I’ve seen some stories popping up in the press that claim Black Friday is no big deal because it only represents a small percentage of shopping for the holiday … that only 20 percent of shoppers participate in Black Friday shopping.
This is no big deal? I beg to differ. Getting 20 percent of consumers into stores is a big deal. Not only are they shopping for friends and family, they’re also buying on impulse and self gifting, which is is a big part of the holiday shopping experience. Take big screen TV’s, for example. I can’t say that I’ve ever received a big screen television as a holiday gift, but I can say I interview a lot of shoppers waiting in those lines to get into the stores for those big screen TV doorbuster sales.