Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Getting a jump on Black Friday sales by opening on Thanksgiving may have been a double-edged sword for retailers. Buzzfeed investigates the effect of this year's extended-hours, which have been called a "dual-burden" by Nomura analyst Simeon Siegel.
Previously, retailers only had to focus on roughly three hours of early-morning Black Friday shopping, but with openings creeping earlier and earlier, stores now have to concentrate on a much longer period of time, while analyzing when to put out their best deals. "Additionally, we'd expect store level costs to increase, with holiday payroll for Thanksgiving-related staff along with the costs of opening the store for greater periods of time of time to sell a similar amount of goods," Siegel's report explains.
Customers are going when the deals are best, and not necessarily shopping all weekend. According to Shopkick data, 30% of all Black Friday store visits happened before 3am on Friday, compared to 18% last year. With Thanksgiving day staffing issues and related costs, combined with the growing influence of web shopping, Buzzfeed wonders: why not move deals back into Friday, even if shopping starts at midnight?
· Why Keep Opening Stores On Thanksgiving? [Buzzfeed]
· Record-Breaking Black Friday Online Sales Might Kill Cyber Monday [Racked]
· Are Black Friday Sales Worth the Hype? Experts Weigh In [Racked]