Capitalism’s grossest win: The final triumph of Black Friday
From Plymouth Rock to Thanksgiving at Best Buy: The Puritan ethic went spectacularly astray, all for an iPad mini
By Andrew LeonardTopics: shopping, Walmart strike, Walmart, Black Friday, Thanksgiving, U.S. Economy, Best Buy, Business News, News
For wily veterans of a decade of Black Friday doorbuster sales, 2012 was the year that the last semblance of a boundary between the actual day of Thanksgiving and the formal commencement of the holiday shopping season finally collapsed. It wasn’t just the decision by some of the biggest retailers to move their opening hours earlier than ever before. For many customers, the exact time when the doors were unlocked was irrelevant, because Thanksgiving had already become completely subsumed in shopping mania. What difference does it make if the doors open at 8 p.m. or midnight, if you were already in line days earlier?
Consider the example of the Kelley family in Fort Myers, Fla., so determined to sacrifice nothing of their quality of life while in quest for the perfect deal that they showed up in front of the local Best Buy’s doors on Monday, equipped with a dinner table.
This is what we call not messing around:
“[Over the years] we’ve pretty much gone from not sleeping in a tent to a tent and slowly progressed to where we’ve got everything that we remember we need,” said Sean Kelley, who is ready to have his Thanksgiving feast in line, [as reported by WSVN.com in Miami/Fort Lauderdale.] “On Thanksgiving, mom comes out with the china and the plates, and we’ve got everything you have on a normal Thanksgiving table.”
That’s some real can-do American pioneer spirit right there, worthy of the Puritan settlers who struggled through fierce New England winters to bequeath us our most indigenous of holidays. The merger of festival and fantastic flat-screen TV deal makes sense: The United States is the greatest consumer society that has ever existed on this planet. Shopping is the lifeblood of our economy; capitalism as we know it would founder if we all stopped buying stuff. In this context, “buying nothing” on the very day that the Christmas shopping season traditionally begins would be foundationally unpatriotic. And if that means passing the gravy while standing in line in front of Wal-Mart, so be it.
But there was also something deeply disturbing at the sight of so many Americans waiting this week to get into stores that were already open. Black Friday’s metastasizing control over our popular culture is propelled by a poor economy and reminds us how millions of Americans have seen their incomes stagnate or fall over the past decade. We wouldn’t be so desperate to be first through those doors if stretching every dollar to its furthest possible extent didn’t mean so much, right? And union activists attempting to organize Wal-Mart workers wouldn’t have targeted Black Friday for a nationwide strike if the day wasn’t so resonant for the national economy, right?
Black Friday has it all: Exploited workers! No Thanksgiving holiday for you, Wal-Mart stock boy, to go along with your rock-bottom wages and nonexistent healthcare! Consumer product superabundance! Just deciding which of the proliferating tablet offerings to buy this year is a task that will intimidate even the savviest shopper. Violence and greed! Even as you are reading these words, someone, somewhere, got a little too frisky with the pepper spray while reaching for that half-off Sony Bravia.
It’s a toxic mix that tells us too much about the state of our own culture. The kickoff to the shopping season is crucial to the overall health of our economy, but at the same time the annual spectacle is sending strong signals that something is deeply wrong. Since when did celebrating Thanksgiving while in line to buy an iPad Mini represent the apotheosis of our culture?
- – - – - – - – - -
Every time Black Friday rolls around, I always wonder how the German sociologist Max Weber, author of “The Protestant Ethic and the Spirit of Capitalism,” would have explained what’s been happening outside our biggest big box stores over the past few hours. Because buried deep down beneath the jumble of tents and maddening crowds are things he might have recognized as crucial to the evolution of capitalism, profit-inculcating values like thrift and frugality and self-denial. Perhaps Weber got a little too enthusiastic about the supposed correlation between Protestantism and capitalism-friendly habits, but he didn’t get it all wrong. Black Friday strikes chords that many Puritans would thrill to: It rewards sacrifice and discipline.
The very name Best Buy is an obvious shout-out to Calvinist frugality. What could be more true to America’s deepest cultural roots? The Wal-Marts and Targets and Macy’s can compete on price, but they don’t have a chance at that level of semiotic purity. In its bland profundity, the title “Best Buy” is more American than baseball or apple pie. It’s both a comforting promise, and a call to arms. In a country where 70 percent of the economy is accounted for by consumer activity, the notion of the “Best Buy” is the ultimate in potency. It’s the Platonic good, except that you can actually touch it.
