It used to be that Christmas did not appear on the retail scene until after Thanksgiving; the “day after” became the shopping kickoff and start of the seasonal sales. A few years ago, the frenzy crept into the holiday itself, and stores were open for several hours on Thursday. Somehow this year, the mania has expanded and now numerous stores are advertising “Black Friday Prices Before Black Friday”, “Black Friday Week” or even “Black November.”
I understand the desire to capitalize on the largess of holiday spending, but the diffusion eliminates all of the impulse buying that true Black Friday used to generate.
Where will it end?
It reminds me of my birthday and how it was celebrated as a kid. All of the hoopla was on the day itself. I had cake, presents, a party and singing on the actual date. Now, in addition the natural nonchalance that comes with adult birthdays, also comes commemoration over several days. The cake is shared at work at a convenient time; presents arrive in the mail approximately near the date; I may go to dinner on the weekend vs. on the day itself if it falls during the week. While the intent is still good, the span of time dilutes the impact of the celebration.
Think about the power of concentration the next time you’re tempted to spread something out. Whether planning a retail sales campaign or a birthday soiree, you’ll get a bigger bang if you shoot off all the fireworks on the same day.