The Women Who Buy Into Black Friday

That Black Friday is a crock of shit may be America's best-kept secret, but it doesn't stop thousands of people from bundling up to stand in freezing weather for the promise of saving a few dollars on designer flip-flops. Originally conceived in 1924, Black Friday is the one day a year retailers have convinced people that they're helping the economy by not only giving customers great deals on headphones, but by providing part-time workers with extra hours and overtime pay. The reality, however, is quite different. Doorbuster deals have historically been extremely disappointing, with stores throwing the word "bargain" on items they're already trying to get rid of; anyone who has been to a mall during this shopping day understands that it is a hellscape without comparison. Yet, despite all the evidence to suggest that Black Friday is the day that separates the suckers from the rest of us, attendance is still high enough to justify opening. I wanted to know what makes people venture out on one of the wildest shopping days of the year. Is it actually for the deals? Is it for sport? Or is it because we're consumerist heathens who can't spend a day without shopping, and subsequently trapping college students at their part-time jobs?

Jocelyn is a 27 year old woman who now has a job that pays her enough she doesn't need need the deals offered on Black Friday, but the event has been fun for her in the past. That was before she had to work the sales. "l enjoyed shopping on Black Friday…Until I became the college kid who couldn't go home because people wanted to shop. I missed out on family and friends. Ate McDonald's one time because I didn't have a place to go [for Thanksgiving]. Made me sad," she lamented to me. As a college student, Jocelyn was forced to decide between keeping the part time job that allowed her to feed herself, or driving four hours in holiday traffic to a home where she could only spend a few hours before trekking back to campus. One Thanksgiving she spent her time off from school slogging long hours at the Ralph Lauren outlet store. Another was spent pushing Lacoste polos to people who travel to retailer outlets as a leisure activity while the rest of her family got drunk off of wine coolers. The experience, she tells me, gave her a new outlook on the consumer holiday. "Now the stores open on Thanksgiving, and it's not all right. A few years back it was fun, but now more people are worried about saving a few bucks than concerned about people spending time with their own families." Jocelyn makes a point that has been echoed by Black Friday protests for years: These sales are encroaching on Thanksgiving Day itself, which is, you know, an actual holiday.

Year by year the public seems to be following suit. Last year, after a St. Louis County grand jury's decision not to indict Darren Wilson, the police officer who this summer shot and killed Michael Brown, the hashtag #NotOneDime was created. Those participating wanted to bring public attention to the injustice of the decision. Under the emblem of the hashtag, protesters stormed through stores open on Black Friday without purchasing a thing; the event highlighted how holidays like Black Friday push aside the need to address real issues in society. Stores have reported a dip in sales as Black Friday pushback grows, but it is difficult to know if this trend will persist. A lot of surveys and polling around the retail event skip over race and income level questions, and furthermore, it's nearly impossible to tell whether political motivations will last an average consumer one year out. Put simply, Black Friday is probably here to stay.

Those who have to work during the busiest shopping day of the year echo the sentiment that the so-called holiday is total bullshit. Jessica is a 20 year old college student who has to give up time with her family in order to make ends meet by shilling wares on Black Friday. When I asked her about her experience working retail on Black Friday she told me, "People literally fight over clothing, it's ridiculous." Her claims are backed up: Every year after Black Friday, there's an onslaught of reporting on the human collateral for capital savings. The website BlackFridayDeathCount is a bleak breakdown of injuries and deaths that have occurred on Black Friday since the year 2006. The count so far is seven deaths and 98 injuries.

Fundivo.com reporting that over 55% of Americans will be venturing out to stores this year as their turkey digests. With over half the country gearing up for one of the most hyped shopping days of the year, companies are forcing part time workers to forego their holiday plans to arrive early so that they're able to open the doors at midnight. Jessica's frustration comes through easily: "It takes five fucking hours to make a wall of clothes look perfect. I would sit in the back and try to restock everything but the gun that let us find clothes would shut down because so many things need to be replaced. I've broken down a few times working [on Black Friday]. It gives people this sense of entitlement that I don't understand. Just because there are sales doesn't mean you need to destroy my store. No one has any respect and everything is just on the floor, it's gross."

There is a third group of women I was especially interested in speaking to while researching this article, despite the fact I knew they would be the most difficult to track down. They're the women who have no need to shop on Black Friday, but do anyway for sport. For some, like New York City resident Emma, scouring for deals has been a family tradition for years. As for why she still ventures out to brave the crowds? "To be honest, we still really find good deals! Many department stores will do crazy doorbusters for the first however-many people in stores, and that's when we find the best bargains." In addition to still being a firm believer in the power of doorbusters, Emma also uses the day as a way to bond with her mother. "It's the one day of the year where we can shop in peace and no one expects us to be anywhere. It's really just an excuse to spend time together, uninterrupted by annoying younger brothers or a nagging father." Like Emma, Noami understands how selfish it may seem to shop on Black Friday, but underscores that retail therapy and tradition are a large draw for her to go out. "It's probably super selfish of me, but my own family in 25 years has never been able to fake getting along enough for me to enjoy a holiday with them. As much as I love them, the past three years I've been choosing myself instead of having them guilt me for having to leave to see the other side of my family." Noami's parents are divorced, which makes visiting everyone for sufficient time difficult around the holidays. Her solution is to treat herself to a Perkin's breakfast and brave the crowds; for her it is the most therapeutic form of self-love. "Treating myself to window shopping and maybe a nice gift, while being kind to the strangers who are working helps me stay out of the madness," she laughs.

The pressure of the holidays is omnipresent, forcing sane people to battle buck-wild crowds for the chance of grabbing the last PS4. Despite family traditions and despite protests, Black Friday will live on. But after speaking to these women, it became clear that we're still divided on the benefits and drawbacks of Black Friday. For some, it is an opportunity to reconnect with their mothers, or even better, themselves. For others, it is a thorn in the side of their holiday season. And, unfortunately, for some it is the only way they can afford presents for their large families each year. No matter how you look at it, Black Friday will live on. All we can do is understand our motivations for braving it.