Retailers Brace for Black Friday

Retailers Brace for Black Friday
Early birds and night owls to capture best deals on major shopping day
November 13, 2009

By Dawn Wilensky

Retailers are already busy putting out their Black Friday feelers with Disney Store and Wal-Mart two of the first brands looking to get an early start.

Disney Store is kicking off its sales as the clock strikes midnight on Nov. 27. The retailer will reward night owls and early birds with an additional 20% off all items, including already discounted merchandise, until 10 a.m. Other deals include $5, $10 and $15 price points, special gifts with purchase as well as deep discounts of between $20 to $40 on big ticket items.

The retailer will also donate toys to local Boys & Girls Club chapters across America and are encouraging shoppers to drop off an unwrapped toy which will also be donated to a local chapter during the holiday season.

"We recognize that consumers are looking for the best value without compromising quality, and Disney Store offers a unique experience, high-quality product, and this year we have bigger and better holiday deals that will begin on Black Friday and last all weekend long, said Jim Fielding, president of Disney Store Worldwide. "Last year, we had an overwhelming response from shoppers during our midnight openings, and we are expanding the number of stores opening at midnight to accommodate even more guests.”

Wal-Mart, too, is aggressively courting shoppers with plans to open about 800 stores for 24 hours during the Thanksgiving weekend. Black Friday sales begin at 5 a.m.

The retailer also installed new security plans and hours for the major shopping day to avoid the troubles it experienced last year when a temporary security guard was killed when a crowd of Black Friday shoppers trampled the man at a Long Island store.

Other safeguards include shoppers being dispersed throughout the stores as opposed to all being right by the front door; doorbuster items to be placed apart to prevent large crowds from gathering and all customers will be given maps to show the location of Black Friday deals.

—Nielsen Business Media