Black Friday Is About More Than Bargains, Expert Says

THURSDAY Nov. 24, 2011 -- Black Friday, the kickoff to the holiday shopping season, is as much about the quest as it is about getting good deals, according to a marketing expert.

"The more you build on the Black Friday adventure phenomenon, the more fun you're likely to add to this holiday ritual," Sheri Bridges, a marketing professor at Wake Forest University, said in a university news release.

Bridges offered a number of suggestions on how you can make the day after Thanksgiving a day to remember.

She suggested wearing something that puts you in a festive mood and is reserved specifically for holiday shopping. This will lead you to associate those clothing items with positive feelings and memories.

In between shopping, take fun breaks such as getting a pedicure with a friend or meeting others for coffee or a drink. These types of activities can reduce stress and keep you in the holiday spirit, according to Bridges.

Use your smart phone to record your shopping experience and show it to family and friends. Do this each year and create a scrapbook or photo album of your shopping adventures.

"You might think it's for the great sale prices that people stand in line waiting for their store of choice to open, but that isn't always the case. Consumers can find sales at just about any time of the year nowadays," Bridges said in the news release. "For many people, it's the retail adventure that they don't want to miss -- the novel experiences that make for stories to share with family and friends."

More information

The U.S. National Science Foundation has more about shopping behavior.

Posted: November 2011


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