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Buzzword Bingo by Christopher Saunders (bio)

Deconstructing PR techspeak



Are Black Friday deals becoming meaningless?

blackfriday_sales_300x220.jpg

Black Friday is nearly upon us. Does it matter?

You can't deny that the day after Thanksgiving has lost something of its luster over the past decade. It's not always the highest-volume sales day of the year any longer. (Check out this PDF from the International Council of Shopping Centers if you don't believe me.)

You may have already known that. But are you aware of an even greater change in what's taking place in the retail world this year?

Retailers are competing even more fiercely online for your business, which means the official "deal season" is being extended to even earlier in the year. Many online sellers now don't even sweat the whole "Friday" concept of "Black Friday."

For instance, Dell's already pushing Black Friday deals, well in advance of the actual date. Some of its marked-down offerings include a Dell SE178WFP Monitor, a Dell V305 All-In-One Printer, a Western Digital 1 TB My Book Home External Hard Drive and a Sharp 42-inch LC42SB45U 1080p LCD HDTV. Other PC and electronics e-tailers are doing the same: Here's MicroCenter's deals.

Kmart is likewise carrying a slew of holiday sales -- including products with "Black Friday Prices" -- on its home page. USB storage figures prominently here.

Everyone's getting into the action. Costco's deals (going with the generic "Holiday Savings" theme on these) offer some big savings on GPS units and flat-panel displays.

A local favorite here in Manhattan, J&R Electronics, is also starting early with its Black Friday deals on DVDs and Blu-Ray discs. Here's your chance to get a legal copy of 1992's "Sneakers" for $3.99.

Meanwhile, ShopNBC's Black Friday deals begins by referring to its listings as "special pre-Black Friday holiday deals and offers," but by mid-page, has abandoned the game entirely and just lumps all the offers under "Black Friday."

And then there's Wal-Mart, which last year sought to undercut 'em all with its (wonderfully misnamed) "Secret Sale" that began a full three weeks ahead of Black Friday.

This year, the nation's largest retailer is co-opting the horde of sites out there charting Black Friday (and pre-Black Friday) ads, giving some sites permission to post its Black Friday deals in advance. Here's where you can get that HP DeskJet F2210 All-in-One Printer for $29.

So, here's the upshot: Black Monday is no longer a day -- now, it's a movement. Thank the current economic malaise for expediting this trend, which ostensibly means a wider window in which consumers can snap up deals. (It also means a wider window during which retailers will be selling discounted merchandise and slashing shipping fees, cutting into their margins... hmm.)

As for Black Friday's online step-relative "Cyber Monday" -- never that accurate a term to begin with -- I can't imagine this recent turn of events doing it any favors.

We all know that for some time, Cyber Monday not exactly lived up to its hype as the highest-volume e-commerce day of the year. (Has it ever?) Typically, the most online shopping gets done on the Monday or Tuesday about two weeks ahead of Christmas.

Officially, the National Retail Federation's Shop.org -- one of the prime movers behind the term, with its own page devoted to upcoming Cyber Monday deals -- admits that it's not, strictly speaking, the actual busiest day for online sales:

Cyber Monday is a Shop.org-coined term for the Monday after Thanksgiving, which is seen by many retailers, consumers and the media as the official kick-off to the online holiday shopping season.

At any rate, with steep deals extending earlier and earlier, it's clear that retailers aren't betting on the tradition of Black Friday to singlehandedly deliver the customers.

And if that trend makes Cyber Monday even less relevant, then that's fine with me: We in the media already have too many vacuous marketing-originated terms to handle and justify using in our copy. Besides, just making sense of them all gets in the way of hopping on all those early Black Friday steals!

UPDATED TO ADD: My colleague Kenneth Corbin, who has written at length about Cyber Monday, Black Friday and days that outshine them both also not long ago pointed out the large role online coupons will likely play during shopping this year.

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3 Comments

Alvin said:

yes -- black friday is acrock, and cyber monday, even more of a crock.

meh...

at least this isone case wherein consumers reap the rewards!
cheers.

Josie said:

I don't care what they call it- A good deal is a good deal when u can save up to half on site like [...] especailly when I can sit at home pay no taxes and download:)

Fast Payday Loans said:

Time for a whole lot of spending is fast approaching. People from America always makes it a point to go out for shopping every Black Friday as a tradition. The holidays are underway, and I'm glad fast payday loans are available in case of unexpected events. Everyone's preparing for the special occasion and holiday shopping is the main focus. Black Friday has become a part of our family-holiday tradition. We wake up early; grab a latte at a local coffee stand, and head out to join the huge mob of holiday shoppers. However, this year will be a little bit different. We still plan on doing our annual shopping ritual, but we'll probably skip the latte and enjoy a cup of homemade coffee instead. Plus, instead of spending our money at luxurious department stores, we plan to stretch our budget at far as possible and shop at decent places like Wal-Mart. There's no denying that our budgets are much tighter this year. Nonetheless, we are still taking part in Black Friday because, like I said earlier, that trip is part of our holiday tradition. Although we may not be able to afford many of the things our hearts desire, we are approaching this season with a different attitude. This occasion is an opportunity to spend quality time as a family and make the best of what we are able to manage. I hope everybody takes the time to read this article, which has really shed the light on the true purpose of the holidays. Every smart shopper has a budget and a plan. Smart shoppers are also aware that fast payday loans are not designed for gifts, but for emergency situations only. I'm sure I won't go overboard this year, but just in case, I know fast payday loans are there to help cover unforeseen financial mishaps.
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