The History of Black Friday Part 1: From sleep deprivation to online traffic jam
Ah, Black Friday, the day when otherwise rational human beings transform into bargain-hunting, deal-snatching, sleep-deprived shopaholics! This peculiar “holiday” is certainly one of the best days of the entire year for some people, even if it mainly revolves around our primal urge to save a few bucks here and there.
Despite being one of the most anticipated days of the year, technically, no one is quite sure of the true origins of the nameBlack Friday. Some say the term dates back to the 1960s and was implemented by Philadelphia police officers, amazed by the chaotic traffic jams and unruly mobs that flocked to the stores the day after Thanksgiving (the day we're supposed to give thanks for what we already have). Others claim this glorious day is older than Lady America herself, but are unable to provide a convincing story to cement their statement.
There’s only one thing we are certain of, and that is that Black Friday has evolved into a retail phenomenon that's now as much about online deals and digital campaigns as it is about the OG in-store madness.
“Shop 'til You Drop” Anywhere You Want
Black Friday is the world's unofficial sport. To prepare for this event, people would willingly forsake their beauty sleep for the chance to snag discounted goods, going as far as setting up camp in front of their target stores.
However, thanks to the wonders of the digital age and online shopping, these Sleep Deprivation Olympics have evolved into an event you can participate in from the comfort of your own computer screen while enjoying a slice of your favorite Thanksgiving pie. Basically, Black Friday in the digital era allows you to redefine “shop 'til you drop" from any location with Wi-Fi access.
The Black Week evolution
Rather than concentrating all their strengths in one single day, brands in the digital era (led by consumerism) have also transformed Black Friday into a full Black Week(or month). Basically, what this means is that discounts are scheduled and planned out throughout the entire week (again, or month), keeping customers on their toes – and on their keyboards – regarding what insane opportunity may come next.
Some may say this extended period is to guarantee you don’t miss out on the opportunity to purchase your dream frying pan, while others (haters) insist this is a move to make you spend even more money. However, there’s no denying that, by prolonging their promotion period—often with not-so-great promotions—brands end up intensifying their sales potential and increasing their revenue significantly. All thanks to a brilliant marketing strategy, since people are much more likely to pull the trigger on products with a “for a limited time only" sticker on them.
Don’t forget about Cyber Monday!
We should have probably mentioned Cyber Monday first, since it was originally created as an online response to Black Friday (in its OG, instore version), but better late than never, right? And while its main goal might have been to give online businesses a chance to host their own sales while moving traffic jams out of the streets and into cyberspace, Cyber Monday quickly became just another extension of Black Friday and another excuse to make you spend your valuable dollars on miscellaneous purchases and doubtful offers (but more on that next week).
Bottom line is, as you prep to embark on your Black Friday online shopping adventure, remember to be thankful you don’t have to camp outside your favorite stores anymore. Savor the excitement of your online, limitless shopping experience and think of what is yet to come in the constantly (and frighteningly) evolving world of Black Friday.