Stores brace for Black Friday

A poll shows 48 percent of consumers are expected in stores Friday.

By JACLYN GIOVIS

SOUTH FLORIDA SUN-SENTINEL

FORT LAUDERDALE, Fla. — Stuff your tummy with turkey and hit the sack early this Thanksgiving if you want the best holiday shopping deals Friday. But be prepared for record crowds.

Experts say the day after Thanksgiving fanfare and door-buster promotions will be better than ever as retailers try extra hard to kick off consumer spending during what’s expected to be the slowest holiday sales period in five years.

Nearly a quarter of consumers plan to hit stores Friday, up from 20 percent last year, according to a Consumer Reports holiday poll released Monday. Another survey points to an even bigger turnout: About 48 percent of consumers will shop Friday, up from 33 percent in 2006, according to America’s Research Group.

Last year, the Friday after Thanksgiving was the season’s busiest shopping day at brick-and-mortar stores—including department stores, discounters, and merchants who sell clothing, electronics/appliances and sporting goods/toys stores—although it ranked as the eighth-busiest overall shopping day, according to a MasterCard Holiday Shopping Insights Report released Monday.

Gabrielle Wong, 17, of Miramar, Fla., will be among the droves of consumers to start shopping in the wee hours of Black Friday. The day was so-named because it historically pushed retailers’ sales from negative red ink into the profitable black.

Wong is a self-described shopaholic whose passion for Black Friday is rooted in a family tradition of touring several malls with her grandmother and mom.

“They’re like shopping extremists,” Wong said. “And since I was little I would always follow them.”

The high school senior plans to do a mall marathon Friday, spending about $300, mostly on herself. She’ll pack snacks for the day because she prefers to shop through lunch, and she’ll power nap in the car. “It’s always exciting to get the sale on something,” Wong said. “Even when it’s not on sale, you get sucked into the thrill of buying all these things and bringing the stuff home to try it on.”

Shoppers who want a sneak peek at Black Friday ads can check out Web sites such as bfads.net or blackfriday.gottadeal.com. Much to the frustration of retailers, these Web sites leak promotions to the public before they are scheduled to run in Thanksgiving Day ad circulars.

“I think you’re going to see the best deals ever,” said Britt Beemer, founder and chairman of America’s Research Group.

Wal-Mart started its early promotions and marketing more than two weeks ago with a nationwide “secret sale” on five hot items including an Acer laptop for $348. The world’s largest retailer said Monday it plans to start online “Black Friday” promotions on Thanksgiving Day and will host additional “secret in-store specials” throughout the weekend.

Try as they may, retailers aren’t likely to convince Rudy Chacon, 39, of Palm Beach Gardens, Fla., to venture out on Black Friday. He normally loves to shop and drops big bucks in the process. But the father of two says Black Friday is just too hectic and his past experiences have proved that the sales “are not that great.”