5 Indications That Black Friday Is Going Nowhere

I see more and more people shopping online for those mad deals on black Friday. But is this taking away from the block and mortar black Friday? I say no and this is why.

1. Competition
I have friends that treat black Friday like a sport. They plot out which stores they will hit at what time to maximize their savings. One of these friends always tells stories of the super cool item that he almost got. Then tells me what he did get as the alternate. I was describing this behavior to day in conversation when a colleague said that described his sister. As they drove to Thanksgiving dinner together she told those present where she would be later that night and the next morning. Yes competition is alive and well in the Black Friday Shopper.

2. Foursquare and other location based applications

This year I was enticed by the Black Friday Foursquare shopping deals. It was awesome to me to check into various stores and unlock the deals. From $15 off my $50 purchase at JC Penny’s to 5 Free prints at Ritz Camera. (My 16 year old was not that enthused.) This location based offer is in its infancy only to get better and better. I believe this time next year the offers and people will be five times better.

3. Hands on
We are still a hands on people. As a matter of fact you are 22% more likely to buy an item you have touched (Plus you'll pay more for it) Notice the cut outs in the boxes of many toys allowing you to touch the toy. Watch yourself as you feel the clothes or are compelled to open a box to see (really touch) the item inside. A savvy salesman will get you to hold the item. A car salesman tell you to "Get in and take it for a test drive" I don't think out need to touch is going away anytime soon.

4. Deals are better even though the odds are bad.
Best Buy was advertising laptops for $199.99. That is cheap enough for many to try to get in line at 4:30am because you are not going to find a deal like that online. Of course there was only one per store at that price. That unbelievable deal is attractive to a lot of people. Car dealers use it all the time. It works!

5. People Watching
I mainly go out on Black Friday to watch the people. Many of you know I love to study behavior. In a few hours you will see three types of people. The ultimate "What can I Get For Near Nothing?”, the "I am on a budget this year" and the "Let's see if this time I can get all my shopping done early" crowd. Later on in the day the "no agenda" shopper comes out. My friends in retail love this customer because they are ready to spend a little more and are relaxed doing it. I love to read the faces of the exhausted "I cant believed they dragged me out of the house" people who are sitting on the bench waiting for a loved one to declare "It Is Finished!" This is what really does it for me.

You know what we can really learn from the Black Friday craziness? Year round marketing! Need help doing this? Call on...

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred