Black Friday on Turkey

What is the difference between a Lemming and an American?  Not much.  One Lemming says jump and what happens?  One American tells you to buy and…, everyone jumps.

How many Americans will stand in long lines, bustle about in overcrowded stores and brave the winter weather in hopes of, of what?  Getting the best deal?  If you are in the store buying, or shopping on line, well the best deal was already obtained, by the one telling you to jump.

Take for example an experienced shopping aficionado, Sarah, who, like most of the country, is very concerned about the upper class tax break.  “Hell,” she said, “make them pay!”  Of course this is not Sarah Palin who used to live in the same socioeconomic strata as this Sarah, before, that is, the political Sarah learned marketing 101 and joined the upper echelon.  No, this Sarah was, like most Americans, of the subaltern class, and also like most, was responsive to one and only one ruling class, those who hold the marketing strings.  But this Sarah had a plan, a plan to make her hard earned dollars go farther (i.e. buy more). 

"We're having Thanksgiving on Sunday,” she told her clan, “so we'll have the whole day Thursday to rest up, and by rest up I mean get those fingers stretched because on Thursday we sit down and…, crank up the internet.”  After all, to go shopping one does need to do research, and if the research wasn’t on line it was on Twit b/c she did have a growing following of admiring fans eager to pass along information. 

Okay, with the reconnaissance complete and the competitive intelligence in place, what next.  “Well,” says Sarah, “I plan out the Black Friday very carefully and hit at least three or four major department stores before 9 a.m.  I am a seasoned shopper, so I'll only go after the very best deals, after comparing prices of course, for what I was planning to buy this season until I hit my mark, and then it is Katy bar the door."  With that said it looked as if sparks shot out of her mouth as she ground her teeth.  “Now, on Saturday we can sit in the return goods line to see if anything we missed shows up there.  On Sunday, well, we will give thanks, in a restaurant.”

Sarah isn't alone in her quest for the holy grail of bargains. The Black Friday syndrome will entice approximately 138 million consumers to hit stores during the 2010 Thanksgiving holiday weekend.  138 million people shopping, is that amazing.  Is that why we are here?  And, is it worth it?  All of these people braving the lines (and weather) in the hope of scoring the best ‘deal’.  Out on the street those buying drugs aren’t even this addicted, are they?

How can this day be the best day of the year to shop?  Merchants do not ‘give’ items away, they entice consumers to spend.  And if you are one of the 138 million, well, the odds are, you are spending.  Who wins? 

According to experts, this one day of the year is not really the best shopping experience of your life, just like picking up that tenth cigarette of the day.  It is no better for you than the first, but when the urge hits, you have to have it.  When the Lemmings start to move, there is nothing that will prevent them from jumping.  Who is moving on Black Friday? 

NOTE:  For those who don’t do their competitive intelligence in a longitudinal dimension,  the competitive climate in which retailers have operated during the past few years has forced them to offer deep discounts throughout the holiday season, most notably on the Saturday before Christmas or on Cyber Monday

Now, if a top bargain is offered, how many really exist?  “Lead them in with their wallets ready, and they will buy…, even if it is not what they want.”  This is a Mantra used by the Marketeering Advocate General.  The chances of scoring a ‘top bargain’ are, like playing the lottery, slim to none… BUT if you don’t play you can’t win, right?

And how do you get them in the store?  When Lemmings jump, they all jump.  If you aren’t there, any bargain advertised is gone by noon, and then the advertised prices disappear, “You muggles know nothing!” 

It is a short window of opportunity, from about 4 a.m., when the stores first open, until noon, after that the marketing gurus know that consumers who purchased items on sale and lingered in the store, or missed out on door-buster sales will spend on items that weren't on their wish lists.

Now, do you have to get up early to hit the stores by 4 a.m.?  After eating Turkey it is hard to get up early and this is why Sarah has put off that inconvenience until Sunday.  But then, if you are holding Thanksgiving dinner in a restaurant on a Sunday, well, you might not have to eat turkey at all now will you?

Keep doing that intelligence thing.  It appears that most stores are circling around uniform ‘sales’ prices for both on line and internet shoppers.  And, experts say, even when retailers have better offers waiting inside their retail stores, the savings for the consumer don't usually justify the early morning retail run.

So why, why do you have to get up early to go shopping when you could have shopped the week before or the week after?   Do you really need It?  And this raises the question, “What is Christmas, or in a more general concept, for several religions share this time of year, what do these holidays mean?”

The idea that one isn’t really winning on Black Friday isn't likely to dissuade shoppers from lining up outside their favorite stores the day after Thanksgiving.  The lure of deals apparently appears to be a secondary trigger.  What really drives the consumers in droves is the social component.  And aren’t Lemmings social animals?

 “We shop,” admits Sarah in a moment of clarity, “because other people shop.  Just like I force my husband to take me out to dinner on Valentines day; because everyone else does.”  Then she grinds her teeth again and like before, sparks emerge, “And hell if I am going to miss out bargains others score.”  

For Sarah, Black Friday is about creating memories, “I have some good stories to tell, yes indeed, like the time I carried over one hundred…”

It appears that Black Friday has really become a tradition for a lot of people, and people do like to have tradition based stories to tell, no? 

But what about that religious group that so many years ago moved a particular birthday over a few months?  Why?  Perhaps with the birthday positioned in late December it would help them eclipse other beliefs, but who really knows why.  However, with that said, we do know that now the sellers of product  are managing to have their own beliefs supersede any definition of what the holidays really meant no matter which denomination (social or religious) you once adhered to.  Only in America? 

“Don’t worry,” says Jim Gaffigan, “there is a bunny.”

Saverio Monachino's writing style has been termed by some as 'Kurt Vonnegut meets Mark Twain'.  Saverio describes it as 'comic fiction noir'. Regardless of the terms used, his attempt is to use humor to open the door to serious discussion about very important human issues.  You can find Saverio Monachino on www.comicfictionnoir.com.