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George Mason UniversitySchool of Business

Manic Black Friday shopping dying as a Thanksgiving weekend tradition, Mason professor says

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Gautham Vadakkepatt

Gautham Vadakkepatt, director of the Center for Retail Transformation in the School of Business, believes that huge sales on Thanksgiving afternoon and Friday to draw consumers into stores in droves is a thing of the past.

“Black Friday started as a marketing effort to get people excited to get into the stores for Christmas, but the culture is changing,” Vadakkepatt said. “Companies can spread out their sales across time, so they don’t have to encourage or manage manic behavior.”

“For consumers who got caught up in Black Friday shopping, there was often the consequences of high regret for purchasing too much or unneeded items,” said Vadakkepatt. “So now consumers can hopefully shop more thoughtfully and intentionally.”

 

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