In Europe
we look with wonder at the millions of Americans who line up in front of Walmart
to get their hands on a good bargain the moment grandpa puts down his fork
after a convivial turkey dinner. ‘Black Friday’, the day after Thanksgiving,
marks the official start of the holiday shopping season in the United States. Retailers
use the hype created around the tradition by offering appealing discounts that
move consumers to camp outside of stores waiting for the early openings. This
year, the National Retail Federation estimates 147 million Americans will start
their holiday shopping during the Black Friday weekend, boosting sales of
retailers who hope to clime out the red numbers into the black.
So what
exactly is moving American consumers to give up their precious night’s sleep
and spend hours on end queuing up to spare a few bugs? Fact is that for many,
bargain hunting the day after is just as much of a tradition as the turkey and
pumpkin pie on the night before. Especially for women, the rush of finding that
two-for-one and being able to give their family members that extra special
present under the Christmas tree can be a truly satisfying experience.
However,
not everyone is thrilled about the exorbitant expression of American
consumerism that heralds the holiday season every year. Reoccurring stories
about fights and stampedes of frenzied shoppers have led to a somewhat tainted
reputation of the tradition. In recent years, retailers themselves have become
the cause of resentment due to their decision to move up opening times to 9 and
even 8 p.m. on Thursday, nibbling their way into the sanctity of Thanksgiving
Eve. Both employees and families are starting to grow weary of the relentless
efforts of retailers to maximize their profits at the cost of family tradition.
The
upside to all this fuss is that an increasing number of citizens and companies are
seizing the discussion about Black Friday as an opportunity to push for positive
change. Last year, Patagonia published their surprising and inspiring “Don’t Buy This Jacket” ad on Black Friday,
encouraging consumers to think about the environmental impact of their behavior. This year, too, the call to use Black Friday as a moment to vote
with your money and choose for sustainable alternatives is growing louder.
That definitely
sounds good to us. Almost as good as a slice of pumpkin pie.
Triple
Pundit has collected some interesting articles about Black Friday and
consumerism. You can read them here or share your thoughts with us on Twitter
@theterraceNL.
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