Black Friday Goes Social

Posted on: 11/23/11

Black Friday. You either enjoy it or avoid it.  However, the recession coupled with the digital age has turned the tables with consumers in control and retailers doing whatever it takes to get us into their stores.

Black Friday has been a holiday tradition for over 30 years.  The phrase “Black Friday” was coined in reference to retailers turning a profit or “being in the black” after the holiday season. A recent Star Tribune article points out however, that Black Friday has gradually lost its profitability over the years.

“Sales of apparel, furniture, and general merchandise between November and December made up less than 22 percent of retailers’ annual sales last year, compared to more than 25 percent in 1988, according to the International Council of Shopping Centers (ICSC).  In 2008, the year of the Great Recession, that number dipped below 21 percent.”

This has forced retailers to find new outlets to get the word out and attract more attention to their holiday deals.  Black Friday is no longer a one day event.  Consumers now have weeks to prep using all things digital to find the best deals thanks to websites like and where you can compare all retailers’ ads in one place.  Or you can go to Facebook and Twitter to find your favorite retailers – many have created separate Black Friday pages and Twitter handles. Target, for example, has created a Facebook event for their 4 day sale leading up to Thanksgiving. From now until November 22nd, Target is offering $25 gift cards to 25 people through an app on its Facebook page. Target also has their kooky 2 day sale spokes lady tweeting at her Twitter handle @christmaschamp where she gives sage advice on all things Black Friday at Target.

Or maybe Black Friday just isn’t your deal.  Don’t worry. You always have Cyber Monday to catch up on your holiday shopping.  Cyber Monday has gotten bigger each year since its inception in 2005 by the National Retail Federation.  Cyber Monday has become its own separate entity of deals for those who love to shop from the comfort of their own home.  This year includes major deals from online coupon companies such as Living Social and Groupon.  Living Social has half-off deals with companies such as Verizon Wireless, BlueFly, and Electronic Arts.  The deals start Friday at 5 a.m. and continue with a whole new batch of deals for Cyber Monday.

Retailers are trying to especially capture the attention of millenials, in any way possible.  Kohl’s created an annoyingly catchy Black Friday ad campaign sung to the tune of YouTube sensation Rebecca Black and her viral smash hit “Friday”.  This parody pretty much writes itself.


Only time will tell if all of these new efforts to attract savvy cyber shoppers will actually pay off for the retailers.  The hardest part for consumers however, will be narrowing down their wish lists with so many more options at their fingertips!

Recent Posts

7 Ways to Show Your Followers a Little Love

By Joe Bozic All You Need is Love Can you feel it? There! That warm feeling coming from your computer. No, that’s not just the heat from your MacBook trying to handle the 34 tabs […]

3 Tips to Generate Deeper Engagement and Beat the Facebook Algorithm

Recent announcements surrounding Facebook’s latest News Feed algorithm have left marketers and publishers asking the same question. Facebook wants us to focus on generating meaningful engagement, but how do we go about doing that? Within […]

TSL’s Top-11 Made-for-Social Experiences in Minneapolis during Super Bowl Week

In today’s world, there are few better ways to show off how great of a time you’re having than through social media posts. People are constantly showing off what they’re doing, what they’re eating, where […]

What Brands Can Learn About Live Content From HQ Trivia

By Ben Nesvig For years, people have touted live content as the next big thing. First, Justin.TV paved the way with 24-hour streaming. Before long, seemingly every app in the world introduced live-streaming capabilities. But even […]

Get Social Media Insights

Get Social Media Insights

Subscribe to The Social Lights' blog to stay up-to-date on social media.

You have Successfully Subscribed!