Albany Times Union (Sunday)

How to shop Black Friday 2020

- By Courtney Jespersen

Like most things in 2020, Black Friday won’t be the same this year.

But at least in the case of holiday shopping, change might not necessaril­y be a bad thing.

If you’re thinking about shopping on the day after Thanksgivi­ng, here’s why you should — and at least one reason you shouldn’t.

The day still holds meaning

Retailers kicked off Black Friday sales back in mid- October to coincide with Amazon’s Prime Day. There’s been an onslaught of discounts ever since.

But no matter how many sales retailers label throughout the year as “Black Friday” discounts, there’s still something special about the day itself. This year, it falls on Nov. 27.

The day after Thanksgivi­ng is a “designated consumer shopping day,” said Tom Arnold, professor of finance at the University of Richmond in Virginia.

That’s why retailers continue to market it and offer savings. Based on prior years, there will still be something special left, even after all of the early deals.

Retailers typically hold on to some fresh deals to release over Thanksgivi­ng weekend, according to Katherine Cullen, senior director for industry and con

sumer insights at the National Retail Federation. She recommends acting on early deals this holiday season if you see a price you like though.

Official Black Friday deals often start on Thanksgivi­ng Day and last into the weekend. They’ll be followed by Cyber Monday sales Nov. 30.

You can save money

These sales make Black Friday shopping a fun family tradition. But it’s also a great way to save cold, hard cash.

In fact, that could make the discount bonanza even more attractive this year, according to Christophe­r Newman, associate professor of marketing at the University of Mississipp­i.

“It may be especially popular this year since many consumers are feeling financial strain due to economic and employment problems caused by COVID-19,” Newman said in an email. “Many consumers will likely not be in the financial position to pass up the price savings afforded by Black Friday.”

Cullen said wellness, personal care and comfort items as well as

those for the home have been “popping” during the pandemic as consumer demand has increased. Hobbies like baking and holiday traditions like wearing matching pajamas are also popular.

You can likely expect retailers to discount products that appeal to pandemic conditions. Best Buy’s early Black Friday deals included markdowns on laptops and wireless headphones. Target slashed prices on things like video games and toys.

In-store shopping is so 2019

In an effort to promote safety in the pandemic, most stores are closing on Thanksgivi­ng this year. They’re also bringing sales online — a move that’s both convenient and cost-effective for Black Friday shoppers.

“We’ve heard retailers saying, ‘ We’re probably going to offer the same deals both online and in store on Black Friday so that people can shop in the way that’s most comfortabl­e and safest for them,’” Cullen said.

That means many retailers won’t be enticing customers to brave the crowds for in-storeonly door busters, she adds. That’s welcome news for consumers.

“Many shoppers will still feel

uncomforta­ble going to brickand-mortar retail stores, and many state and local government­s are still imposing reduced capacity limits inside stores,” Newman said.

Aside from the safety and convenienc­e of not having to leave home, Arnold suspects this head-to-head online competitio­n will also be a monetary win for shoppers.

“I think the consumer is going to benefit because now it’s going to be a lot easier to compare prices with the competitio­n online,” Arnold said.

Exercise restraint

For every impressive Black Friday deal you see, there’s likely another deal that’s less worthwhile. Set a budget so you know exactly what you’re looking to purchase and how much you’re comfortabl­e spending.

Be cautious about your health, too. Look into a store’s safety protocols to see if you’ll feel safe being in a physical store.

And if you’ve already shopped more than enough this holiday season during the impressive early sales, it’s fair to say you can sit out Black Friday to avoid overspendi­ng.

 ?? Michael Dwyer / Associated Press ?? Retailers will enforce social distancing, many stores will be closed on Thanksgivi­ng Day and shoppers will scoop up deals via their computer.
Michael Dwyer / Associated Press Retailers will enforce social distancing, many stores will be closed on Thanksgivi­ng Day and shoppers will scoop up deals via their computer.

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