Until 2023, I’d never set foot in a store on Black Friday, even during my time at our sister site BlackFriday.com and three seasons here at RetailMeNot. I don’t like crowds. I don’t like getting up early. And the deals are all online. But this year, I was curious to see if in-store Black Friday is still A Thing and hit up Kohl’s, JCPenney, Best Buy, Walmart, Target and Home Depot between 5 a.m. and 6 a.m.
And, no, I didn’t see the crowds and races for hot products that I grew up watching on TV. But I did find an enjoyable before-dawn shopping experience and all-around good vibes.
Why Do People Still Shop In Stores on Black Friday?
All the deals are online! They started online days ago. You can get cash back offers that PAY you to shop in your sweatpants from bed! Yes, some stores offer freebies to in-store shoppers, but is a mystery coupon giveaway and a free doughnut worth more than the convenience of not leaving the house? And these in-store sales are EARLY. Since the pandemic, stores have started closing on Thanksgiving (they used to open Thanksgiving afternoon or evening) and have gone back to opening extra early (5 to 6 a.m.) on Black Friday.
While in line this morning, I asked a few shoppers what inspires them to get out of bed for this. Their answers fell into the following buckets:
- It’s a tradition. My mom/aunt/bestie/sister and I always do it.
- It’s quality family time. The kids like the excitement of a mission, and normally they don’t like shopping with me.
- I like shopping in stores. I get to discover things I like/want as I go, and I like to see the products in person.
- It’s relaxing me-time. Stores are more chill early on Black Friday than they are on a regular day. (This was true: Super-close parking spots were readily available at all the stores).
- It’s more efficient. I hit the stores early, get all my shopping done, and then I can take it straight home to wrap it, and then I am DONE with my holiday shopping.
Kohl’s Black Friday In-Store Event (5 a.m.)
There was a small line minutes before 5 a.m.
Kohl’s had mystery coupons for the first 200 shoppers, so those who showed up by 5 a.m. had no trouble snagging one. I got an offer for $5 in Kohl’s Cash. Usually, you can’t use your Kohl’s Cash the same day you earn it, but these coupons were redeemable immediately.
Shoppers went straight for the super-cheap ToastMaster mini waffle makers for $7.99 (reg: $19.99).
There didn’t seem to be much urgency beyond that, and shoppers then browsed leisurely throughout the store. In general, Kohl’s felt calm, hushed and nearly empty.
JCPenney Black Friday Event: 5 am.
JCPenney handed out coupons to shoppers in line, good for $10 off $100; $100 off $100 or $500 off $500! And that seemed to attract shoppers — JCPenney’s store was quite full.
Shoppers seemed to go for small appliances first. The jewelry section was very busy (with up to 60% off), families concentrated themselves in the clothing section, and carts were full of giftable items like plush blankets and robes. The checkout line by 5:30 a.m. was the longest of any store this morning:
There were constant announcements over the intercom urging employees to man the checkout stations. But other than that, while JCPenney felt fuller than it usually does, it was a rather calm shopping experience.
Target Black Friday Event: 6 a.m.
Target also had a short line right at 6 a.m. when it opened its doors. About half that line went straight to the in-store Starbucks (no, the limited-edition Stanley Red Cup was NOT in stock, and NO the employees do NOT know when it’ll be stocked and they’d rather not talk about it). For everyone else, it seemed to be more or less of a normal Target run. Not a lot of urgency here, and mostly a lot of browsing.
Best Buy Black Friday Event: 6 a.m.
Best Buy Black Friday Event: 6 a.m.
Best Buy was pretty busy. Shoppers gravitated mostly toward the TVs, and most of the shoppers seemed to be looking for new phones on Black Friday. In fact, most shoppers in the store were clustered around the phone tables, holding the phones and testing them out.
Plenty of the TV Black Friday deals were still in stock.
Walmart Black Friday Event: 6 a.m.
Walmart’s Black Friday event was probably the most fun of the bunch. Most of the shoppers who showed up at opening time went straight for the 65-inch TCL 4K TV for $398 (you can also order it online for store pickup, FYI). While it didn’t sell out, only a few were left on the floor by 6:20.
In fact, every other cart seemed to have this TV in it (some carts two of them). Walking around the store, it was clear THIS was the reason most went to Walmart at 6 a.m.
Walmart also had many of the small-ticket items (like the $5 pillows and blankets and $4 towels in grab-and-go boxes down the main aisle from the entrance, with employees hyping up the deals.
Home Depot Black Friday Event: 6 a.m.
Home Depot had free coffee and doughnuts waiting at the entrance. In fact, this was the first Black Friday “deal” to run out. You can’t beat free food.
It also had an old-school ad circular, which greeters were handing out at the door.
Home Depot has an annual tradition of big discounts on seasonal plants, like poinsettias and wreaths. While the wreaths got snapped up in minutes, there were still many of the $1.98 potted poinsettias left:
Overall, Black Friday in-store events are more about the tradition these days, than they are about doorbusters. I’d done all my shopping online on Thanskgiving Day, so I bought only Home Depot’s battery deal and a coffee at Target. But it was fun to see shoppers enjoying the vibes and the pleasure of shopping in person before the sun was up.
The post Does Anyone Still Shop in Stores on Black Friday? We Showed Up at 5 a.m. to See appeared first on The Real Deal by RetailMeNot.