Bruce Maiman tries to understand why persons subject themselves to shopping on the Friday after Thanksgiving and finds, as Ecclesiastes teaches us, that it’s all illusion.
Another study found that camping out, standing in line the night before, induces a sense of loyalty that researchers call a “collective consumption ritual.” While most of us find waiting in line torturous, these people like it. They even look forward to it. One researcher said, “For the person who’s been doing this for decades, this is as much of their Thanksgiving tradition as having turkey.”
There ya go: The orgy of greed vs. the serenity of family*!
It probably doesn’t pay to tell these people that the best deals don’t even happen on Black Friday. The Wall Street Journal found that nearly one-third of last year’s Black Friday bargains being advertised had been available previously at lower prices.
But as one analyst explained, “People associate Black Friday with good prices, and that eliminates the need to check price.”
*Methinks that dependeth on the family.