Research & Advice

|

The origin of Black Friday

As you finish your turkey and prepare to get an early start on Black Friday shopping, you might wonder how shopping became such an integral part of your Thanksgiving holiday. The term has followed a circuitous route through our financial history.

Although the term “Black Friday” is a new phenomenon, its origins date back to the late 19th century. The term was first associated with a stock market crash on September 24, 1869. Two speculators, Jay Gould and James Fisk, tried to corner the gold market. This created a boom-and-bust atmosphere in gold prices. That volatility spilled over into stocks.

Before it was all said and done, stocks lost 20% of their value, while commodities fell by over 50%. Neither speculator was ever punished for their deeds (sound familiar?) due to political corruption within New York’s Tammany Hall. The term Black Friday, however, was used to describe that period of our financial history for the next century.

It wasn’t until 1905 that the day after Thanksgiving had anything to do with shopping. It was in that year that a Canadian department store, Eaton’s, launched the first Thanksgiving Day parade in downtown Toronto. Santa lead the parade in a horse-drawn wagon, while Eaton’s benefited by seeing an uptick in shopping at their store the following day.

But it wasn’t until 1924 that Macy’s followed the Canadian lead by announcing their own parade. A similar increase in holiday shoppers convinced Macy’s and soon other retailers across the nation, that Thanksgiving parades were good for business.

Retail sales on the Friday after turned out to be so good that the government got involved just to ensure that this extra business was here to stay. Congress passed a law in 1941 that made Thanksgiving the fourth Thursday in November. That allowed retail stores to plan their holiday shopping events every year on a predictable schedule.

It worked so well that the Friday after became just as important as the holiday itself. In the 1950s, shoppers began calling in sick on Friday to extend the holiday to a four-day weekend while also taking advantage of the shopping deals. It soon became a wholesale practice among workers across the nation. Businesses, after attempting (unsuccessfully) to discourage the practice, began giving that Friday off as another paid holiday and everyone was happy.

It wasn’t until 1966, that the modern-day term “Black Friday” was officially coined in my home town of Philadelphia. It was there that the police department in the “City of Brotherly Love” used the term to describe the traffic jams, the free-for-all invasion of the town’s department stores, and the well-publicized fisticuffs among shoppers that was becoming a tradition among consumers.

Since the 1920s, retailers had followed a “gentleman’s agreement” to wait until Black Friday before advertising holiday sales. It worked. If one looks back through history, roughly half of all holiday shopping occurred on Black Friday. But that agreement began to unravel in the new millennium.

The advent of internet shopping spurred many retailers with a presence on the internet to extend the shopping holiday to include Mondays. On November 28, 2005, two marketing agents created the term “Cyber Monday.” The concept proved an astounding success. Last year internet sales on that Monday reached $6.59 billion, making it the largest single internet shopping day of the year.

In 2011, retailers (ever a greedy group of buggers), disgruntled to see an increasing share of their brick and mortar sales being siphoned off by the internet, came up with a solution to make up those sales. Why not extend the shopping weekend by yet another day? Thus, the crowding out of Thanksgiving in exchange for more hours in the store.

At this point, I suspect someone will need to invent yet another catchy phrase to describe this national, five-day, retail spending spree. It is a trend that has all but obscured a day when, in the distant past, we came together as a family, to give thanks for something more than a 20% discount on a 4-D TV.

Nonetheless, as a traditionalist who is showing his age, I wish all my readers a Happy Thanksgiving. You can bet I will be spending it with my family, giving thanks for all I, and this nation, have received.

Posted in A Few Dollars More, Portfolio Advice