Black Friday

For several years, my family has enjoyed a rich shopping tradition the day after Thanksgiving. As we watched the Macy's Thanksgiving Parade, we'd comb through the newspaper advertisement, and make our Christmas wish list. Then my mother, her sister, and my uncle (who loves to sniff out a great deal); would develop their strategic plan to capture as many of the wish list items at ridiculous low prices. This typically would involve rising before the sun on Friday, and waiting in line to enter stores at 5am, 6am, or 7am. Once I greeted my own bride to this strike team, the baton was passed to the next generation. List are made divided by stores and opening times, and assignments are handed out. Cell phones and SMS messaging has enabled enhanced communications in the event an item isn't available at one location, the other squad of shoppers can be notified in time to pickup an item at the secondary target. You may think the tactical analogy is taking this event too far, but I assure you it accurately depicts this family ritual.

In recent years the Internet has fueled this ritual. With websites such as bfads.net, the family no longer has to wait for the Thursday paper to determine what items can be captured on Black Friday. Beginning in late October, once a week I've found myself searching for leaks of what to expect in the full color advertisements destined to be delivered to us on Thanksgiving. With this bit of advance intel, we can be completed by 11am and ready to spend the remaining hours on Black Friday vegging out on the couch watching college football and congratulating ourselves on the amount of money we saved with our early morning exercises.

However this new bit of information, also robs us of the jubilation that can be found as we pour through the print ads in hopes that the kids toys or dad's electronics maybe available at lower than low prices. We still check the print ads, know full well that our intel may have been compromised or a legal order may have prevented our source from acquiring the goods for a certain big box retailer.

Last year one of my wife's friends, who got a kick out of this family ritual, got the last laugh when she bunked the whole system by taking the advertisements to her local big box retailer that offered price matching. At 11am, armed with the print ads, she simply waltzed into the price matching retailer, and collected the goods she desired at the advertised price of the other outfits. In one fell swoop she dismantled the tactical approach by using the published rules of engagement. She systematically refuted the whole system, and probably saved more because she didn't expend the extra gas running from retailer A at 5am, then retailer B at 6am, as well as not having to purchase the Cinnamon Dolce Latte to ensure she was prepared for the tactical exercise. Although she may have found a more efficient method, did she have the same euphoria of the hunt?