Pro tips on tackling the stores, sales
Online and in-person research is key to scoring deals on desired items, as well as avoiding crowds
When it comes to Black Friday shopping, you need the right tools and the right team to score the best deals — and beat the crowds.
But first, you need the right advice. Lena Almeida, the Toronto blogger, social media strategist and TV/radio personality of ListenToLena.com, is an unabashed shopaholic.
Perhaps more importantly, she’s a saleaholic, boasting “if it’s on sale — she’s already bought it” on her website.
No matter your shopping needs or desires, Almeida says, Black Friday has managed to envelope almost the entire industry — from electronics to fashion, homewares to kids’ toys. Need a new fridge? Want a bracelet? It’s all up for grabs.
That doesn’t mean you should let your guard down and shop freely, however. Retailers know what sale psychology does to the masses and markdowns may not be all that they seem, Almeida says.
Recently, she was interested in a camera lens — regularly $599 in store, but she spotted the product on sale for $499 during the company’s anniversary sale.
Her husband urged her to get the deal, but instead she reached for her phone. After a quick Google, she found other online retailers offered the lens for $499 regularly.
“I realized pretty quickly that the $100 anniversary discount was a phantom discount,” she says.
Moral of the story: Before you shop, make a list and do your research. Find out the real “regular” price by comparison shopping online. And use your smartphone in the store.
“You want to be sure you aren’t making an impulse purchase and you’re actually getting a great deal.” LENA ALMEIDA BLOGGER, SOCIAL MEDIA STRATEGIST AND TV/RADIO PERSONALITY
“When it comes to Black Friday, there are deals out there, there are great sales to be had,” Almeida says. “But you want to be sure you aren’t making an impulse purchase and you’re actually getting a great deal.”
In the crush of a crowd during a major sales event, Almeida advises shoppers to bring “a voice of reason.” A friend or family member can help you by looking up prices online while you load a cart, or provide a realitycheck if you’re getting carried away. (Sure, it’s 75 per cent off — but do you really need three of them?)
“And the last thing is: Never hand over your method of payment without confirming the return policy,” Almeida says.
“For Black Friday, they may have final-sale items and the last thing you want is buyer’s remorse when you get home.
“You could be buying gifts for family members, but they might be final sale and there might be a warranty issue down the road . . . so doublecheck the return policy and make sure you can live with it.”
Shoppers may want to make sure they are ready to face crowds, too.
Yorkdale Shopping Centre, one of the city’s retail meccas, knows a thing or two about efficient crowd control.
With more than 8,000 parking spaces — the most in Toronto — live parking statuses available online, valet services, guest services, a gift concierge and a TTC stop right inside the mall, the shopping centre meticu- lously equips itself for big turnouts.
“Shop early, shop late, come with a plan, use the TTC, use our valet,” says Claire Santamaria, general manager of Yorkdale. “Come with some time on your hands so you can experience all the opportunities that retailers have.”
And start your research the night before, she adds. If you’re going to go to Yorkdale, for example, check the Promotions section of its website.
“The best advice I can give anyone is to go to Yorkdale.com after midnight on Black Friday to see the full list of participating retailers,” Santamaria says.
“And then, of course, oftentimes retailers will have other promotions and other value-adds that they would add later . . . So if there’s something that someone is interested in, the best thing they can do is join the retailer’s emailing list.”
Almeida adds an even more thorough strategy: You can make a new friend. She recommends finding a “sympathetic store associate” and striking up a casual chat.
“Say, ‘Listen, I’ve really got Product XYZ on my wish list, is this something you think I should be lining up for early morning, do you know?’ ” she says.
“Sometimes they can give very generous hints on what to do. They could tell you, ‘Last year there was a lineup out the door at eight o’clock in the morning.’ Or you can ask if there is anything left at the end of the day.
“Chatting with store associates is a great way to get some intel.”