But Black Friday is also, as pseudo-holidays go, more class-conscious than most. It is thus more divisive than most. If you can’t normally afford a flat-screen/iPad/Vitamix/Elsa doll/telephone, Black Friday discounts could offer you the opportunity to purchase those items. If you can normally afford those things, though, you may well decide that the trip to the mall, with its “throngs” and its “masses” and its sweaty inconvenience, isn’t worth the trouble.
Which is another way of saying what a headline last week, from the Los Angeles Times, summed up well: “Black Friday highlights the contrast between rich and poor.” As a spectacle, it may be celebrated by all, but it is participated in, increasingly, by a few. Black Friday stands, both temporally and culturally, in stark contrast to Thanksgiving, which is not a Hallmark holiday so much as a Williams-Sonoma one, and which involves, at its extremes, people who can afford heritage turkeys/disposable centerpieces/vessels designed solely to pour gravy congratulating themselves on how wonderfully non-commercial the whole thing is. With stomachs full of bird and broccolini and bourbon-ginger-apple pie, they settle in to watch the news stories that come out of Black Friday—the stampedes, the stabbings—and gawk in amusement and amazement. “All that for a flat screen,” they say, drinking their wine and clucking their tongues.
Perhaps this helps explain something I saw in a number of news stories about shoppers going out to line up for Thanksgiving evening store openings. A number of those interviewed suggested they didn’t like the idea of having to leave home to shop (some foregoing their family meals) or having retail workers put in holiday hours. Yet, they felt compelled to shop because the deals were too good to pass up.
This all sounds like Bourdieu’s lifestyle differences through class distinctions. How do you celebrate Thanksgiving? It should be little surprise that food and entertainment choices that day are guided by class-influenced tastes. When do you shop and how do you do it? It is all likely (from brands to time you have to spend on it) influenced by class.
I remember one professor of mine suggesting to the class that they needed to go to Walmart to find real (implied: average) Americans. At least one student seemed aghast. Perhaps the peak of that would be to go to Walmart on Thanksgiving and Black Friday…