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Eastern Illinois UniversityThe KeepFaculty Research & Creative ActivityFamily and Consumer SciencesJuly 2011An Analysis of Consumer Behavior on Black FridayLinda SimpsonEastern Illinois University, [email protected]Lisa TaylorEastern Illinois UniversityKathleen O'RourkeEastern Illinois UniversityKatherine ShawEastern Illinois UniversityFollow this and additional works at:Part of theBehavioral Economics CommonsThis Article is brought to you for free and open access by the Family and Consumer Sciences at The Keep. It has been accepted for inclusion in FacultyResearch & Creative Activity by an authorized administrator of The Keep. For more information, please contact[email protected].Recommended CitationSimpson, Linda; Taylor, Lisa; O'Rourke, Kathleen; and Shaw, Katherine, "An Analysis of Consumer Behavior on Black Friday" (2011).Faculty Research & Creative Activity. 13.
American International Journal of Contemporary ResearchVol. 1 No.1; July 20111An Analysis of Consumer Behavior on Black FridayLinda Simpson, Ph.D. (Corresponding Author)ProfessorEastern Illinois UniversitySchool of Family and Consumer SciencesCharleston, Illinois, USA.E-mail: [email protected], Phone:217-581-2315 (O)Lisa Taylor, Ph.D.Assistant ProfessorEastern Illinois University, School of Family and Consumer SciencesCharleston, Illinois, USA.E-mail:[email protected]Kathleen, O’Rourke, Ph.D.Associate ProfessorEastern Illinois University, School of Family and Consumer SciencesCharleston, Illinois, USA.E-mail: [email protected]Katherine ShawAssociate ProfessorDepartment of Textiles, Merchandising, and DesignEastern Illinois UniversitySchool of Family and Consumer SciencesCharleston, Illinois, USA.E-mail: [email protected]AbstractThe purpose of this study was to observe and analyze the consumer behaviors and commentary of the BlackFriday customer.An observational instrument documented consumer in-line behavior while waiting for thestores to open, store entry behavior, and individual behavior. Findings show that the majority of the shoppersdemonstrated calmness, courteousness, and happiness during the shopping experience; however, a number ofshoppers exhibited negative and potentially dangerous behaviors which pose a safety concern for storepersonnel and other shoppers. Implications for retailers, researchers, and family and consumer scienceseducators are discussed.Key words:Black Friday, retail, consumer behavior, frustration, aggression1. IntroductionThe purpose of this study was to observe and analyze the consumer behaviors of the Black Friday customer.Black Friday, the day after Thanksgiving, is a term used by the retail industry in the United States thatsignifies the start of the Christmas holiday shopping season. Thanksgiving Day is celebrated on the fourthThursday of November; therefore, the holiday shopping season runs from the Friday after Thanksgiving Dayand continues until December 24, the day before Christmas.Black Friday is not considered an official

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