Black Friday 'Doorbusters' Don't Always Hold Up
Updated November 22, 2012, 5:37 p.m. ET
By DANA MATTIOLI
In Mattoli's Wall Street Journal article "Black Friday 'Doorbusters' Don't Always Hold Up," the discounts of America's biggest shopping day are called into question. Through examples of company's such as Home Depot, Target, and Best Buy, the readers learn that the sales that everyone wakes up at the crack of dawn for are not actually the best sales of the year. In fact, many of these products are listed at lower prices throughout the year.
"Sears, for example, is advertising a KitchenAid Artisan Series Stand Mixer for $319.99 this Black Friday. Decide found that the retailer offered the same mixer for $296 in March."
According to the article, Black Friday is considered a game to competiting companies. It is one brands advertising and discounts over their competitions. The goal is to get the customers into the store through strategic advertising and then allow the discounts to talk for themselves.
Typically, the bargins are genuine. However, now, more than ever it is easier to question the companies truth. This can be done by evaluating their online prices and compare.
Ultimately, what can be taken from this article is that Black Friday bargins do not imply that it will be the best time to buy popular gifts. Accessories like watches and jewelry are lowest in October, while technology such as television sets are best bought at the beginning months of the year.
Truthfully, I am pretty disappointed in the reality of this article. Black Friday is something that I "celebrated" with my mother and sister for the entirety of my life. To find out that the deals are not all that they are cracked up to be makes me feel like I have been cheated for twenty years.
Then again, from the perspective of a marketing student, I think that not giving the lowest prices is smart. The hype surrounding this day comes from the consumers. They do not even need the advertisements to tell them. In reality, they just expect the deals and do not seem to really investigate their standing. Therefore, it makes sense to not throw out the best deals. People are going to buy because it is Black Friday and that is what is expected. I say save the deals for people are not necessarily looking to buy, but they cannot turn down a great deal.
Topics: Black Friday, Holiday Discounts
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