"Economic savings, if you feel good if you found a good deal, be a cunning user," she said, all add one key factor. Moreover, since so many stores offer sales in Black Friday, it's easier to find discounts without having to look as hard as you can for the rest of the year.
But, said Dr. Erdem, yet another reason Black Friday remains so popular.
"She still has her attractiveness for this ritual aspect," she said. "It's like going to a big baseball game or Super Bowl as an American family."
[See how one family spent their Black Friday last year.]
Consider that the National Retail Federation has surveyed 7,516 users for their shopping plans this year, and 26% of those planning to shop on Black Friday said it was due to tradition. An additional 23% said they would shop because it's just something you need to do. (As far as we know, nobody was asked if they shop only to get out of their family members.)
Of course, the black Thursday is just the beginning of things. If retailers do not begin to discount before Thanksgiving – and most of them look – they will certainly use the shopping season during the holidays to run goods at every turn. The biggest discounts are usually "Super Saturday" – the last Saturday before Christmas, said Craig Johnson, president of Growth Partners, a retail analytics firm.
But Black Friday matters. Users surveyed by the Retail Federation said they planned to shop more on Black Friday than on any other day of the Thanksgiving weekend.
And "Black Friday" keeps a cultural cake, especially for "new Americans," said Mr Johnson, as immigrants are more likely to participate. "This is how you learn to be an American consumer by displaying and shopping on Black Friday."
– Zack Wichter
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