There are phrases today’s children don’t understand, like how “rewind” refers back to winding up the tape in a film. The next phrase that might just glaze over the eyes of this generation’s Black Friday shoppers: “doorbusters.” It’s a buzzword we once heard on commercials and read in ads leading up to America’s penultimate shopping holiday. But in 2020, a year where indoor crowding is highly discouraged (and in some places, illegal), consumers are looking less for doorbusters and more towards phrases like “enter promo code here” or “contactless pick-up and delivery available.” Even Cyber Monday, a holiday that boasted being the tech-savvy younger sibling of Black Friday, has lost its reputation as the sole day for online shopping. Virtual retail has hit a new high—but is it here to stay?
Global retail sales boomed to $25 trillion in 2019 and were originally expected to keep soaring through the foreseeable future. Economists feared the pandemic would put a dent on this year’s sales, but with more social media platforms and online shopping sites available, it seems unlikely.
Amazon—the top online retailer for the past 3 years, leading the pack by a landslide—is on pace to take the lead once again in 2020, especially with the significant rise in virtual shopping. However, not everyone is so keen on supporting the retail powerhouse. Mayor of Paris, Anne Hidalgo, calls Amazon “a tax-dodging Grinch that destroys small businesses, jobs and the environment” and has circulated a new trend, #NoëlSansAmazon (#ChristmasWithoutAmazon), a signed petition addressed to Santa Claus encouraging petitioners to forgo shopping with the digital superpower and opt to support small businesses instead.
Still, 2020 looks to be a strong year for Black Friday sales, with major retailers taking on new policies and offering various options for shopping:
- Best Buy has committed to selling new gaming consoles solely online to avoid a rush to the register
- Walmart has a strategy plan: customers are to keep a socially distant line out the store while employees sanitize carts and monitor a 20% capacity
- Target has extended Black Friday sales throughout all of November in attempts to steer clear of a one-day stampede
The term “Black Friday” originated when accounting records were kept by hand. Red ink indicated a loss and black a profit. Just like “doorbusters,” it’s an outdated expression that future generations will only remember through idioms… and excellent holiday shopping deals.
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Sincerely,
Devin McQuillan
Associate, Creative Solutions
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