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Turning blue from shopping?
PORTLAND, Ore. — Cyber Monday. Green Tuesday. Black Friday. Magenta Saturday.
Chances are you won’t find any of these holidays on your calendar. Yet retailers are coming up with names for just about every day of the week during the holiday shopping season.
During T-Mobile’s Magenta Saturday, the event named for the company’s pinkish-purple logo earlier this month, offered shoppers the chance to buy cellphones and some tablets on a layaway plan. Mattel lured customers in with discounts of 60 percent off toys for girls and boys on Pink Friday and Blue Friday. And outdoor retailer Gander Mountain is giving shoppers deals on camouflage and other gear every Thursday through December during Camo Thursdays.
“There are hundreds of promotions going on this time of year,” said Steve Uline, head of marketing for Gander. “We needed to do something a little bit different.”
It’s difficult to get Americans to spend money when many are struggling with job losses, underwater mortgages or dwindling retirement savings. But merchants are hoping some creative marketing will generate excitement among shoppers during the last two months of the year, a time when many of them make up to 40 percent of their annual revenue. And they know a catchy name can make a huge difference.
“The more special you make it sound, the more you might be able to get people,” said Allen Adamson, a managing director at brand consulting firm Landor Associates. “It’s tricky to come up with something simple and sticky.”
Retailers have done it before.
Black Friday, the day after Thanksgiving, in the 1960s became known as the point when merchants turn a profit or operate “in the black.” Later, retailers began marketing it as the start of the holiday shopping season with earlier store hours and deep discounts of up to 70 percent off.
It’s since become the busiest shopping day of the year. This past weekend, Black Friday sales were $11.4 billion, up 7 percent, or nearly $1 billion, from the same day last year, according to a report by ShopperTrak, which gathers data from 25,000 outlets across the country. It was the largest amount ever spent on that day.
But Black Friday has been a blessing and a curse: In recent years, it’s become so popular that it’s known for its big crowds, long lines, and even disorder and violence among some shoppers.
“Black Friday has become a victim of its own success,” said Mr. Adamson, the branding expert. “It has been successful to the point where it has created the opportunity that if you don’t want to deal with the madness, come out on Tuesday or some other day.”
Cyber Monday was coined in 2005 when a retail trade group noticed a spike in online sales on the Monday after Thanksgiving when people returned to their work computers and shopped. While more people now have Internet access at home, retailers still offer discounts and other online promotions for the day started by Shop.org, part of the National Retail Federation.
The day has grown increasingly popular. Last year, it was the busiest online shopping day ever, with sales of more than $1 billion, according to research firm ComScore Inc.
During this week’s Cyber Monday, the NRF said nearly 80 percent of retailers planned to offer special promotions. And a record 122.9 million Americans were expected to shop on the day, up from the 106.9 million who shopped on Cyber Monday last year, according to a survey conducted for Shop.org.
Marketers are hoping to strike gold again. Many are doing so by appealing to Americans who have become disenchanted with big business and commercialism.
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