It’s almost (at the time of writing, of course) THAT time of year again. That time when the populance descend on supermarkets and retail shopping parks like lunatics and tear the places apart in their determination to feel smug about “saving” money. I am of course referring to Black Friday, the (now) annual premier shopping ‘event’ on the consumer calendar.
From what I understand, Black Friday has been around for a long time in America. Here, in the UK, we’ve only had the pleasure of hosting it since 2014. ASDA (our British branch of Walmart) attempted to get a Black Friday thing going in 2013 and this was the last of the low-key efforts before it finally took off the following year. It was (rightfully) criticised as “Americanism” and that’s no offence directed at any of you American-based readers. It’s just that a lot of people over here tend to get a little disgruntled over our culture being overwritten by American traditions, entertainment and celebrities.
(Oh, and woe betide anybody who spells a word the American way when you are based in the UK!)
2014 was the first big year for Black Friday in the UK and it was – in my opinion – a complete embarassment that exposed the very ugliest, mindless and sheep-like behaviour in people. Shoppers got so swept up in trying to grab the bargains before anybody else that police had to be called in to deal with grid-locked traffic and threatening behaviour in stores. There were even assaults! Can you imagine fighting somebody over a cut-price TV? I don’t understand it but I guess there are people out there who don’t even need to imagine the concept…because THEY were involved! It was so bad that ASDA didn’t take part in 2015’s Black Friday sales due to the negative publicity and general chaos that occured in its stores.
The madness was big news in 2014 and you would have hoped that it had ended there but this is the real world (unfortunately) and so Black Friday continued to grow and grow because increasing amounts of money and fatter sales figures were involved. Now we have this big beast of a shopping event that is advertised well in advance and has even become a Black Week for some retailers. You can even get Black Friday deals on non-tangible products such as broadband contracts.
But I’m here to tell you why I simply don’t give a crap about Black Friday and refuse to be swept up in the hysteria and hunting for “bargains”.
Firstly, there is only ONE type of person that actually “wins” during Black Friday: the person who was already in the market for a specific product and waits until Black Friday to secure it at a discount. It’s the person who was already going to buy an item and spend money on it.
All these people who get in their cars, battle for parking spaces, then hit the stores and load up their credit cards with heaps of purchases that they hadn’t previously planned? Congratulations, you’ve lost. You’ve been played like a fiddle by the monstrous marketing machine that sits behinds the scenes, steam belching from its pipes with every bellow of laughter. Because here’s the thing: you haven’t saved ANY money if you buy shit that you weren’t even going to buy before you saw it with a Black Friday sticker slapped on the box. That applies to ALL sales and store reductions during the year. If you score a product with an RRP of £50 for £30, you haven’t saved £20. What you’ve done is spend £30 that you otherwise wouldn’t have. You’re worse off AND you’ve jumped when the big businesses and marketing men have cried “jump!”
Fuck that shit – seriously.
Now, some people might read my view on all this and call me a killjoy or a boring fuck with a superiority complex. That’s fine. Go out and fill up the boot of your car with “deals”. But be prepared to take the credit card bills or shortfall in your available bank balance on the chin when an unexpected expense crops up. “But I have loads of money – I can AFFORD to go big on Black Friday,” I hear another person argue (all of these imaginary voices in my head aren’t healthy). Well, that’s fine too but I hope you’re happy with being the little, predictable bitch of the retailers. I also hope that all the importance that you’re attaching to those hard-fought-for material
prizes goods, and all that consumerism that you’re gorging on, isn’t just a diversion – a distraction – from the real problems and challenges in your life. You’d be amazed at how quickly a new TV or iphone loses its sparkly lustre…
When I see the footage of people queuing for miles outside of shops, or crowds of feverish shoppers shoving their way into a store, it just strikes me as embarassing. And the raised aggression has no excuse. So you missed out on the last one; big deal – it’s just the way it is. Don’t lower yourself to clawing at somebody else and trying to rip a product out of their hands. Imagine that the roles were reversed; would YOU want some crazed person launching themselves at YOU and attempting to prise something from your arms? No, I didn’t think so.
I must also spare a thought for the shop workers during Black Friday! I have heard all sorts of stories about verbal and even physical abuse aimed at retail employees because something was out of stock or because the queue to pay was too long. Some of it is simply outrageous – customers acting like rabid, wild animals fighting over the last piece of meat clinging to the bones of a dead beast. People working in shops aren’t paid enough to deal with this shit. They don’t get any sort of bonus or extra pay for enduring abuse. Their job is to serve you at the pay point or fill the shelves. It isn’t to magic-up another batch of cut-price blenders which doesn’t exist, or to magic you to the front of the queue – it’s to perform the same roles that they would on any other given shift, for the same pay. There is absolutely zero excuse for losing your rag with store employees or treating them like second-rate pieces of shit for working a minimum wage job. Shame on the business owners too for facilitating the Black Friday insanity and putting their employees on the front lines where the furious customer is “always right” (they really aren’t).
All of this aside, I really don’t want to chase material gains. Yes, I still buy things but I’ll weigh up whether I actually NEED to buy something and if I do still want it? Then I’ll just buy it anyway, not wait for Black Friday or some other sale.
I see horrific traffic congestion in my town all the time at the local retail shopping park – lines upon lines of stationary cars struggling to squeeze in. Next comes the driving-around-and-around-for-ages-to-find-a-space game which can only end with an aggressive play where a car speeds into a vacated spot before another waiting car can do the same. Horns blare and yummy-mummies (who clearly don’t need to work on a Friday…) tear up the parking zones in bloated SUVs or excessively powerful Range Rovers. Then comes the shopping itself…the crowds, the queues, the being rammed by other people’s trollies…
And this is all on a normal week! Black Friday is even worse. I can only ask myself, “why on earth would anybody put themselves through all of that?”. Even sitting at home, why would I want to spend hours on overloaded websites, trying to snag a cheap videogame or something from a Black Friday sale? As I’ve already said, fuck that shit.
In conclusion, Black Friday is – in my opinion – a really bad thing. If you want to see the very worst of western consumerism and people giving too many fucks about insignificant things, then Black Friday is the time to see those things at their very peak.