buy around 21 gifts (down about 2 gifts from last year). This year’s shopping strategies include buying lower-priced goods and sale items, consolidating shopping trips and using coupons whenever possible. And the top gift this year? – same as the last five years– the gift card. Retailers love these things. Last year the Tower Group consulting firm estimated that unredeemed gift cards totaled nearly $8 billion annually, about 10 percent of all purchased. It is like tithing to VISA. Over a quarter of us have had at least one gift card expire before we could use it. Although I’ve personally given a lot of these cards, I’m still not sure I understand it. Sure it’s easy, especially since you can get almost anything at the checkout counter of the grocery store. Most of us were taught, however, that giving cash was lazy and impersonal, but somehow retailers have convinced us that if we convert our cash into a plastic card decorated with a holiday theme, then its okay to give it as a gift. We can pretend it is really a dinner, shower curtain, or maybe a book. Shoppers are somewhat concerned that stores might go out of business before the gift cards can be used. I should mention that the phrase “Black Friday” achieved special recognition a few year ago. Along with words such as “perfect storm”, “webinar”, “water boarding”, and “surge”, “Black Friday” has made it onto Lake Superior State University’s 2008 list of banished words. For the past 33 years language experts at this school have complied a tongue-in-cheek list of words, that they say should be “banished from the Queen’s English for misuse, overuse, and general uselessness”. Also making the list this year are “organic”, “wordsmith”, “give back”, “Blank is the new blank.”, “sweet”, “decimate”, “pop”, “throw under the bus”, and “It is what it is.” I would say the list is awesome, but they banned that word in 1984. “Black Friday” probably made the list because it reflects our country’s current obsession with the economy. Also many pretentious columnists run this phrase, into the ground thinking it makes them sound more knowledgeable and cool.
All this reminds when I was in high school and our freshman English teacher told us that there were two words that never should be used– one word was “nice” and the other was “swell”. So, of course, someone immediately asked, her, “So like, what are the two words?”