Things almost seem normal on Black Friday this year. The malls and stores report decent-sized crowds. Shoppers are also frustrated by out-of-stock products, higher prices for food and gas, and labor shortages that make responding to customers more difficult. Christian MacDonald was the first in a line that stretched for 75 people to get into a Costa Mesa Target store. He left empty-handed. MacDonald said, “I came here because they had the new Switch OLED in stock since it was Black Friday,” and waited for an hour and a quarter to get in on the highly-coveted Nintendo video game console. “So I’m going to go home, I guess.”
Nearly 100,000 people have visited the Mall of America in Bloomington (Minnesota), as of Friday afternoon. This is more than double what was seen last year, but less than what was expected for 2019. Jill Renslow, senior vice president at Mall of America, said that the mall had a “fantastic start”. Mall of America was also affected by the staffing problems that have plagued many restaurants and retailers. It had to reduce its hours of operation. According to Mastercard SpendingPulse which tracks all types payments, Black Friday retail sales rose 29.8% by mid-afternoon. This was higher than the 20% growth forecast for the day. Steve Sadove is a senior adviser at Mastercard. He says that the numbers reflect the “strength and consumer” of the card. The overall holiday sales are expected increase this year. After 8% growth in 2020, the National Retail Federation predicts that November and December will see a sales increase between 8.5% and 10.5%.
Although Black Friday is still a popular day for crazed shopping and has held strong in America’s imaginations, it has fallen out of favor over the past decade. Stores opened on Thanksgiving, and shoppers have shifted to Amazon and other online retailers. The day’s significance was further diminished by stores advertising Black Friday sales on more days. Many retailers closed their stores on Thanksgiving Day to promote Black Friday sales on their websites. This began as early as October. This trend is continuing this year, though there are still deals in stores. Window signs at the Fashion Centre mall in northern Virginia advertised 50% off boots at Aldo and 40% off full-price items at J.Crew. Forever 21 was offering 30% off Stores advertised discounts of 35% to 50% at the Capital Mall in Olympia. DealNews.com analyst Julie Ramhold said that big box retailers like Walmart aren’t promoting “doorbuster deals” in their advertisements. Even clothing chains like Victoria’s Secret or Gap are having a harder time managing their supply issues. Victoria’s Secret recently stated that 45% of its holiday merchandise was still in transit. Both retailers and customers are looking for ways to avoid supply chain disruptions. Some of the largest U.S. retailers are shifting goods to less congested ports or chartering their own vessels. Jeff Gennette, Macy’s CEO, stated that the company is ready. He said that “We are deep” and that the company is ready. He also noted that inventory levels have increased by 20% over last year. Many sales floors look different than they did in years past when there were tall piles of merchandise on display. The shoes were no longer stacked high enough that shoppers couldn’t reach them at Macy’s in Manhattan. The Willowbrook Mall in Wayne, New Jersey saw lines form outside Pandora and Bath & Body Works at noon. Small shops were mostly empty. Macy’s, a department store in the D.C. suburbs, was jammed in the afternoon. Forever 21 security guards had also to clear the congestion.
Tim Clayburn was at Fashion Centre Friday morning to get the gifts he wanted. He said, “Everyone is so concerned about not having things shipped on time.” “I prefer to get my stuff in person so I don’t have to worry about shipping.” According to Edmond Kunath, a Denver-area Best Buy employee, there were approximately three dozen people waiting in line when the doors opened at 5 a.m. Kunath was looking for deals on Apple AirPods headphones, and a hard drive. Stuart Applebaum, president, Retail, Wholesale and Department Store Union, stated that retail workers are concerned about their safety due to frustrated shoppers and thin staffing. He suggested that stores should provide security and training in how to deal with angry shoppers. Zara in Fashion Centre employee, who chose not to be identified, stated that the store was understaffed and that he was stressed throughout the day. He said, “This is the most crazy I’ve ever seen in a long while.” The pandemic was still visible at Macy’s in Manhattan — many shoppers and employees wore masks — but there was also a celebration of the joy of shopping and the return to normal. Carol Claridge, from Bourne, England, has been visiting New York for Thanksgiving-week shopping since 1995. However, she was unable to make it last year due to the pandemic. Travelers from the UK were able to return to the U.S. earlier in November after it lifted travel bans due to the pandemic. Claridge, who was looking through beauty gift sets on Macy’s’ first floor with a friend, said that it took a while to accomplish this. “We are buying whatever we like. It’s our annual shopping trip. According to Aurelien duthoit, senior sector advisor at Allianz Research with the largest price increases on TVs, shoppers will pay between 5% and 17% more on Black Friday this year than last year. This is because any discounts that are available will be applied only to products that cost more. Aniva Pawlowski was shopping for shoes and coats at Macy’s in Manhattan Friday. She plans to spend $1,000 on holiday shopping – similar to years past – even though she’s concerned that gas, food, and other costs will rise. She said that everything is expensive. According to Mastercard, online shopping is still huge and sales are expected increase 7% for the week following the 46% gain last year, when many shoppers stayed at home. According to Adobe Digital Economy Index, online sales are expected to increase 10% this holiday season compared with last year’s 33% increase. Marshal Cohen, market research firm NPD Group, stated that the pandemic had a positive effect on retail. “It forced them to become better digital retailers.” This means that the day after Thanksgiving is not what it used to be. This report was contributed by ___ David Zalubowski, Lone Tree, Colorado; Parker Purifoy, Arlington, Virginia; Manuel Valdes, Olympia, Washington; Bryan Gallion, Wayne, New Jersey; Eugene Garcia, Costa Mesa, California.