Why Wait Until Black Friday?

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Why Wait Until Black Friday?
Why Wait Until Black Friday?

Good or bad, retailers and shoppers' impatience for Black Friday has pushed a growing number of brick-and-mortar businesses to open for all or part of Thanksgiving. Some retailers and other companies are taking a more digital approach. They're sending emails on Thanksgiving Day offering one-day-only deals. No need to hit the stores, shoppers; just click through and buy, buy, buy.

In fact, I received emails from numerous retailers with Thanksgiving Day offers, including Desigual (30% off), White House | Black Market (subject line personalized with my first name in all caps, plus a 25% offer), and Williams-Sonoma (20% off one item plus free shipping). But they weren't the only businesses getting in the holiday game. I also received emails from MLB team the New York Mets (subject line: “Just for You, 25% off sitewide”; um, I doubt that it was just for me) and home security company Vivint (limited-time referral offer), among others.

In discussing this shift with Senior Editor Al Urbanksi this morning, he quipped that because Thanksgiving is growing in popularity as a shopping day, it, like Black Friday and Cyber Monday, needs its own shopping nickname. I dubbed it Thanksgetting.

Not surprisingly, overall online sales increased by 20% on Thanksgiving Day and purchases made via mobile devices accounted for 26% of those online purchases, according to the  IBM Digital Analytics Benchmark. I mean, hey, why schlep to the store when you can stuff your belly with Thanksgiving dishes, then move to the couch and stuff your digital shopping carts with holiday delights.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

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