Black Friday. Black Thursday. Black Thanksgiving. Where will it stop?

This is American free-enterprise at its best—and worst!

You know it had to come to this:  Black Friday—the day after Thanksgiving--used to be the official start of the end-of-the-year shopping season…the time that vendors and shoppers took to be the official start of the end of the commerce year.  So-called Black Friday represented the point in the year when—mostly for retailers—the profitability measures turned from red [i.e., the failure to fully cover both direct and overhead expenses] to black [i.e., where gross margins could reasonably be expected to be attributed to profits]. 

Until now, the most competitive way to get comparative advantage—in poor economic times what amounts to a zero-sum game for consumer dollars—was to have early-morning sales—on Friday [that would be Black Friday!].  However, that unofficial “rule”—for launching the end-of-the-year selling season on Friday [yes, that would be Black Friday]—is in the process of being broken.  Some retailers have decided to open for Black Friday sales on…yes, you guessed it, Thanksgiving! 

That would make what used to be the holiday that used to be known as Thanksgiving as Black Thursday now!  Or would that be Black Thanksgiving!  Not wide-spread yet—but be patient, it only a matter of time--it is being reported that some big box stores like The Gap, Banana Republic, Old Navy and Wal-Mart are planning to open stores in some locations, according to a report by Danny Teigman in NJ’s The Star Ledger. 

And, actually, if you think about it, it makes perfect business sense…store operators are going to be in their stores on Thanksgiving Day anyway—to get ready for the 4am sale on Friday…shoppers who don’t want to watch football games or be with family will find it much more convenient and easy—in part to avoid the crowds—to shop on Thanksgiving Day now, instead of  Black Friday!  And if the sales are right, well it seems just the thing to do. 

This is American free enterprise at its best and worst:  From the vendor’s POV, it offers competitive advantage in a previously acknowledge demilitarized zone of selling; but the battle is now enjoined.  From shoppers’ perspective, it will not be an encroachment for those who actually avail themselves; for those who won’t go shopping it'll be fine as well, since they’ll just keep playing by the old ground rules.  It will, however, contribute to a breakdown of what is arguably an honored tradition—spending time apart from the work-a-day world, buying, selling, and consuming!  Like the “blue laws” decline of thirty years ago, the way we as a culture spend holidays is changing as well—for some for the better, for some for the worst. 

What's next?  Yes, you've likely guessed it already:  Black Christmas!  We’re not there yet—but it’s a matter of time. 

One way or another—have a pleasant and gratifying Thanksgiving!  Or might that be Black Thanksgiving? 

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