A University of Kansas professor says some stores are letting employees spend more time with their families, because being open Thanksgiving wouldn’t help their bottom line.
“There do seem to be a category of stores that are deciding it’s kind of not worth it for them to open on Thanksgiving and even for some of them on Black Friday,” said Noelle Nelson, assistant professor of marketing and consumer behavior in the KU School of Business. “They’re the ones that don’t compete with the really deep discounts, like Target and Wal-Mart.”
Nelson says the store’s category generally determines whether or not they think being open extra helps them out, and with online retailers getting more and more market share, Nelson says every day is Cyber Monday during the holiday season.
“Now, online retailers are so popular that they don’t even contain it to one day,” said Nelson. “Amazon started having Black Friday sales right after Halloween this year.”
Nelson says she’s even seen Black Friday in July kinds of sales as online retailers spread deals out throughout the calendar. Such tactics have changed some of the psychology that used to go into getting people to camp out beside stores on Black Friday.
“There’s this psychological idea of scarcity,” said Nelson. “As humans, we’re kind of wired to pay a lot of attention to when there’s a limited amount of time or a limited amount of quantity. Black Friday has been both of those things in the past. There was only one day, and you could get those deals for only that day and a lot of times they’d run out of whatever product it was.”
Nelson says that consumers are smart and they’ve learned through the last few holiday cycles that they can get really good deals on days that are not Black Friday.