In 2011, consumers using RetailMeNot.com reported saving more on Thanksgiving than they did on Black Friday. Additionally, consumers using RetailMeNot.com spent 5% more on average per order on Thanksgiving than on Black Friday.
That tidbit comes from the WhaleShark report with the long-winded but accurate title of “OctoNovemCemberTM: Why an Unsteady Economy Is Causing Consumers to Search for Deals Long Before Black Friday.”
What it means is that the retailers who were vilified last year for daring to put profits above family time went laughing all the way to the bank when it opened the next day. Even more retailers pushed their Black Friday opening times back from ‘crack of dawn’ to ‘stroke of midnight’ to make the whole event even more tiresome and exciting.