Black Friday: American Rituals

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Introduction Background The term “Black Friday” was first used during in 1869. On September 24, the U.S. gold market crashed ("American Experience: TV's Most-watched History Series”). Two financiers named Jim Fisk and Jay Gould cheated Wall Street investors, which caused the Wall Street Panic of 1869 ("American Experience: TV's Most-watched History Series”). These days, Black Friday refers to the day after Thanksgiving. Retailers will market large discounts to their consumers to initiate the start of holiday season shopping (“Black Friday”). Black Friday in terms of today’s use is commonly rumored to have originated from the color of ink used when retail financial statements turn from red to black; red indicates a loss in revenue and black …show more content…

It is a ritual for three reasons: it occurs annually, is symbolic of American values, and is highly participated in. Rituals, as agreed by researchers are defined as “socially standardized and repetitive communicative activities that are imbued with symbolism” (Bell 237). Examples of rituals include college binge drinking, wedding ceremonies, birthday celebrations, and gift giving during Christmas. Black Friday is undoubtedly an American ritual. As a ritual, Black Friday indicates that shoppers value four sacred objects; materialism, Christmas, relational bonding, and tradition (Bell 235). Materialism in this context is searching “good deals.” By participating in the largest shopping event of the year (figure 1), shoppers are valuing the importance of getting a good discount (Bell 243). Christmas is a sacred object because consumers value the concept of gift-giving, as many Black Friday shoppers are shopping for holiday gifts (Bell 244). Relational bonding is described as the time spent shopping with other fellow shoppers, including family, friends, and strangers (Bell 243). Black Friday shopper will typically shop in groups rather than alone. And finally by participating in Black Friday, consumers are valuing tradition (Bell 244). As research has shown, many shoppers attend to simply follow the annual tradition, rather than have a specific

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