Take a deep breath. Black Friday weekend is over and now the plot thickens. You already know the story because it doesn't really change much from year to year: consumer mob scenes, absurd discounts on "limited quantities," stock shortages, crashing superstore Web sites and 24/7 coverage of this peculiar cross between the Oklahoma Land Rush and shark attacks.
For the 15th straight year, I worked the sales floor at Northshire Bookstore during this extremely busy (though seldom busiest, despite the media hype) shopping day.
On a national scale, Black Friday is always what it pretends to be, influencing consumer behavior the way The Da Vinci Code manipulates religious prejudice by suggesting that it's all "based on a true story." That this happens only a day after the annual debut of Santa Claus in Macy's Thanksgiving Day Parade should be a clue that we love to have our myths shaken and stirred.
Civilization in decline? Full contact consumerism in ascendance?
What's a poor bookseller to do?
What was it like at the last three feet for this bookseller on Black Friday? It was something like this:
- Busy. Not at first, though gradually the crowds thickened. Had they attacked the malls first? They weren't saying. If you've never faced, from the business end of a cash register, onrushing waves of book/toy/CD/DVD/tchotchke-laden customers, I can say only that it is an amazing sight to behold.
- Relatively civilized. Both customers and staff behaved themselves admirably under pressure. Even at its busiest, the bookstore retains its status as a peaceable refuge, especially when compared to the dozens of amateur films now posted on Google Video that document retail mayhem nationwide. In the press, my favorite headlines this year included "Attention, Early Holiday Shoppers: We Have a Fisticuffs Special in Aisle 2" (New York Times), "Teens Charged with Setting off acid bombs in Wal-Mart" (CNN.com) and "Crime-wise, 'Black Friday' was quieter than most" (Flint [Mich.] Journal).
- Twice during the day I rang out customers who paid for their substantial purchases with "enemy" credit cards (one from Borders and one from Amazon). I don't know why I find this both amusing and worrisome, but I do.
- The buzziest book of the day was the one that didn't get published (O.J. Simpson's If I Did It, heretofore known as If We'd Sold It). I had more conversations with customers about this non-starter than about any other title.
- A conservative estimate of cell phone use as part of gift buying strategy would now approach the 90th percentile. Patrons were on their cells relentlessly, contacting one another in town or in the store (it's a big bookstore). I've noticed that cells have revolutionized one classic challenge for booksellers. Many customers used to begin a conversation with me by asking a variation of the question, "My [insert relative's name here] sent me to get a book that was reviewed by [insert NPR, New York Times, etc. here], but I can't remember the title." Now a quick phone call home often pre-empts the thrill of the chase for frontline booksellers.
- One predictable aspect of Black Friday's litany that never changes at the bookstore is the number of times someone says, "I can't believe I'm shopping today." Black Friday is postmodern consumerism, in that the characters (customers) are not only aware of their role in the plot, but also conveniently provide exegesis.
- The art of handselling changes at this time of year. Conversations tend to edge away from "I'm looking for a great read" and move toward "I need a book for my father/mother/brother/uncle, etc." When people buy a book for themselves, they often feel guilty and confess at point of sale. Booksellers conveniently absolve them as part of good customer service.
- About gift wrapping, I will say only that books are easy and three-foot-high stuffed penguins are hard.
- Perhaps the most remarkable aspect of this post-holiday retail holy day is that a bricks-and-mortar bookstore can be part of the action, too, and that books can be quietly handsold in the swarm of bodies and cacophony of voices. While none of this happens at Sony Playstation 3/Nintendo Wii/T.M.X. Elmo levels of hysteria, it is intense enough.