Black Friday remains an opportunity for both online and brick-and-mortar retailers, said Sandy Becker in NJ101.5

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Date: 
Saturday, November 11, 2017
Location: 
Newark, NJ

New Jersey 101.5

Thanksgiving means turkey, stuffing, pumpkin pie — and don't forget Black Friday specials to start the holiday shopping season.

Some stores are already out with their sales, while specials are "leaking" onto the internet via sites like BestBlackFriday.com.

Sandy Becker, professor of marketing at Rutgers Business School in New Brunswick and Newark, says the original purpose of Black Friday — to bring extra traffic into stores and malls — has not changed.

Becker said Black Friday sales spilled over into Thanksgiving in the past few years when stores began opening in the afternoon and evening.

"There was a lot of negativity around opening on Thanksgiving Day," Becker said.

"I believe it was last year or two years ago there was a lot of public relations issues … a lot consumers were unhappy not only for opening but forcing their employees to work on Thanksgiving Day and not being with their families."

There are even websites that track which stores WON'T open on Thanksgiving.

But Black Friday isn't likely going away, Becker says, and it remains an opportunity for both online and brick-and-mortar retailers to start the holiday shopping season.

"There's an encouragement to continue to show up in person where there are some sales that are in-store only. There is a wide range of opportunity online as well. There's Cyber Monday, the first Monday after Thanksgiving, with significant sales there," Becker said.

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