Black Friday Draws Traffic
By Tom Ryan
Black Friday incentives ranged from blockbuster deals on limited
items, 20% to 33% off coupons, and “Buy 1, Get 1 Half Off”‘ promotions
on select merchandise to sweepstakes and cash cards for spending over a
Black Friday shopping survey showed 195 million shoppers visited stores
and websites over Black Friday weekend, up from 172 million last year although
the average spend for the three days dropped to $343.31 per person from
$372.57 a year ago.
“Shoppers proved this weekend that they were willing
to open their wallets for a bargain,” said Tracy Mullin, NRF President
Here are a few of the Black Friday retail strategies:
Wal-Mart ran its early bird special
from 5:00 a.m. to 11:00 a.m. on a number of consumer electronic items and
prominently guaranteed to match any local competitor’s printed ad for an
Toys “R” Us opened at midnight with doorbusters running
until Friday at 1:00 p.m. Extra door busters ran from 5:00 a.m. until 1
Macy’s ran “extra 20% off” specials from 5 a.m. to 1 p.m. on Friday
and again from 8 a.m. to 1 p.m. on Saturday. It also offered a $10-off
coupon all day Friday and Saturday with certain brands and categories excluded.
Lord & Taylor handed out a Doorbuster Card worth $20 off
a $40 purchase to the first 500 shoppers on Friday to
use between 5 a.m. and 1 p.m.
JC Penney ran a doorbuster sale from 4 a.m. to 1 p.m.
From 3 p.m. to 11 p.m. on Friday, it offered a coupon for $15 off any purchase
totaling $75 or more and $10 off any purchase of $50 or more. Certain items
and brands were exempt.
Old Navy ran Friday-only as well as Saturday-only
deals and also offered a $10-off coupon any purchase of $50 or more on
Thanksgiving. It also offered a chance to win a $200 shopping spree and
a free Rock Band guitar with a purchase of Rock Band 2 software.
Authority opened at 5:00 a.m. with the first 80 people at each store
receiving a Bonus Bucks Card worth $10 to $500. Early bird deals at each
store from 5:00 a.m. to 3 p.m. included “Buy 1, Get 1 50% Off” its
entire footwear and socks assortments.
Dick’s Sporting Goods offered a
$25 cash card with any North Face purchase of $150 or more in its early
bird deal. A $20 gift card came with any purchase of $100 or more all day.
Modell’s offered a coupon worth 33 percent off any one regular
priced team apparel item, one regular priced footwear item, or one regular
priced sporting goods item. The coupon excluded certain brands and items.
Pier 1 Imports offered a chance to win a Disney Parks Celebration
Bed Bath & Beyond offered a straight 20 percent off any
purchase between 6:00 a.m. and 10 a.m. Certain brands were excluded.
Discussion Questions: What package of promotions
do you think works best for Black Friday? Which promotions best maximize
spending over the holiday season? Do you have any personal observations
of successful Black Friday promotions in your area?
Friday Retail Sales Increase 0.5 Percent As Compared To 2008 – shoppertrak
- Black Friday Verdict: As Expected, Number of Shoppers Up, Average Spending
Down – National Retail Federation