Surely Weber would also have appreciated how the urge to profit forces a constant froth of innovative thinking, itself the wellspring of capitalist progress. Take the “doorbuster,” for example. Limiting your best deals to the first handful of people through the door has proven so effective a motivator that some of the biggest chain stores now have multiple doorbuster events throughout the entire weekend, opening and shutting their gates like automatic garage doors with terminal cases of the hiccups.
GeekSugar reports Kmart’s plans:
An Early Thursday Doorbuster begins at 6 a.m. Thanksgiving Day and runs until 4 p.m. Stores will reopen at 8 p.m. on Thursday and close at 3 a.m. early Friday morning, marking the beginning of the Late Thursday Doorbuster deals. Stores open again two hours later, at 5 a.m. Friday morning, and run until 11 a.m. for Friday Doorbuster deals, which are effective through Saturday.
Get in line. The doors open. Grab the best deals. The doors close. Get back in line again! New deals! It’s a perpetual motion machine. It’s the very perfection of retail capitalism, simultaneously imprisoning and liberating consumers in a revolving door of alternating denial and satisfaction.
The sound of that revolving door is the sound of the throttling engine of a mighty world economy. Sure, it’s scary when those doors first crack open, and that tide of human flesh grabs at everything in sight. But it’s also kind of awesome. The sterile alienation of Cyber Monday can’t compare to the gladiatorial thrill of real human contact.
But the weirdest thing about Black Friday, the part that Weber might have had the hardest time explaining, is how fine the line is between thrift and greed. Consider the case of 19-year-old Ashley Wagner, who started camping outside a Best Buy in Saginaw Township on Monday morning. No china on the dinner table for Wagner, who took a week off from her job at Taco Bell to make sure she didn’t repeat last year’s disaster, when she was second in line.
With a generator, a can of Pringles and some Little Debbie snack cakes, Wagner said she’s ready for the week ahead. On Thanksgiving Day, Wagner’s mom will deliver a hot meal from the Turkey Roost restaurant in Kawkawlin.
“Being first in line ensures me I will get what I want,” said Wagner. Her door-busting dream: a camera for her mother, a laptop for her brother, and a flat-screen TV and some Dr. Dre headphones for herself.
I’m sure I wouldn’t mind a pair of Dr. Dre headphones under my own Christmas tree, but I don’t think taking a week off from your job to stand in line to nab a deal on some stylin’ audio equipment is an example of either thrift or frugality. Let’s not even get into the data that suggest that Black Friday’s prices aren’t invariably the lowest available, that the whole thing is just one magnificent con job. Whether or not Wagner gets what she wants, there’s no escaping the grim reality of that can of Pringles and Turkey Roost hot meal.
It’s convenient to criticize the retailers for their encroachment on turkey time and their shameless stoking of greed and bad mob behavior. But the Best Buys of the world wouldn’t be swinging their gates wide open if customers didn’t keep clamoring to get in. We’re locked in a mutual embrace and neither side is willing to let go.
Next year, look for Best Buy to begin delivering turkey dinners directly to the waiting shoppers. Indeed, I’m surprised it hasn’t already seen the market opportunity. Who needs a mom to bring over the mashed potatoes, when the market is more than ready to provide?
Andrew Leonard is a staff writer at Salon. On Twitter, @koxinga21. More Andrew Leonard.
Related Stories
More Related Stories
-
Billionaire hedge funder: Babies, breast-feeding "kill" focus, keep women from succeeding
-
"Bookless library" set to open in Texas
-
Greek yogurt, toxic waste hazard?
-
Incoming BBC news director on journalism gender gap: "We can do better"
-
Illegal construction, shoddy materials at fault in Bangladesh factory disaster
-
Destroying the planet for record profits
-
Lawsuit alleges anti-gay hiring practices at ExxonMobil
-
The Maker kids are alright
-
Portland's senseless war on fluoride
-
Is Pittsburgh the next Portland?
-
"Original Coca-Cola had a very small amount of cocaine"
-
Justin Bieber will destroy you if you live-tweet his parties
-
Corporations accused of wrongdoing win battle to keep identities secret
-
Wall Street firm's "Golden Pitchbook" is totally sexist, full of lies
-
Apple's biggest sin: Popularity
-
Facebook's hate speech problem
-
Amazon set to launch fine-art gallery
-
Rand Paul: Congress should apologize to Apple, not the other way around
-
Hundreds of low-wage federally contracted workers strike in D.C.
-
When America became a third-world country
-
Wikipedia cleans up its mess
Featured Slide Shows
The week in 10 pics
close X- Share on Twitter
- Share on Facebook
- Thumbnails
- Fullscreen
- 1 of 11
- Previous
- Next
-
Lisa Montgomery embraces her nephew Thursday after a tornado tore apart her home in Cleburne, Texas. The twister killed six people and destroyed entire swaths of the North Texas town.
