Black Friday’s Brand Prize Winner

Every year, analysts of all kinds scrutinize America’s shopping habits this decisive Thanksgiving weekend. But rarely has that analysis been as intense as it is this year, with retailers gasping for air and every economist hoping shopper activity will be the clue that the recession is really easing.

Early reports, by the way, are that the average spending dropped about 8 percent per person from last year. The NRF says about 13 percent more people shopped over the weekend, but they spent less. And reports show Internet sales were up nearly 20 percent.

How intense does the analysis get? One report tracked how many shoppers showed up at the stores at 5 a.m. the day after Thanksgiving. According to the survey, 31.2 percent of all Friday shoppers showed up by 5 a.m., compared with 23.3 percent last year.

And that tells us what? I suppose that this year’s consumers are more interested in markdowns and specials than last year’s were. We probably don’t need such sophisticated analytics. All we need to know is that Walmart was said to have had a successful Black Friday again, as usual. And that tells us people are shopping price again, as usual.

But Walmart certainly wasn’t the only retailer advertising huge price savings. So why does Walmart always thrive? The answer is found in the Walmart brand. Walmart has simply conditioned shoppers to believe that they’ll find the widest selection and the lowest prices. They’ll get their Christmas shopping done and leave feeling they’ve saved money.

I started to say that they’ll get in and get out, but we know shopping at Walmart isn’t a quick and easy proposition, especially this past weekend. I watched people drive around and around a huge, filled-up Walmart parking lots and walk considerable distances, then deal with crowds and wait in long lines, just to shop there.

Walmart’s stores are more huge than ever, but they’re relatively efficient, with bright lighting, wide aisles and shelves filled with merchandise. Store designers have traditionally sniffed at the idea of Walmart “store design” – as if fluorescent lighting, metal gondolas and linoleum floors could somehow be considered “design” – but shoppers eager for bargains don’t seem to mind. And what we know about today’s shoppers is that they’re eager – even desperate – for bargains.

There’s little joyous about Christmas shopping this year. Most shoppers I saw interviewed on TV expressed a “have to” attitude. It’s the holidays, I have to buy gifts, I don’t want to disappoint my kids.

Shoppers desperate to save money + shoppers needing to buy gifts for the kids = Walmart!