Black Friday Overnight Adventure

The most interesting note in the early Black Friday retail reports is the suggestion that the overnight store openings seem to have had some appeal to under-30 shoppers. The after-midnight shopping expedition provided a sense of adventure, an excuse to escape the holiday evening at a reasonable hour, and a chance to buy an television or small appliance that was actually needed. Most younger shoppers avoid Black Friday entirely because of the crowds and inconvenience, but the overnight store openings allowed them to get in on the action and still avoid the crowds.