Black Friday used to be like this, now it’s a snooze fest. Photo courtesy of Imams Online.
REESE PARADOWSKI | OPINION COLUMNIST | rparadowski@butler.edu
We used to go to war on Black Friday. It would be 4 a.m. and my mom and I were waiting outside Walmart ready to execute our plan. Black Friday was 80% off TVs. It was fighting a grandma for the last Keurig. Black Friday was an adrenaline rush fueled by yesterday’s Thanksgiving meal and a dream. But after COVID-19, it has never been the same.
I recall one freezing Black Friday morning when my mom and I woke up at 3 a.m. to be the first people in line at Best Buy. We had our eyes on the 60-inch TV on sale for 50 dollars to replace our living room TV that — coincidentally — broke a few days before. And trust me, there was nothing that was going to come between us and that TV. Thankfully we secured the TV before there were physical altercations over them — ah, the holiday spirit. But in all seriousness, it wouldn’t have been possible for us to get another TV during the holidays if not for Best Buy’s sale, with how tight money is during the season of giving.
Black Friday is an opportunity to save money on gifts during the holidays and makes it easy to knock out gifts for my loved ones. I look forward to it every year; it is the kick-off to the Christmas season and I believe it is a beloved holiday that many get excited for.
But over the years — especially after COVID-19 — it seems stores aren’t giving what customers want and deserve. And I know I’m not the only one who feels this way.
Sophomore biology major Abigail Dues agrees that the excitement around Black Friday has decreased.
“My sister, mom and I usually go every year and wake up early and go to the outlet mall,” Dues said. “Last year, we didn’t go because we thought the sales weren’t worth the drive … I think the best deals we saw were only 20% off at American Eagle.”
It seems to be a common theme for stores to give customers a few dollars off and call it a day. While the deals have gone down, prices everywhere have gone up. In addition, the cost of living has risen tremendously: in November 2019 before the pandemic the inflation rate was 2.1%, Nov. 2021, 2022 and 2023 were 6.8%, 7.1% and 3.1%, respectively.
It seems counterproductive for companies to give weak deals to their customers at a time when the affordability of even everyday items is a struggle.
Sophomore psychology major Sam Kohn believes there are better ways to get deals other than Black Friday.
“[Black Friday does not have] not the same kind of excitement that it got in the early 2000s when people would camp out for those deals,” Kohn said. “I feel like a lot of those deals now are available online, like Cyber Monday and also Prime Days for Amazon, not even necessarily during Thanksgiving time.”
Over one-fifth of retail purchases in 2024 have been made online. Online shopping has surged in popularity and closed down entire malls. But that means fourth-fifths of retail purchases are made in person: Black Friday still has hope.
I feel Black Friday can return to its old glory if stores prioritize customers’ wants and needs and apply that to their deals. Although online shopping isn’t going anywhere, stores participating in Black Friday can take measures to incentivize customers to go in-store.
There needs to be a new and fresh perspective on Black Friday. What will persuade people to actually want to go to stores, and how will it be strategically implemented?
Sydney Louis, a sophomore organizational communication and leadership major feels stores need to focus on the benefits of going in-person.
“I think they should provide pretty big incentives to come in instead of just shopping online,” Louis said. “[They should] provide even bigger discounts that will make a difference. In-store exclusives are a great way to bring in customers.”
People, including myself, will be more willing to go in-store if the deals are better than online. I love the idea of in-store exclusives because they feel like a reward for shopping. Black Friday is something I look forward to every year and stores need to make Black Friday magical like it once was.
As the biggest shopping day of the year, Black Friday needs to take its crown back. Nothing compares to the ultimate shopping experience Black Friday once was. I refuse to let COVID-19 take another good thing away from me — and those around the country who depend on the amazing deals.
