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By Gretchen Christophe ‘22
Picture this: you and your friend standing in a mile-long line during this time last year, anxiously waiting for the launch of a new collection and a huge Black Friday sale outside of your favorite store. You cannot wait to get your hands on both this purchase and this deal. Nothing feels more rewarding and dopamine-inducing than getting a bargain Black Friday item. In my personal experience, I have never seen the true chaos of an in-person Black Friday, and honestly, I feel grateful I haven’t, simply because I do not have the patience for that; if you know me, you know. Perhaps because every year without fail I see a trashy reality show type fight break out at Walmart because of a “never before seen” deal. And in my opinion, that’s when I feel embarrassed to be an American; living in a society so focused on the happiness that the capitalist structures bring us. Purchasing name-brand items have become so engrained in what most people (at least Gen-Z in my opinion) associate with what we think of as the "American Dream." But hey, I must admit I’m guilty of giving in to that feeling, too. But does this dopamine-craving sensation demonstrate the toxic nature of the industry’s capitalist marketing strategies, especially in the age of COVID?
First of all, how does the typically claustrophobic Black Friday even operate during an international pandemic? Overall, coronavirus has reshaped the holiday season tradition with fewer people hitting stores in-person, and many more retailers holding online discounts due to lean inventories. According to a Deloitte survey, more than half of shoppers felt anxious about shopping in stores, and for good reason, because cases are skyrocketing, and in some areas even more than in March and April. Black Friday just reeks of a potential “superspreader event,” so instead, retailers have emphasized online shopping and offering month-long sales to keep crowds at bay. Online discounts have led customers to prioritize where they can find the best bang for their buck rather than just going to where is most convenient to buy from in their local mall. Research shows that consumers feel more confident about purchasing online now more than ever, and since the pandemic, "online shopping has increased 59 percent compared to this time last year" according to Joshua Ogugua of The Drum.
As we know, fashion is like a pendulum, and many trends from the past have resurfaced in more recent times. However, even prior to the pandemic, Black Friday as a singular day of shopping has been waning over the years with the increased popularity of online shopping combined with retailers trying to avoid bad press. Alternative deal days like “Pink Wednesday” became popularized in order to market further than the usual Black Friday and Cyber Monday. In a similar vein, alternative modes of shopping were discussed more widely as many Etsy shoppers and small business owners promoted “Small Business Saturday” more than ever. In addition, some chain stores like Target set up curbside pick-up systems where customers can reserve spots in line ahead of time, and the store texted customers when it was their turn to enter the store. The former Saks Fifth Avenue CEO told CNBC that there’s been a “fundamental change in the promotional calendar” that can impact years to come because the extended deal season will play out into next year. Does this increased reliance on e-commerce rather than physical stores mean there will be even more store closures continuing after the pandemic? Only time will tell, but we have already seen multiple major fashion labels, such as Barneys, file for bankruptcy this year.
After a year full of constant anxiety, it is nice to know that these “precious” Black Friday deals will most likely last the majority of the month of December, instead of being confined to their typical one weekend time frame. In another light, the extension of these deals allows for more people to complete their online holiday shop even more ahead of time than usual. Perhaps shopaholics have taken this year to realize that a big name brand Black Friday deal isn’t the end all be all. Instead, we have learned to invest more in our local businesses and uplift them in a time of financial uncertainty. Lastly, one good thing that has come out of the pandemic is the way in which Black Friday operations have been altered for years to come through more technologically advanced systems. The early start to holiday deals before Black Friday as well as the accelerated e-commerce shopping can help avoid all the usual chaos in the future. Maybe one day Black Friday can be completely stress-free, at least a girl can dream.