Some shoppers who are not out for doorbuster items wait until later in the day Friday, or even over the weekend, to shop area stores.
Myth: There is no price-matching on Black Friday.
Wrong. Toys R Us, Walmart, Best Buy and Target have changed their rules this year and will price-match one another in stores and online. This makes it especially important to carry your ads with you this year.
Amazon.com also has said it will price-match for those planning to shop from home.
Myth: Everything is on sale on Black Friday, and that is the reason so many people shop.
This is absolutely false. In fact, some prices will drop lower later in the season. The last five days of this holiday season are expected to be especially promotional.
Feinberg describes how consumers are susceptible to "social normative behavior." In other words, we see what others are doing and want to do it, too. More than 78 million shoppers are expected to shop this holiday weekend.
"Black Friday has gotten so much attention," Feinberg says, "that consumers who have not taken part want to this year."
Heidi Prescott's column is traditionally printed on Fridays and Sundays. When she's not shopping, contact her at email@example.com or 574-235-6070. You can also talk retail at Facebook.com/thebasket and at Twitter.com/marketbasket.
Black Friday tips
Whether this is your first time or you've been shopping Black Friday sales for years, here are some tips for making the most of your day.
Make a list. Sit down today with the family or friends you're shopping with and list the stores you want to visit, opening times, and the items you want to buy.
Scope out the lines. Drive around today and see what you're up against if you hope to score any doorbusters that are limited in quantity.
Shop in teams. Sometimes you can conquer a long list by dividing it up among shoppers and visiting several stores at once. Keep tabs on one another via cell phone.
Price match. More stores are price-matching this year, so compare the ads and use shopping apps to compare and contrast prices.
Wear layers. It may reach 60 degrees today, but once the sun goes down so will the temperature. Dress in layers for inside the stores and wear comfy shoes.
Bring supplies. Consider a blanket, collapsible chair and a book or football to pass the time if you're planning to stand in line. Don't forget water and snacks and schedule shopping breaks.
Stick to your list. Don't get caught up in the frenzy surrounding popular items that are literally flying off shelves. If you do, make sure and hang onto the receipt in case you have buyers remorse.
Be patient. Shopping Black Friday sales means lines, crowds, lots of carts moving in different directions, as well as harried shoppers and employees.