An Analysis of Consumer Behavior on Black Friday

The purpose of this study was to observe and analyze the consumer behaviors and commentary of the Black Friday customer. An observational instrument documented consumer in-line behavior while waiting for the stores to open, store entry behavior, and individual behavior. Findings show that the majority of the shoppers demonstrated calmness, courteousness, and happiness during the shopping experience; however, a number of shoppers exhibited negative and potentially dangerous behaviors which pose a safety concern for store personnel and other shoppers. Implications for retailers, researchers, and family and consumer sciences educators are discussed.