This year could mark the end of Black Friday as we know it.
For decades, stores have opened their doors in the wee hours on the day after Thanksgiving. But this year, major chains such as Target and Sears ushered customers in on Thanksgiving itself, even before the turkey leftovers had gotten cold, turning the traditional busiest shopping day of the year into a two-day affair.
Despite an outcry from some employees, both stores and shoppers seemed to like it. Some people went shopping with a full belly, going straight from the dinner table to the stores. Others slept off their big meal and went to the mall before daybreak on Black Friday.
Photo by Scott McCloskey
Diane Eller of New Martinsville wheels her purchases out of J.C. Penney at The Highlands on Friday after taking advantage of Black Friday sales.
"I ate my turkey dinner and came right here," said Rasheed Ali, a college student in New York City who bought a 50-inch TV for $349 and a sewing machine for $50 when Target opened at 9 p.m. on Thanksgiving. "Then I'm going home and eating more."
This new approach could become a holiday shopping season tradition.
"It's Black Thursday and Friday combined," said Jackie Fernandez, a retail expert at the consulting firm Deloitte. "This is going to be a new normal of how we shop."
It won't be clear for a few days how many shoppers took advantage of the Thanksgiving hours. But about 17 percent of people said earlier this month that they planned to shop at stores that opened on Thanksgiving, according to an International Council of Shopping Centers-Goldman Sachs survey of 1,000 consumers.
Meanwhile, 33 percent intended to shop on Black Friday, down 1 percentage point from last year. Overall, it is estimated that sales on Black Friday will be up 3.8 percent to $11.4 billion this year, according to technology company ShopperTrak, which did not forecast sales from Thanksgiving Day.
At The Highlands in Ohio County, Administrator Greg Stewart described the shopping development as "very busy" starting about 8 p.m. Thursday because of specials at Wal-Mart and Target. And by Friday morning, the parking lots at Best Buy and Kohl's were full.
"With the sale times now spread out from Thanksgiving evening through Black Friday morning, the traffic flow does not hit a pinch point as much as it did in the past," Stewart said. "We did direct traffic (Friday) for about an hour at around 2:30 p.m. until 3:30 p.m. We believe we have had another successful and very busy Black Friday shopping event."
The Black Friday creep began in earnest a few years ago when stores realized that sales alone weren't enough to lure shoppers anymore, especially with Americans becoming more comfortable buying things online. Opening on Thanksgiving was risky, with some employees and shoppers complaining it was almost sacrilegious.
But many stores evidently felt they needed an edge, especially this season, when many Americans are worried about high unemployment and wondering whether Congress will be able to head off tax increases and spending cuts before the U.S. reaches the "fiscal cliff" in January.
Overall, the National Retail Federation estimates that sales in November and December will rise 4.1 percent this year to $586.1 billion, below last year's 5.6 percent.
"Every retailer wants to beat everyone else," said C. Britt Beemer, chairman of America's Research Group, a firm based in Charleston, S.C. "Shoppers love it."
At Wal-Mart, the world's largest retailer, most of its 4,000 U.S. namesake stores are already open 24 hours year-round. But the chain added special sales at 8 p.m. on Thanksgiving, two hours earlier than a year ago.
The company said that its start to the holiday season was "the best ever," with nearly 10 million transactions and 5,000 items sold per second from 8 p.m. to midnight on Thanksgiving.
Toys R Us opened at 8 p.m. on Thanksgiving, an hour earlier than last year.
Macy's, which opened at midnight on Thanksgiving, had 12,000 customers wrapped around its store in New York's Herald Square.