Old Wives' Tales
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Claim: The day after Thanksgiving is the biggest shopping day of the year in the U.S.
Origins: The day after Thanksgiving is the day millions of Americans, enjoying a rare Friday off (and a dearth of football games on television), head for the malls to kick off the Christmas shopping season. "Black Friday" (supposedly so named because it's the day when retailers turn the corner and see their income statements move out of the red and into the black, but originally the phrase was a derisive term applied by police and retail workers to the day's plethora of traffic jams and badly-behaved customers) is regularly cited as "the busiest shopping day of the year." But although Black Friday may be the day the greatest number of holiday shoppers traipse through malls, it isn't necessarily the biggest day of the year in terms of dollars spent:
PopularThe consistent holiday shopping trend is that sales figures spike on the day after Thanksgiving, drop sharply immediately afterwards, then steadily increase throughout December, peaking on the four days comprising the two weekends before Christmas. The result is that Black Friday nearly always ends up ranking below the last Saturday before Christmas (or
These days many shoppers buy with the holidays in mind all year long. Decorations go up around Halloween, and some Santa Clauses arrive at malls before Thanksgiving. Some shoppers get an early start Thursday at a limited number of stores like Kmart and
"It's one of the busiest days in terms of traffic but not in sales," said Pam Rucker, spokeswoman for the National Retail Federation. "But the mystique is still there."1
"People just want to get out and do something on that day," said Jay McIntosh, director of U.S. Retail and Consumer Products for accounting giant Ernst & Young. "They do because of all of the incentives to shop, but many aren't buying."2
According to statistics published by the International Council of Shopping Centers (ICSC), the top shopping days for the years 1993 through 2002 were:
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