Posted by Jeffrey R. Parenti, P.E. on November 28, 2011

The mob bowls over women at a Walmart on Black Friday
Black Friday: it’s a phase as commonplace in America now as “White Christmas” was in George Bailey’s day. A day to revel in everything this great country to offer, and, more importantly, to save a ton of money on it. It’s also a day to punch, tackle, push, and otherwise injure your opponent — and I’m not talking about football.
As recently as ten years ago, Black Friday was a day that Americans traditionally (and quietly) started their Christmas shopping. Many people were still visiting family and maybe wanted to get out of the house after spending hours the day before preparing and cleaning up a feast. It was all very nice — spending time with loved ones, choosing gifts to give, watching a movie, taking a picture of the kids with Santa, and so on.
But then a few years ago, the retail industry started getting desperate for holiday dollars. When recession spending dipped, they turned up the dials on marketing and promotion. They started opening earlier than the other guys to get a jump on the competition. Dawn. Six AM. Four. Then three and two o’clock in the morning. And this year, midnight “doorbusters.”
And at Walmart, open at 10 PM on Thanksgiving Day. Doorbuster indeed. In 2008, a Long Island Walmart staff member was trampled to death as the rabid crowd surged into the building after the glass portal slid open. The death caused Walmart and other big boxers to spend thousands on crown control plans and police details.
This year, the number of violent incidents grew. In California, a woman pepper sprayed other shoppers so that she could get an Xbox first. Twenty people were hurt. On YouTube you can enjoy videos of human beings brawling over towels priced at $1.88 and waffle irons at $2. In another you’ll see people tearing open boxes of discounted cell phones like hyenas. And in Manhattan of all places, customers broke windows of a Hollister store and stole items because it was not open as early as some other franchise stores. Add a stabbing here and a shooting there, and what you have is a Black Friday experience that not even Walmart execs can spin.
(This is not to pick on Walmart. Not all of these incidences occurred in its stores. But it’s hard to deny that Walmart tends to attract this kind of behavior, no?)
OK, most Black Fridays sales were peaceful. True. Let’s look at one reporter’s story of local doorbuster events. One of the shoppers interviewed arrived at the Cambridge Best Buy at 3:30 PM for a sale on a TV , waited 10 hours in the cold — along with 1,500 other people — and finally at 1 AM she found that the televisions were all sold out. She went on to two other stores before finding one.
My Black Friday prize goes to the two friends who showed up to Framingham Walmat at 8:30 AM (!) and were first in line for the 4 AM opening, some 20 hours later. One of them saved $300, the equivalent getting paid $15 and hour. “I’m doing it for my grandchildren,” she said. I don’t know them, lady, but I’ll bet they would rather spend Thanksgiving Day with you. (On the other hand, the Xbox you bought them is pretty cool. At least you didn’t pepper spray anyone for it.)
Finally, a shopper told the reporter:
“I can’t afford it,’’ she said of buying gifts at regular prices. “I work in day care and I don’t have it.’’ To put presents under the tree this year, she’ll shop Walmart and Kmart exclusively. “I get paid twice a month and will have to wait till next month to shop again,’’ she said. Until then? “I pray.’’
Oh, that reminds me. Christmas is day Christians celebrate the birth of the baby Jesus. I almost forgot.
Even if you are not religious person, the holidays were once about spending time with family and friends. Yes, that generally includes giving gifts. But with so little free time in our lives, why do otherwise intelligent Americans give so much of it away to save a few dollars on electronics?
Nationwide, tens of thousands of people trawled bog box stores well before dawn. What is it about shopping that has made it so important to us? More important than family, for some.
Are shoppers forced into this madness because of the recession? After all, as some people told reporters, they can’t afford this stuff at full price, and this is the only time during the entire year that they can afford it. OK, except that these are luxury items, and we are not living in a luxury economy. We are not entitled to big screen TVs in lean years, too.
But retail spending is good for the economy, you say. It creates jobs. Sure. Seasonal jobs. Second jobs — the sort of jobs people need to take because they are still paying for last Christmas. Americans owe some $800 billion dollars to credit card companies, and they are paying around 15% interest on it.
It’s official: Black Friday is completely out of control. For a few days at the end of Thanksgiving week, the doom-and-gloom headlines are replaced by giddy reports of people spending money like mad. After all the receipts were totaled, 226 million people spent $52.4 billion. There are about 243 million people over age 15 in the United States. Retail execs were frothing at the mouth in the papers, sniggering in their cavernous office suites.
Other countries are laughing at at us, or at least scratching their heads. Risk injury over a $2 waffle iron that will not last a year? If that is not insanity, what is?
Having kids has changed my view of Christmas. Kids love everything about Christmas. Yes, they love getting presents. But they also go gaga over decorations, lights on houses, seeing Santa Claus, singing carols, eating festive cookies, watching Christmas movies and reading Christmas books. Having children this time of year is a real gift. (Maybe if I do it right I can teach them a little about the joy of giving, too.)
Adults sparring over Cabbage Patch Dolls in the ’80s was pathetic, too. But at least deep down those loony parents wanted to make their kids happy. But now, it’s not about the kids anymore. It’s about collecting all the junk we can squeeze into our houses.
There is no better time of year to reflect on our values and our priorities as individuals, as communities, and as a country than during the holiday season. And in a year that we had a hard time sacrificing (I’m looking at you, Supercommittee), this year’s Black Friday is not a good start. I’ll start: less stuff, more time with the people we love. Less quantity, more quality. Less take, more give.
Going shopping for little while — during daylight hours — on the Friday after Thanksgiving? That’s a Thanksgiving tradition right up there with football and pumpkin pie. A human stampede at the local Walmart at 10pm Thursday? We’re better than that. Stay home and hug your kids.