China Toy Fair


COMMENTARY: Will Black Friday Need to Be Rebranded?

by David E. Johnson, CEO of Strategic Vision, LLC

The Christmas holidays and toys are synonymous. Indeed, toys and the Christmas season are a tradition. Another holiday tradition is Black Friday, the traditional start of the holiday shopping season. Yet over the past several years, Black Friday has started to lose its meaning with retailers pushing opening hours ever earlier. Now many retailers are opening on Thanksgiving Day, and pushing the envelope to see how early they can open on that holiday. This is an attempt in some aspects to rebrand the holiday shopping season and establish Thanksgiving Day as the start of the traditional shopping season. Retailers are stating that they are responding to consumer demand; yet surveys show that 87 percent of Americans are opposed to retailers being open on Thanksgiving Day (even though they frequent the stores).

So what would be a smart strategy for the toy industry as this happens? Should toy stores open on Thanksgiving? Should toymakers make a strong push for Thanksgiving Day sales? Is Black Friday over and should everyone jump on the Thanksgiving Day bandwagon? The answer to these questions is a resounding no. [Read more...]