Daily Press article- Yield Black Friday success through planning andresearch

Target
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By Nicole Paitsel

247-4737

November 24, 2009

Shanee Pigate heads to the Prime Outlets in Williamsburg at midnight on Thanksgiving Day because it's fun. When she's finished, she drives to Target and Wal-Mart for the deals. It's usually still dark outside.

"I think I go to the Prime Outlets mostly for myself," the Newport News resident says. "But I do get almost all of my Christmas shopping done on Black Friday."

The day after Thanksgiving, referred to as Black Friday, is one of the most talked-about shopping days of the year. Traditionally, the weekend brought retailers' accounts into the "black," or making a profit.

But retailers are still reeling from last year's 3-percent drop in sales during the holiday season. They're expecting another 1-percent drop this year, according to the National Retail Federation, so consumers have seen some new tricks come into play.

For one, shoppers won't have to wait until Friday — or midnight Thursday — to grab deals. Some stores, like Old Navy and Big Lots, are opening on Thanksgiving Day.

But that tactic won't work on Smithfield resident Kathy Slade.

"I think I'll be too busy cooking and relaxing," Slade says of the Thursday sales. "And I never bother with Saturday, either."

She says that going shopping at 4:30 a.m. on Black Friday actually helps her miss the crowds.

"If you're still out at 11 a.m. or noon, that's when it's really a zoo," she says.

She's been tackling the shopping holiday for eight years with her best friend who lives in Poquoson. Their daughters — who are in their early 20s — help serve as place holders in line.

The group tries to finish their morning shopping by about 9 a.m. when they go for breakfast. After an afternoon rest, Slade says she heads back out with her husband around 4 p.m. to hit the second round of sales.

Pigate's husband takes a different stance.

"He came with me one year and pretty much threatened to divorce me," Pigate joked. "He said he would never ever step foot out on Black Friday again."

Crowds are the primary complaint of people who refuse to hit the stores on Black Friday. But there are effective ways to cope with the stress of shopping with the masses.

Slade has perfected her routine over the years, so she knows what to expect.

Having realistic expectations can help you stay relaxed, says Kathryn Tristan, author of "Anxiety Rescue." She explains that stress buildup happens when conflicts derail our expectations.

"If you expect to get all your shopping done, expect to not spend all that much and expect to check out quickly, you just might be setting yourself up for a huge amount of stress," she says.

Instead, be flexible about your list and expect to go a little slower.

Life coach Diana Fletcher suggests doing something nice for someone every hour you're out shopping. Whether it's holding the door for someone, giving some encouragement to a cashier or letting someone go ahead of you in line, it will bring cheer to the people around you and relieve the tension build up.

And remember that Black Friday isn't your only chance to save money. Retailers are fighting for your attention, and they will continue to do so throughout the holiday season.

Copyright © 2009, Newport News, Va., Daily Press