Black Friday is the popular term given in the United States of America for the Friday following Thanksgiving Thursday and usually marks the beginning of the Christmas shopping season. The day is marked by stores offering huge discounts and deals that prompt people to line up throughout the night to get their hands on the seasons top products.
While most stores open their doors at 6 am, the trend has been to open the doors for customers as early as 4 am and keep them open till late at night. This has contributed to the trend of people having an early Thanksgiving dinner so that they can camp outside stores like Sears, Target, Toys R Us etc. The discounts usually last only on Friday with some retailers trying to introduce what they are calling Black Saturday to extend the shopping spree.
Marketing for Black Friday begins right after Halloween and it precedes a period of a lull for most retailers as most people do not shop after Halloween as Christmas is around the corner. The concept of Black Friday is believed to have been introduced as Thanksgiving is not traditionally a gifting holiday. This ensures that retailers and sellers have 3 good months of sales before they close their books for the year.
The term Black Friday stuck despite attempts by multiple PR and marketing firms in the USA trying to give a more positive spin on the name. The name Black Friday was originally coined to commemorate the abnormally high pedestrian traffic on the day after Thanksgiving with people taking to the streets to celebrate the holiday. With so many people out of their homes, the retailers started having a special sale to entice them to shop and the rest is history.
In recent times, the term Black Friday has been used to refer to the various shopping rage-induced deaths that have been recorded in the USA. There have been instances of people being trampled, shot, attacked and even gruesome fights breaking out since 2000. In the last 10 years alone, there has been over 50 recorded Black Friday shopping induced deaths in the USA.
Many countries have their versions of Black Friday and are usually on different dates. The UK, Mexico, Canada, Romania, France, Germany, Switzerland, Australia, New Zealand, Austria, South Africa and many other countries have seen a growing trend of adopting this American tradition. This has mainly been fuelled by American retailers introducing the concept and other local sellers following suit.
China has a similar concept known as Singles Day which falls on the 11th of November or 11.11 signified by the single digit 1. This day which was introduced and popularised by the e-commerce giant Alibaba and its sub-brands is now the biggest shopping day of the year all around the world in terms of actual sales.
India has also been introduced to the concept of Black Friday in recent years but it has failed to catch on as the idea of a Black Day translates to being inauspicious according to the culture across religious beliefs. Online retailers like Amazon and Flipkart have tried emulating this online with mega discounts and offers but have been forced to rebrand the shopping occasion as Great Shopping Days or under some other moniker.
With the pandemic forcing people indoors for the past couple of years, more urban Indians have been exposed to American culture via sitcoms and TV series on Netflix, Amazon Prime and Disney Hotstar. The concept of Black Friday is gaining popularity but although many retailers have been aware of it, they have decided to wait it out.
“I want to do some major shopping and get a lot of stuff at discount but can’t seem to find any place that offers a Black Friday sale,” said 28-year-old Sonam Puri from Mumbai. “It would have been fun to run into an H&M or Mango store and try and get the best deals while fighting other girls for it. It would have been such an exciting experience.”