Credit: AP/LM Otero -
Jack McMahon, the defense attorney for abortion doctor Kermit Gosnell, speaks outside the Criminal Justice Center in Philadelphia Tuesday. His client was convicted of killing three babies in his clinic, and will serve multiple life sentences.
Credit: AP/Matt Rourke -
A photo taken Monday captures Vice President Joe Biden's response to a Milwaukee second-grader's innovative proposal to end America's epidemic of gun violence. This guy!
Credit: AP/Jenny Aicher -
Sen. Rand Paul, R-Ky., flanked by a grouper-eyed Michele Bachmann, addresses the IRS' admission that it targeted Tea Party groups in advance of the 2012 election. In an op-ed for CNN Thursday, the Kentucky senator slammed the president for his faux outrage.
Credit: AP/Molly Riley -
Ousted IRS chief Steven Miller is sworn in on Capitol Hill Friday. Miller testified before the House Ways and Means Committee on the extra scrutiny the agency gave conservative groups applying for tax-exempt status.
Credit: AP/J. Scott Applewhite -
Attorney General Eric Holder pauses as he testifies on Capitol Hill before the House Judiciary Committee Wednesday. Holder is under fire, among other things, for the Justice Department's gathering of phone records at the Associated Press.
Credit: AP/Carolyn Kaster -
O.J. Simpson sits during an evidentiary hearing at Clark County District Court in Las Vegas, Nev., Thursday. Simpson, who is currently serving a nine-to-33-year sentence in state prison for armed robbery and kidnapping, is using a writ of habeas corpus to seek a new trial.
Credit: AP/Las Vegas Review-Journal/Jeff Scheid -
Major Tom to ground control: On Sunday astronaut Chris Hadfield recorded the first music video from space, a cover of David Bowie's "Space Oddity."
Credit: AP/NASA/Chris Hadfield -
When it rains it pours. President Barack Obama speaks during a news conference Thursday with Turkish Prime Minister Recep Tayyip Erdogan, inexplicably inspiring an #umbrellagate Twitter meme.
Credit: AP/Jacquelyn Martin -
A smoke plume rises high above a road block at the intersection of County A and Ross Road east of Solon Springs, Wis., Tuesday. No injuries were reported, but the the wildfire caused evacuations across northwestern Wisconsin.
Credit: AP/The Duluth News-Tribune/Clint Austin -
Recent Slide Shows
- Share on Twitter
- Share on Facebook
- Thumbnails
- Fullscreen
- 1 of 11
- Previous
- Next
Related Videos
Most Read
-
Oklahoma senator: Tornado aid "totally different" from Sandy aid
Jillian Rayfield
-
Tornado survivor to Wolf Blitzer: Sorry, I'm an atheist. I don't have to thank the Lord
Mary Elizabeth Williams
-
9-year-old slams Rahm over Chicago schools
Natasha Lennard
-
Facebook's hate speech problem
Mary Elizabeth Williams
-
Inhofe and Coburn: Red state hypocrites
Joan Walsh
-
Experts: Fox News spying scandal a game-changer
Natasha Lennard
-
Brad Pitt keeps breaking his silence on how boring marriage to Jennifer Aniston was
Daniel D'Addario
-
Judge tells lesbian couple to separate -- or lose kids
Irin Carmon
-
Revenge, ego and the corruption of Wikipedia
Andrew Leonard
-
Did a Salon excerpt ruin Penn Jillette's chance to win "Celebrity Apprentice"?
Daniel D'Addario
Popular on Reddit
links from salon.com

1033 points1034 points1035 points | 498 comments

649 points650 points651 points | 159 comments
From Around the Web
Presented by Scribol
- London angry as details about knife attackers emerge
- Ammonium nitrate, chemical behind texas explosion, is all over the United States
- Iran increasing its ability to produce nuclear bombs: IAEA report
- Malaysia: Opposition figures arrested weeks after election protests
- Greek children increasingly living in poverty, says UN report
- Obama Defends Drones, Calls On Guantanamo Closure In Major Policy Speech
- NYC Bike-Sharing Prompts Safety Concerns Over Novice Cyclists
- Banned From Beyoncé Concerts, Photographers Say PR Machine Is Missing The Big Picture
- Latin American Economic Alliance Looks To China, As US Is A No-Show
- Who Is On Food Stamps? Where $20.5B Cut Would Fall




Comments
98 Comments