Christian Robinson

Staff Writer

    Black Friday and the holiday shopping season have gotten off to a rocky start in 2011. Shoppers and retailers all across America were surprised to see dense and sometimes violent crowds in extended shopping hours with deep discounts.

     Crowds in stores all over the area and around the country have garnered the reputation of being immensely more violent and dense than years past. This year, approximately 20 people were injured in an incident where a woman pepper sprayed other shoppers to gain a “competitive edge” in a Los Angeles Walmart. LOHS attendance clerk Michelle Champion, an avid Black Friday shopper, says, “The crowds are outrageous and violent this season. Shoppers have to get those deals to make their families and children happy due to today’s economy.”

     Shopping hours have also attributed to this shopping season’s precedents. For example, Toys R Us has extended their closing hours to midnight on most days and Kentucky Oaks Mall stays open until 10 pm. For Black Friday, Walmart broke out the deals at 10 pm.  Many other stores open their doors to Black Friday shoppers earlier than ever this season prompting some to cry, “Foul” at the encroachment on Thanksgiving Day festivities. Ellen Powless commented, “Hours are extended and that’s great for a night owl like myself.”

     Another factor affecting this season are the rising discounts and competitive pricing. Holiday shopping sales account for about one-fifth of retailers‘ annual revenue. Due to the U.S.’s current economy, retailers are being forced to cough up the deals and are taking giant leaps to bring in the customers. "Shoppers may find discounts of 40% to 70% off on targeted items," says Kathy Grannis, a spokeswoman with the National Retail Federation. "Retailers are trying to make their push and offer discounts on popular gift items." Stores are also forced to compete with online giants like Amazon.com. Ellen Powless and Beth Poore have both relied on the convenience of online shopping this year. Kathy McSparin said, “There is a lot more competition from online stores this year. To get you physically in the store, retailers have to do more.”

     So far, the holiday shopping season of 2011 has proven to be a chaotic joy for customers, but a disappointing loss for retailers. Morgan Clark, sales associate at Journey’s, expresses her joy for rising discounts and dismay for the decline in sales this year. “As a customer, I really enjoy the discounts and deals offered to me when I shop. On the other hand, I fear for the decline in sales as an employee. I want to continue to work the great hours I’ve been offered recently. I hope a balance can be found between customers and retailers soon, or we’ll all be feeling the repercussions.”