According to a Walmart press release, the company is looking to take Black Friday to another level. Its solution is "New Black Friday," a five-day sales event, which starts on Thanksgiving Day at 12:01 a.m. on Walmart.com and at 6 p.m. in the chain's stores and runs through Cyber Monday.
"Black Friday is no longer about waking up at the crack of dawn to stand in long lines and hope for the best. At Walmart, it has become a family shopping tradition where everyone shops at some point throughout the weekend," said Duncan Mac Naughton, chief merchandising officer, Walmart U.S., in a statement.
Walmart's sales promotion is a means to address the changes in consumer shopping behavior in recent years. Black Friday has become less important from a sales contribution standpoint as consumers have discovered there are deals to be found throughout the holiday season. The growing importance of online sales has also muted the importance of Black Friday as consumers realize they no longer have to battle crowds for the holiday gifts they want.
Retailers have pushed for earlier and earlier starts to the holiday selling in recent years. Amazon.com launched its Countdown to Black Friday Deals Week on Nov. 1. Others are planning earlier opens on Thanksgiving, etc.
Spreading out Black Friday deals may actually help Walmart on the security front. The day has been known to lead to violent confrontations between shoppers and, in 2008, a Walmart employee was killed after being trampled by Black Friday shoppers.
Mr. Mac Naughton, according to The Wall Street Journal, believes that spreading out deals will have a "calming effect across the store."
- The "New Black Friday" Exclusively at Walmart - Walmart
- Wal-Mart Stretches Black Friday Deals to Reach Shoppers - Bloomberg News
- Wal-Mart Spreads ‘Black Friday' Over Five Days - The Wall Street Journal (sub. required)
- Countdown to Black Friday Begins: Amazon Launching More Than 15,000 Lightning Deals This Holiday - Amazon.com